By Middle Grades Maven www.middlegradesmaven.blogspot.com

Where can you find persuasive techniques being used?

• Television commercials• Advertisements online• Print advertisements (magazines, newspapers,

flyers)• Billboards• Bumper stickers• Radio advertisements• Campaign buttons/ lawn signs

A Few Persuasive Techniques:• Glittering Generalities• Bandwagon• Endorsement/Testimonial• Bait and Switch• Repetition• Scientific Approach• Transfer• Something for Nothing• Urgency

Glittering Generalities

• Using simple phrases that sound good but have no real value or meaning

Examples:I am the candidate for change.It’s new!

Bandwagon

• Trying to convince us to do something because everyone else is doing it

Example: A presidential candidate uses a picture that shows a large crowd surrounding him or her. The caption says “Make the right choice!”.

Endorsement/Testimonial

• Having some well-known person voice their support for a product or person

Example: A commercial that includes a celebrity who is promoting a product.

Bait and Switch

• A business “baits” you by advertising an item on sale for a very low price. The low price gets you to go to the store (hence the name bait). Then, when you get to the store, the item is unavailable. The salespeople “switch” the item by convincing you to get a better model that isn’t on sale.

• Lesson: If it seems too good to be true, it probably is.

Repetition

Scientific Approach

• Using tests, statistics, diagrams and scientific talk to strengthen an argument

Example: 68% reduction of deep wrinkles in just six months!

Transfer

When a company uses an image in hopes that the feelings caused by the image will slide onto the company.Example: Time Warner Cable uses a roadrunner for its logo because a roadrunner is quick. They want you to think of their cable service as being quick too.

Something for Nothing

• Using the suggestion that other good things are attached (with no mention of possible cost or consequence) if the listener accepts the argument or product being presented

Example: Order the necklace now and we’ll include a set of matching earrings.

Urgency

• Suggesting that swift action is necessary and anyone who doesn’t act could miss out; persuasion through desperation

Examples:If you call in the next ten minutes…. (Note: a digital countdown is playing in the corner of the screen)Don’t go another day with that heavy, frustrating vacuum cleaner

Target Audience• Companies select a “target audience” to

whom they advertise their products. • For example, they may select a certain

gender to advertise to (male or female), a certain age range to advertise to (children, teenagers, adults, seniors), or to a group of people with similar interests (baseball fans, country music fans, etc.).

• Cereal box activity

Your task…

• You will work in a group of 3-4 students to create a commercial (using a persuasive technique you just learned about).

• Your commercial will be advertising a product that your group creates.

• Your team will be given a rubric that will explain the expectations for your commercial, as well as a sheet to fill out about the product you created.