Download Persuasion in Advertising - Southwest Career and Technical

yes no Was this document useful for you?
   Thank you for your participation!

* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project

Document related concepts

Product placement wikipedia , lookup

False advertising wikipedia , lookup

Persuasion in
What is Persuasion?
Persuasion is the act of inducing attitude
changes and influencing a target market to
~ Appeals to reason or emotion.
Types of
Propaganda Used
in Advertising
A celebrity or athlete
endorses an idea or
Transfer Techniques
Bandwagon – Everyone is doing it.
Sex Appeal – If you use this product you will be
more attractive to the opposite sex.
Love or Popularity – If you use this product you
will become more popular and people will love
Power – If you use this product you will have
more power over people.
Fame – With this product you will be famous.
Wealth – With this product you will be wealthy.
Glittering Generality
The slogan is so
attractive that the
audience does not
challenge its true
Examples: “Ultra...”
“The American way...”
Name Calling
The speaker criticizes a product with little
or no reason or evidence.
 “slamming the competition”
Example: At Burger King, you can always get
your flame broiled Whopper Sandwich
made your way. We’re proud to say we
serve individuals, not billions.
Plain Folks
Appeals to common,
ordinary people.
People in the ad wear
ordinary clothes, use
simple words and do
normal things.
This tactic is often
used by politicians.
Toys, gimmicks, kids’
clubs, rebates, etc.
Assertion is an enthusiastic or energetic
statement presented as a fact, although it is
not necessarily true.
Example: Campbell’s Soup makers claim
“that in addition to being the world's largest
soup manufacturer, we're also a leading
producer of juice beverages, sauces,
biscuits, and confectionery products.”
How is Language used to Persuade?
 Generalization ~ use of words such as
always, never, etc.
 Figures of speech; including similes,
metaphors and hyperbole.
 Emotive language ~ words used
deliberately to create an emotional impact
or response.
 Rhetorical question ~ a question to
which no answer is expected for the
sake of emphasis or effect.
 Repetition ~ the product name is
repeated over and over.
** Write a three sentence summary of these notes.