P ersuasion in A dvertisement Looking for Persuasive Techniques

Let the Buyer Beware BE AWARE

What are Persuasive Techniques?  They are the methods and approaches used to spread ideas that further a cause - a political, commercial, religious, or civil cause.

Why are they used?  To manipulate the readers' or viewers' reason and emotions; to persuade you to believe in something or someone, buy an item, or vote a certain way.

Compare and Contrast  Making something look good and another look bad  Showing favoritism  Larger print, attractive pictures

Who would you vote for President?

Testimonial  Endorsed by a well- known personality  Uses the product  Pitches it to you

Who endorses the following products?  Jello  Nike

Transfer  Ad shows beautiful people, things, places  Implies experience is linked to product  Connection between picture and product  Doesn’t always state all the information

Example  Weight loss program Ad features actual, attractive people who lost weight with the product. Ad features actual, attractive people who lost weight with the product. Doesn’t state information regarding how many people didn't lose weight Doesn’t state information regarding how many people didn't lose weight Doesn’t state information regarding if one lost the weight by other means (more exercise, more vegetables, etc.). Doesn’t state information regarding if one lost the weight by other means (more exercise, more vegetables, etc.).

Bandwagon  “Everybody is doing it," and you should join.  Appeals to you to be a part of the "in" crowd  Message is often loud and repetitious.

Join the Bandwagon  Pepsi Generation  Be a Pepper Join the Bandwagon

Repetition  Repeats the brand name or candidate  Repeats words that the advertiser wants the consumer to connect to the brand  Jingles are crafted so the phrase or song remains in the mind  Carries very little content

Repetition example  Have it your way  Burger King

Emotional Words  Used to appeal the sensitivity of the consumer  Appeal to Emotion: An emotion-laden "sob" story is used as proof for a claim. An emotion-laden "sob" story is used as proof for a claim. It will change your emotions. It will change your emotions.  Can be negative or positive

Stayed tuned to these important, life-changing ads:  Marines: The Few, the Proud, the Marines.  Army: Be all that You Can Be.  Another example A politician uses a sad story of a child being killed in a drive-by shooting to gain support for a year-round school measure. A politician uses a sad story of a child being killed in a drive-by shooting to gain support for a year-round school measure.

Emotional (Loaded) Words  Words are carefully chosen  Words that arouse strong feelings are said to have connotations or emotional overtones. Connotations involve positive or negative feelings.

Example  For example, the word dwelling is fairly neutral (arouses no feelings)  But the following synonyms for dwelling have connotations that make them loaded:  shack (negative)  palace (positive)  home (positive)

Now see if you can identify the techniques used-

Bandwagon Emotional Words Every red-blooded American will want one of these unique commemorative coins honoring the men and women who fought and bled for our glorious country’s rights. Every red-blooded American will want one of these unique commemorative coins honoring the men and women who fought and bled for our glorious country’s rights. 1

Testimonial Yes, I am a world famous Sumo wrestler that won fourteen Olympic gold medals. These medals mean so much to me, but you know what means even more? My bowl of Boffo- Flakes every morning. Boffo-Flakes helped me win these medals. Ask your mom to buy Boffo-Flakes—the winner’s cereal. Yes, I am a world famous Sumo wrestler that won fourteen Olympic gold medals. These medals mean so much to me, but you know what means even more? My bowl of Boffo- Flakes every morning. Boffo-Flakes helped me win these medals. Ask your mom to buy Boffo-Flakes—the winner’s cereal. 2

Loaded, Emotional Words Your Dream Home Your Dream Home This deluxe home is just the thing for the discriminating buyers. It has three luxurious bedrooms, spacious living and dining rooms, and an adorable kitchen. It has stylish décor throughout. This deluxe home is just the thing for the discriminating buyers. It has three luxurious bedrooms, spacious living and dining rooms, and an adorable kitchen. It has stylish décor throughout. 3

Emotional Words There is a pestilence abroad today, scourge of our youth called television. This object robs children of their time and is filled with sin, violence, and every other unspeakable abomination known unto humankind. It should be banned from all households. There is a pestilence abroad today, scourge of our youth called television. This object robs children of their time and is filled with sin, violence, and every other unspeakable abomination known unto humankind. It should be banned from all households. 4

Compare and contrast Emotional words My opponent claims to be a caring liberal.The truth is he is a lying, un-American enemy of the people. I am the one who truly cares about the lives of the American Family. Vote for me and you will be living the American Dream. My opponent claims to be a caring liberal.The truth is he is a lying, un-American enemy of the people. I am the one who truly cares about the lives of the American Family. Vote for me and you will be living the American Dream. 5