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Whose voice guides your
choice?
Clipart-Microsoft Office XP 2002
Persuasive techniques in the media
How do you decide who is the best
candidate…
Clipart-Microsoft Office XP 2002
or which is the
best toothpaste ?
Clipart-Microsoft Office XP 2002
Persuasive Language
 Form of communication intended to influence
opinions, emotions, attitudes or behavior.
 May offer only one side of an argument
 Some information may be exaggerated or not
entirely true
 In the form of propaganda, it can be intended to
harm (Nazi propaganda against Jews) or help
(encouraging people to donate blood)
 In advertising the purpose is to claim “superiority,”
using persuasive language, in order to sell a
product.
Bandwagon
 Uses the argument that a person should believe or do
something because “everybody else” is doing it.
 “Jump on the bandwagon.”
Intended Effect:
 Consumers are convinced to think a certain way or buy
a product because they want to fit in with everyone
else
 Consumers assume that if others think it or buy it, it
must be good
“If everyone in America
prefers this product,
maybe I should buy it
too.”
Celebrity Spokesperson
 Uses a celebrity or famous person to endorse a product
Intended Effect:
 Consumers associate the product with the celebrity
and transfer their respect or admiration for the
celebrity to the product
Emotional Appeal
 Words and images are used to create an emotional
response, such as excitement, sympathy, humor, or
fear, in consumers
Intended Effect:
 A strong emotional response can prompt consumers to
feel a certain way about a product
 For example, advertisers might present a fearful
situation, then follow it up with the product or behavior
needed to avoid or solve that situation
Glittering Generalities
 Emphasizes highly valued beliefs in a society or
culture, such as patriotism, peace, or freedom
Intended Effect:
 Consumers accept this information without question,
often without enough real evidence to support the
claim
Words such as luxury, beautiful, paradise, and economical are
used to evoke positive feelings in the viewer.
Plain Folks
 Shows ordinary people using or supporting a product
or candidate
 Examples: moms, children, grandparents, middle-class
workers
Intended Effect:
 Consumers can relate to and identify with the people
in the ads and may be more likely to purchase the
product
 Consumers TRUST the product because it’s good
enough for regular “folks.”
For Example:
Name-calling
 Negative words are used to create an unfavorable
opinion of the competition in the viewer's mind
Intended Effect:
• Consumers focus on the negativity of the attack
rather than the issues (in politics) or true quality
of the products.
Name-calling
Negative words are used to create an unfavorable opinion of
the competition in the viewer's mind.
Repetition
 Uses specific words, phrases, or images that are stated
or shown over and over again
Intended Effect:
 Repetition makes it more likely consumers will
remember the words/phrases/images and associate
them with the product
The product name or keyword or phrase is repeated several
times.
How many times can you use the word “Fresh?”
Snob Appeal
 Taps into people’s desire to be special or part of an elite
group
 Often includes words that evoke images of
exceptionally high quality – perfection, luxury, fine,
only, best, etc.
Intended Effect:
• Consumers may be more likely to purchase the
product in order to feel superior, or to satisfy a desire
to have the best or highest quality product.