Download Advertising Techniques: The Power of Persuasion

Advertising Techniques:
The Power of Persuasion
By SueLynn McAndrew
Fallacies Lesson
ADVERTISING
Introduction
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Advertising is a multi-billion dollar industry.
Advertisers are paid “big bucks” to get
consumers, like you, to buy products.
Advertisers often “bend” the truth in order to
sell a product.
You must be an educated consumer in order to
make informed decisions.
3 Advertising Techniques
Brainstorm: What strategies do you
think advertisers use?
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The three we will discuss:
 The Bandwagon Appeal (Ad Populus)
 Appeal to Authority/Celebrity (Ad Verecuniam)
 The Association Principle (Non Sequitur)
The Bandwagon Appeal
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Definition: the belief that
something should be
done because the
majority of people do it.
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Used to persuade
consumers by suggesting
that “everyone is doing
it”.
The Bandwagon Appeal
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Advertisers play into the
human desire to always
feel included.
Appeal to Authority/Celebrity=
ETHOS
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Definition: when a
product is sold by using
famous people or an
“authority figure”.
Sometimes the celebrity
or expert doesn’t have a
direct connection to the
product; they’re paid to
endorse it.
Meet Ethan Ethos
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He’s reliable, he’s
trustworthy! You rely
on him and trust that
the product he’s
endorsing is
worthwhile
ETHOS
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Advertisers use this
technique because they
know that many
consumers admire
celebrities and respect an
expert’s opinion.
PATHOS
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Definition: drawing a
mental link between a
product and desirable
qualities like love, wealth,
success, family, and
patriotism.
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Advertisers use this
technique in order to get
consumers to connect
their product with
something desirable or
meaningful.
LOGOS
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Stick to the FACTS.
AD SPOOFS…….
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Examine the next few
slides. What is the
message that is being
sent?