Persuasive Techniques Used In Commercials

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Persuasive TechniquesUsed In Commercials
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BANDWAGON
How Its Used
Intended Effect

• This commercial tells viewers that everyone uses
  the product.

• Viewers buy the product because they want to fit
  in.
• Viewers assume that if others buy it, the product
  must be good.

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CELEBRITY ENDORSEMENT
How Its Used
Intended Effect

• This commercial shows a popular celebrity
  promoting the product.

• Viewers transfer the respect or admiration they
  have for the celebrity to the product.

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EMOTIONAL APPEAL
Intended Effect
How Its Used

• This commercial is intended to make viewers feel
  certain emotions, such as happiness, sadness, or
  excitement.

• If viewers feel good about the commercial, they
  may transfer that feeling to the product.

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HUMOR

• How Its Used

Intended Effect

• Viewers remember the product and the commercial.
• Viewers associate a positive feeling with the
  product.

• This commercial is intended to make the audience
  laugh. It often gives little information about
  the product.

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INDIVIDUALITY (ANTI-BANDWAGON)
Intended Effect
How Its Used

• Viewers feel that if they buy the product, they
  are expressing their individuality.
• Viewers perceive the product as unique, stylish,
  or cool.

• This commercial tells viewers to think
  differently celebrate their own style and rebel
  against what everyone else is saying, doing, or
  buying.

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PRODUCT COMPARISON
How Its Used
Intended Effect

• This commercial features a comparison between the
  product and its competition. It depicts the
  competition as being inferior.

• Viewers question the quality of the competing
  product.
• Viewers believe that the featured product is
  superior.

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PURR WORDS
How Its Used
Intended Effect

• This commercial is filled with words that have
  positive connotations attached to them, such as
  tasty or sensational.

• The words make the product seem more desirable.
• The words appeal to the viewers emotions, rather
  than their reason.

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SECURITY
How Its Used
Intended Effect

• This commercial makes viewers feel unprotected or
  unsafe.
• Viewers believe that the product will protect
  them or provide security.

• This commercial draws on viewers fears by
  telling them that their jobs, families, or their
  lives will be in jeopardy if they dont buy the
  product.

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SLOGAN
How Its Used
Intended Effect

• A memorable phrase is used in a campaign, or a
  series of TV commercials.

• Viewers remember the slogan and associate it with
  the product.
• The slogan becomes part of everyday language.