1. Persuasive Techniques
TELEVSION ADVERTISEMENTS

2. Persuasive Techniques
What are persuasive techniques?

3. Persuasive techniques are the elements being used to either make the advert memorable or convince them to purchase the product being advertised.
There are many persuasive techniques.
Some adverts can use more then one.

4. Persuasive Techniques
What follows are a description of some of the more obvious persuasive techniques used in adverts.

5. Humour Some can use punning or ambiguity to add layers.
Slapstick is a very popular use of comedy as seen in ‘You’ve been tangoed’

6. Repetition
Slogans, images and brand names are often used continually in a campaign to give credibility.
Slogans are often remembered long after an advert has finished “Beanz Meanz Heinz” or “Mars a day…”

7. Shock tactics
Sometimes to make something that will shock an audience is a way to deliberately create controversy such as the Benetton adveryts.
TV advert example of this is the nspcc.

8. SEX
One of the most basic human needs and one of the most effective persuasive techniques in advertising.
E.g Lynx.

9. Analyse Watch the examples.
What are the persuasive techniques being used?
How are being used within the advert and how effective are they for an audience.

10. TIME SCALE
Due to time scale they will also make use of another range of tools to help convey meaning.
Stereotypes
Inter-textual References.
Music
Elite Persons

11. PERSUASION Rewards and Punishment Physical Rewards - BOGOF
Psychological Rewards - Moggy meat with added vitamins
Psychological Punishment - if you don’t buy it then you’re a bad owner, unhealthy cat.

12. Needs, fears and aspirations
Advertisers play on the needs of people, to be safe (Maslow hierarchy of needs), secure, part of a group/relationship.
EG Insurance companies use safety/security as a device.
Fashion use idea of being part of the group shown with slogans such as ‘what the man about town is wearing’.
Some use esteem/aspiration - gillette best a man can get, you can be better self improvement.
Opulent lifestyles have been aimed at by Renault clio - Nico, Papa series of adverts, chateau in the south of France people buying into a better life.

13. Value Message
Some advertisers use value messages to sell their product and if you do not buy the product then you do not agree with the message.
EG Npower recently ran an advert that was made with recycled footage suggesting everyone should be economical.

14. Activity
Now knowing the various techniques used by advertisers you will work in groups of two to find examples of adverts that fit the persuasive device you are given by the teacher. You will then feed back on your findings to the group.
Humour
Repition
Shock Tactics
Sex
You can feed back to the group in any way you choose appropriate - verbal, power-point, video, audio. You must how have a range of examples to inform the group.