persuasive messages. appeal to reader’s interests through: credibility/expertise (ethos)...

Persuasive Messages

Persuasive Messages

Appeal to reader’s interests through: Credibility/Expertise (Ethos) Logic/Facts (Logos) Emotion (Pathos)

Motivation(Maslow’s Hierarchy of Needs)

Survival Needs(Physiological Needs)

Food Water Air Reproduction

Applies to: Unemployed Homeless Environmentalists

Security and Safety Safe shelter or

neighborhoods Personal safety Routines and

habits Job security

Applies to: Parents Women Children from

dysfunctional homes

Love and Affiliation Relationships Organizations and

clubs Friendships

Applies to: Teens and

adolescents People with high

social needs

Esteem Respect and

admiration Academic success Career success

Applies to: Those who have

satisfied lower level needs

People with low self-esteem

Self-Actualization Accomplishment Fulfillment “Be all you can

be!”

Applies to: Financially

successful Empty-nesters People with high

self-esteem

Gardner’s Seven Factors of Mental Change

Reason (Logic, Analogy, Classification) Research (Statistics, Experiment Data) Resonance (Feels right, Fits situation, Convincing) Redescription (Described in different forms:

linguistic, spatial, numeric) Rewards (Resources, Reinforcement) Real world events (Natural, Political, Economic) Resistance (Opposition, Inertia)

Arguments (Ethos)

CREDIBILITY - Proof of superiority or benefit Statistics Features Expert opinions Testimonials

Arguments (Logos)

What are reader’s objections? Answer/refute these objections Data/Statistics (overlap)

Argument (Pathos)When facts or logic don’t apply or are not effective…

Happy Families Humor Exotic Places Something for

Nothing Bandwagon Plain Folks Celebrity

Endorsement

Sex Appeal Science and

Statistics Health/Nature Patriotism Fears and

Insecurities Positive Effects

Happy Families Plays on needs for

affiliation and affection.

Humor Associate product

with positive feelings

May be subtle or slapstick

Exotic Places Make us want to be

there We would be

beautiful, glamorous, and sexy if we were there

Something for Nothing

Coupons, giveaways, premiums.

Bandwagon “Everybody’s doing it” We’d all like to be as

attractive and popular as thesepeople.

Plain Folks Trust and

credibility

Celebrity Endorsements

“Be Like Mike” Use sports and

entertainment figures

Sex Appeal You’ll be

attractive if you do/have this

Science and Statistics Science supports

this

Health and Nature This is good for

your health or the environment

Patriotism

National allegiance

“Proud to be an American”

Fears and Insecurities Personal

characteristics Future

Positive Effects

Tobacco & Oil advertising – but we do good things!

NFL participation in the United Way

Additional Appeals

Humanitarian Your action will help others

Individual responsibility It’s your “job” to do this

Personal experience You are unique OR you may have had

a similar experience

Indirect Persuasion (AIDA)

Attention Interest Desire Action

AIDA Attention

Show benefit to audience

Show need or problem

Interest Expand on benefit Show relevance to

audience Appeal to logic or

emotions

Desire Supply proof of

audience benefits Answer potential

questions Downplay any

negative points or obstacles

Action Motivate audience to

immediate action Make action easy

Critical Points

Benefits must appeal to audience Connection between benefits and

request must be clear Action should be easy and immediate

Attention Devices

What kinds of persuasive messages get your attention? Medium

Mail Telephone TV/Radio

Interest vs. Annoyance

Establishing Credibility (Ethos) Use simple language (KISS) Evidence

Research, facts, testimonials Credible Sources

Verifiable Qualified

Knowledge Background Research

Credibility (overlap?) Common Ground

Shared experience, similar beliefs Enthusiasm & Sincerity

Care about the subject & audience Objectivity

Fair and balanced Trustworthy

Honest and factual

Knowledge Needed (TAP) Know your Topic

Features, competitors, market Know your Audience

Who they are (age, characteristics, etc.) What they want or need What will interest them? Turn them off? What do they know? What do I want them

to know? Know your Purpose

Goals

Define your purpose Get audience to read/listen

to/watch entire message Get audience to react positively

Central Point

What piece of information is most likely to motivate the audience to buy in?

Your Ads (Analysis)

In groups, try to identify: Product/Topic Target audience Persuasion strategies being used

BE SPECIFIC!