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Persuasive Techniques

Persuasive Techniques. What is persuasion?. A way to convince an audience… to buy a certain product to believe something to act in a certain way to agree with a point of view. Bandwagon.

maya-stokes
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Persuasive Techniques

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  1. Persuasive Techniques

  2. What is persuasion? A way to convince an audience… • to buy a certain product • to believe something • to act in a certain way • to agree with a point of view

  3. Bandwagon A statement appealing readers/listeners to follow the crowd. In other words, join in because others are doing it, and you don’t want to be left behind.

  4. Card Stacking • Only presenting information that is positive to an ideal or proposal and omitting information contrary to that. • What would be a good example of this?

  5. Glittering Generalities • Using words that have different positive meanings for individual subjects but are linked to highly valued concepts • Examples: When a person is asked to do something in “defense of democracy” they are more likely to agree. • Word choice: honor, glory, love of country, freedom

  6. Name Calling • The use of derogatory language or words that carry a negative connotation when describing an enemy or opponent • Example: political campaigns

  7. Plain Folk • An attempt for advertisers and propagandists to convince the public that their views reflect those of the common person and that they are also working for their benefit • Where do you see examples of this?

  8. Testimonial • Endorsements which connect a famous or respectable person with a product or viewpoint.

  9. Transfer • An attempt to make audiences view a certain item in the same way as they view another item in order to link the two in the subject’s mind • Example: “The American pioneers worked hard because they cared about the future. If you care about the future of your family, then see your agent at Pioneer Insurance."

  10. Assertion • An energetic statement presented as a fact although it isn’t necessarily true • Where do you see an example of this in advertising?

  11. Lesser of Two Evils • An attempt to convince subject of an idea or proposal by presenting it as the least of offensive options • Example: wartime sacrifices, convincing your parents to let you do something

  12. Pinpointing the Enemy • An attempt to simplify a complex situation by presenting one specific group or person as the enemy • Examples: 9/11 terrorists

  13. Simplification • Reduces a complex situation to a clear cut choice involving good and evil • Example: common stereotypes

  14. Slippery Slope • Maintains that a small action will inevitably lead to greater actions and consequences that often are illogical • Example: “If you don’t finish your math homework, you will be homeless when you are twenty years old.”

  15. Ethos, Logos, Pathos • Persuasion based on appealing to certain qualities or beliefs of the audience • Ethos: appeal to ethics • Logos: appeal to logic • Pathos: appeal to emotion

  16. Audience Awareness Advertisers know how to • target their audiences • use appropriate persuasive technique(s) • stimulate emotional appeal in their audiences, which directly corresponds to dollars and cents Propagandists know how to • target their audiences • use appropriate persuasive technique(s) • stimulate emotional appeal in their audiences, which directly corresponds to choosing a viewpoint

  17. Relevant facts • Advertisers spend about $200 billion a year on TV advertising • The average cost for Super Bowl ads is $2.6 million per 30 second spot • The average American watches about 24,000 TV commercials a year

  18. Who is the audience?

  19. Porche Audience? Persuasive techniques? Purpose?

  20. Audience? Purpose? Persuasive techniques?

  21. Purpose? Audience? May 31st World No Tobacco Day Persuasive techniques?

  22. Audience? Purpose? Persuasive techniques?

  23. Purpose? Audience? Mini Cooper Persuasive techniques?

  24. Additional Sources • https://www.youtube.com/watch?v=-GhiBkjtsKw (Sears Trailer) • http://www.youtube.com/watch?v=h-8PBx7isoM(Embrace Life) • https://www.youtube.com/watch?v=tTbLBL2P6YA (Budweiser) • http://www.youtube.com/watch?v=iYhCn0jf46U (Dove Evolution) • http://www.youtube.com/watch?v=6Cf7IL_eZ38 (A Day Made of Glass) • http://www.youtube.com/watch?v=aiCq1ZMOa-w (AT&T: Train) • http://www.youtube.com/watch?feature=endscreen&NR=1&v=DebhWD6ljZs (AT&T documentary)

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