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
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Common persuasive techniques often used in advertising
Bandwagon Loaded words/Glittering Generalities
Testimonials/Endorsements Name Calling Snob Appeal Slogan Plain
Folk Technique
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Bandwagon A statement suggesting that everyone is using a
specific product, so you should, too! Being in the group makes you
feel secure.
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The bandwagon effect created these fine internet
sensations..
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Bandwagon Examples
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Example
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Loaded Words and Glittering Generalities Loaded Words = Words
that will make you feel strongly about someone or something (fear,
desire for success, excitement, being part of a group). Loaded
Words can be Glittering Generalities Glittering Generalities=Words
that glitter but give no details about the product. NEW IMPROVED
TIDE
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Example
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Loaded Words Example.
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Loaded Words
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Loaded Words
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Testimonial/Endorsement A well-known person or a previous
customer supports a product or service **Its called an endorsement
if a famous person is supporting the product
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Testimonials
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Endorsement Example
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Testimonial from customer
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Example
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Testimonials work!
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Name Calling Is used to incite fears and arouse prejudices in
the viewers with the idea that the bad names will cause people to
construct a negative opinion about a group or product. This
technique is used more often in politics than advertising.
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Example
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Name calling can be implied through an unflattering image
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Name Calling.
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Example
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Snob Appeal Just the opposite of bandwagon. Its message
suggests: "Buying our product will make you better than everyone
else--especially since other people can't afford it.
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Example
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Snob Appeal
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Slogans
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Slogan A catchy phrase or statement often used to sell a
service or a product
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Example
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Theyre GRRRRRRREAT!
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Plain Folks When a company tries to show it is just like you
Persuasive device especially favored by politicians!
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Example
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Subway Five Dollar Footlong Advertisement
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Plain Old Mom Folk
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Plain Folk Political Ad
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Plain Folk Ad
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Audience Awareness Advertisers know how to target their
audiences use appropriate persuasive technique
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Target Audience?
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Quick review Can you define these devices? Bandwagon Loaded
words/Glittering Generalities Testimonials/Endorsements Name
Calling Snob Appeal Slogan Plain Folk Technique
