1. 1 On a piece of paper...  Write the words to an advertising slogan or jingle that you are familiar with. For example, “Five. Five dollar. Five dollar foot long,” is a jingle for SUBWAY that is often stuck in my head.  Are there any slogans or jingles that you know the words to? Do any of them get stuck in your head?  Do these jingles cause to you purchase the product?  Be prepared to share them with the class. 1

2. The next slide has the answers to slogans and products match up. 2

3. Read the slogans below. See if you can determine out what products they belong to and write them on a piece of paper.  Like a good neighbor…  It keeps going and going and going…  They’re Greeeeat!  Just Do It.  Freaky Fast  So easy a cave man can do it  I’m Lovin’ It.  The best part of waking up  State Farm Insurance  Energizer  Frosted Flakes  Nike  Jimmy Johns  Geico  McDonalds  Folgers

4. Types of Persuasion and Persuasive Techniques

5. Persuasion is...  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

6. 3 Appeals  Logical  Ethical  Emotional

7. 1. Logical Appeal  Logical appeals include convincing reasons and evidence.  Reasons: why the author holds an opinion.  Evidence: facts, stats, etc.

8. 2. Ethical Appeals  Authors use these to appeal to our sense of ethics and morals.  “What would we do?” situations.

9. 3. Emotional Appeal  These appeals stir feelings such as happiness or anger. Authors use these because they know the power of emotions.  Use: loaded language, anecdotes, etc.

10. Stop and think  Briefly describe a time you were persuaded to do something.  Which of the previous appeals: logical, ethical or emotional did the persuader use to persuade you? 10

11. Class Sharing – Sub, ask for a few responses to the prompts below  Briefly describe a time you were persuaded to do something.  Which of the previous appeals: logical, ethical or emotional did the persuader use to persuade you? 11

12. Persuasive Techniques  Students – write the type of technique and the definition in the blank provided. ex, Bandwagon. Suggesting that “everyone” is doing it (so you should too!)

13. 1. Bandwagon  Suggesting that “everyone” is doing it (so you should too!)  Example: “Join the millions of people on the Verizon Network...”  http://www.youtube.com/watch?v=70UzgxL3XFo http://www.youtube.com/watch?v=70UzgxL3XFo

14. 2. Glittering Generalities  Making broad, unsupported statements- “all” or “never”  ALL teens wear Tommy jeans, OR NEVER leave home without your Motorola cell phone.

15. 3. Negative Comparison  Put down of a similar product to make one seem better  Mac / PC  http://www.youtube.com/watch?v=C5z0Ia5jDt4 http://www.youtube.com/watch?v=C5z0Ia5jDt4

16. 4. Parallel Situation  Citing similar events or circumstances to suggest the truth of another situation  Like the city of Tulsa, Louisville can’t keep a hockey team.  Coke vs. Coke Zero. “Taste Infringement”: Coke Zero tastes as good as Coke. http://www.youtube.com/watch?v=5D2fNmsLjfE&feature=related  Chrysler Ad compares incorrect negative images of Detroit to incorrect perception of the vehicle.  http://www.youtube.com/watch?v=SKL254Y_jtc http://www.youtube.com/watch?v=SKL254Y_jtc

17. 5. Loaded Language  Use of emotionally charged words or language  “Death”  “Dead-beat Dad”  “Hate”  “Police Brutality”  “Racist”

18. 6. Fear and Insecurity  Appeal to a person’s concern or insecurity  If you don’t wear Sure deodorant, you will smell bad.  http://www.youtube.com/watch?v=R78WVDQvhrQ (1980s commercial for Sure) http://www.youtube.com/watch?v=R78WVDQvhrQ  Not having acne makes you more confident, and Proactive keeps away acne.  http://www.youtube.com/watch?v=hyET522rKMA ( Justin Beiber Ad) http://www.youtube.com/watch?v=hyET522rKMA

19. 7. Plain Folks  Appeals to the common, average person  Grandpa sitting on the front porch in his rocker drinking Lipton Ice Tea.  Folgers Coffee uses simple people by using everyday situations.  http://www.youtube.com/watch?v=zZnqBL6iYjA http://www.youtube.com/watch?v=zZnqBL6iYjA  In addition to using “Plain Folks” what other persuasive techniques do you see used?  http://www.youtube.com/watch?v=ql-N3F1FhW4 http://www.youtube.com/watch?v=ql-N3F1FhW4

20. 8. Snob Appeal  Use of exotic or high class language or pictures  A luxury car (BMW) parked in front of a mansion with a pool.  “He went to Jared.” Gives the impression that it is the best and most luxurious jeweler.

21. 9. Exaggerated Situation  Overstatements and hyperboles that stretch the truth of a situation  Cheerios is the best cereal for your health.  Oral B Toothbrushes leave teeth clean, others don’t.  http://www.bing.com/videos/search?q=oral+b+electric+toothbrus h+commercial&FORM=HDRSC3#view=detail&mid=A84457149887 3BA27F1DA844571498873BA27F1D http://www.bing.com/videos/search?q=oral+b+electric+toothbrus h+commercial&FORM=HDRSC3#view=detail&mid=A84457149887 3BA27F1DA844571498873BA27F1D  Angel Soft Toilet Paper: http://www.youtube.com/watch?v=cYZMlOFU4zMhttp://www.youtube.com/watch?v=cYZMlOFU4zM

22. 10. Expert Opinion  Using an expert’s opinion to make a bold statement of fact.  Ex: 4 out of 5 dentists use Crest in their own homes.  “Four out of five dentists recommend sugarless gum for their patients who chew gum”

23. 11. Celebrity Endorsement  Use of testimonials from well-known people  Wheaties

24. 12. Sex Appeal  Subtle images that appeal to a gender image  Paris Hilton in a bikini eating a Hardee’s hamburger.

25. 13. Humor  Use of jokes, play on words or clever pictures  Talking baby ad to sell stocks and bonds.  Snickers using the elderly actors in a soccer game.

26. 14. Something for Nothing  Promises special deals, discounts or bargains- often too good to be true  No interest and no payment until June 2017.  Buy one, get one free.

27. 15. Facts, Science, and Statistics  Use of numbers or scientific jargon as statements of fact- which may or may not be true  75% of the people surveyed prefer Pepsi.

28. 16. Rhetorical Question  Asking a question only for the sake of emphasizing and driving home a point, not for getting feedback  Aren’t you glad you use Dial?  “What did I do wrong” Humane Society. http://www.youtube.com/watch?v=T1Xh-tZrzwk http://www.youtube.com/watch?v=T1Xh-tZrzwk

29. Some of Mrs. S’s favorite commercials. Which of the three appeals do they use?  Budweiser commerical  https://www.youtube.com/watch?v=XWb O-oq6ZPw https://www.youtube.com/watch?v=XWb O-oq6ZPw 29

30. i Phone commerical  http://www.bing.com/videos/search?q=ip hone+christmas+commercials+2013&FOR M=VIRE1#view=detail&mid=A95561732C BCEE256903A95561732CBCEE256903 http://www.bing.com/videos/search?q=ip hone+christmas+commercials+2013&FOR M=VIRE1#view=detail&mid=A95561732C BCEE256903A95561732CBCEE256903 30

31. Insurance Commercial  http://www.bing.com/videos/search?q=dir ty+dancing+insurance+commercial&FORM =VIRE1#view=detail&mid=656B82B03D5 900BEE1B6656B82B03D5900BEE1B6 http://www.bing.com/videos/search?q=dir ty+dancing+insurance+commercial&FORM =VIRE1#view=detail&mid=656B82B03D5 900BEE1B6656B82B03D5900BEE1B6 31