Persuasive Techniques

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Persuasive TechniquesPropaganda

• techniques used to influence opinions, emotions,
  attitudes or behavior.
• appeals to emotions, not how smart people are
• makes audience believe in something or want to do
  something
• negative or positive
• the purpose is to persuade

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3 Common Uses of Propaganda

• During wars
• In politics (especially elections)
• In advertising

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TARGET AUDIENCE

• Intended audience group of people that an ad
  targets ?
• teens, senior citizens, mothers, etc.
• pay attention to words used, type of product
  being sold, and the media used (radio tv
  stations, billboards, magazines, newspapers)

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Recognizing Persuasive Techniques

• Bandwagon
• Transfer
• Testimonial
• Snob Appeal
• Repetition
• Just Plain Folks
• Name-Calling
• Scientific Slant

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Bandwagon

• persuasive technique that invites you to join
  the crowd.
• Everybodys doing it!
• Dont be left out!

Everyone in Auburn is supporting Bob Riley.
Shouldnt you be part of the winning team?
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TRANSFER

• Positive words, images, and ideas are used to
  suggest that the product being sold is also
  positive

• Ads for food

built American tough
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Testimonial

• Statement endorsing an idea/product
• Three types Celebrity, Expert, or Witness

Master Chef Gordon Lee only uses Swansons
Chicken broth for his savory creations
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Testimonial
Official shampoo of the NFL
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Testimonial

• Statement endorsing an idea/product by a
  prominent person in the field

I bought Tri-spot socks for my whole family.
Wearing the socks has turned exercising into a
fun part of our family routine Dr. Sophie
Smith, podiatrist
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Testimonial

• Statement endorsing an idea/product by a
  satisfied customer

Jared the Subway Guy lost weight on a Subway diet
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Snob Appeal

• tries to make the consumer feel like they would
  using a unique product unlike the mainstream
  public

• Fancy Feast cat food

He went to Jared!
A credit card company offers platinum cards
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Repetition

• Product name or phrases are repeated 3 or more
  times
• Makes you remember the product

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Just Plain Folks

• suggests that we are just like you so you
  should act a certain way
• opposite of snob appeal

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Name - Calling

• Applying a putdown to a person, product or group,
  even if it is not factual
• Uses words or phrases to suggest disapproval
• Intent is to damage opponent
• It also arouses suspicion of opponent
• Intention is to create a seed of doubt
• Used by politicians and product companies

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Scientific Slant

• Uses scientific terms to persuade you to accept
  something as more than it really is

1 Dermatologist Recommended
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Hidden MessagesVague Words

• Information that is not immediately noticeable
  and must be uncovered by the consumer before it
  is known usually through a visual representation

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Reasons for Hidden Messages
Vague Words

• Not wanting to sound negative or harsh
• Want listener or reader to feel smart enough to
  figure out message
• Want to leave out negative information that might
  hurt their own image
• Do not want to get sued