Persuasion Is All Around You! It’s also called - Propaganda “Can You Hear Me Now?”

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 It is a form of argument

Common persuasive techniques often used in advertising Slogan Repetition Bandwagon Testimonial Emotional Appeal Expert Opinion Glittering Generality Weasel Words, or Empty Phrases Patriotism Plain folks appeal Facts and Figures Hidden Fears Snob Appeal Unfinished Comparisons Purpose?

Slogan: “Can you hear me now?” A catchy phrase or statement often used to sell a service or a product

Repetition: The name of a product is repeated many times. HEAD ON Apply directly to the forehead

Bandwagon A statement suggesting that everyone is using a specific product, so you should too

Testimonial A well-known person supports a product or service

Emotional Appeal A person is made to have strong feelings about a situation or product

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”

Glittering Generality Telling only positive things about something or someone, without giving evidence or facts.

Weasel Words, or Empty Phrases Using broad promises or phrases that don’t really mean anything. Use words like: Some people… It is said… Sometimes Probably

Patriotism Suggesting that you are un-American if you don’t buy this product. “Keep America Strong. Keep America Rolling. United We Stand.”

Plain folks appeal Trying to show that a person or product is good for “ordinary” people, because a person is “just like you” and understands you Jenifer Lopez was representing herself as a common person in the fair “I’m Jenny from the block.”

Facts and Figures Using tests, statistics or information that sounds “scientific” to prove that one product or person is better than another 4 out of 5 dentists recommend it…

Hidden Fears Suggesting that a person or product will protect you against something unpleasant or dangerous. Alarm Commercials. Medic Alert

Snob Appeal Suggesting that association with a person or product can make you special Designer clothes Perfumes Diamonds

Unfinished Comparisons Comparing a product or person to another, without providing the other half of the comparison. "Magnavox gives you more." (More what?) "You can be sure if it's Westinghouse." (Sure of what?)

Quick review Slogan Repetition Bandwagon Testimonial Emotional Appeal Expert Opinion Glittering Generality Weasel Words, or Empty Phrases Patriotism Plain folks appeal Facts and Figures Hidden Fears Snob Appeal Unfinished Comparisons

Audience Awareness Advertisers know how to target their audiences use appropriate persuasive technique

Who’s the audience?

Audience?

Purpose? Persuasive technique?

Audience? Purpose? Persuasive technique?

Audience?

Purpose?

Audience? Purpose?

Audience? Persuasive technique? Purpose?

Audience? Persuasive technique?

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

Making Connections What is your favorite jingle? What slogan for a product do you find yourself saying? What TV commercial has influenced you to make a purchase? Since Tubby Smith and Billy Gillispie shop at Kroger, does that mean we should too?

Reflection “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.