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Persuasive Techniques How to convince people to do what we want them to do!!!! Persuasive Techniques How to convince people to do what we want them to do!!!!

Brief History of Advertising/Persuasive Technique § Ben Franklin was the first to add big Brief History of Advertising/Persuasive Technique § Ben Franklin was the first to add big headlines into the newspapers of the American Colonies. § Industrial Revolution caused advertising and Persuasive Techniques to explode as a multimillion dollar industry § Radio caused people not to leave their homes and still hear advertising § Television was the third big boom to the advertizing industry

A nickel out of every dollar is spent on persuasive technique § When you A nickel out of every dollar is spent on persuasive technique § When you add together the money spent in America on advertising, public relations, promotional efforts, political campaigning, you come up with a total of $200 billion per year. § Advertising is the most widespread and most sophisticated form of persuasion in the world today.

Three General Approaches to Persuasion § Character-Using the character of certain individuals as those Three General Approaches to Persuasion § Character-Using the character of certain individuals as those that recommend a product. We believe in the people, we believe in the products. § Logic/Logos- Using facts that are aimed at our minds. One cigarette company says its cigarettes have only 9 mg. tarcompared ot 10 mg. of tar. § Emotional/Pathos- Using scenes, sayings , etc. that appeal to our emotions.

NAME THAT PERSUASIVE TECHNIQUE NAME THAT PERSUASIVE TECHNIQUE

Name Calling § “Don’t vote for my opponent. He’s a no-good, beadyeyed rat!!” § Name Calling § “Don’t vote for my opponent. He’s a no-good, beadyeyed rat!!” § “Vote for Hardy. He’s a miracle-worker!”

Testimonial/Appeal to Authority-A Movie Star or Famous Person Endorses the product § Tye Pennington Testimonial/Appeal to Authority-A Movie Star or Famous Person Endorses the product § Tye Pennington of Extreme Make-over says, “Kleanco Vacuum Cleaners are the best vacuum cleaners made. ”

Slanting-Uses data, polls, surveys, and appears scientifically feasible. § “Fifty people in a taste Slanting-Uses data, polls, surveys, and appears scientifically feasible. § “Fifty people in a taste test preferred Fizz Drink to the best-selling brand. ”

Bandwagon-join the majority § “Vote for Patty Wilson. Everyone else in our class is Bandwagon-join the majority § “Vote for Patty Wilson. Everyone else in our class is going to vote for her

Humility/Plain Folks-take a humble approach and does not brag § “I don’t claim to Humility/Plain Folks-take a humble approach and does not brag § “I don’t claim to have all the answers. But, I’m willing to true my best to solve our problems. ” § “Good ol’ boys like us believe in plain good Quality items”

Snob Appeal –Opposite of Humility…says only the privileged can use this product § “ Snob Appeal –Opposite of Humility…says only the privileged can use this product § “ Of course Crème de la Crème Shampoo costs more than other shampoos. But it’s not for everyone. It’s for special people who deserve only the best. ”

Eye and Nose Appeal § A product appeal to a person’s sense of smell Eye and Nose Appeal § A product appeal to a person’s sense of smell and sight

Youth Appeal § The product will make consumers loook or feel or act younger Youth Appeal § The product will make consumers loook or feel or act younger

Symbol or Character Appeal § Companies create a wellknown symbol or character to advertise Symbol or Character Appeal § Companies create a wellknown symbol or character to advertise their product.

Happy Family Appeal § If you buy this product your family will love you Happy Family Appeal § If you buy this product your family will love you forever

Appeal to Tradition § The manufacturer says to the consumer, “We have made the Appeal to Tradition § The manufacturer says to the consumer, “We have made the best product for over 100 years. ” Experience is the key.

Romantic/Sex appeal § Consumers will be goodlooking, romantic or sexy if they use this Romantic/Sex appeal § Consumers will be goodlooking, romantic or sexy if they use this product.

Image Appeal § Targets a certain groups image…Hunters-Camouflage Image Appeal § Targets a certain groups image…Hunters-Camouflage

Slogans § Subway …Eat Fresh § Applebees…eatin Good in the neighborhood § Chuckee Cheese. Slogans § Subway …Eat Fresh § Applebees…eatin Good in the neighborhood § Chuckee Cheese. . Where a kid can be a kid. § Mc. Donald’s… I’m Lovin it

Weasel Words § New and improved § More § Great Weasel Words § New and improved § More § Great