1. Advertising and Persuasion in Advertising
Mrs. Gatz
English 9

2. “The Pen Is Mightier Than the Sword
“The Pen Is Mightier Than the Sword.” -English author Edward Bulwer-Lytton, 1839
What does
Bulwer-Lytton
mean?

3. What is Persuasion? Persuasion is the use of specific techniques to
lead a reader/listener/viewer to
think or act in a certain
way.

4. Why Learn This?
Learning persuasive techniques will make your writing and speaking more forceful and convincing, thereby giving you more power.
But of course that means others can use those techniques AGAINST YOU!
This means you need to learn these techniques not only so you can use them, but also so you can guard yourself against them.

5. How Do You Persuade?
Logical persuasive arguments are built on reasons supported by evidence.
Facts and statistics
“A recent study shows that 61% of high school students have at one time or another cheated on a test.”
Expert testimony
“Since we instituted the ‘No Cell Phone’ policy,” says Mrs. Shaw, principal of Adams High, “we have had fewer instances of theft among students.”
Anecdote (from credible source)
A chemistry teacher tells a short story about an injury that occurred when a lab assistant failed to follow instructions.
Logical reasoning
“For the past 40 years, January has brought southern California the most rain, so we can expect that to be the case next year, too.”
Analogy (ONLY if logical)
“Just as a sword is the weapon of a warrior, a pen is the weapon of a writer.”

6. Appeal to Logic (Logos)
Logic is the science of
correct reasoning
that’s been slowly
built into your brain
by your experiences
in the world.

7. Beware of Faulty Reasoning: Fallacies
What are fallacies?
Statements which
sound logical and
factual, but are not.
Fallacies make your
argument less valid.
Many advertisements rely on your inability to recognize fallacies. So learn them, or your brain will be at risk!

8. What is Rhetoric?
Rhetoric is the art of persuasion. It encompasses the following:
Ethos- the trustworthiness of the speaker/writer/source. 
Pathos- an appeal to feelings/emotions
Logos- any attempt to appeal to the intellect

9. Persuasive Techniques in Advertising
Advertising executives get paid DUMB money for controlling your brain. They do that by using techniques above, and those that follow. The following techniques can be found in print and film ads alike.

10. Bandwagon Appeal The “Everyone else is doing it” appeal.
NOTE: Bandwagon
Can be used to reinforce
logical appeals,
but use
it wisely.
Using bandwagon wisely: In this district, all but two schools have voted to require uniforms for students, citing a decrease in dresscode policy infractions.

11. Bait and Switch
A dishonest tactic in which a salesperson lures customers into a store with the promise of a bargain.

12. Celebrity Spokesperson
Uses a celebrity or famous person to endorse a product.

13. Emotional Appeal (Pathos)
Make viewers feel certain emotions, such as excitement, sadness, or fear.

14. Glittering Generalities
Emphasizes highly valued beliefs, such as patriotism, peace, or freedom.

15. Humor
Used to make audiences laugh, but provides little information about the product or service

16. Individuality
Appeals to consumers’ desire to be different from everyone else; the opposite of bandwagon appeal.

17. Loaded Language
Uses words with positive or negative connotations to describe a product or that of the competitor.

18. Name-Calling
Attacks people or groups to discredit their ideas.

19. Plain Folk
Shows ordinary people using or supporting a product or candidate.

20. Product Comparison
Compares a product with the “inferior” competition.

21. Transfer
Positive words, images, and ideas used to suggest that using the product will make your life like that in the commercial/ad.

22. Color in Advertising Certain colors draw the eye better than others.
Colors also have emotional connotations which help advertisers create a persona for the product they’re advertising.

23. Color in Advertising

24. When You See an Ad… Ask the following (PMATE): What is the PRODUCT?
What is the MESSAGE?
Who is the AUDIENCE?
What TECHNIQUES are used?
What is the intended EFFECT?
Let ‘s practice.

25. Ad # 1

26. Ad # 2

27. Ad # 3

28. Stayed tuned for FALLACIES!

29. Remember This…
Effective persuasion is always built on logical appeals and evidence.
Advertisers want
your brain!
Okay, maybe not
literally—yet. But
they do want your
money, and they will do
everything they can to get
it!
Use your critical thinking skills to
evaluate an ad’s message before
buying into it.