1. Persuasive Techniques

2. What do these different techniques do?
Convince people:
to buy a certain product
to believe something or act in a certain way
to agree with a point of view

3. Common Persuasive Techniques
Bandwagon
Bribery
Card Stacking
Call on Authority
Faulty Reasoning
Glittering Generality
Humor
Image Advertising
Magical Ingredients
Patriotism
Plain Folk
Repetition
Sentimental Appeal
Snob Appeal
Testimonial

4. A statement suggesting that everyone is using a specific product, so you should, too! Being “in the group” makes you feel secure. If you don’t “jump on the bandwagon” you will be left out.
Bandwagon

6. The bandwagon effect created these fine internet sensations…

7. How is bandwagon used here?

8. Bandwagon

9. Bandwagon

10. Bandwagon

11. Offers you something “extra” with the product
Bribery

12. I wasn’t going to buy one
I wasn’t going to buy one. But now I see that I can buy 1 get 1 free, I’m definitely getting one now!
Bribery

13. Bribery

14. Bribery

15. Card stacking is only telling part of the truth
Card stacking is only telling part of the truth. It is “stacking the deck” in your favor by only giving part of the information.
Omitting relevant facts.
Card Stacking

16. Card Stacking

17. Card Stacking

18. Card Stacking

19. Giving one’s background as proof of his/her credibility as a speaker or to establish expertise on the topic they are addressing.
Call on Authority

20. Call on Authority Expert Opinions:
They use experts such as doctors, dentists, engineers, fitness trainers to say that they recommend this product.
Example: 4 out of 5 doctors prescribe Bayer aspirin
Call on Authority

21. Call on Authority

22. Using misleading ideas in place of factual information
Uses unrelated ideas for support
Faulty Reasoning

23. This is an ad that irritated AT&T
Faulty Reasoning

24. They added their land lines in this map! Why is this faulty?
AT&T replies in an ad that gives their version of the map… Why the big difference?
They added their land lines in this map! Why is this faulty?

25. Glittering Generalities
Words that “glitter” but give no details about the product. “Nice Words”
“NEW AND IMPROVED TIDE”
Glittering Generalities

26. Glittering Generalities
They’re Grrrrrrrreat!
Glittering Generalities

27. Glittering Generalities

28. Using humor or amusing situations that help you feel good about the product

29. Humor – What’s funny about this?

30. Presenting a desirable situation or lifestyle in order to convince people that if they use a product, they can also have this lifestyle
Beautiful People
Beautiful Life
Image Advertising

31. Image Advertising

32. Something almost miraculous will happen if you use a particular product
EX: gives instant energy, can give you the ability to jump high enough to slam dunk
Magical Ingredients

33. MAGICAL INGREDIENTS

34. Patriotism Purchasing this product will display love for your country.
Person will financially help the country.
…built American tough

35. Using actors who represent “average” people to suggest that, because they resemble family/neighbors, the product must me good for me too!
Plain Folk

36. Plain Folks is an appeal to the common person doing common things in a common way

37. Subway Five Dollar Footlong Advertisement
Plain Folk

38. Words, phrases, and/or symbols in an advertisement are repeated several times for effect.
Repetition gets your attention and stresses a slogan or product
Repeating something helps you remember the product or ad
Repetition

39. Repetition
What is repeated in this ad?

40. Repetition “Head on, apply directly to the forehead.

41. Can you hear me now?
Repetition

42. Sentimental Appeal Words or pictures that appeal to your emotions.
They appeal to positive emotions - like your desire for success.
They can also appeal to negative emotions - like fear.
Example: Save the Children. Feed the Children.
Sentimental Appeal

43. Sentimental Appeal . Love/ Popularity Fame Wealth Power Attractiveness
Sex Appeal if you use this product you be more attractive to members of the opposite sex. You will look sexy to everyone.
Love or Popularity- This will make everyone love you and like you. You will be popular and a trend setter. Watch out for this one. Everyone likes attention.
Fame – You will gain fame (attention) if you use this.
Wealth-by having this product you will appear wealthy. The wealthy and affluent use this. You get what you pay for.
Power- This will give you power over people. You’ll have an “edge” over others.
Sentimental Appeal .

44. Sentimental Appeal

45. Sentimental Appeal

46. SNOB APPEAL Just the opposite of “bandwagon”.
Its message suggests: "Buying our product will make you better than everyone else--especially since other people can't afford it.”
SNOB APPEAL

47. Snob Appeal

48. Snob Appeal

49. Snob Appeal

50. Celebrity endorsements - when a product is sold by using words from famous people or an authority figure.
If the celebrity/athlete/star uses the product, then it must be good, so I will purchase it too. 
Examples: Proactiv, Nike, Gap, Got Milk ads, T-Mobile
Testimonial

51. A well-known person or a previous customer supports a product or service
Testimonial

52. Testimonial

53. Testimonial is an attempt to connect a famous person to a product or item.

54. Take a look at the following ads. What do you notice about them
Take a look at the following ads. What do you notice about them? Are they persuasive? Why?

58. NIKE

61. What kind of ad will you create? How will you make it persuasive?
Create an advertisement for a fictional product. Use at least 3 persuasive techniques to persuade people to buy your product.