Used in advertising speeches presentations essays etc Claim States the main point or stance Big Names Mentions experts and important people to support the argument or add credibility Hope that the ID: 592743
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Slide1
Persuasive Strategies
Used in advertising, speeches, presentations, essays etc…Slide2Slide3
Claim
States the main point or stanceSlide4
Big Names
Mentions experts and important people to support the argument or add credibility.
Hope that the
c
elebrity endorsement
w
ill rub off on the product
t
o increase sales.Slide5
Logos
Uses logic, numbers, or facts to support the argument.Slide6
Pathos
Appeals to the audience’s emotionsAdvertisers will try to make you feel part of a community, loved, successful, admired, confident, unique and different, or a member of the “in” group.Slide7
Kairos
Builds a sense of urgency for the cause.Slide8
Research
Uses studies and information to make the argument seem more convincing; this can be in the form of words, graphs, tables or illustrations.Slide9
Other Techniques used by Advertisers
Involvement:
Openings
: hook: strong colour, fast editing, sexy images, catchy music…
Direct Mail: cut outs, stickers, stamps, sweepstakes, teaser windows
Verbal sales pitch: “yes” saying mode – questions designed to get you to say yesSlide10
Appeal to Fear
Often used for personal care products…Fear of failure
Fear of rejection
Fear of bad breath
Fear of underarm odor…
… fear of dozens of other real or imagined social disgracesSlide11
Buzz Words
Words that stop the eye:
New - sale
Free -more
Save - better, best…
Real
Now
Organic
Homemade
Use an exclamation point at the end.. It sells!Slide12
Positioning or Market Segmentation
Positioning a product for certain segments of the population.
Toothpaste: some use it to keep teeth white, others are concerned with tooth decay.
Instead of making one brand to satisfy all, they make two and position them accordingly.