Persuasion Is All Around You! “Can You Hear Me Now?”

What is persuasion? A means of convincing people: to buy a certain product to believe something or act in a certain way to agree with a point of view

Common persuasive techniques often used in advertising Slogan Repetition Facts and Statistics Bandwagon Testimonial Emotional Appeal Expert Opinion Logical Appeal Purpose?

Slogan: “Can you hear me now?” A catchy phrase or statement often used to sell a service or a product

Repetition: The name of a product is repeated many times HEAD ON Apply directly to the forehead

Bandwagon A statement suggesting that everyone is using a specific product, so you should too

Facts and Statistics In this persuasive technique, numbers, tables, and graphs are used to show statistics of both sides. In this persuasive technique, numbers, tables, and graphs are used to show statistics of both sides.

Facts and Statistics Examples. An advertisement might read, “This product kills 99% of your germs.” An advertisement might read, “This product kills 99% of your germs.” Surveys may be conducted and Surveys may be conducted and the results graphed to show people’s opinions.

Testimonial/Transfer A well-known person supports a product or service

Testemonial/Transfer Example Gap “Red Shirt” Ads with celebrities

Emotional Appeal Words or pictures that appeal to the your emotions. Words or pictures that appeal to the your emotions. They appeal to positive emotions like your desire for success. They appeal to positive emotions like your desire for success. They can also appeal to negative emotions like fear. They can also appeal to negative emotions like fear. Example: Save the Children. Feed the Children. Example: Save the Children. Feed the Children.

Ad with Emotional Appeal Makes you look younger and has an expert opinion.

Expert opinion Experts approve this product, so you should use it “Four out of five dentists recommend sugarless gum for their patients who chew gum”

Quick review Slogan Repetition Bandwagon Testimonial Facts and Statistics Emotional Appeal Expert Opinion Logical Appeal

Advertisers try to convince you to make the right decision, smart decision or best choice in purchasing their product Advertisers try to convince you to make the right decision, smart decision or best choice in purchasing their product Examples: It makes sense to buy this Examples: It makes sense to buy this  Smart moms choose JIF  Save time and money with this  Shop smart, buy here

Logical Appeal Example Logical appeal- “Smarten Up”

Who’s the audience?

Audience?

Purpose? Persuasive technique?

Audience? Purpose? Persuasive technique?

Audience?

Purpose?

Audience? Purpose?

Audience? Persuasive technique? Purpose?

Audience? Persuasive technique?

Relevant facts Advertisers spend about $200 billion a year on TV advertising The average cost for Super Bowl ads is $2.6 million per 30 second spot The average American watches about 24,000 TV commercials a year

Making Connections What is your favorite jingle? What slogan for a product do you find yourself saying? What TV commercial has influenced you to make a purchase? Since Tubby Smith and Billy Gillispie shop at Kroger, does that mean we should too?

Reflection “Persuasion is all around you” In addition to TV commercials, where else do you see persuasion all around you? Is that persuasion influencing you or your family in any way? Explain.