Persuasive Techniques

1
Persuasive Techniques

• 7th Grade SB 2.5
• To recognize methods that advertisers often use
  to persuade
• To analyze advertisements for these techniques
• To apply the techniques to different audiences

2
What Do You Know?

• In your table groups, determine how advertisers
  try to influence our purchases.
• Write your ideas in your composition books.

3
Persuasive Techniques

• Advertisers use many techniques of persuasion to
  make us want to purchase their products.
• Read the following descriptions of advertising
  techniques.
• Paraphrase and create a visual representation of
  each technique.

4
Persuasive TechniquesDo not copy! Paraphrase and
give a visual cue

• Bandwagon
• Advertisers make it seem that everyone is buying
  this product, so you feel you should buy it too.
  For example, a game states The best, most
  exciting board game is sweeping the nation. All
  your friends and neighbors are playing. This
  statement is intended to make you feel left out
  if you are not playing.
• Avant-Garde
• This technique is the opposite of Bandwagon.
  Advertisers make it seem that the product is so
  new that you will be the first on the
• block to have it. The idea is that only
  super-cool people like you
• will even know about this product.
• Testimonials
• Advertisers use celebrities and regular people to
  endorse products. For example, a famous actor
  urges consumers to buy a product. Pay close
  attention sometimes the celebrity does not
  actually say that he or she uses the product.

5
Persuasive TechniquesDo not copy! Paraphrase and
give a visual cue

• Facts and Figures
• Statistics, percentages, and numbers are used to
  convince you that this product is better or more
  effective than another product. However, be aware
  of what the numbers are actually saying. What
  does 30 percent more effective than the leading
  brand really mean?
• Transfer
• This technique may be hard to spot. To recognize
  it, you need to pay attention to the background
  of the ad or to the story of the commercial. The
  transfer technique wants you to associate the
  good feelings created in the ad with the product.
  For example, a commercial that shows a happy
  family gathered around a bowl of soup may want
  you to associate a feeling of comfort and
  security with their product.

6
Persuasive Techniques

• In pairs, write a headline using the technique
  assigned to advertise a common object, such as a
  paper clip.
• Who is the most appropriate audience for your ad?
  Who would most likely buy your product?
• What kind of person would be most persuaded by
  the headline?
• Identify a different audience and rewrite your
  headline.

7
Analyzing Ads

• As you view the following advertisements, note
  the
• Source
• Product
• Technique Used

8
Source?
Magazine Ad
Product?
Coca Cola
Technique?
Transfer - drinking Coke will make washing a car
and pay back (spraying someone with a hose) fun.
Notice that the product is not the main focus of
the ad
9
Source?
Magazine Ad
Product?
Proactiv
Technique?
Testimonial Jessica Simpsons picture along
side of the product makes reader assume she uses
it.
10
Source?
Sign
Product?
McDonalds food
Technique?
Bandwagon If McDs has served billions of
customers, then their food must be good.
Everyone eats there.
11
Ad example 4
Source?
Commercial
Print ad/Magazine
Product?
J.C. Penny
State Texting Laws
Technique?
Facts and Figures The ad shows graphs, charts,
and statistics.
Testimonial Ellen DeGeneres is seen browsing
through a J.C. Penny story, but she never says
she shops there.
12
Response

• Which advertisement was the most persuasive? Why?
  Would you buy this product based on the
  advertisement? Why or why not?
• How do advertisers attempt to influence consumers?