Persuasive Techniques
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Transcript of Persuasive Techniques
Bandwagon• Stresses popularity of
the product
• Viewers buy because they want to fit in
• If everyone’s buying it, it must be good
Testimonial or Celebrity Endorsement
• Picture or statement from a famous person
• Viewers associate the product with the celebrity
• Viewers like the product because they like the celebrity
Transfer• Associating love, respect or
admiration we have for a person or symbol, and transferring it to a product.
• Viewers transfer the feeling for the symbol to the product
• Viewers think if they buy the product, they’ll get the feelings associated with it
Transfer examples
• Put a picture of a flag on a company logo or package product feel patriotic; buy American and support the troops
• Car ad shows cute girl in the passenger seat buy the car, get the girl, too.
• Soap ad under a waterfall feel cool and fresh
Purr Words…glittering generalities
• Words have no specific meaning, but sound good
• Words make product seem more desirable
• Words appeal to emotion rather than reason
Emotional Appeal
• Commercials are designed to trigger certain emotions
• If viewers feel good about the commercial, they’ll feel good about the product
Excerpts from a Hallmark Commercial
Girl is late for music lesson…
knows it’s her grumpy teacher’s birthday, so she writes him a card…
Grumpy teacher can’t stay grumpy when he reads the sweet card….
Girl is happy she made him smile…
Everyone feels good!
Product comparison --cardstacking
• All facts and figures support one product and not the other
• Viewers question the quality of the other product
• Viewers believe the featured product is better
Name-Calling• Give someone or
something a ‘bad name’ so others will dislike him or it
• Viewers will dislike and distrust the person/product
• Viewers question the value / honesty / worth of the person or product
Plain Folk or Elitism
• Ads appeal to the common man or to the rich/elite
• Viewers think the ad/politician can relate to them because they are like them
• Viewers want to be elite, so they buy the product.
Repetition• Commercial features
words or images that are stated or shown over and over again.
• Viewers will be more likely to remember the product.
Security (fear)• Draws on viewers
fears by telling them their jobs or lives are in danger
• Makes viewers feel unsafe
• Viewers believe product will protect them.
Slogan• “A memorable phrase is used in a
campaign, or a series of commercials for a product or company.
• Viewers remember the slogan and associate it with the product.
• Effective slogans can become part of everyday language.
Bandwagon• Stresses popularity of
the product
• Viewers buy because they want to fit in
• If everyone’s buying it, it must be good
Testimonial or Celebrity Endorsement
• Picture or statement from a famous person
• Viewers associate the product with the celebrity
• Viewers like the product because they like the celebrity
Transfer• Associating love, respect or
admiration we have for a person or symbol, and transferring it to a product.
• Viewers transfer the feeling for the symbol to the product
• Viewers think if they buy the product, they’ll get the feelings associated with it
Purr Words…glittering generalities
• Words have no specific meaning, but sound good
• Words make product seem more desirable
• Words appeal to emotion rather than reason
Emotional Appeal
• Commercials are designed to trigger certain emotions
• If viewers feel good about the commercial, they’ll feel good about the product
Product comparison --cardstacking
• All facts and figures support one product and not the other
• Viewers question the quality of the other product
• Viewers believe the featured product is better
Name-Calling• Give someone or
something a ‘bad name’ so others will dislike him or it
• Viewers will dislike and distrust the person/product
• Viewers question the value / honesty / worth of the person or product
Plain Folk or Elitism
• Ads appeal to the common man or to the rich/elite
• Viewers think the ad/politician can relate to them because they are like them
• Viewers want to be elite, so they buy the product.
Repetition• Commercial features
words or images that are stated or shown over and over again.
• Viewers will be more likely to remember the product.
Security (fear)• Draws on viewers
fears by telling them their jobs or lives are in danger
• Makes viewers feel unsafe
• Viewers believe product will protect them.
Slogan• “A memorable phrase is used in a
campaign, or a series of commercials for a product or company.
• Viewers remember the slogan and associate it with the product.
• Effective slogans can become part of everyday language.