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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 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 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 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 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 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 test preferred Fizz Drink to the best-selling brand. ”
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 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 § “ 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 and sight
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 their product.
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 best product for over 100 years. ” Experience is the key.
Romantic/Sex appeal § Consumers will be goodlooking, romantic or sexy if they use this product.
Image Appeal § Targets a certain groups image…Hunters-Camouflage
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