PersuasivePersuasive Appeals:Appeals:Motivating your audienceMotivating your audience

July 3, 2006

PersuasivePersuasive AppealsAppeals Straight AnnouncementStraight Announcement

VO by announcer or DJVO by announcer or DJ

Informational/rationalInformational/rational Facts about the productFacts about the product List of benefitsList of benefits Even gets out blood stainsEven gets out blood stains Computer adsComputer ads

Persuasive AppealsPersuasive Appeals DemonstrationDemonstration

Show audience how product worksShow audience how product works InfomercialsInfomercials Fitness gearFitness gear

TestimonialTestimonial Client speaks of product benefitsClient speaks of product benefits Jared of SubwayJared of Subway

Persuasive AppealsPersuasive Appeals Celebrity EndorsementCelebrity Endorsement

Tie product image to famous personTie product image to famous person MJ & Jackie Chan for HanesMJ & Jackie Chan for Hanes

UrgencyUrgency Need to respond quicklyNeed to respond quickly Sale ends Saturday!Sale ends Saturday! Disney DVD unavailable for 10 yearsDisney DVD unavailable for 10 years

Persuasive AppealsPersuasive Appeals Emotion/sentimentalEmotion/sentimental

Inflated emotions related to the productInflated emotions related to the product HallmarkHallmark

FearFear Scare audience away from or Scare audience away from or

toward product or behaviortoward product or behavior Baldness, hair restorationBaldness, hair restoration Drugs, Just say noDrugs, Just say no

Persuasive AppealsPersuasive Appeals HumorHumor

Associate humor with product imageAssociate humor with product image Often memorable, not always effectiveOften memorable, not always effective Bud - Wassup?!Bud - Wassup?! Office LinebackerOffice Linebacker

Slice of LifeSlice of Life Problem/solution in story formProblem/solution in story form Detergent, dandruff, slice & bake Detergent, dandruff, slice & bake

cookiescookies

Persuasive AppealsPersuasive Appeals Dramatize Dramatize problemproblem

Then offer solutionThen offer solution Hertz - Hertz - Not exactlyNot exactly Diarrhea, prescription drugsDiarrhea, prescription drugs Employees fired for mistakesEmployees fired for mistakes

Dramatize Dramatize benefitbenefit As the soloutionAs the soloution Prescription drugsPrescription drugs Sprint, “Hear a pin drop”Sprint, “Hear a pin drop”

Persuasive AppealsPersuasive Appeals

Before / AfterBefore / After Demonstrate specific results of using productDemonstrate specific results of using product Grecian formula, weight lossGrecian formula, weight loss

ImageImage Associate production with some image, style, attitude, Associate production with some image, style, attitude,

“coolness”“coolness” Cadillac, Nike, Sprite, Mountain DewCadillac, Nike, Sprite, Mountain Dew

Persuasive AppealsPersuasive Appeals Shock!Shock!

Jar audienceJar audience Anti-drug/smoking PSAsAnti-drug/smoking PSAs

SexSex Associate product w/sexual Associate product w/sexual

satisfaction, conquestsatisfaction, conquest Calvin Klein, cologne, Cosmo, TAGCalvin Klein, cologne, Cosmo, TAG

Sex SellsSex Sells

Other Types of Persuasive Messages

Also use aforementioned persuasive techniques. Public service announcements (PSAs) are ads presented

as a community service - non-profits, public service organizations.

Advocacy ads - designed to affect public opinion or government policy.

Corrective ads try to rectify impressions formed by earlier ads.

Counter ads are usually run by a non-profit agency to fight images created by large scale campaigns they feel are not in the public interest. Often unorthodox in style (Truth campaign)

Ad/PSA guidelines Sponsor must be identified Ad time paid for PSA time free or paid for Timing exact - :30 or :60, no more, no less :15 spots growing in popularity