The Art of Manipulation Persuasive Techniques in Advertising

1. The Art of ManipulationPersuasive Techniques in Advertising Please take notes… Or memorize.

2. The Art of ManipulationPersuasive Techniques in Advertising

3. An advertisement is, essentially, a persuasive argument. • The advertiser proposes a need (or problem), which may or may not have existed prior to the ad, and then proposes a “solution” to that problem. • Often, consumers accept the “solution” as a result of unfair, illogical, or intentionally misleading advertising techniques.

4. Parts of an Argument • ISSUE - problem or controversy about which people disagree • CLAIM - the position on the issue • SUPPORT - reasons and evidence that the claim is reasonable and should be accepted

5. Unfair Emotional Appeals • Unrealistic Claim • A cologne ad claiming their product will make the wearer irresistible to women. • False Authority • Michael Jordan selling underwear. • Catherine Zeta-Jones selling cell phones • Association • a cigarette advertisement featuring a scenic waterfall, or healthy people engaged in rugged physical activity. • A fast food ad featuring an attractive model inexplicably spraying water on herself.

6. Unfair Emotional Appeals • Appeal to “Common Folk” • an ad showing a product being used in an average household • a politician suggesting he is like everyone else • Ad Hominem - attack on the person rather than his/her viewpoint • “Join the Crowd” (Bandwagon) C’mon, everyone else is doing it!

8. Errors in Logical Reasoning(commonly called logical fallacies)invalidate arguments or render them flawed. • Stereotyping • “Female police officers should not be sent to crime scenes because apprehending criminals is a man’s job.” • Hasty Generalization(Conclusion derived from insufficient evidence) • “Because one apple is sour, all of them in the bowl must be sour.”

9. Errors in Logical Reasoning • Non Sequitur(“It Does Not Follow”) • “My doctor is young; I’m sure she’ll be a good doctor.” • False Cause • “Because I opened the umbrella when I tripped on the sidewalk, the umbrella must have caused me to trip.” • Either-Or Fallacy(Unnecessary Dichotomy) • “You’re either with me, or you’re against me.”

10. Errors in Logical Reasoning • False Analogy • To prevent shoplifting, we ought to ban kids under eighteen from shopping. There are hardly any children in retirement communities, and shoplifting rarely occurs there. • Loaded Language (Emotionally charged or biased) • Even good kids can be influenced negatively by those dirty little punks who live across the street. • Limited Sample • Skaters always wear their hats backward; my friend is a skater and that’s what he does.

11. Which persuasive tactic is being used? • Come early so you won’t have to stand in line – because everyone knows you can make a deal with Dave and save. Bandwagon / Appeal to Common Folk • As a test pilot, Susan Gibbs knows performance. “That’s why I drive a Chevy.” False Authority • Olson’s pizzas are lower in fat and calories. Other pizza makers don’t care about your health. Ad Hominem / Emotionally Charged Language

12. “We work magic with your children,” says Eileen of Eileen’s Day Care. “Call us, and your children’s dreams will come true.” Unrealistic Claim • Liberty Bell Airlines flies anywhere in this great land, from sea to shining sea. Loaded Language / Association • Candidate Alan Wilson knows how to put in a good, honest day’s work. His father worked in a coal mine for over 40 years. Appeal to Common Folk / Non-Sequitur / Loaded Language

13. Review of Terms Stereotyping “Join the Crowd” Ad Hominem Appeal to “Common Folk” Association False Authority Unrealistic Claim False Analogy Loaded Language Limited Sample Non Sequitur False Cause Either-Or Fallacy Hasty Generalization

15. And where I work it’s the USA!!! People who smoke other brands should go live in Canada!

16. Just a typical day in my life.

17. Choose the brand that Santa smokes. And don’t be left on the naughty list.