Common persuasive techniques Common persuasive techniques often used in advertisingoften used in advertisingBandwagonRepetitionLoaded Words/Glittering GeneralitiesTestimonial Plain FolksSnob AppealHumorSex AppealTarget Audiences

RepetitionRepetitionRepetition can be

effective in creating a sense of structure and power. In both speech and literature, repeating small phrases can ingrain an idea in the minds of the audience.

Yes, we can, to opportunity and prosperity. Yes, we can heal this nation. Yes, we can repair this world. Yes, we can.

Repetition: ParallelismRepetition: Parallelism

Writing structures that are grammatically parallel helps the reader understand the points better because they flow more smoothly. If there is anyone out there who still doubts…who still wonders…who still questions

BandwagonBandwagon

A statement suggesting that everyone is using a specific product, so you should, too!

Being “in the group” makes you feel secure.

The bandwagon effect created these The bandwagon effect created these fine internet sensations…..fine internet sensations…..

Bandwagon ExamplesBandwagon Examples

Bandwagon ExamplesBandwagon Examples

Example

Emotional/Loaded Words Emotional/Loaded Words & Glittering Generalities& Glittering Generalities

Emotional/Loaded Words = Words that will make you feel strongly about someone or something (fear, desire for success, excitement, being part of a group).

Loaded Words can be Glittering Generalities

Glittering Generalities=Words that “glitter” but give no details about the product.

“NEW IMPROVED TIDE”

Example

Example

Emotional/Loaded WordsEmotional/Loaded Words

TestimonialTestimonial

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

Example

Testimonial from customerTestimonial from customer

Example

Testimonials work! Testimonials work!

Plain FolksPlain Folks

When a company tries to show it is “just like you”

Persuasive device especially favored by politicians!

Example

Example

Subway Five Dollar Footlong Advertisement

Plain Old Mom FolkPlain Old Mom Folk

Plain Folk AdPlain Folk Ad

Snob AppealSnob 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.“

Example

Example

Snob AppealSnob Appeal

Humor Humor Satire Using amusing examples or situations to

help you remember the product

HumorHumor

HumorHumor

HumorHumor

Sex AppealSex Appeal

Using attractive women and men and presenting them in a way that exaggerates and highlights their physical appearanceUsually presents them in revealing or seductive clothing or no clothing at all

Sex AppealSex Appeal

Sex AppealSex Appeal

Who can tell me about one of these Who can tell me about one of these persuasive techniques?persuasive techniques?

BandwagonLoaded Words/Glittering GeneralitiesTestimonial Plain FolksSnob AppealHumorSex Appeal

Now, Take out a sheet of paper and number 1-7. I am going to show you common advertisements. For each slide, identify the persuasive technique used and give your rationale.

You MAY use your notes.

1.

2.

3.

4.4.

5.

6.

7.7.

Target AudiencesTarget Audiences

Advertisers know how to target their audiences use appropriate persuasive technique

Target Audience?Target Audience?

Target Audience?Target Audience?

Target Audience?Target Audience?

Target Audience?Target Audience?

Target Audience?Target Audience?

Target Audience?Target Audience?

Transfer TechniqueObjects or other people are shown with

the product or candidate being “sold” in hopes that your good feeling for those objects or people will transfer onto the product or candidate.

THE TRANSFER OF GOOD FEELINGS FROM A BACKGROUND OBJECT TO THE MAIN OBJECT.

Transfer Examples:Transfer Examples:

Transfer:Transfer:

Transfer Example:Transfer Example: