6 persuasive techniques ADVERTISING 6 persuasive techniques Sorry I’m not here today! Make sure you export your movies & start working on your commercial or news segment videos for Friday!

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 used in advertising Slogan Repetition Bandwagon Testimonial Emotional Appeal Expert Opinion Purpose?

SLOGAN: “Can you hear me now?” “I’m lovin’ it.” 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 HEAD ON Apply directly to the forehead HEAD ON Apply directly to the forehead

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

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

Emotional Appeal A person is made to have strong feelings about a situation or product—sadness, fear, pity, etc.

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”

Audience Awareness Advertisers know how to Target their audiences With demographics With psychographics Use appropriate persuasive techniques

Some tricky tactics and questionable stuff… PUFFERY Flattering, often exaggerated praise and publicity, especially when used for promotional purposes.

DEMOGRAPHICS Dividing consumers into groups based on age, sex, income, education, occupation, household size, marital status, home ownership or other factors. Advertisers use demographics to help define their target audiences.

PSYCHOGRAPHICS A—Activity I—Interests O—Opinions The study of personality, values, attitudes, interests, and lifestyles. More specifically: A—Activity I—Interests O—Opinions