Persuasive techniques

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Presentation transcript:

Persuasive techniques How to get people to do what you say!

Avant Garde the suggestion that using this product puts the user ahead of the times e.g. a toy manufacturer encourages kids to be the first on their block to have a new toy

Avant Garde

Bandwagon the suggestion that everybody is using the product and that you should too in order to be part of the group e.g. a credit card company quotes the number of millions of people who use their card

Facts & Figures statistics and objective factual information is used to prove the superiority of the product e.g. a car manufacturer quotes the amount of time it takes their car to get from 0 to 100 m.p.h.

Facts & Figures

Facts & Figures

Glittering Generalities "weasel words" are used to suggest a positive meaning without actually really making any guarantee e.g. a famous sports personality says that a diet product might help you to lose weight the way it helped him to lose weight

Glittering Generalities "weasel words" are used to suggest a positive meaning without actually really making any guarantee e.g. a famous sports personality says that a diet product might help you to lose weight the way it helped him to lose weight

Glittering Generalities

Hidden Fears the suggestion that this product will protect the user from some danger e.g. a laundry detergent manufacturer suggests that you will be embarrassed when strangers see "ring around the collar" of your shirts or blouses

Hidden Fears

Hidden Fears

Hidden Fears

Hidden Fears

Magic Ingredients the suggestion that some almost miraculous discovery makes the product exceptionally effective e.g. a pharmaceutical manufacturer describes a special coating that makes their pain reliever less irritating to the stomach than a competitor`s

Magic Ingredients the suggestion that some almost miraculous discovery makes the product exceptionally effective e.g. a pharmaceutical manufacturer describes a special coating that makes their pain reliever less irritating to the stomach than a competitor`s

Magic Ingredients

Patriotism the suggestion that purchasing this product shows your love of your country e.g. a company brags about its product being made in Canada and employing Canadian workers

Patriotism

Patriotism

Patriotism

Plain Folks the suggestion that the product is a practical product of good value for ordinary people e.g. a cereal manufacturer shows an ordinary family sitting down to breakfast and enjoying their product

Plain Folks the suggestion that the product is a practical product of good value for ordinary people e.g. a cereal manufacturer shows an ordinary family sitting down to breakfast and enjoying their product

Plain Folks

Plain Folks

Snob Appeal the suggestion that the use of the product makes the customer part of an elite group with a luxurious and glamorous life style e.g. a coffee manufacturer shows people dressed in formal gowns and tuxedos drinking their brand at an art gallery

Snob Appeal

Snob Appeal

Snob Appeal

Testimonial a famous personality is used to endorse the product e.g. a famous hockey player recommends a particular brand of skates

Testimonial

Testimonial

Testimonial

Testimonial

Testimonial

Wit & Humor customers are attracted to products that divert the audience by giving viewers a reason to laugh or to be entertained by clever use of visuals or language

Wit & Humor customers are attracted to products that divert the audience by giving viewers a reason to laugh or to be entertained by clever use of visuals or language

Wit & Humor

Wit & Humor

Wit & Humor