1. When should an ad use direct conclusions? View as slide show Adapted from AdPrin.com

2. Direct vs. indirect conclusions When should you use direct conclusions? Indirect: “Now that you know the difference, decide for yourself which disposable razor you should buy.” Direct: “Now that you know the difference, shave with Edge, the disposable razor that is best for you.” If resistance is not expected, use direct conclusions. (Principle 5.9.1) If resistance is expected, use indirect conclusions for high-involvement products when the arguments are strong and obvious. (Principle 5.9.2) “ Too much zeal offends when indirection works." Euripides, Greek playwright, 480-406 BC 2

3. Write some ways come to an indirect conclusion. Then click this slide for an evidence-based list. 1.Do not state an explicit conclusion. 2.Use innuendos. 3.Allow the conclusion to be “overheard.” For example, the ad shows two people arguing each side, as in a debate. (Galileo used this in 1632 in his Dialogue Concerning the Two Chief World Systems.) 4. Treat the claim as already accepted. For details on these, see Persuasive Advertising, p 127-8 Adapted from AdPrin.com Some ways to be indirect about conclusions 3

4. Evidence A 1980 research review of over 40 studies found that direct conclusions led people to reassert their beliefs and to resist persuasion. Many lab experiments since 1980 have added further support for this persuasion principle. Adapted from AdPrin.com

5. Based on this exercise, write a small application step for yourself, and set a deadline, preferably within one week. If you are working with someone else, share your application plan and the results of your application. For example, write four indirect ways to lead your customer to a conclusion. Adapted from AdPrin.com