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Advertising

Advertising. Forms of Persuasion & Advertising Techniques. Forms of Persuasion. Rational Appeal Uses facts and knowledge Emotional Appeal Play on emotional desires and needs (shows a product bringing love or success) Positive Appeal

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Advertising

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  1. Advertising Forms of Persuasion & Advertising Techniques

  2. Forms of Persuasion • Rational Appeal • Uses facts and knowledge • Emotional Appeal • Play on emotional desires and needs (shows a product bringing love or success) • Positive Appeal • An ad that says a product is wonderful (tells good but not the bad)

  3. Forms of Persuasion • Negative Appeal • An ad that says something is dangerous-arouses your curiosity • Humor Appeal • Meant to stick in your mind (you’re so amused you tell others) • Sex Appeal • Plays on your desire to be attractive • Fear Appeal • Reminds you of natural fears, and suggests a product or service will somehow protect you

  4. Advertising Techniques • Testimonial • Shows people saying how good a product is • Endorsement • A “famous” person saying how good a product is • Problem Solving • Provide a solution to some difficulty • Scientific Ad • Shows favorable results from a test

  5. Advertising Techniques • Demonstration Ad • Shows how a product works • Comparison Ad • Two competing products are used • Life-Style Ad • Connects a product with a glamorous way of life • Bandwagon • Shows lots of people using the product

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