P ERSUASIVE T ECHNIQUES. W HAT IS PERSUASION ? A way to convince an audience… to buy a certain...
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Transcript of P ERSUASIVE T ECHNIQUES. W HAT IS PERSUASION ? A way to convince an audience… to buy a certain...
PERSUASIVE TECHNIQUES
WHAT IS PERSUASION?A way to convince an audience…
to buy a certain product to believe something to act in a certain way to agree with a point of view
BANDWAGONA statement appealing readers/listeners to
follow the crowd. In other words, join in because others are doing it, and you don’t want to be left behind.
CARD STACKING Only presenting information that is positive
to an ideal or proposal and omitting information contrary to that.
What would be a good example of this?
GLITTERING GENERALITIES Using words that have different positive
meanings for individual subjects but are linked to highly valued concepts
Examples: When a person is asked to do something in “defense of democracy” they are more likely to agree.
Word choice: honor, glory, love of country, freedom
NAME CALLING The use of derogatory language or words
that carry a negative connotation when describing an enemy or opponent
Example: political campaigns
PLAIN FOLK An attempt for advertisers and propagandists
to convince the public that their views reflect those of the common person and that they are also working for their benefit
Where do you see examples of this?
TESTIMONIAL Endorsements which connect a famous or
respectable person with a product or viewpoint.
TRANSFER An attempt to make audiences view a certain
item in the same way as they view another item in order to link the two in the subject’s mind
Example: “The American pioneers worked hard because they cared about the future. If you care about the future of your family, then see your agent at Pioneer Insurance."
ASSERTION An energetic statement presented as a fact
although it isn’t necessarily true
Where do you see an example of this in advertising?
LESSER OF TWO EVILS An attempt to convince subject of an idea or
proposal by presenting it as the least of offensive options
Example: wartime sacrifices, convincing your parents to let you do something
PINPOINTING THE ENEMY An attempt to simplify a complex situation by
presenting one specific group or person as the enemy
Examples: 9/11 terrorists
SIMPLIFICATION Reduces a complex situation to a clear cut
choice involving good and evil
Example: common stereotypes
SLIPPERY SLOPE Maintains that a small action will inevitably
lead to greater actions and consequences that often are illogical
Example: “If you don’t finish your math homework, you will be homeless when you are twenty years old.”
ETHOS, LOGOS, PATHOS Persuasion based on appealing to certain
qualities or beliefs of the audience
Ethos: appeal to ethics
Logos: appeal to logic
Pathos: appeal to emotion
AUDIENCE AWARENESSAdvertisers know how to target their audiences use appropriate persuasive technique(s) stimulate emotional appeal in their audiences,
which directly corresponds to dollars and cents
Propagandists know how to target their audiences use appropriate persuasive technique(s) stimulate emotional appeal in their audiences,
which directly corresponds to choosing a viewpoint
RELEVANT FACTS Advertisers spend about $200 billion a year
on TV advertising The average cost for Super Bowl ads is $2.6
million per 30 second spot The average American watches about 24,000
TV commercials a year
WHO IS THE AUDIENCE?
Purpose?
Audience?
Persuasive technique
s?
Porche
Audience?
Persuasive technique
s?
Purpose?
Purpose?
Audience?
Persuasive technique
s?
May 31st
World No Tobacco Day
Audience?Purpose
?
Persuasive technique
s?
Purpose? Audience
?
Persuasive technique
s?
Mini Cooper
ADDITIONAL SOURCES https://www.youtube.com/watch?v=-GhiBkjtsKw (Sears Trailer) http://www.youtube.com/watch?v=h-8PBx7isoM (Embrace Life) https://www.youtube.com/watch?v=tTbLBL2P6YA (Budweiser) http://www.youtube.com/watch?v=iYhCn0jf46U (Dove Evolution) http://www.youtube.com/watch?v=6Cf7IL_eZ38 (A Day Made of
Glass) http://www.youtube.com/watch?v=aiCq1ZMOa-w (AT&T: Train) http://www.youtube.com/watch?
feature=endscreen&NR=1&v=DebhWD6ljZs (AT&T documentary)