Persuasion in Marketing and Advertising

Introduction Where do you encounter advertising? Where do you encounter advertising? Why do you remember these advertisements? These are prime examples of using persuasion to get us to buy a product.

Appeals

Bandwagon Makes the consumer believe that because “everyone” is buying it, it must be good.

The ad says that “Coke is the most asked-for soft drink in the world.” This appeal works because most people want what others have.

Bandwagon 1 Bandwagon 2 Bandwagon 3

Testimonial/Authority When celebrities or persons of authority (doctor, lawyer, politician, law enforcement, scientist, etc.) endorse a product or idea. When celebrities or persons of authority (doctor, lawyer, politician, law enforcement, scientist, etc.) endorse a product or idea.

Make-up

Milk

Testimonial 1 Testimonial 2 Testimonial 3

Emotional See Pathos See Pathos

Charities may use images like these to evoke the sympathies of viewers.

Emotional 1 (funny) Emotional 2 (scare tactic 1) Emotional 3 (scare tactic 2) Emotional 4 (feeling sorry) Emotional 5 (sad)

Plain Folks Ordinary people sell the message, so ordinary people can relate to the product. Ordinary people sell the message, so ordinary people can relate to the product.

Some white girl with funky teeth Some Asian kid with an Oreo cookie

Plain Folks 1 Plain Folks 2 Plain Folks 3

Snob Aims to flatter and suggests that the consumer will be admired for having the product Aims to flatter and suggests that the consumer will be admired for having the product

Snob Appeal

Snob 1 Snob 2 Snob 3

Transfer Associating products with what a consumer likes or values Associating products with what a consumer likes or values - Meta-message - Meta-message “If you like what you see here, you’ll like our product too.” our product too.”Ex - The ad couples the product with something desirable – humor, patriotism, sports, sex, etc., so a positive feeling is created for the product

Transfer 1 Transfer 3 Transfer 2

LogosEthosPathos

Logos (Intellectual Appeal) Appeal to logic and reasoning through facts and statistics Ex. “This scientifically proven product has reduced greenhouse gases by 35%, which has resulted in healthier livestock, and thus provides more nutrients in meat from poultry.” OR “9 out of 10 doctors recommend using…”

Pathos (Emotional Appeal) Appeals to emotions or values (plays on the audience ’ s sympathy, sorrow, fear, pleasure, and humor). Ex. Insurance and investment companies use pathos to scare consumers, whereas many companies rely on humor. If they scare you, make you laugh or cry, it’s a memorable ad, and therefore makes us more likely to buy the product.

Ethos (Appeal to Image or Authority) An appeal that concentrates upon the image of the message rather than the product itself (very psychological). Ex. When an actor in a pain reliever commercial puts on a doctor's white coat, the coat will give the audience comfort and not question the authority of the actor as he talks persuasively about medicines.

Ethos (Continued) More examples: Politicians always use ethos, as they want voters to believe they stand as a symbol of righteousness or morality. For this purpose, they often speak freely of their religious views, and always take advantage of the “ photo ops ” with children or the disabled. Appeal to authority is another example of ethos (If Michael Jordan wears Hanes, I should too).

Claims

Refers to some sort of scientific proof or experiment by using percentages and statistics, or a claim that shows an impressive sounding mystery ingredient. Refers to some sort of scientific proof or experiment by using percentages and statistics, or a claim that shows an impressive sounding mystery ingredient. Scientific or Statistical

“Powerful mints with retsyn crystals.” (but what exactly is “Retsyn”? Answer: copper gluconate & partially hydrogenated cottonseed oil. )

Sci/Stat 3 Sci/Stat 1 Sci/Stat 2

Rhetorical Question Asks a rhetorical question forcing the consumer to answer for themselves. Asks a rhetorical question forcing the consumer to answer for themselves.

Rhetorical 2 Rhetorical 1

Unfinished Makes a claim or statement, but does not finish the statement.

The ad says it will “remove more plaque,” but it does not tell how much more, or more than what product.

Unfinished 2 Unfinished 1 Unfinished 3

Weasel Word Words used to make products seem special or unique, but are vague in using specific details. Ex: Helps, many, can, fights, virtually, enriched, starting at, up to, etc.

What’s the weasel word?

Weasel 1 Weasel 2 Weasel 3

Logical Fallacies ( Flaws in one’s reasoning)

A conclusion drawn from too little evidence Hasty 1 Hasty Generalization Hasty 2 Hasty 3

When one event follows another, and it is concluded that the first event caused the second. Post Hoc (False Cause) Post Hoc 1 Post Hoc 3 Post Hoc 2

False Dilemma (Either-Or) Arguing that there is only one solution when multiple ones exist. False 1 False 2 False 3

Straw Man Attacking a weakened or misrepresented version of the competition. STRAW 1 STRAW 2 STRAW 3