Title: Persuasive Techniques
1Persuasive 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
2What Do You Know?
- In your table groups, determine how advertisers
try to influence our purchases. - Write your ideas in your composition books.
3Persuasive 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.
4Persuasive 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.
5Persuasive 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.
6Persuasive 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.
7Analyzing Ads
- As you view the following advertisements, note
the - Source
- Product
- Technique Used
8Source?
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
9Source?
Magazine Ad
Product?
Proactiv
Technique?
Testimonial Jessica Simpsons picture along
side of the product makes reader assume she uses
it.
10Source?
Sign
Product?
McDonalds food
Technique?
Bandwagon If McDs has served billions of
customers, then their food must be good.
Everyone eats there.
11Ad 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.
12Response
- 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?