advertising is all around you

Persuasion in Persuasion in AdvertisingAdvertising

Is All Around You! Is All Around You!

What is persuasion?What is persuasion?

A means of convincing people:to buy a certain productto believe something or act in a

certain wayto agree with a point of view

Common persuasive Common persuasive techniques often used in techniques often used in advertisingadvertising

SloganRepetitionBandwagonTestimonial Emotional AppealExpert Opinion

Purpose?

Slogan: “Can you hear me Slogan: “Can you hear me now?”now?”A catchy phrase or statement often

used to sell a service or a product

Repetition: Repetition: The name of a product is repeated many The name of a product is repeated many timestimes

HEAD ON Apply directly

to the forehead

HEAD ON Apply directly

to the forehead

HEAD ON Apply directly

to the forehead

BandwagonBandwagon

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

TestimonialTestimonial

A well-known person supports a product or service

Emotional AppealEmotional AppealA person is made to have strong

feelings about a situation or product

Expert opinionExpert opinion

Experts approve this product, so you should use it

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

Quick reviewQuick reviewSloganRepetitionBandwagonTestimonial Emotional AppealExpert Opinion

Audience AwarenessAudience Awareness

Advertisers know how to target their audiences use appropriate persuasive

technique

Who’s the audience?Who’s the audience?1

Audience?

2

Audience?

Purpose?

Persuasive

technique?

3

Audience?Purpose

?

Persuasive

technique?

4

Audience?

5

Audience?

Purpose?

6

Audience?

Purpose?

7

Audience?

Persuasive

technique?

Purpose?

8

Audience?

Persuasive

technique?

9

Relevant factsRelevant factsAdvertisers spend about $200 billion

a year on TV advertising The average cost for Super Bowl ads

is $2.6 million per 30 second spotThe average American watches

about 24,000 TV commercials a year

http://television-commercial.net/

Making ConnectionsMaking ConnectionsWhat is your favorite jingle? What slogan for a product do you

find yourself saying?What TV commercial has

influenced you to make a purchase?

Since Tubby Smith and Billy Gillispie shop at Kroger, does that mean we should too?

ReflectionReflection

“Persuasion is all around you”

In addition to TV commercials, where else do you see persuasion all around you? Is that persuasion influencing you or your family in any way? Explain.

Presentation Adapted from Original work of

Jennifer Bernhard,Literacy Specialist

Clark County Schools

Jennifer.bernhard@clark.kyschools.us