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Persuasive Techniques. How the Advertisers Hook You. Bandwagon. Stresses popularity of the product Viewers buy because they want to fit in If everyone’s buying it, it must be good. “…everyone wants to be a pepper, too”. Testimonial or Celebrity Endorsement.
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Persuasive Techniques How the Advertisers Hook You
Bandwagon • Stresses popularity of the product • Viewers buy because they want to fit in • If everyone’s buying it, it must be good
Testimonial or Celebrity Endorsement • Picture or statement from a famous person • Viewers associate the product with the celebrity • Viewers like the product because they like the celebrity
Transfer • Associating love, respect or admiration we have for a person or symbol, and transferring it to a product. • Viewers transfer the feeling for the symbol to the product • Viewers think if they buy the product, they’ll get the feelings associated with it
Transfer examples • Put a picture of a flag on a company logo or package product feel patriotic; buy American and support the troops • Car ad shows cute girl in the passenger seat buy the car, get the girl, too. • Soap ad under a waterfall feel cool and fresh
Purr Words…glittering generalities • Words have no specific meaning, but sound good • Words make product seem more desirable • Words appeal to emotion rather than reason
It's Tasty The Best! Used by the pros! Incredible! Smooth & silky It's good for you!
Emotional Appeal • Commercials are designed to trigger certain emotions • If viewers feel good about the commercial, they’ll feel good about the product
Excerpts from a Hallmark Commercial Girl is late for music lesson… knows it’s her grumpy teacher’s birthday, so she writes him a card…
Grumpy teacher can’t stay grumpy when he reads the sweet card…. Girl is happy she made him smile… Everyone feels good!
Product comparison --cardstacking • All facts and figures support one product and not the other • Viewers question the quality of the other product • Viewers believe the featured product is better
OUR BRAND BRAND X X FRESH X X TASTES GREAT X X WHITENS NO X BRIGHTENS NO
Name-Calling • Give someone or something a ‘bad name’ so others will dislike him or it • Viewers will dislike and distrust the person/product • Viewers question the value / honesty / worth of the person or product
Plain Folk or Elitism • Ads appeal to the common man or to the rich/elite • Viewers think the ad/politician can relate to them because they are like them • Viewers want to be elite, so they buy the product.
Repetition • Commercial features words or images that are stated or shown over and over again. • Viewers will be more likely to remember the product.
Meow, meow, meow, meow, meow, meow, meow, meow… Meow, meow, meow, meow, meow, meow, meow, meow…
Security (fear) • Draws on viewers fears by telling them their jobs or lives are in danger • Makes viewers feel unsafe • Viewers believe product will protect them.
Slogan • “A memorable phrase is used in a campaign, or a series of commercials for a product or company. • Viewers remember the slogan and associate it with the product. • Effective slogans can become part of everyday language.
You deserve a break today, so get up and get away to McDonald’s…
Bandwagon • Stresses popularity of the product • Viewers buy because they want to fit in • If everyone’s buying it, it must be good
Testimonial or Celebrity Endorsement • Picture or statement from a famous person • Viewers associate the product with the celebrity • Viewers like the product because they like the celebrity
Transfer • Associating love, respect or admiration we have for a person or symbol, and transferring it to a product. • Viewers transfer the feeling for the symbol to the product • Viewers think if they buy the product, they’ll get the feelings associated with it
Purr Words…glittering generalities • Words have no specific meaning, but sound good • Words make product seem more desirable • Words appeal to emotion rather than reason
Emotional Appeal • Commercials are designed to trigger certain emotions • If viewers feel good about the commercial, they’ll feel good about the product
Product comparison --cardstacking • All facts and figures support one product and not the other • Viewers question the quality of the other product • Viewers believe the featured product is better
Name-Calling • Give someone or something a ‘bad name’ so others will dislike him or it • Viewers will dislike and distrust the person/product • Viewers question the value / honesty / worth of the person or product
Plain Folk or Elitism • Ads appeal to the common man or to the rich/elite • Viewers think the ad/politician can relate to them because they are like them • Viewers want to be elite, so they buy the product.
Repetition • Commercial features words or images that are stated or shown over and over again. • Viewers will be more likely to remember the product.
Security (fear) • Draws on viewers fears by telling them their jobs or lives are in danger • Makes viewers feel unsafe • Viewers believe product will protect them.
Slogan • “A memorable phrase is used in a campaign, or a series of commercials for a product or company. • Viewers remember the slogan and associate it with the product. • Effective slogans can become part of everyday language.
