Download Persuasive Techniques: What To Do, and What NOT

Advertising and Persuasion in
Advertising
Mrs. Gatz
English 9
“The Pen Is Mightier Than the
Sword.” -English author Edward BulwerLytton, 1839
• What does
Bulwer-Lytton
mean?
What is Persuasion?
• Persuasion is the use of
specific techniques to
lead a reader/listener/viewer to
think or act in a certain
way.
Why Learn This?
• Learning persuasive techniques will make your
writing and speaking more forceful and
convincing, thereby giving you more power.
• But of course that means others can use those
techniques AGAINST YOU!
• This means you need to learn these techniques
not only so you can use them, but also so
you can guard yourself against them.
How Do You Persuade?
• Logical persuasive arguments are built on
reasons supported by evidence.
• Facts and statistics
• “A recent study shows that 61% of high
school students have at one time or another
cheated on a test.”
• Expert testimony
• “Since we instituted the ‘No Cell Phone’
policy,” says Mrs. Shaw, principal of Adams
High, “we have had fewer instances of theft
among students.”
• Anecdote (from credible source)
• A chemistry teacher tells a short story about
an injury that occurred when a lab assistant
failed to follow instructions.
• Logical reasoning
• “For the past 40 years, January has brought
southern California the most rain, so we can
expect that to be the case next year, too.”
• Analogy (ONLY if logical)
• “Just as a sword is the weapon of a warrior, a
pen is the weapon of a writer.”
Appeal to Logic (Logos)
• Logic is the science of
correct reasoning
that’s been slowly
built into your brain
by your experiences
in the world.
Beware of Faulty Reasoning:
Fallacies
• What are fallacies?
• Statements which
sound logical and
factual, but are not.
• Fallacies make your
argument less valid.
• Many advertisements rely on your inability
to recognize fallacies. So learn them, or
your brain will be at risk!
What is Rhetoric?
Rhetoric is the art of persuasion. It
encompasses the following:
• Ethos- the trustworthiness of the
speaker/writer/source.
• Pathos- an appeal to feelings/emotions
• Logos- any attempt to appeal to the intellect
Persuasive Techniques
in Advertising
Advertising executives get paid DUMB
money for controlling your brain. They
do that by using techniques above, and
those that follow. The following
techniques can be found in print and
film ads alike.
Bandwagon Appeal
• The “Everyone else is doing it” appeal.
NOTE: Bandwagon
Can be used to reinforce
logical appeals,
but use
it wisely.
Bait and Switch
• A dishonest tactic in which a
salesperson lures customers into a
store with the promise of a bargain.
Celebrity Spokesperson
• Uses a celebrity or famous person to
endorse a product.
Emotional Appeal (Pathos)
• Make viewers feel certain emotions,
such as excitement, sadness, or fear.
Glittering Generalities
• Emphasizes highly valued beliefs,
such as patriotism, peace, or
freedom.
Humor
• Used to make audiences laugh, but
provides little information about the
product or service
Individuality
• Appeals to consumers’ desire to be
different from everyone else; the
opposite of bandwagon appeal.
Loaded Language
• Uses words with positive or negative
connotations to describe a product or
that of the competitor.
Name-Calling
• Attacks people or groups to discredit
their ideas.
Plain Folk
• Shows ordinary people using or
supporting a product or candidate.
Product Comparison
• Compares a product with the
“inferior” competition.
Transfer
• Positive words, images, and ideas used to
suggest that using the product will make
your life like that in the commercial/ad.
Color in Advertising
• Certain colors draw
the eye better than
others.
• Colors also have
emotional
connotations which
help advertisers
create a persona for
the product they’re
advertising.
Color in Advertising
When You See an Ad…
Ask the following (PMATE):
• What is the PRODUCT?
• What is the MESSAGE?
• Who is the AUDIENCE?
• What TECHNIQUES are used?
• What is the intended EFFECT?
Let ‘s practice.
Ad # 1
Ad # 2
Ad # 3
Stayed tuned for
FALLACIES!
Remember This…
•
Effective persuasion is always built on logical appeals and
evidence.
• Advertisers want
your brain!
• Okay, maybe not
literally—yet. But
they do want your
money, and they will do
everything they can to get
it!
• Use your critical thinking skills to
evaluate an ad’s message before
buying into it.