Persuasion Is All Persuasion Is All Around YouAround You!!

What is persuasion?What is persuasion?A means of convincing people to buy a certain product to believe something or act in a certain

way to agree with a point of view

Common persuasive Common persuasive techniques often used in techniques often used in advertisingadvertising

Some arguments are logical

Some appeal to your emotions Some make you trust the advertiser Some are simply easy to remember

How do they work and what are some examples?

Purpose?

Logos:Logos: Is the appeal to logic. When using

“logos,” one convinces an audience using logic or reason.

Cites facts and statistics that no one can disagree with

Example of LogosExample of Logos Get the best coverage ever!

Who is the oldest person you know?

Is the ethical appeal Convinces the viewer of author’s

credibility or character Uses expert speakers and and

testimonials

Expert opinion Expert opinion

Experts approve this product, so you should use it

“Four out of five dentists recommend sugarless gum for their patients who chew gum”

Expert OpinionExpert Opinion Midas

http://www.youtube.com/watch?v=k_pJ-S_MDHQ

Sensitive Teeth? http://www.youtube.com/watch?v

=rsaaBqCYW1I

TestimonialTestimonialA well-known person supports a product

or service

TestimonialTestimonial

Katy Perry! She is SO COOL!

Jennifer Anniston She's GORGEOUS!

PATHOSPATHOS: the most common The word Pathos comes from the Greek

word for “feeling.”(Think of empathy, sympathy, and apathy)

Commercials can appeal to your feelings in both positive and negative ways.

You associate the product with positive and negative aspects of your life

BandwagonBandwagonA statement suggesting that everyone is

using a specific product, so you should too

BandwagonBandwagon Be part of the new generation!

Take it to the next level!

Guilt and ResponsibilityGuilt and Responsibility

A person is made to have strong feelings about situations or productsthat will help others.

Make the Ethical choice!

Guilt and ResponsibilityGuilt and Responsibility I love the whole world

http://www.youtube.com/watch?v=NqV3clvlC4Q

Alyssa MilanoReach into YOUR pocket!

Glittering GeneralityGlittering Generality

Use vague words such as “patriotism” and “freedom.” They bring to mind things that we’re TAUGHT to agree with or gravitate towards, but have NOTHING to do with the product at hand.

Glittering Generalities Glittering Generalities ExamplesExamples What's a shamwow? But Germans are b

ad!

Diamonds and oysters and boats! Oh My!

FearFearYou don’t want bad breath, do you?

You don’t want to HURT people, do you?

BY using fear as a persuasive method, companies SCARE their audience into buying their product

Fear ExampleFear Example: Meet Terri

or death

WOULD YOU STILL SMOKE?

Family, Safety, and Family, Safety, and SecuritySecurity We, as Americans want our happy

families! We want our 2.4 children, dog, white picket fences and happiness. Commercials try to sell us that!

Examples of Family and Examples of Family and securitysecurity See what Stouffer's can do for you!

Don't you want to feel at home?

Beauty and sex…..Beauty and sex….. Everybody wants to be a part of the

beautiful, desired crowd. Products convince people that they too will be desired after using their product.

Let’s get beautiful!Let’s get beautiful! Women will flock to you too!

Even in the supermarket!

(Shoprite anyone?)

MudslingingMudslinging Mudslinging is a tactic that is often used

in commercials and political campaigns where the speaker “slings mud” at the opponent to make them look bad

Examples of MudslingingExamples of Mudslinging Ronald McDonald or Taco Bell?

Aleve or Tylenol?

Persuasion Technique:Persuasion Technique:Make it easy to remember! Sometimes advertisers simply want you

to remember their ads so that when you are in the supermarket or voting poll, you will remember them.

Slogans, repetitions and humor are some examples

SloganSlogan Can you hear me now

http://www.youtube.com/watch?v=OPwPo-IAQ-E

A diamond is forever http://www.youtube.com/watch?v=4vXHm8TzLzE

Got Milk http://www.youtube.com/watch?v=OLSsswr6z9Y http://www.youtube.com/watch?v=KBMmroSvcpM&NR=1 http://www.youtube.com/watch?

v=_I07kRgym0Y&feature=related

Slogan: Slogan: ““Have it your way!Have it your way!”” ‘I’m lovin’ it!” ‘I’m lovin’ it!”

Some products use Slogans and Repetitions. These are catchy phrases or statements often used to sell a service or a product

Repetition: Repetition: The name of a product is repeated many The name of a product is repeated many timestimes

HEAD ON Apply directly

to the forehead

HEAD ON Apply directly

to the forehead

HEAD ON Apply directly

to the forehead

RepetitionRepetition Head On

http://www.youtube.com/watch?v=Is3icfcbmbs

Go Compare http://www.youtube.com/watch?v=F_-

9QFvhQWo&feature=results_main&playnext=1&list=PL819596E749660A2A

HumorHumor Companies use humor….sort of as a last

resort to make you connect the product with a positive, happy feeling. At least when you are shopping and remember a commercial that made you laugh, you may be persuaded to buy the product.

These commercials are often illogical and offer little or no information about the product ... but at least they’re fun!

Examples of Humor: Examples of Humor:

This one will make you laugh!

Pinnochio

WEEEEEE!

ReflectionReflection“Persuasion is all around you”

In addition to TV commercials, where else do you see persuasion all around you? Is that persuasion influencing you or your family in any way? Explain.