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Techniques of Persuasion. What are some techniques used to persuade or motivate you to do something?Here are some examples of how to appeal to someone’s ethos, logos, or pathos
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There are many reasons people try to persuade others:Companies use advertisements
to persuade consumers to purchase their products.
Peers sometimes use persuasion to get others to join them in an activity.
People use persuasion to share their ideas when they feel strongly about something and they want others to agree.
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Common persuasive techniques often used in advertising
SloganRepetitionBandwagonTestimonial Emotional AppealExpert OpinionLogical Appeal
Purpose?
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BANDWAGON
In this technique, people persuade others to join them by convincing others that everyone else is doing it too.
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For Example:A friend convinces another friend
to go to a party by saying, “Everyone is going to be there! You’ll be laughed at if you don’t go too!”
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Example:
Be where the action is. Shop at Hang-out Mall.
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Facts and FiguresStatisticsIn this persuasive technique, numbers, tables, and graphs are used to show statistics of both sides.
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Facts and Figures ExampleAn advertisement might read,
“This product kills 99% of your germs.”
Surveys may be conducted andthe results graphed to show
people’s opinions.
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TestimonialIn this technique, famous people
promote an item and draw attention.
For example:Jessica Simpson on Pizza Hut
commercials. Michael Jordan and
Nike tennis shoes.
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TestimonialCelebrity endorsements -
when a product is sold by using words from famous people or an authority figure
if the celebrity/athlete/star uses the product, then it must be good, so I will purchase it too.
Examples: Proactiv, Nike, Gap, Got Milk ads, T-Mobile
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Testimonial – confessions for Proactive Solution
"I'm a normal person and I do get zits. I'm not happy when I do so I like to try and find anything that's preventative towards it, and Proactiv has done that for me." –Lindsay Lohan
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Emotional AppealWords or pictures that appeal to
the your emotions. They appeal to positive
emotions like your desire for success.
They can also appeal to negative emotions like fear.
Example: Save the Children. Feed the Children.
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Emotional words
Luxury,BeautifulParadiseEconomical
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Ad with emotional appeal
Expert opinion
Emotional appeal – make you look younger
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Expert OpinionsThey use experts such as
doctors, dentists, engineers, fitness trainers to say that they recommend this product.
Example: 4 out of 5 doctors prescribe Bayer aspirin
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Compare and Contrast
Two items are compared to convince that one is better than the other.
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Compare and Contrast ExampleMedicine companies compare
other brands to prove theirs is better. They may use testimonials,
facts and figures, or compare and contrast to get their point across.
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Recognizing BIAS OpinionsBias occurs when someone has
an opinion or preference to the object being judged.
For example: A student’s parents would not be the best judge for the talent show their child is in. They may show bias for their child.
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Logical AppealAdvertisers try to convince you to
make the right decision, smart decision or best choice in purchasing their product
Examples: It makes sense to buy thisSmart moms choose JIFSave time and money with thisShop smart, buy here
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Logical appeal – smarten up
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RepetitionWords or phrases in an advertisement are repeated several times for effect. Repetition gets your attention and stresses a slogan or product
Repeating something helps you remember the product or ad
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Repetition What is repeated
in this ad?
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Example“Head on, apply directly to the
forehead. Head-on, apply directly to the forehead.
Head-on, apply directly to the forehead.
Head-on, apply directly to the forehead.”
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Are you an ad detective?
Play this ad detective game! Look at the following pictures
and find the advertisement
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Let’s Test What You Know!
“Come to Florida, Everyone loves our clear, sandy beaches. Don’t miss out.”
Bandwagon
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More Examples…
4 out of 5 dentists recommend Sparkle toothpaste.
Expert opinion
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Another…Amazing much nutritious stuff they get with Kraft Macaroni & Cheese, isn’t it? A good source of protein, vitamins, and minerals.
Emotional Appeal
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One more…
Actress Kirstie Alley has lost 50 pounds on the Jenny Craig diet plan.
Testimonial
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Nike is paying Tiger Woods about $100 million to use Nike products for five years.
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Bandwagon
This technique tries to persuade everyone to join in and do the same thing.
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Testimonial
An important person or famous figure endorses a product.
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Emotional Words
Words such as luxury, beautiful, paradise, and economical are used to evoke positive feelings in the
viewer.
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Name-calling
Negative words are used to create an unfavorable opinion of the competition in the viewer's mind.