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Persuasion Techniques

Persuasion Techniques. Propaganda and Advertising. What is Persuasion?. A means of convincing people: to buy a certain product to believe something or act in a certain way to agree with a point of view. Common persuasive techniques often used in advertising. Bandwagon

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Persuasion Techniques

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  1. Persuasion Techniques Propaganda and Advertising

  2. What is Persuasion? A means of convincing people: • to buy a certain product • to believe something or act in a certain way • to agree with a point of view

  3. Common persuasive techniques often used in advertising • Bandwagon • Loaded words/Glittering Generalities • Testimonials/Endorsements • Name Calling • Snob Appeal • Slogan • Plain Folk Technique

  4. Bandwagon A statement suggesting that everyone is using a specific product, so you should, too! Being “in the group” makes you feel secure.

  5. The bandwagon effect created these fine internet sensations…..

  6. Bandwagon Examples

  7. Bandwagon Examples

  8. Example

  9. Example

  10. Loaded Words and Glittering Generalities Loaded Words = Words that will make you feel strongly about someone or something (fear, desire for success, excitement, being part of a group). Loaded Words can be Glittering Generalities Glittering Generalities=Words that “glitter” but give no details about the product. “NEW IMPROVED TIDE”

  11. Example

  12. Loaded Words Example….

  13. Loaded Words

  14. Loaded Words……

  15. Testimonial/Endorsement A well-known person or a previous customer supports a product or service **It’s called an endorsement if a famous person is supporting the product

  16. Testimonials

  17. Endorsement Example

  18. Testimonial from customer

  19. Example

  20. Testimonials work!

  21. Name Calling Is used to incite fears and arouse prejudices in the viewers with the idea that the bad names will cause people to construct a negative opinion about a group or product. This technique is used more often in politics than advertising.

  22. Example

  23. Name calling can be implied through an unflattering image

  24. Name Calling….

  25. Example

  26. Snob Appeal Just the opposite of “bandwagon”. Its message suggests: "Buying our product will make you better than everyone else--especially since other people can't afford it.“

  27. Example

  28. Example

  29. Snob Appeal

  30. Slogans

  31. Slogan A catchy phrase or statement often used to sell a service or a product

  32. Example

  33. Example

  34. Example They’re GRRRRRRREAT!

  35. Plain Folks When a company tries to show it is “just like you” Persuasive device especially favored by politicians!

  36. Example

  37. Example Subway Five Dollar Footlong Advertisement

  38. Plain Old Mom Folk

  39. Plain Folk Political Ad…

  40. Plain Folk Ad

  41. Audience Awareness Advertisers know how to • target their audiences • use appropriate persuasive technique

  42. Target Audience?

  43. Target Audience?

  44. Target Audience?

  45. Target Audience?

  46. Target Audience?

  47. Target Audience?

  48. Quick review –Can you define these devices? • Bandwagon • Loaded words/Glittering Generalities • Testimonials/Endorsements • Name Calling • Snob Appeal • Slogan • Plain Folk Technique

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