Whose Voice Guides your Choice? Persuasive Techniques in the Media

How do you decide who is the best candidate…

Or which is the best toothpaste?

Form of communication intended to influence opinions, emotions, attitudes or behavior. May offer only one side of an argument Some information may not be entirely true Can be intended to harm (Nazi propaganda against Jews) or help (encouraging people to donate blood) In advertising the purpose is to claim “superiority” in order to sell product. Propaganda

Persuasive Techniques Advertisers use many techniques to get you to buy their product. Here are a few… Persuasive Techniques

Suggestion that everyone is using the product and you should “jump on the bandwagon” too Consumers are convinced to think a certain way or buy a product because they want to fit in with everyone else Consumers assume that if others think it or buy it, it must be good Bandwagon

“If everyone in America prefers this product, maybe I should buy it too.”

Testimonial Shows a popular celebrity promoting and/or using a product Consumers associate the product with the celebrity and transfer their respect or admiration of the celebrity to the product Testimonial

Words and images are used to create an emotional response, such as happiness, sympathy, humor, or fear, in consumers A strong emotional response can prompt consumers to feel a certain way about a product For example, advertisers might present a fearful situation, then follow it up with the product or behavior needed to avoid or solve that situation Emotional Appeal

What emotions do these ads evoke?

If your towel isn’t clean, then your hands aren’t clean If your towel isn’t clean, then your hands aren’t clean. To solve this problem you should buy Kleenex hand towels.

Glittering Generalities Uses vague words – such as patriotism, freedom, timeless – that bring to mind values people agree with Consumers often accept this information without question Glittering Generalities

Words such as luxury, beautiful, paradise, and economical are used to evoke positive feelings in the viewer.

The idea or product being promoted is associated with normal, everyday people and activities Advertisers often use ordinary people – moms, children, grandparents, middle-class workers – to promote products Consumers can relate to and identify with the people in the ads and may be more likely to purchase the product Plain Folks

Negative words are used to create an unfavorable opinion of the competition in the viewer's mind A negative word or feeling is attached to an idea, product, or person. If that word or feeling goes along with that person or idea, the implication is that we shouldn’t be interested in it. Name-Calling

Negative words are used to create an unfavorable opinion of the competition in the viewer’s mind.

Uses specific words, phrases, or images that are stated or shown over and over again Repetition makes it more likely consumers will remember the words/phrases/images and associate them with the product Repetition

The product name or keyword or phrase is repeated several times. How many times can you use the word “Fresh?”

Taps into people’s desire to be special or part of an elite group Often includes words that evoke images of exceptionally high quality – perfection, luxury, fine, only, best, etc. Snob Appeal