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Persuasion Techniques

Propaganda and Advertising. What is propaganda?. A means of convincing people:. to buy a certain product. to believe something or act in a certain way. to agree with a point of view. Common persuasive techniques often used in advertising.

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Persuasion Techniques






Presentation on theme: "Persuasion Techniques"— Presentation transcript:

Slide1

Persuasion Techniques

Propaganda and AdvertisingSlide2

What is propaganda?

A means of convincing people:

to buy a certain product

to believe something or act in a certain way

to agree with a point of viewSlide3

Common persuasive techniques often used in advertising

Name Calling

Snob Appeal

Bandwagon

Testimonial

Loaded words

Card Stacking

Misuse of Statistics

Plain FolksSlide4

Bandwagon

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

Being “in the group” makes you feel secure.Slide5

The bandwagon effect created these fine internet sensations…..Slide6

Examples of BandwagonSlide7

Bandwagon ExamplesSlide8

Bandwagon ExamplesSlide9

ExampleSlide10

ExampleSlide11

Loaded Words and Glittering Generalities

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”Slide12

Glittering Generalities

Have you ever seen an advertisement that said something like…

‘The World’s Fastest Car’

‘The Tastiest Pizza in Town’

‘The Cutest Dress Ever’Slide13

But did you ever think about it like this…

‘The World’s Fastest Car’

Who says? Did anyone measure the speed of each kind of car in the whole world?

‘The Tastiest Pizza in Town’

Everyone has different taste buds – who did you ask when you came to this conclusion?

‘The Cutest Dress Ever’

By whose judgment is this the cutest dress ever? The owner of the store? The person who designed this dress?Slide14

ExampleSlide15

Loaded Words

In advertisements, the advertisers use lots of fancy words that will make you want to buy a product.

Escape the terrible cold and enjoy a relaxing vacation at Rehoboth Beach!

Slide16

Escape the terrible cold and enjoy a relaxing vacation at Rehoboth Beach!

‘Escape’, ‘terrible’, ‘enjoy’, and ‘relaxing’ are all words that were purposely used to make you want to visit Rehoboth Beach. This technique isn’t ‘bad’. It is just a kind of technique that will try to make your opinion go more in favor of the product.Slide17

Loaded WordsSlide18

Loaded Words……Slide19

Testimonial

A well-known person or a previous customer supports a product or serviceSlide20

ExampleSlide21

Testimonial from customerSlide22

ExampleSlide23

Testimonials work! Slide24

Name Calling

Is used to arouse fears and prejudices in the viewers with the idea that the bad names will cause people to form a negative opinion about a group or product. This technique is used more often in politics than advertising.Slide25

ExampleSlide26

Name calling can be implied through an unflattering imageSlide27

Name Calling….Slide28

ExampleSlide29

Plain Folks

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

Persuasive device especially favored by politicians!Slide30

ExampleSlide31

Example

Subway Five Dollar Footlong AdvertisementSlide32

Plain Old Mom FolkSlide33

Plain Folk & HumorSlide34

Plain Folk Political Ad…Slide35

Plain Folk AdSlide36

Snob 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.“Slide37

ExampleSlide38

ExampleSlide39

Snob AppealSlide40
Slide41

Misuse of Statistics

-using statistics selectively to give a more favorable view of your product Slide42

This is an ad that riled AT&TSlide43

AT&T’s replies in an ad that gives their version of the map…..

Why the big difference? Hmmmm…

They added their land lines in this map!Slide44

Example

“Four out of five dentists recommend sugarless gum for their patients who chew gum”Slide45

Transfer Technique

Objects 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. Slide46

Transfer Examples:

VOTE REPUBLICANSlide47

Transfer:Slide48

CARD STACKING

Card stacking is only telling part of the truth. It is “stacking the deck” in your favor by only giving part of the information.

Omitting relevant facts.Slide49

Card Stacking exampleSlide50

Card StackingSlide51

Card Stacking!Slide52

Card Stacking – making the Coke look just a little better for the uninformed!

That 16oz bottle

actually has

180 calories

Not bad! Right?Slide53

Slogan

A catchy phrase or statement often used to sell a service or a productSlide54

ExampleSlide55

ExampleSlide56

Example

They’re

GRRRRRRREAT!Slide57

Audience Awareness

Advertisers know how to

target their audiences

use appropriate persuasive techniqueSlide58

Target Audience?Slide59

Target Audience?Slide60

Target Audience?Slide61

Target Audience?Slide62

Target Audience?Slide63

Target Audience?Slide64

Avante GuardeSlide65

Let’s Test What You Know!

“Come to Florida, Everyone loves our clear, sandy beaches. Don’t miss out.”

Bandwagon Slide66

More Examples…

4 out of 5 dentists recommend Sparkle toothpaste.

Card StackingSlide67

One more…

Actress Kirstie Alley has lost 50 pounds on the Jenny Craig diet plan.

TestimonialSlide68

Bandwagon

This technique tries to persuade everyone to join in and do the same thing.Slide69

Testimonial

An important person or famous figure endorses a product.Slide70

Emotional Words

Words such as luxury, beautiful, paradise, and economical are used to evoke positive feelings in the viewer.Slide71

Name-calling

Negative words are used to create an unfavorable opinion of the competition in the viewer's mind.Slide72

Compare & contrast

The viewer is led to believe one product is better than another, although no real proof is offered. Slide73

Quick review –Can you define these devices?

Name Calling

Snob Appeal

Bandwagon

Testimonial

Loaded words

Misuse of Statistics

Plain FolksSlide74

Quick review

Slogan

Target audience