1. Persuasive Techniques
How the Advertisers
Hook You

2. Bandwagon Stresses popularity of the product
Viewers buy because they want to fit in
If everyone’s buying it, it must be good

3. “…everyone wants to be a pepper, too”

4. Testimonial or Celebrity Endorsement
Picture or statement from a famous person
Viewers associate the product with the celebrity
Viewers like the product because they like the celebrity

5. Tiger says, “Buy it from Nike!”

6. Transfer
Associating love, respect or admiration we have for a person or symbol, and transferring it to a product.
Viewers transfer the feeling for the symbol to the product
Viewers think if they buy the product, they’ll get the feelings associated with it

7. Transfer examples
Put a picture of a flag on a company logo or package product feel patriotic; buy American and support the troops
Car ad shows cute girl in the passenger seat buy the car, get the girl, too.
Soap ad under a waterfall  feel cool and fresh

8. From the official Chevy website

9. Ad for Super-Chevy magazine subscription

11. Purr Words… glittering generalities
Words have no specific meaning, but sound good
Words make product seem more desirable
Words appeal to emotion rather than reason

12. It's Tasty
The Best!
Used by the pros!
Incredible!
Smooth & silky
It's good for you!

13. Ad for a dandruff shampoo called Nozoral

14. Emotional Appeal Commercials are designed to trigger certain emotions
If viewers feel good about the commercial, they’ll feel good about the product

15. Excerpts from a Hallmark Commercial
Girl is late for music lesson…
knows it’s her grumpy teacher’s birthday, so she writes him a card…

16. Grumpy teacher can’t stay grumpy when he reads the sweet card….
Girl is happy she made him smile…
Everyone feels good!

17. Product comparison --cardstacking
All facts and figures support one product and not the other
Viewers question the quality of the other product
Viewers believe the featured product is better

18. OUR BRAND BRAND X
X FRESH X
X TASTES GREAT X
X WHITENS NO
X BRIGHTENS NO

19. Name-Calling
Give someone or something a ‘bad name’ so others will dislike him or it
Viewers will dislike and distrust the person/product
Viewers question the value / honesty / worth of the person or product

21. Plain Folk or Elitism
Ads appeal to the common man or to the rich/elite
Viewers think the ad/politician can relate to them because they are like them
Viewers want to be elite, so they buy the product.

22. “Pardon me, would you have any Grey Poupon?”

23. Repetition
Commercial features words or images that are stated or shown over and over again.
Viewers will be more likely to remember the product.

24. Meow, meow, meow, meow, meow, meow, meow, meow…

26. Security (fear)
Draws on viewers fears by telling them their jobs or lives are in danger
Makes viewers feel unsafe
Viewers believe product will protect them.

28. This could happen to YOU!

29. Slogan
“A memorable phrase is used in a campaign, or a series of commercials for a product or company.
Viewers remember the slogan and associate it with the product.
Effective slogans can become part of everyday language.

30. Things go better with Coke!

31. You deserve a break today, so get up and get away
to McDonald’s…

33. Be All that You Can Be --- In the Army

34. One Thou-sand Points of Light…

35. Just Do It!

36. got milk?

37. Review Persuasive Techniques

38. Bandwagon Stresses popularity of the product
Viewers buy because they want to fit in
If everyone’s buying it, it must be good

39. Testimonial or Celebrity Endorsement
Picture or statement from a famous person
Viewers associate the product with the celebrity
Viewers like the product because they like the celebrity

40. Transfer
Associating love, respect or admiration we have for a person or symbol, and transferring it to a product.
Viewers transfer the feeling for the symbol to the product
Viewers think if they buy the product, they’ll get the feelings associated with it

41. Purr Words… glittering generalities
Words have no specific meaning, but sound good
Words make product seem more desirable
Words appeal to emotion rather than reason

42. Emotional Appeal Commercials are designed to trigger certain emotions
If viewers feel good about the commercial, they’ll feel good about the product

43. Product comparison --cardstacking
All facts and figures support one product and not the other
Viewers question the quality of the other product
Viewers believe the featured product is better

44. Name-Calling
Give someone or something a ‘bad name’ so others will dislike him or it
Viewers will dislike and distrust the person/product
Viewers question the value / honesty / worth of the person or product

45. Plain Folk or Elitism
Ads appeal to the common man or to the rich/elite
Viewers think the ad/politician can relate to them because they are like them
Viewers want to be elite, so they buy the product.

46. Repetition
Commercial features words or images that are stated or shown over and over again.
Viewers will be more likely to remember the product.

47. Security (fear)
Draws on viewers fears by telling them their jobs or lives are in danger
Makes viewers feel unsafe
Viewers believe product will protect them.

48. Slogan
“A memorable phrase is used in a campaign, or a series of commercials for a product or company.
Viewers remember the slogan and associate it with the product.
Effective slogans can become part of everyday language.

49. DON’T TAKE THE BAIT!

50. Don’t let advertisers hook you….

51. THINK BEFORE YOU SPEND!