What is Persuasion? <ul><li>Communication intended to induce belief or action. </li></ul><ul><li>Persuasion is the act of getting a sentient being other than yourself to adopt a particular belief or pursue a particular action. </li></ul>
Bandwagon Trying to convince viewers that a product is good because “everyone” is buying it. “Jump on the bandwagon!!!”
Image In image advertising the ad presents a desirable situation or lifestyle in order to convince the viewers that if they use the product, they too can have that lifestyle “ You will laugh and be around beautiful people if you buy our product”
Repetition Repeating an element within one advertisement so that viewers will remember the ad and will buy the product.
Card Stacking <ul><li>Telling the facts for one side only (soda ads, never mention empty calories) </li></ul>
Transfer <ul><li>A message attached to a symbol </li></ul><ul><li>(ad contains appealing images that are not directly related to product, flower fields in a chevron ad for oil) </li></ul>
<ul><li>Symbols </li></ul><ul><li>Associating the power of a cultural symbol with a product. (ie an American Flag used in the ad to associate a product with patriotism.) </li></ul><ul><li>Scientific Language </li></ul><ul><li>Ads using scientific sounding language to make a product seem more effective. </li></ul><ul><li>Magic Ingredients </li></ul><ul><li>The suggestion that a miraculous discovery makes </li></ul><ul><li>a product effective (diet ads) </li></ul>
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