Transcript Advertising - MrsChunsSharedDocs

Advertising
The power of persuasion
What is Persusasion?
Advertising techniques
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catchy words
testimonial
bandwagon
transfer
emotional appeal
– positive appeal
– negative appeal
product slogan
product comparison
repetition
Propaganda is…
• The spreading of ideas, information, or
rumor for the purpose of helping or
injuring an institution, cause, or person.
• The art of persuasion.
Catchy Words
(catchy giggle)
Testimonial
• A famous or respected person endorses
this product
• Examples:
– This doctor uses this product and so should
you.
– This celebrity is voting for Candidate X and so
should you.
http://www.proactiv.com/best-acne-treatment/justin-bieber,default,pg.html
Testimonial
Bandwagon
• Makes the impression that “everyone else”
is using the product and if you do not, you
will be left out
• Examples:
– A “must have” for the modern teen.
– The popular choice for mayor.
– Don’t be the last one on the block to get one.
http://www.nytimes.com/2009/02/27/business/media/27adco.html?_r=1
Bandwagon
Transfer
• Carry over good feelings about one object
to the product itself
• Examples:
– Vote for this candidate (flag waving in the
background)
– You like the song in the background, so you
like the product.
Emotional Appeal
• Arouse emotions such as fear, humor,
love, or desire
• Examples:
– Everyone loves puppies, so people buy this
product because puppies are in the ad.
– Don’t let murderers get in your house, get this
security system.
Positive Appeal
Negative Appeal
Product Slogan
Product Comparison
Repetition
• Saying a word or phrase over and over
again so it “gets stuck” in the audience’s
mind
• Example:
– “Head On, apply directly to the forehead.
Head On, apply directly to the forehead.
Head On, apply directly to the forehead.”
http://dev.w3.org/html5/alt-techniques/
Repetition
Additional Persuasion, Propaganda,
and Advertising Techniques
• Card Stacking
• Generalities
• Name Calling
• Plain Folks
• Either/Or
• False Cause and Effect
Card Stacking
• Making one side or product look better by
only mentioning some of the facts
• Example:
– Brand X detergent cleans better than Brand Y.
(different stains, size, material, etc.)
http://newbreedofadvertisers.blogspot.com/2010/02/on-co-existence-of-shaw-flooring-and.html
Glittering Generalities
• Broad statements used to associate
product with audience beliefs and values
• Examples:
– The “All-American” candidate
– A quality job well-done
– Trusted like a true neighbor
http://www.adpulp.com/obamarketing/
Name Calling
• Negative words or names used to create
an unfavorable opinion of competition
• Examples:
– He is a terrorist
– She is a tree-hugger
– They are cheapskates
http://blogs.reuters.com/talesfromthetrail/tag/newt-gingrich/page/5
/
Plain Folks
• Spokesperson is an ordinary citizen,
“someone just like you” who can be
trusted
• Examples:
– The neighbor recommends this candidate
– Mom loves this product
http://www.abouttheimage.com/2801/visual_case_study_ariel_sensitive_laundry_detergent/author24
Either/Or Thinking
• Make the audience believe that only two
options are possible, with no middle
ground or possibilities
• Examples:
– Either you support the war or you are on the
side of the terrorists.
– Either you buy organic food or you don’t care
about your family’s health.
http://theplantrant.com/tag/legalization/page/2/
False Cause and Effect
• If B follows A, then A must cause B
• Example:
– A man ate pizza everyday. That man lived to
be 100. Eating pizza everyday will make you
live a long life.
In a 12-year study of more than 70,000 nurses, those who ate more whole grain weighed
less than those who ate less whole grain. *
http://wholegrainnation.eatbetteramerica.com/benefits
/