Download Persuasion in Advertising - Southwest Career and Technical

Persuasion in
Advertising
What is Persuasion?
Persuasion is the act of inducing attitude
changes and influencing a target market to
action.
~ Appeals to reason or emotion.
Types of
Propaganda Used
in Advertising
Testimonial

A celebrity or athlete
endorses an idea or
product.
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
you.
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
meaning.
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.
Rewards

Toys, gimmicks, kids’
clubs, rebates, etc.
Assertion
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.