AdvertisingThe power of persuasion

What is Persusasion?

Advertising techniques• catchy words• testimonial• bandwagon• transfer• emotional appeal

– positive appeal– negative appeal

• product slogan• product comparison• repetition

Propaganda is…• The spreading of ideas, information,

or rumor for the purpose of helping or injuring an institution, cause, or person.

• The art of persuasion.

Catchy Words

(catchy giggle)

Testimonial• A famous or respected person

endorses this product

• Examples:– This doctor uses this product and so

should you.– This celebrity is voting for Candidate X

and so should you.

http://www.proactiv.com/best-acne-treatment/justin-bieber,default,pg.html

Testimonial

Bandwagon• Makes the impression that “everyone

else” is using the product and if you do not, you will be left out

• Examples:– A “must have” for the modern teen.– The popular choice for mayor.– Don’t be the last one on the block to get

one.

http://www.nytimes.com/2009/02/27/business/media/27adco.html?_r=1

Bandwagon

Transfer• Carry over good feelings about one

object to the product itself

• Examples:– Vote for this candidate (flag waving in

the background)– You like the song in the background, so

you like the product.

Emotional Appeal• Arouse emotions such as fear,

humor, love, or desire

• Examples:– Everyone loves puppies, so people buy

this product because puppies are in the ad.

– Don’t let murderers get in your house, get this security system.

Positive Appeal

Negative Appeal

Product Slogan

Product Comparison

Repetition• Saying a word or phrase over and

over again so it “gets stuck” in the audience’s mind

• Example:– “Head On, apply directly to the

forehead. Head On, apply directly to the

forehead. Head On, apply directly to the

forehead.”

http://dev.w3.org/html5/alt-techniques/

Repetition

Additional Persuasion, Propaganda, and Advertising

Techniques• Card Stacking• Generalities• Name Calling• Plain Folks• Either/Or• False Cause and Effect

Card Stacking• Making one side or product look

better by only mentioning some of the facts

• Example:– Brand X detergent cleans better than

Brand Y.(different stains, size, material, etc.)

http://newbreedofadvertisers.blogspot.com/2010/02/on-co-existence-of-shaw-flooring-and.html

Glittering Generalities• Broad statements used to associate

product with audience beliefs and values

• Examples:– The “All-American” candidate– A quality job well-done– Trusted like a true neighbor

http://www.adpulp.com/obamarketing/

Name Calling• Negative words or names used to

create an unfavorable opinion of competition

• Examples:– He is a terrorist– She is a tree-hugger– They are cheapskates

http://blogs.reuters.com/talesfromthetrail/tag/newt-gingrich/page/5/

Plain Folks• Spokesperson is an ordinary citizen,

“someone just like you” who can be trusted

• Examples:– The neighbor recommends this

candidate– Mom loves this product

http://www.abouttheimage.com/2801/visual_case_study_ariel_sensitive_laundry_detergent/author24

Either/Or Thinking• Make the audience believe that only

two options are possible, with no middle ground or possibilities

• Examples:– Either you support the war or you are on

the side of the terrorists.– Either you buy organic food or you don’t

care about your family’s health.

http://theplantrant.com/tag/legalization/page/2/

False Cause and Effect• If B follows A, then A must cause B

• Example:– A man ate pizza everyday. That man

lived to be 100. Eating pizza everyday will make you live a long life.

In a 12-year study of more than 70,000 nurses, those who ate more whole grain weighed less than those who ate less whole grain. *

http://wholegrainnation.eatbetteramerica.com/benefits/