Download Testimonial A famous personality is used to endorse the product

“Can You Hear Me Now?”
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
•Bandwagon
•Plain folks
•Loaded words
•Snob appeal
•Testimonial
•Misuse of statistics
•Name calling
•Transfer
Bandwagon
Everybody’s
doing it.
If you want to be
cool, jump on the
“bandwagon” and
do it to.
The implication is
that you must
join in to fit in.
Loaded words or
glittering generalities
 uses appealing
words and images
to sell the
product.
 use of great
sounding but
meaningless words
 the opposite of
name calling
Testimonial
 A famous
personality is
used to endorse
the product
Name
calling
 links a person,
or idea, to a
negative symbol.
 Arouses
prejudice
through labeling
Haslam Commercial
“In Georgia, one Republican
candidate for governor, Karen
Handel, said the other [Nathan
Deal] needed to “put on big boy
pants.”
Nothing
about the
issues.
Just… the
“insults.”
“Florida Attorney General Bill
McCollum recently referred in a
statement to his Republican rival
for governor as ‘career fraudster
Rick Scott.’”
Plain folks
 The suggestion that the
product is a practical
product of good value for
ordinary people.
Snob Appeal
 The suggestion
that the use of
the product
makes the
customer part of
an elite group
with a luxurious
and glamorous
life style
Misuse of
Statistics
Making up, confusing,
or using statistics out
of context enhance
the message
Transfer
 Words and ideas
with positive
connotations are
used to suggest
that the positive
qualities should
be associated with
the product and
the user
Olive Garden
Kays
How many
techniques
can you
spot?
Who’s the audience?
Audience?
Audience?
Purpose?
Persuasive
technique
?
Audience?
Purpose?
Persuasive
technique
?
Relevant facts
 Advertisers spend about $200 billion a year on TV
advertising
 The average cost for Super Bowl ads is $2.6 million per
30 second spot
 The average American watches about 24,000 TV
commercials a year
http://television-commercial.net/
Making Connections
 What is your favorite jingle?
 What slogan for a product do you find yourself saying?
 What TV commercial has influenced you to make a
purchase?
 Since Tubby Smith and Billy Gillispie shop at Kroger,
does that mean we should too?
Reflection
“Persuasion is all around you”
In addition to TV commercials, where else do you see
persuasion all around you? Is that persuasion
influencing you or your family in any way? Explain.
 Propaganda Techniques – YouTube
 Chrysler Eminem Super Bowl Commercial - Imported
From Detroit – YouTube