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Persuasion Is All Around You!
“Can You Hear Me Now?”
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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 To vote a certain way
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Types of Persuasion All persuasive techniques or appeals can be classified as either: Appeals to ethics ethos Appeals to emotions pathos Appeals to logic logos
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Examples of ethos (appeals to ethics)
Ads that appeal to your sense of right and wrong Moral appeals Truth, justice, and the American way “It’s the right thing to do”
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Examples of Pathos (appeals to emotions)
Anything used to get you emotional about an issue/topic. Make you angry, sad, happy, embarrassed, outraged, etc.
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Example of Logos (appeal to logic)
These types of ads use Facts Statistics Data Expert testimony
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Common persuasive techniques often used in advertising
Slogan Repetition Bandwagon Testimonial Emotional Appeal Expert Opinion Purpose?
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Slogan: “Can you hear me now?”
A catchy phrase or statement often used to sell a service or a product
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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
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Bandwagon A statement suggesting that everyone is using a specific product, so you should too
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Testimonial A well-known person supports a product or service
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Emotional Appeal A person is made to have strong feelings about a situation or product
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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”
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Quick review Slogan Repetition Bandwagon Testimonial Emotional Appeal
Expert Opinion
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Audience Awareness Advertisers know how to target their audiences
use appropriate persuasive technique
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Who’s the audience?
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Audience?
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Audience? Purpose? Persuasive technique?
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Audience? Purpose? Persuasive technique?
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Audience?
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Audience? Purpose?
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Audience? Purpose?
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Audience? Purpose? Persuasive technique?
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Audience? Persuasive technique?
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Relevant facts Advertisers spend about $200 billion a year on TV advertising The average cost for Super Bowl ads is $2.6 million per 30 second spot The average American watches about 24,000 TV commercials a year
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Making Connections What is your favorite jingle?
What slogan for a product do you find yourself saying? What TV commercial has influenced you to make a purchase? Since Tubby Smith and Billy Gillispie shop at Kroger, does that mean we should too?
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Reflection “Persuasion is all around you” In addition to TV commercials, where else do you see persuasion all around you? Is that persuasion influencing you or your family in any way? Explain.
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