Persuasive Advertising Techniques

Purpose To gain reader/viewer support To push reader/viewer to action Change mind Buy product Protest

Strategies emphasize readers’ benefits address readers’ concerns show sound reasoning present reliable evidence

Emphasizing Benefits It’s all about NEEDS! How will reader/audience benefit from performing the action? How will reader/audience benefit from taking the position? How will reader/audience benefit from purchasing the recommended product?

Addressing Concerns Proactive: Predict reactions! Counteract negativity

Show Sound Reasoning Best weapon: Logic!! They don’t just show the benefits – they PERSUADE the audience of the benefits The new computer will lower operating costs because it can perform more tasks very quickly, freeing up people for other tasks.

RELIABLE evidence! Experts Facts Quotations Authorities Examples Interviews EVIDENCE!!

Organizing Persuasion Pattern IS important for persuasion! HOW they work through an argument is as important as the argument itself Are they looking for a positive or a negative reaction? They choose a pattern that best suits their PURPOSE

Direct Pattern Used if the audience’s FIRST response is important Good news Recommendation Presenting a favourable analysis Main point stated first Evidence/proof/arguments next You MUST buy that 2013 Polaris Ranger LE because…

Indirect Approach Bad news approach Prepares audience before hitting them with bad news Format: Discuss the situation Present arguments Make recommendation

The Rhetorical Triangle Types of Argumentation The Rhetorical Triangle https://slideplayer.com/slide/9170397/

LOGOS Appeal to reason using: Most convincing technique Facts Stats Research Logical Arguments Most convincing technique

Ethos Appeal to credibility Of character Of experience Of sources

Pathos Appeal to emotion Values Beliefs Passion Personal stories Word choice Images

Types of Persuasive Media Editorials Letters to the Editor Magazine articles Websites Blogs Reviews How many more can you think of?