Transcript Introduction to Persuasive Techniques

Introduction to
Persuasive Techniques
By: Mrs. Lange
Emotional
Techniques
Purr Words
 Choosing words that positively
influence the audience of an item or
issue.
 Voice and tone are positive
 Example: Is an oil spill an accident or
an incident? Is a government
program an investment or a waste?
 What other examples can you think
of?
Repetition
 Ideas repeated over and over and
over and over and over and over
again! 
 Can come in form of musical tune
(jingle), logo or statement
 Getting the idea stuck in your head!
 Examples: McDonald’s “I’m lovin it!”
TV show promos
 Can you think of other examples?
Celebrity Endorsement
 The use of a celebrity to sell a
product.
 The viewer wants to be like the
celebrity and thinks that by buying
the product, they will be more like
him or her.
 Examples: Milk Ads, Air Jordans,
Toby Keith and Ford trucks
 Can you think of any others?
Humor
 The use of funny situations,
comments or jokes to convince the
buyer to purchase the product
 Makes it memorable
 Raisin Bran Crunch with Johnson,
phone commercials, Burger King ads
 Can you think of any other examples?
Testimonials
 Expert testimonial – because
someone is an expert, you are willing
to believe what they say
 Examples: Golden Globe winners
(movies), doctors recommending
certain medications
 Where are you persuaded to buy
products because of expert
testimonial?
Anecdote
 Individual Testimonial – plain people
say it is good, so it must be good
 Examples: Diet commercials, Subway
commericials with Jerrod.
 What others do you know?
Emotional Appeal
 An appeal to fear or anger to sway
the audience. May also add climax or
excitement (negative emotions)
 Uses images and dramatic situation
 Examples: Starving children in Africa
commercials, Happy Feet, Volvo
commericials – Safety Happens
 What else can you come up with it?
Bandwagon
 PEER PRESSURE – everybody wants
to do it, so you should too!
 Peer Pressure can be POSITIVE!!
 Examples: anti-drug commercials,
clothing lines/brands, new show hype
 Where do you see bandwagon used in
advertising?
Snob Appeal
 Plays on the idea of individuality,
being better than everyone else
 Examples: Lexus ads, Gucci, Rolex
 What other ideas can you come up
with?
Propaganda
 “Half-truths”
 Persuading the audience to believe in
something or buy it because the
evidence shows they should
 Example: political ads show only one
side of the issue; candidates show
“best side”
 Negative example: drug/medicine
commericals
Word of Mouth
 “grapevine” talk; gossip
 Advertising something through
talking with friends, etc.
 Example: gossip magazines, movies,
clothing, food
 What is the latest word on Orlando
Bloom?
Rational
Techniques
Factual
 The use of facts to sell a product or
idea
 Facts cannot be disputed but may not
tell the whole story
 Audience is overwhelmed with
information
 Example: car commercials, anti-drug
commercials, medicines
Statistics
 Statistics—deals with collection,
analysis and presentation of masses
of numerical data
 Use of statistics to persuade audience
to buy product or idea
 Sometimes one-sided
 Example: drug ads, toothpaste ads
 Where else do you see statistics used
to sell products?
Group Activity
 In groups of three: use magazines,
newspapers to find examples of both
EMOTIONAL and RATIONAL
techniques
 Cut out:
3 examples of emotional technique
2 examples of rational technique
--- and paste onto construction paper