1. Persuasive Techniques
Techniques & Examples
Exercises

2. Persuasion What does it mean to persuade someone to do something?
It means to convince them to do what you want.
Any strategy that you use is called a persuasive technique.

3. Persuasive Techniques and Strategies
Part 2

4. Bandwagon
This technique tries to convince the consumer that everyone else is enjoying the product (“jumping on the bandwagon”).
This appeals to our desire to be part of the group.
For example:
“Everyone is switching to this cell phone network. Shouldn’t you?”

5. Card Stacking
Leaves out necessary information for the audience to make an informed decision.
“Stacks the cards” to support one side of an argument.
For example:
A newspaper uses a large picture of a smiling spokesperson for an organization that it favors.
A newspaper uses a less attractive/ smaller picture of a person speaking on behalf of a position they do not support.

6. Testimonial
Uses a popular figure such as a celebrity to endorse a product, service, or cause
For example:
Adam Levine endorses Proactive.

7. Exaggeration
Overstates the effectiveness, importance, or power of a product
For example:
An anti-wrinkle cream promises to take off 10 years in one night.

8. Euphemisms
Substitutes an expression or word for one that may offend or suggest something unpleasant
For example:
The phrase “we are experiencing heavy casualties” to describe people dying
Instead of saying “die,” one might say “pass on” or “kick the bucket”

9. Fear
Presents a dreaded circumstance and usually follows up with how to avoid the horrible event
For example:
“This is your brain (egg). This is your brain on drugs (egg being cracked into a hot frying pan.)”

10. Glittering Generalities
Uses slogans or simple phrases that sound good, but they provide little or no information due to the vagueness of the message or the positive connotations of the words
For example:

11. Plain-Folks Appeal
Works by suggesting that everyday things are superior to special or extravagant things
For example:
Country Time lemonade sells itself as simple and therefore valuable – a return to the “good old days” when plain folks and simple ways were important

12. Repetition Repeats product, service, or position several times
For example:
“Head On – apply directly to the forehead. Head On – apply directly to the forehead. Head On – apply directly to the forehead.”

13. Repetition Example

14. Rhetorical Questions
Asks a question in which no response is expected or desired.
The question is used for effect or is used to emphasize a point
For example:
“Can we continue to allow our troops to die?”

15. Beautiful People
Uses beautiful and attractive people to sell you something
Examples:
A handsome man promotes using a Gillette razor
A beautiful lady promotes H.Stern jewelry.

16. Scientific Approach
Uses tests, statistics, and scientific jargon or diagrams to lend credibility to something
Jargon- the language, especially the vocabulary, peculiar to a particular trade, profession, or group
For example:
A chair is ergonomically designed to fit the contours of your body

17. Snob Appeal Plays on our desire for fancy items and the “good life”
For example:
Commercial shows a crystal bowl as a cat is called to a Fancy Feast dinner

18. Something for Nothing
Belief that most people are seeking a “good buy” or “something for nothing”
For example
“If you buy this computer, we’ll throw in a free printer”
Buy one, get one ½ off

19. Transfer
Uses words, images, or symbols to connect the viewer’s emotion to the product being sold
Examples:
A tire dealer places red, white, and blue banners throughout his store
A political activist closes his speech with a prayer

20. Urgency / Call to action
Creates the impression that you have to act fast
For example
“Order now! Supplies are limited! Everything must go!”

21. Your Turn!
Identify the technique used in the slogan: 1. “Call right now, before it’s too late!” How do you know? Keyword: “now”

22. Your Turn!
Identify the technique used in the slogan: 2. “At other diners, the food is always bad. Choose Jack’s Diner and you’ll be glad!” It mentions “other diners”

23. Your Turn!
Identify the technique used in the slogan: 3. “Everyone’s a winner at Chuck-E-Cheese’s!” Keyword: “everyone”

24. Your Turn!
Identify the technique used in the slogan: 4. “Surelight Home Security: Stay Safe.” Keyword: “safe”

25. Your Turn! 5. Choose the technique used:
A commercial shows a cute boy walking down the sidewalk, listening to music on his new phone. Several girls follow him, and he eventually turns around to show them the phone.
A. Scientific Approach B. Beautiful People
C. Repetition
B. Beautiful People

26. Your Turn! 6. Choose the technique used:
A commercial shows a used car lot. It flashes the sign several times, and the voice repeats this name.
A. Scientific Approach B. Beautiful People
C. Repetition
C. Repetition

27. Your Turn! 7. Choose the technique used:
A commercial explains how a face wash is good for your skin. It shows you how various chemicals in the face wash repair your damaged skin.
A. Scientific Approach B. Beautiful People
C. Repetition
A. Scientific Approach