The document defines and describes 13 different persuasive techniques used in advertising and communication. These techniques include bandwagon, humor, individuality, name-calling, plain folks, product comparison, purr words, rewards, security/fear, slogan, testimonial/celebrity endorsement, transfer, and activity. For each technique, a definition is provided describing how it is used, along with the intended effect on the consumer or reader.

2. Bandwagon
Definition: saying that EVERYONE buys, is for a
person, or a certain issue
Intended Effect: To make a person feel left out if they
don’t do what others do.

3. Humor
Definition: Comic message that creates laughter
Intended Effect: Makes the consumer or reader have
good feelings

4. Individuality
Definition: People who believe in themselves will the
product, person, or what they read
Intended Effect: Make the person feel self-secure in
following his or her beliefs

5. Name-calling
Definition: Using negative images and words to
demean another product or person
Inteded Effect: To make the consumer or reader
dislike the other product, persno, or issue

6. Plain Folks
Definition: Idea that good, simple, ordinary people
like the product, person, or issue
Intended Effect: For consumers and readers who
want a simple product, person, or issue

7. Product Comparison
Definition: Compares the benefits of one product,
person, or issue to another
Intended Effect: To show how ne product, person, or
issue is better than another

8. Purr words
Definition: Use words and phrases that produce
positive thoughts
Intended Effect: To make the product, person, or
issue desirable by appealing to emotion

9. Rewards
Definition: Promises emotional, physical, financial, or
psychological benefits for choosing product, person,
or issue
Intended Effect: To make the audience want to
reward as much as the product, person, or issue

10. Security (fear)
Definition: uses words and images that make the
consumer or reader feel safer with a product, person,
or issue
Intended Effect: To make the audience be fearful to
choose the other product, person, or issue

11. Slogan
Definition: Using a “catchy” phrase that sticks in the
consumer’s or reader’s mind
Intended Effect: To keep the product, person, or
issue in the mind of the consumer or reader

12. Testimonial (celebrity
endordement)
Definition: Uses a famous person, such as musician
or athlete, to promote product, person, or issue
Intended Effect: To impress the audience that
someone important chooses the product, person, or
issue

13. Transfer (emotional appeal)
Definition: Makes the consumer or reader feel
emotions or desire to be happy, sad, athletic, or
comfortable
Intended Effect: To make the audience transfer or
associate strong emotions to the product, person, or
issue

14. Activity
Now it is your turn to use persuasive techniques.
Take your bell work and rewrite it by consciously
using ONE persuasive technique.