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ADVERTISING
6 persuasive techniques
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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 used
in advertising
• Slogan
• Repetition
• Bandwagon
• Testimonial
• Emotional Appeal
• Expert Opinion
Purpose?
SLOGAN: “Can you hear me now?”
“I’m lovin’ it.”
A catchy phrase or statement often used
to sell a service or a product
REPETITION:
The name of a product is repeated many times
HEAD ON Apply
directly to the
forehead
HEAD ON Apply
directly to the
forehead
HEAD ON Apply
directly to the
forehead
BANDWAGON
A statement suggesting that
everyone is using a specific
product, so you should too
TESTIMONIAL
A well-known person supports a product
or service
EMOTIONAL APPEAL
A person is made to have strong
feelings about a situation or product—
sadness, fear, pity, etc.
EXPERT OPINION
Experts approve this product, so you
should use it
“Four out of five dentists recommend
sugarless gum for their patients who
chew gum”
Audience Awareness
Advertisers know how to
• Target their audiences
–With demographics
–With psychographics
• Use appropriate persuasive
techniques
Some tricky tactics and questionable stuff…
PUFFERY
Flattering, often exaggerated
praise and publicity,
especially when used for
promotional purposes.
DEMOGRAPHICS
Dividing consumers into groups based on
age, sex, income, education, occupation,
household size, marital status, home
ownership or other factors.
Advertisers use demographics to help define
their target audiences.
PSYCHOGRAPHICS
The study of personality, values, attitudes,
interests, and lifestyles. More specifically:
• A—Activity
• I—Interests
• O—Opinions