Zhejiang University of Finance and Economics Persuasive Language Zhejiang University of Finance and Economics Dong Fang College Toriano Cook
TV Commercials / Advertisements Watch advertisements for six mobile phones Think about what makes the product interesting and how it is persuading you to want the phone.
Advertisements are a very common kind of persuasion. + Their purpose is to sell a product or a service. + They do this by aiming at a particular type of customer. + They use carefully chosen, positive language.
“Eye Candy” A common way of ‘drawing someone in’ is through the use of attractive, visuals. Very common in nature Visuals that ‘stimulate’ your eyes Use of fantastic colors Creative images ‘Eye grabbing’ graphics Sex appeal
“Eye Candy”
“Eye Candy”
“Eye Candy”
“Eye Candy”
“Eye Candy”
“Eye Candy”
“Eye Candy”
“Eye Candy”
What attracts you to a product and makes you remember it? They use humour or ‘tug at your emotions’. They ask questions to make you consider the need for their product. They appeal to your senses. They use words to create a slogan or phrase you will remember. (“Nike: Just Do It”) They persuade you to imagine yourself using their product. They make you think their product will make you feel special.
“The Art of Persuasion” Mix of facts and assumed superlatives (the best, the greatest, the most effective) ‘Best value for new cars in three states!’ ‘Our oil contains 0% fat!’ ‘The newest phone available on the market!’ Focuses on the positive parts of something. ‘You may be old, but you’re not dead!’ ‘Failed your English exam? No problem, we can help you become an English master!’
“The Art of Persuasion” Use of adjectives and adverbs to paint an appealing picture. ‘The most exciting & amazing movie this year!’ ‘Quickly lose weight and look like a model today.’ Use imperatives (commands). ‘You need to lose weight today!’ ‘Stop wasting money on bland & boring phone apps!’ Ask rhetorical questions. - ‘You want to be happy, right?’
Using comparatives is a very common way of using persuasive language: More comfortable Happier Healthier More fashionable More beautiful More intelligent The envy of all their friends!
Advertisements use carefully chosen language to appeal to their target audience. Special Offer The Best Number One Genuine Cool Free! Exclusive Latest Fashion Cheaper The Total Experience Bargain
Commonly Used Adjectives (“Loaded Words”) for Persuasion new great real good better best easy fresh free delicious safe clean rich wonderful fine
Persuasive Comparatives & Superlatives newer the newest greater the greatest more delicious most delicious better the best good more convenient most convenient simpler the simplest
Which words do you feel are ‘positive’ or ‘negative’? better new dangerous animal exciting nuisance delight pet raw safe rough natural quiet science educational simple delicious scary wild beast wet soaked challenging difficult
New York City or London I will present a brief ‘virtual tour’ of London and New York City. I will try to persuade you to want to visit one city more than the other. After, decide which city you would rather visit and if what I say about each persuades you to your decision.
Buckingham Palace
The ‘Gherkin’ Building
Tower Bridge of London
The British Museum
The London Eye
Westminster Palace
The Statue of Liberty
Madison Square Garden
Central Park
Times Square
The Empire State Building
The United Nations
"Where Should I Go?" Where is the best place for a tourist to visit in China? You decide the best place, then debate with your partner. Your pair should agree on a choice. In groups of two pairs, debate your decisions to come to a final choice for the group, with each pair trying to persuade the other. Groups debate their choices We will conclude with one class choice for a place.
"What is the best ____?" During next class you will present your choice for the best _____ ever. You should present a speech to persuade us that ______ is the best _____. Your presentation should be at least 3 minutes long. You may use what ever materials/aids you like.