ADVERTISING6 persuasive techniques

Sorry I’m not here today! Make sure you export your movies & start working on your commercial or news segment videos for Friday!

What is PERSUASION?

A means of convincing people:

• to buy a certain product

• to believe something or act in a certain way

• to agree with a point of view

Common persuasive techniques used

in advertising• Slogan• Repetition• Bandwagon• Testimonial • Emotional Appeal• Expert Opinion

Purpose?Purpose?

SLOGAN: “Can you hear me now?”“I’m lovin’ it.”

A catchy phrase or statement often used to sell a service or a product

REPETITION: The name of a product is repeated many

times

HEAD ON Apply directly to

the foreheadHEAD ON

Apply directly to the forehead

HEAD ON Apply directly to

the forehead

BANDWAGONA statement suggesting that everyone is using a specific product, so you should too

TESTIMONIALA well-known person supports a product

or service

EMOTIONAL APPEALA person is made to have strong

feelings about a situation or product—sadness, fear, pity, etc.

EXPERT OPINIONExperts approve this product, so you

should use it

“Four out of five dentists recommend sugarless gum for their patients who chew gum”

Audience Awareness

Advertisers know how to • Target their audiences

–With demographics –With psychographics

• Use appropriate persuasive techniques

PUFFERYFlattering, often exaggerated praise and publicity, especially when used for promotional purposes.

Some tricky tactics and questionable stuff…

DEMOGRAPHICSDividing consumers into groups based on age, sex, income, education, occupation, household size, marital status, home ownership or other factors.

Advertisers use demographics to help define their target audiences.

PSYCHOGRAPHICSThe study of personality, values, attitudes, interests, and lifestyles. More specifically:

•A—Activity

•I—Interests

•O—Opinions