Power of Persuasion

Persuasion A means of convincing people to: Buy a certain product Believe something Act a certain way Agree with a point of view

Why should we learn about this? Companies persuade us to buy certain products Politicians persuade us to support them Peers sometimes use persuasion to get others to join them in an activity You may want to persuade others to agree with you or do something you want them to do

Audience Who are you trying to persuade? Advertisers know how to target their audience

Appeals by Association To “sell” a product or an idea by linking it with something or someone positive or influential. Bandwagon Taps into ones desire to belong to a group. EXAMPLE: Don’t miss out on the fundraiser. EVERYONE is talking about it! Testimonial Relies on the backing of a celebrity, expert, or a satisfied customer. EXAMPLE: As the lead singer of One Direction, I know a good song when I hear it.

Use strong feelings rather than facts and evidence to persuade. Emotional Appeals Use strong feelings rather than facts and evidence to persuade. Appeal to Vanity Uses flattery to win people over. EXAMPLE: Your hair is shiny but if you use Head and Shoulders it will be shiny and healthy. Appeal to Fear Makes people feel as if their safety, security, or health is in danger. EXAMPLE: When you leave for summer vacation is your house protected? (ADT home Security Systems)

Loaded Language Using words with strong positive or negative association to “sell” a product. Positive Association Bring to mind something exciting or comforting. EXAMPLE: Sparkling waters, silky sands, and breezy air awaits you at the Sandals resort in Hawaii! Negative Association Call up an unpleasant image, experience or feeling. EXAMPLE: This animal was malnourished, beaten, and covered in filth.

The specific group or subgroup that the persuasion is directed at. Target Audience The specific group or subgroup that the persuasion is directed at. Grouping/ Subgrouping Not everyone will agree with you or need your “product.” By tailoring your persuasion to a specific group or subgroup you have a better chance of persuading them to buy them. Examples of Subgroups Age Gender Job Geographic Area EXAMPLE: 13 year olds aren’t interested in buying diapers. So don’t target it towards them.