Persuasive Techniques

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Persuasive Techniques

  1. 1. Persuasion Is All Around You! “ Can You Hear Me Now?”
  2. 2. What is persuasion? <ul><li>A means of convincing people: </li></ul><ul><li>to buy a certain product </li></ul><ul><li>to believe something or act in a certain way </li></ul><ul><li>to agree with a point of view </li></ul>
  3. 3. Common persuasive techniques often used in advertising <ul><li>Slogan </li></ul><ul><li>Repetition </li></ul><ul><li>Bandwagon </li></ul><ul><li>Testimonial </li></ul><ul><li>Emotional Appeal </li></ul><ul><li>Expert Opinion </li></ul>Purpose?
  4. 4. Slogan: “Can you hear me now?” <ul><li>A catchy phrase or statement often used to sell a service or a product </li></ul>
  5. 5. Slogan <ul><li>Can you hear me now </li></ul><ul><ul><li>http://www.youtube.com/watch?v=OPwPo-IAQ-E </li></ul></ul><ul><li>A diamond is forever </li></ul><ul><ul><li>http://www.youtube.com/watch?v=4vXHm8TzLzE </li></ul></ul><ul><li>Got Milk </li></ul><ul><ul><li>http://www.youtube.com/watch?v=OLSsswr6z9Y </li></ul></ul><ul><ul><li>http://www.youtube.com/watch?v=KBMmroSvcpM&NR=1 </li></ul></ul><ul><ul><li>http://www.youtube.com/watch?v=_I07kRgym0Y&feature=related </li></ul></ul>
  6. 6. Repetition: The name of a product is repeated many times HEAD ON Apply directly to the forehead HEAD ON Apply directly to the forehead HEAD ON Apply directly to the forehead
  7. 7. Repitition <ul><li>Head On </li></ul><ul><ul><li>http://www.youtube.com/watch?v=Is3icfcbmbs </li></ul></ul><ul><li>Go Compare </li></ul><ul><ul><li>http://www.youtube.com/watch?v=F_-9QFvhQWo&feature=results_main&playnext=1&list=PL819596E749660A2A </li></ul></ul>
  8. 8. Bandwagon <ul><li>A statement suggesting that everyone is using a specific product, so you should too </li></ul>
  9. 9. Bandwagon <ul><li>All in </li></ul><ul><ul><li>http://www.youtube.com/watch?v=z9AKIblQKN4 </li></ul></ul><ul><li>The next level </li></ul><ul><ul><li>http://www.youtube.com/watch?v=Tc3PZ3Im5aQ </li></ul></ul>
  10. 10. Testimonial <ul><li>A well-known person supports a product or service </li></ul>
  11. 11. Testimonial <ul><li>Snoop </li></ul><ul><ul><li>http://www.youtube.com/watch?v=1WUhNSXFL7s&feature=related </li></ul></ul><ul><li>James Brown!!!! </li></ul><ul><ul><li>http://www.youtube.com/watch?v=PS12JTP4v9c </li></ul></ul>
  12. 12. Emotional Appeal <ul><li>A person is made to have strong feelings about a situation or product </li></ul>
  13. 13. Emotional Appeal <ul><li>I love the whole world </li></ul><ul><ul><li>http://www.youtube.com/watch?v=NqV3clvlC4Q </li></ul></ul><ul><li>No excuses </li></ul><ul><ul><ul><li>http://www.youtube.com/watch?v=Mr4QYYWg5n8&feature=related </li></ul></ul></ul><ul><li>Nike </li></ul><ul><ul><li>http://www.youtube.com/watch?v=gWBTNPTAJTc&feature=related </li></ul></ul>
  14. 14. Expert opinion <ul><li>Experts approve this product, so you should use it </li></ul><ul><li>“ Four out of five dentists recommend sugarless gum for their patients who chew gum” </li></ul>
  15. 15. Expert Opinion <ul><li>Midas </li></ul><ul><ul><li>http://www.youtube.com/watch?v=k_pJ-S_MDHQ </li></ul></ul><ul><li>Sensitive Teeth? </li></ul><ul><ul><li>http://www.youtube.com/watch?v=rsaaBqCYW1I </li></ul></ul>
  16. 16. Quick review <ul><li>Slogan </li></ul><ul><li>Repetition </li></ul><ul><li>Bandwagon </li></ul><ul><li>Testimonial </li></ul><ul><li>Emotional Appeal </li></ul><ul><li>Expert Opinion </li></ul>
  17. 17. Audience Awareness <ul><li>Advertisers know how to </li></ul><ul><li>target their audiences </li></ul><ul><li>use appropriate persuasive technique </li></ul>
  18. 18. Who’s the audience?
  19. 19. Audience?
  20. 20. Audience? Purpose? Persuasive technique?
  21. 21. Audience? Purpose? Persuasive technique?
  22. 22. Audience?
  23. 23. Audience? Purpose?
  24. 24. Audience? Purpose?
  25. 25. Audience? Persuasive technique? Purpose?
  26. 26. Audience? Persuasive technique?
  27. 27. Relevant facts <ul><li>Advertisers spend about $200 billion a year on TV advertising </li></ul><ul><li>The average cost for Super Bowl ads is $2.6 million per 30 second spot </li></ul><ul><li>The average American watches about 24,000 TV commercials a year </li></ul><ul><li>http://television-commercial.net/ </li></ul>
  28. 28. Making Connections <ul><li>What is your favorite jingle? </li></ul><ul><li>What slogan for a product do you find yourself saying? </li></ul><ul><li>What TV commercial has influenced you to make a purchase? </li></ul>
  29. 29. Reflection <ul><li>“ Persuasion is all around you” </li></ul><ul><li>In addition to TV commercials, where else do you see persuasion all around you? Is that persuasion influencing you or your family in any way? Explain. </li></ul>
  30. 30. <ul><li>Jennifer Bernhard </li></ul><ul><li>Literacy Specialist </li></ul><ul><li>Clark County Schools </li></ul><ul><li>[email_address] </li></ul>

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