Persuasion

Techniques

Why use persuasion?Simply stated, people use

persuasion because they want people to do, say, or believe a particular thing.

Who uses persuasion? Advertisers- They want you to buy a certain

product, vote for a certain candidate, etc. Politicians- They want you to vote for them,

support a particular bill, etc. You- You want your parents to buy

something for you. You want your teacher to accept late work. You want your friend to lend you something.

Persuasive Devices How people persuade YOU!

Heartstrings Heartstrings seeks

to persuade by getting an emotional response from people.

Good Old Days This makes the audience think of simpler

times and suggests that the products are wholesome Wrigley’s spearmint gum twins Blue Bell ice cream Country Time Lemonade

Bandwagon Bandwagon tries to persuade

someone to do something by suggesting that “everybody’s doing it,” or that a person will be left out if they don’t do what is being asked.

A teenager says to a friend, “Everybody will be at this party. You have to go.”

Plain Folks People who use this technique try to

persuade by placing themselves on the same level as those who they try to persuade.

Like a good neighbor…

Snob Appeal Aims to flatter Makes assumption/ insinuation that this product/idea

is better than others… Thus, those that use it are too.

The Ultimate driving machine

Patriotic Appeal

Purchase will display love of country. Person will financially help the country.

…built American tough

TransferPositive feelings/desires are connected to a product/userTransfers positive feelings we have of something we know to something we don’t. Sex Appeal

Love/ Popularity Fame Wealth Power

Testimonial Statement endorsing an idea/product by person. Celebrity Testimonial – well known actor, athlete, etc.

endorses a produce Authority Testimonial - an expert or a person with some

special knowledge is used to persuade someone. Person-like-me Testimonial – person who audience can

identify with promotes idea/product

Big Lie An outrageous

falsehood Captures attention

because it’s so outrageous

Somehow staggers audience into believing it using fear

New and Improved technique implies

that a product is best because being new and being improved are desirable qualities to be seriously considered when making a choice

Facts and Figures – statistics to prove superiority.

Magic Ingredients – suggests some miraculous discovery makes product exceptionally effective.

Hidden Fears – suggests that user is safe from some danger.

Product Placement

A way advertisers influence an audience indirectly by having their product and/or product name placed outside of a typical advertisement (i.e. a FedEx plane in the background of a movie’s airport scene)

Wit and Humor – diverts audience and gives a reason to laugh often through the use of clever visuals and/or language.

Rewards – bonus awarded to consumer for purchase. (Toys, gimmicks, rebates, free payment, etc.)

The questions to ask yourself when evaluating a persuasive message: (commercial, advertisement, political cartoon, persuasive essay)1. Who is the speaker’s audience?2. What is the speaker's purpose?3. What are the speaker's credentials?4. What is the speaker’s motivation for making the

message?5. Does the speaker use any persuasive devices?6. Is there evidence of bias?7. Does the speaker make sweeping generalizations

or unsupported inferences?8. Do I accept the message?