Download Persuasion

Persuasion
Changing the minds of others.
What is Persuasion?
 To persuade means to get
others to believe or act in a
certain way.
 To win over
 To convince
There are many reasons
people try to persuade
others:
 Companies use advertisements to
persuade consumers to purchase their
products.
 Peers sometimes use persuasion to get
others to join them in an activity.
 People use persuasion to share their
ideas when they feel strongly about
something and they want others to agree.
BANDWAGON
 In this technique, people
persuade others to join them by
convincing others that everyone
else is doing it too.
For Example:
 A friend convinces another friend to go to
a party by saying, “Everyone is going to
be there! You’ll be laughed at if you don’t
go too!”
Testimonial
 In this technique, famous people promote
an item and draw attention to it.
 For example:
 Michael Jordan and Nike
tennis shoes.
Testimonial
 Celebrity endorsements - when a
product is sold by using words from
famous people or an authority figure
 If the celebrity/athlete/star uses the
product, then it must be good, so I
will purchase it too.
 Examples: Proactiv, Nike, Gap, Got Milk
ads, T-Mobile
Testimonial – confessions
for Proactiv Solution
 "I'm a normal person
and I do get zits. I'm
not happy when I do
so I like to try and
find anything that's
preventative towards
it, and Proactiv has
done that for me.”
 Avril Lavigne
Glittering Generalities
 They use words that glitter and sparkle, while
only stating generalities. That is, they give us a
general, or vague sense of what they are trying
to sell; they just LOOK good. Glittering
generalities are used for their emotional value,
not their logical value.
 Example: “Pure, fresh, mountain spring water.
Bottled especially for you in Utah from only our
purest mountain springs.”
Emotional words
 Better
 More Powerful
 Improved
 Most Popular
 New!
 Fresh
 Pure
Glittering Generalities
 Wild Ranger is more
powerful than our
competitors’ Road
Rogue and Hill
Honcho, because
Wild Ranger has
four-wheel drive, an
eight-cylinder engine,
and all-terrain wheels
and tires.
Card Stacking
 It involves only presenting information
that is positive to an idea or proposal and
omitting information contrary to it.
 Although the majority of information
presented by the card stacking approach
is true, it is dangerous because it omits
important information.
Card
Stacking
 Commercials
about medication
are examples of
card stacking.
Transfer
 Uses a strong pictorial symbol or
general phrase that arouses the
audience’s emotions so that they
will connect – transfer- the
emotion to the product being
sold.
Transfer
 Transfer techniques appeal to universal
feelings.
 For example: Happiness, fear, patriotism,
urgency, wanting to be rich, love of
animals.
Transfer Technique
 Feeling/
Emotion
aroused:
Wanting to
be popular
and up-todate
Let’s Test What You
Know!
 “Come to Florida, Everyone
loves our clear, sandy beaches.
Don’t miss out.”
 Bandwagon
Another…
 This cream will make your skin look
younger in just two weeks!
Glittering Generalities
Another…
 Catchphrase: “Because You Care”
 What the advertiser is selling: Pet Food
 Feeling/ Emotion: Loving your pets
Transfer
One more…
 Actress Kirstie Alley has lost
50 pounds on the Jenny Craig
diet plan.
 Testimonial
Bandwagon
This technique tries to persuade everyone to join in and do the
same thing.
Testimonial
An important person or famous figure endorses a product.
Types of Propaganda
 Bandwagon: People persuade others to join them by
convincing others that everyone else is doing it too.
 Glittering Generalities: Uses words that glitter and
sparkle, and gives a general, or vague sense of what they
are trying to sell; they just LOOK good. Glittering
generalities are used for their emotional value, not their
logical value.
 Testimonial: Celebrity endorsements - when a product is
sold by using words from famous people or an authority
figure.
 Transfer: Uses a strong pictorial symbol or general
phrase that arouses the audience’s emotions so that they
will connect – transfer- the emotion to the product being
sold.