1. You Can’t Make Me Do It! The art and practice of persuasion Oh, Yes I can…

2. Persuasion Definition: Definition: Persuasion is typically defined as “human communication that is designed to influence others by modifying their beliefs, values, or attitudes” (Simons, 1976, p. 21).

3. Why Study Persuasion? “ The average American is exposed to at least three thousand ads every day and will spend three years of his or her life watching television commercials” (Kilbourne, 1999)

4. Goals of Persuasion Influence beliefs of a person or group Influence beliefs of a person or group Influence attitudes Influence attitudes Influence behaviors Influence behaviors

5. Techniques Used in Persuasion Group Appeal Group Appeal Limited Time Limited Time Limited Quantity Limited Quantity Emotional Appeal Emotional Appeal Sex Sex Humor Humor

6. What makes this magazine cover persuasive?

7. Shock Value in Advertising  One’s initial reaction to this ad might be shock revulsion  If you study the ad further, one realizes it is an anti- animal cruelty ad  The initial shock value of the ad might cause a person to read further and figure out what the ad means.

8. Propaganda "every day we are bombarded with one persuasive communication after another. These appeals persuade not through the give-and-take of argument and debate, but through the manipulation of symbols and of our most basic human emotions. For better or worse, ours is an age of propaganda." (Pratkanis and Aronson, 1991)

9. WWII Propaganda

12. 4 Successful Ad Techniques Word Hook Word Hook Character Hook Character Hook Repeatable Theme Repeatable Theme Consistent Layout Consistent Layout

13. Word Hook A repeatable catch phrase A repeatable catch phrase Could be jingle such as Subway’s 5 Dollar Foot long or the Oscar Myer Weiner Song “Can you hear me now?” Verizon Mastercard’s “Priceless” Campaign http://www.mastercard.us/ads-and- offers.html

14. Character Hook Uses a hero, villain, or victim to embody a key attribute of a brand Uses a hero, villain, or victim to embody a key attribute of a brand

15. Repeatable Theme Situation that play out again and again calling attention to the need for the company’s product Situation that play out again and again calling attention to the need for the company’s product Consumer knows the punch line Consumer knows the punch line

16. Consistent Layout Uses unique design Uses unique design Allows the consumer to easily identify the company at a glance Allows the consumer to easily identify the company at a glance

17. Persuasion in Commercials