Download Persuasive Strategies Notes- Sept 12-16

Notes: Persuasive Strategies September 12-­16 • Persuasion: The action or fact of persuading someone or of being persuaded to do or believe something • Audience: The people who watch or listen to a tv show or radio station, or the people who read a newspaper or magazine. • Paraphrase: to write something from a text in your own words • Evidence: that with which tends to prove or disprove something • Text: the wording of anything written or printed Power of Persuasion: —Everywhere you go, someone is trying to sell you something —Advertisers use many methods of persuasion to get people to buy their products Persuasive Strategies in Advertising —Association Principle: Association is an advertising technique that involves drawing a mental link between a product and qualities that someone might like, including attractiveness, wealth, success, family, patriotism, or security. —Examples: —1-­‐800-­‐ get thin (attractiveness) —Car commercial-­‐ promoting wealth Bandwagon Technique —bandwagon appeal is an advertising technique that makes the claim that a product is desirable because it is being used by lots of desirable people -­‐-­‐ therefore encouraging the consumer to “jump on the bandwagon.” —Example -­‐ Lap band —Example-­‐ Proactive “Everyone’s using it, and it works” —Example – “Clean and Clear” Repetition Technique —One of the most simple techniques used by advertisers is repetition. Look closely at any ad and you're likely to see repeated images of the product's name and logo. Advertisers also create repetition by running an ad frequently. —Catch-­‐phrase-­‐ McDonalds “I’m Lovin It” —Displaying product’s name and logo over and over again —Repeating commercial frequently Emotional Appeal —Emotional appeals are advertising techniques in which the advertiser tries to play up on the emotions of the audience, —Advertisers often appeal to emotions through images like babies, cute animals, and touching parent-­‐child interactions. —Example-­‐ ASPCA Animal commercials Celebrity Endorsement —Trying to get someone to buy something because a famous person claims to use the product. —Example: Kobe/Lebron -­‐ -­‐ Powerade commercial —Kim Kardashian-­‐ Sketchers —Proactive-­‐ Katy Perry/Juliane Hough Use of Humor —Of course, one of the most effective ways to get the audience's attention is to be funny —Examples: —Superbowl commercials —Doritos commercial where the rat comes out of the wall —Sundrop commercial