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P e r s u a s i v e T e c h n i q u e s

P e r s u a s i v e T e c h n i q u e s. What is persuasion ?. An attempt to change opinions and attitudes An attempt to change your behavior EX.: lawyers, advertisements, parents. Attempts at Persuasion.

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P e r s u a s i v e T e c h n i q u e s

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  1. PersuasiveTechniques

  2. What is persuasion? An attempt to change opinions and attitudes An attempt to change your behavior EX.: lawyers, advertisements, parents

  3. Attempts at Persuasion Every time you turn on the T.V., open a magazine, turn on the radio, or surf the web someone is trying to persuade you to do something.

  4. Persuasion vs. Propaganda • Both are methods of trying to get you to believe in a product, idea, or strongly held opinion. • Persuasion is based mainly on a person’s beliefs and opinions. It is the art of CONVINCING. • Propaganda is based mainly on a group of peoples’ beliefs. It is an attempt to try to spread information about a cause. ex.: political organizations, advocacy groups, etc.

  5. Persuasion vs. Propaganda (continued) • Persuasion and propaganda both rely on emotional appeals. • A good listener can examine a persuasive statement and identify whether it is logical (makes sense) or not.

  6. Persuasive/Propaganda Techniques GLITTERING GENERALITY EXAGGERATION/ OVERSTATEMENT REPETITON BANDWAGON TESTIMONIAL STATISTICS/FACTSANDFIGURES LOADED WORDS • BUZZWORDS • NAME-CALLING • PLAINFOLKS • EMOTIONAL APPEALS/HIDDEN FEARS • PEER PRESSURE • TRANSFER

  7. Repetition • Repeating a name, slogan or product over and over in the same advertisement. • Rationale: people will often believe something if they hear it over and over again. • Ex: Head-On (Headache Relief) “Apply directly to the head.” Sanderson Ford (commercial)

  8. Bandwagon • Convincing us to accept someone or something because of its popularity. Examples: • “All the kids on the block wear LEE jeans”. • Everybody’s buying it and if you don’t, you’ll be left out. • A high percentage (%) uses the product; you should too. • Key Words: Everyone/Everybody/All

  9. Testimonial • Using a famous person or someone who has had success with the product to try to make you buy or support something/someone. • Ex: Proactiv Solution (Jessica Simpson) Revlon (Halle Berry)

  10. Facts and Figures(Statistics) • Using tests, statistics or information that sounds “scientific” to prove that one product is better than another. • It deceives by making the message look like it is based on fact. Statistics should also be questioned… “200 doctors recommend…” but maybe 400 doctors prefer another brand. “Nine out of ten families preferred….” But what the ad fails to tell is who those ten families were.

  11. Loaded Words/Weasel Words • Using broad promises or phrases that don’t really mean anything. • Words with strong associations such as “home”, “family”, “dishonest”, and “wasteful”. • Loaded words often categorize groups of people: Ex: “jocks”, “nerds”, etc.

  12. Buzz Words • Words that have suddenly become popular with consumers such as : “pure”, ”all natural”, ”organic”, “high fiber”, “low fat”, etc.

  13. Name Calling • Using negative words, usually in politics, to turn you against a competing person without giving evidence or facts. • Claiming that a product/service is inferior in quality or taste without actually proving it. • “liar”, “cheater”, “backstabber”, “weaker than”, etc.

  14. Plain Folks Appeal • Trying to show that a person or product is good for “ordinary” people, because a person is “just like you” and understands you. • Picture in the ad will feature “down home” kind of folks, like you. • Ex: Campbell’s Soup

  15. Hidden Fears/Emotional Appeals • Suggesting that a person or product will protect you against something unpleasant or dangerous. • The advertiser appeals to people’s fears, joys, sense of nostalgia, etc.

  16. Transfer . • Attempts to make the audience associate positive words, images, and ideas with a product and its users.

  17. Peer Pressure • The reader/viewer/consumer is pressured to think or act a particular way to be accepted by one’s peers. • So and so is doing this/buying that therefore, we need to do it too.

  18. Let’s Practice: Please number your paper from 1-25.

  19. Which technique is being used?#1.

  20. #2

  21. #3

  22. #4

  23. #5 Ninety-five percent of teenagers wear Cool Scents. Do you want to be cool? This new body spray is for you!

  24. #6 I’m sure those jocks won’t be able to pass this test.

  25. #7 I’ll be so sad if you don’t try out for the team. Let’s do it together.

  26. #8 • Everyone in Mrs. Ray’s class helped. We should help too.

  27. #9 • If you want Beth to be team captain, that’s your problem. You should know Beth is a cheater.

  28. #10 • You have to come to the carnival. It won’t be fun without you!

  29. #11 • The “groupies” followed him everywhere. They didn’t leave him a moment of peace.

  30. #12 • “Please Laura, all my other friends will be at the party.”

  31. #13 • Everyone in the city will benefit from new parks. Vote “Yes”.

  32. #14 • You must try Best Cola. The whole football team has switched. Soon everyone will drink this brand.

  33. #15

  34. #16(Can you spot the error?)

  35. #17

  36. #18

  37. #19

  38. #20 a

  39. 21 Same product, different technique

  40. 22.

  41. 23.

  42. 24.

  43. 25.

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