Persuasive Techniques used in Advertising

What Consumers Should Know

Purpose

To persuade you to:Buy somethingThink somethingDo something

As a consumer, it is in your best interest to understand the techniques used by

advertisers to get you to buy their products

Bandwagon

Comes from the phrase “getting on the bandwagon” which means “going along with the crowd”

Makes the appeal that “everyone else is doing it, and so should you.”

Used to convince people to join the crowd so they are not left behind

Questions to Ask

What is the ad trying to get me to do? 

What is the evidence for and against jumping on the bandwagon?

Even though others are supporting it, why should I?

Bandwagon Examples

Appeal to Emotion

The advertiser tries to play on the emotions of the audience, often in place of information that might appeal to an audience rationally

Can appeal to several emotions including sentiment & fear

Questions to Ask

What is the ad trying to sell?

What emotion does the ad make me feel?

Is it logical for me to purchase the product or is my emotion swaying me?

Appeal to Emotion Examples

Testimonial

A public figure or a celebrity promotes or endorses a product

Effective because you feel like you can trust the words of the celebrity or expert

Questions to Ask

Who is quoted in this testimonial?

Why should I regard this person as an expert or trust this testimony?

Is there merit to the idea or product without the testimony?

Testimonial Examples

Repetition

Using repeated messages or pictures to persuade. The image can be repeated and/or the ad may be run repeatedly.

Effective because you remember things that you have seen more than once

Questions to Ask

What is being repeated?

Why is the image being repeated?

Does the repetition serve a logical purpose other than persuading me to buy the product?

Repetition Examples

Transfer

Using images to evoke positive feelings in order to persuade

Effective because you transfer the feeling you associate with a picture to feelings about a product

Symbols are often used in transfer ads

Questions to Ask

What is the ad trying to sell?

What is the meaning of the symbol used in the ad?

Is there a real connection between the suggestion made by the ad and the product?

Is there merit in the ad by itself (without the transfer technique)?

Transfer Examples