Persuasive Techniques used in Advertising - PowerPoint PPT Presentation

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Persuasive Techniques used in Advertising

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Persuasive Techniques used in Advertising What Consumers Should Know Purpose To persuade you to: Buy something Think something Do something As a consumer, it is in ... – PowerPoint PPT presentation

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Title: Persuasive Techniques used in Advertising


1
Persuasive Techniques used in Advertising
  • What Consumers Should Know

2
Purpose
  • To persuade you to
  • Buy something
  • Think something
  • Do something
  • As a consumer, it is in your best interest to
    understand the techniques used by advertisers to
    get you to buy their products

3
Bandwagon
  • Comes from the phrase getting on the bandwagon
    which means going along with the crowd
  • Makes the appeal that everyone else is doing it,
    and so should you.
  • Used to convince people to join the crowd so they
    are not left behind

4
Questions to Ask
  • What is the ad trying to get me to do? 
  • What is the evidence for and against jumping on
    the bandwagon?
  • Even though others are supporting it, why should
    I?

5
Bandwagon Examples
6
Appeal to Emotion
  • The advertiser tries to play on the emotions of
    the audience, often in place of information that
    might appeal to an audience rationally
  • Can appeal to several emotions including
    sentiment fear

7
Questions to Ask
  • What is the ad trying to sell?
  • What emotion does the ad make me feel?
  • Is it logical for me to purchase the product or
    is my emotion swaying me?

8
Appeal to Emotion Examples
9
Testimonial
  • A public figure or a celebrity promotes or
    endorses a product
  • Effective because you feel like you can trust the
    words of the celebrity or expert

10
Questions to Ask
  • Who is quoted in this testimonial?
  • Why should I regard this person as an expert or
    trust this testimony?
  • Is there merit to the idea or product without the
    testimony?

11
Testimonial Examples
12
Repetition
  • Using repeated messages or pictures to persuade.
    The image can be repeated and/or the ad may be
    run repeatedly.
  • Effective because you remember things that you
    have seen more than once

13
Questions to Ask
  • What is being repeated?
  • Why is the image being repeated?
  • Does the repetition serve a logical purpose other
    than persuading me to buy the product?

14
Repetition Examples
15
Transfer
  • Using images to evoke positive feelings in order
    to persuade
  • Effective because you transfer the feeling you
    associate with a picture to feelings about a
    product
  • Symbols are often used in transfer ads

16
Questions to Ask
  • What is the ad trying to sell?
  • What is the meaning of the symbol used in the ad?
  • Is there a real connection between the suggestion
    made by the ad and the product?
  • Is there merit in the ad by itself (without the
    transfer technique)?

17
Transfer Examples
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