1 / 13

Persuasive Appeals: Motivating your audience

Persuasive Appeals: Motivating your audience. July 3, 2006. Persuasive Appeals. Straight Announcement VO by announcer or DJ Informational/rational Facts about the product List of benefits Even gets out blood stains Computer ads. Persuasive Appeals. Demonstration

gamada
Download Presentation

Persuasive Appeals: Motivating your audience

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. PersuasiveAppeals:Motivating your audience July 3, 2006

  2. PersuasiveAppeals • Straight Announcement • VO by announcer or DJ • Informational/rational • Facts about the product • List of benefits • Even gets out blood stains • Computer ads

  3. Persuasive Appeals • Demonstration • Show audience how product works • Infomercials • Fitness gear • Testimonial • Client speaks of product benefits • Jared of Subway

  4. Persuasive Appeals • Celebrity Endorsement • Tie product image to famous person • MJ & Jackie Chan for Hanes • Urgency • Need to respond quickly • Sale ends Saturday! • Disney DVD unavailable for 10 years

  5. Persuasive Appeals • Emotion/sentimental • Inflated emotions related to the product • Hallmark • Fear • Scare audience away from or toward product or behavior • Baldness, hair restoration • Drugs, Just say no

  6. Persuasive Appeals • Humor • Associate humor with product image • Often memorable, not always effective • Bud - Wassup?! • Office Linebacker • Slice of Life • Problem/solution in story form • Detergent, dandruff, slice & bake cookies

  7. Persuasive Appeals • Dramatize problem • Then offer solution • Hertz - Not exactly • Diarrhea, prescription drugs • Employees fired for mistakes • Dramatize benefit • As the soloution • Prescription drugs • Sprint, “Hear a pin drop”

  8. Persuasive Appeals • Before / After • Demonstrate specific results of using product • Grecian formula, weight loss • Image • Associate production with some image, style, attitude, “coolness” • Cadillac, Nike, Sprite, Mountain Dew

  9. Persuasive Appeals • Shock! • Jar audience • Anti-drug/smoking PSAs • Sex • Associate product w/sexual satisfaction, conquest • Calvin Klein, cologne, Cosmo, TAG

  10. Sex Sells

  11. Other Types of Persuasive Messages • Also use aforementioned persuasive techniques. • Public service announcements (PSAs) are ads presented as a community service - non-profits, public service organizations. • Advocacy ads - designed to affect public opinion or government policy. • Corrective ads try torectify impressions formed by earlier ads. • Counter ads are usually run by a non-profit agency to fight images created by large scale campaigns they feel are not in the public interest. Often unorthodox in style (Truth campaign)

  12. Ad/PSA guidelines • Sponsor must be identified • Ad time paid for • PSA time free or paid for • Timing exact - :30 or :60, no more, no less • :15 spots growing in popularity

More Related