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Advertising

Advertising. The power of persuasion. What is Persusasion ?. Advertising techniques. catchy words testimonial bandwagon transfer emotional appeal positive appeal negative appeal product slogan product comparison repetition . Propaganda is….

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Advertising

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  1. Advertising The power of persuasion

  2. What is Persusasion?

  3. Advertising techniques • catchy words • testimonial • bandwagon • transfer • emotional appeal • positive appeal • negative appeal • product slogan • product comparison • repetition

  4. Propaganda is… • The spreading of ideas, information, or rumor for the purpose of helping or injuring an institution, cause, or person. • The art of persuasion.

  5. Catchy Words (catchy giggle)

  6. Testimonial • A famous or respected person endorses this product • Examples: • This doctor uses this product and so should you. • This celebrity is voting for Candidate X and so should you.

  7. http://www.proactiv.com/best-acne-treatment/justin-bieber,default,pg.htmlhttp://www.proactiv.com/best-acne-treatment/justin-bieber,default,pg.html

  8. Testimonial

  9. Bandwagon • Makes the impression that “everyone else” is using the product and if you do not, you will be left out • Examples: • A “must have” for the modern teen. • The popular choice for mayor. • Don’t be the last one on the block to get one.

  10. http://www.nytimes.com/2009/02/27/business/media/27adco.html?_r=1http://www.nytimes.com/2009/02/27/business/media/27adco.html?_r=1

  11. Bandwagon

  12. Transfer • Carry over good feelings about one object to the product itself • Examples: • Vote for this candidate (flag waving in the background) • You like the song in the background, so you like the product.

  13. Emotional Appeal • Arouse emotions such as fear, humor, love, or desire • Examples: • Everyone loves puppies, so people buy this product because puppies are in the ad. • Don’t let murderers get in your house, get this security system.

  14. Positive Appeal

  15. Negative Appeal

  16. Product Slogan

  17. Product Comparison

  18. Repetition • Saying a word or phrase over and over again so it “gets stuck” in the audience’s mind • Example: • “Head On, apply directly to the forehead. Head On, apply directly to the forehead. Head On, apply directly to the forehead.”

  19. http://dev.w3.org/html5/alt-techniques/

  20. Repetition

  21. Additional Persuasion, Propaganda, and Advertising Techniques • Card Stacking • Generalities • Name Calling • Plain Folks • Either/Or • False Cause and Effect

  22. Card Stacking • Making one side or product look better by only mentioning some of the facts • Example: • Brand X detergent cleans better than Brand Y. (different stains, size, material, etc.)

  23. http://newbreedofadvertisers.blogspot.com/2010/02/on-co-existence-of-shaw-flooring-and.htmlhttp://newbreedofadvertisers.blogspot.com/2010/02/on-co-existence-of-shaw-flooring-and.html

  24. Glittering Generalities • Broad statements used to associate product with audience beliefs and values • Examples: • The “All-American” candidate • A quality job well-done • Trusted like a true neighbor

  25. http://www.adpulp.com/obamarketing/

  26. Name Calling • Negative words or names used to create an unfavorable opinion of competition • Examples: • He is a terrorist • She is a tree-hugger • They are cheapskates

  27. http://blogs.reuters.com/talesfromthetrail/tag/newt-gingrich/page/5/http://blogs.reuters.com/talesfromthetrail/tag/newt-gingrich/page/5/

  28. Plain Folks • Spokesperson is an ordinary citizen, “someone just like you” who can be trusted • Examples: • The neighbor recommends this candidate • Mom loves this product

  29. http://www.abouttheimage.com/2801/visual_case_study_ariel_sensitive_laundry_detergent/author24http://www.abouttheimage.com/2801/visual_case_study_ariel_sensitive_laundry_detergent/author24

  30. Either/Or Thinking • Make the audience believe that only two options are possible, with no middle ground or possibilities • Examples: • Either you support the war or you are on the side of the terrorists. • Either you buy organic food or you don’t care about your family’s health.

  31. http://theplantrant.com/tag/legalization/page/2/

  32. False Cause and Effect • If B follows A, then A must cause B • Example: • A man ate pizza everyday. That man lived to be 100. Eating pizza everyday will make you live a long life.

  33. In a 12-year study of more than 70,000 nurses, those who ate more whole grain weighed less than those who ate less whole grain. * http://wholegrainnation.eatbetteramerica.com/benefits/

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