The document discusses six techniques of persuasion used in media: bandwagon, snob appeal, bribery, magic ingredients, positive transfer, and negative transfer. Bandwagon persuades viewers to buy a product by suggesting others agree. Snob appeal suggests a product makes one smarter than others. Bribery adds extras to sweeten a purchase. Magic ingredients shows a product being exceptionally effective. Positive transfer associates feelings about one topic to another. Negative transfer shifts blame by focusing on opponents' negatives rather than one's positives. The document provides examples and explanations of each technique.

1. UNDERSTANDING
PERSUASIVE MEDIA
TECHNIQUES: WHAT
ARE THEY? HOW ARE
THEY USED?
6 Techniques of Persuasion

2. BANDWAGON
• Bandwagon is a persuasive
technique through which a writer
persuades viewers to purchase
their product over others by
suggesting that because the
majority agree, the viewer should
too.
• Many would agree that this coca
cola looks delicious and tempting
to drink, and as a viewer of this
advertisement, you likely should
agree too!
• Propaganda Bandwagon - Old Navy
Commercial - YouTube

3. SNOB APPEAL
• The opposite of the bandwagon
technique, snob appeal makes
the case that using the product
means the consumer is
better/smarter/richer than
everyone else.
• No one makes Ketchup like
Heinz. All the other companies
are simply hoping to compete. If
you want REAL ketchup – if you
want to be SMART – you
purchase Heinz.

4. BRIBERY
• Bribery is when a commercial
tries to convince you to buy their
product by adding something
"extra" to sweeten the deal of
buying their product. For example,
when a commercial says "Call
now and get another one for no
extra charge!" the advertisers are
using bribery.
• Free sandwich with the purchase
of a Big Mac!
• KFC Classics: Buy One Get One Free -
YouTube

5. MAGIC INGREDIENTS
• Magic Ingredients is when an
advertisement shows their product
being almost miraculously and
exceptionally effective. For example
an advertisement might show
someone playing a sport decently
until they use the product advertised
in the commercial and suddenly begin
playing really well.
• This advertisement makes Taylor
Swift’s skin look completely flawless,
indicating that it only looks that way
because she uses this product.
• Billy Mays OxiClean™ Versatile Stain
Remover Commercial - YouTube

6. POSITIVE TRANSFER
• Transfer advertising attempts to transfer people's
feelings about one topic or product to another topic
or product.
• By using positive associations you already have in
one area, the advertiser doesn't have to start from
scratch to create those same positive associations
for its product.
• With transfer advertising, you can manipulate the
audience's feelings about the product by choosing
to highlight one fact about the product while
ignoring aspects of the product that don't fit with
the message you want to send to the consumer.
• 2014 Chevy Commercial - Maddie - YouTube

7. NEGATIVE TRANSFER
• Transfer advertising can also be
used to shift blame, as in political
ads.
• When a politician's ads focus more
on negative things about his
opponent than positive things
about himself, the politician is
trying to transfer negative feelings
to his opponent.

8. Personal Reflection Activity
• Now that we have learned about six of the most common
persuasion techniques, write a one paragraph reflection discussing
which technique you believe to be the most persuasive.
• Why do you feel the way you do?
Send to my email please :)

9. Persuasive ads examples:
13 of the Most Persuasive Ads We've Ever Seen (wordstream.com)

10. Activity:
Find an ad of your choosing and write a short paragraph as to why the
ad is successful.
Are there any ways it can improve?
Who is the ad targeting?
Where might you find this ad?

11. Fake News

12. Why Might You Fall For These?

16. Can you think of any examples in politics?


17. Fake news link
https://www.youtube.com/watch?v=AkwWcHekMdo

18. Time for activity ????

19. Key points:
Fake news refers to deliberate untruths, or stories that contain some truth but
which aren't completely accurate, by accident or design.
Some people also claim that truthful stories are "fake news," just because they
don't agree with them. This can lead to the dangerous ignoring of vital advice.

20. TIPS
1. Develop a critical mindset.
2. Check the source.
3. See who else is reporting the story.
4. Examine the evidence.
5. Don't take images at face value.
6. Check that it "sounds right."