you can’t make me do it! the art and practice of persuasion oh, yes i can…
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You Can’t Make Me Do It!You Can’t Make Me Do It!
The art and practice of The art and practice of persuasionpersuasion
Oh, Yes I can…Oh, Yes I can…
PersuasionPersuasion
Definition: Definition: Persuasion is typically defined as “human communication that is designed to influence others by modifying their beliefs, values, or attitudes” (Simons, 1976, p. 21).
Why Study Persuasion?Why Study Persuasion?
“ “ The average American is exposed to at The average American is exposed to at least three thousand ads every day and least three thousand ads every day and will spend three years of his or her life will spend three years of his or her life watching television commercials” watching television commercials” (Kilbourne, 1999)(Kilbourne, 1999)
Goals of PersuasionGoals of Persuasion
Influence beliefs of a person or groupInfluence beliefs of a person or group
Influence attitudesInfluence attitudes
Influence behaviorsInfluence behaviors
Techniques Used in PersuasionTechniques Used in Persuasion
Group AppealGroup Appeal Limited TimeLimited Time Limited QuantityLimited Quantity Emotional AppealEmotional Appeal SexSex HumorHumor
What makes this magazine What makes this magazine cover persuasive?cover persuasive?
Shock Value in AdvertisingShock Value in Advertising
One’s initial reaction to this ad might be shock revulsion
If you study the ad further, one realizes it is an anti-animal cruelty ad
The initial shock value of the ad might cause a person to read further and figure out what the ad means.
PropagandaPropaganda"every day we are bombarded with one
persuasive communication after another. These appeals persuade not through the
give-and-take of argument and debate, but through the manipulation of symbols and of our most basic human emotions. For better
or worse, ours is an age of propaganda." (Pratkanis and Aronson, 1991)
WWII PropagandaWWII Propaganda
WWII PropagandaWWII Propaganda
WWII PropagandaWWII Propaganda
4 Successful Ad Techniques4 Successful Ad Techniques
Word HookWord Hook Character HookCharacter Hook Repeatable ThemeRepeatable Theme Consistent LayoutConsistent Layout
Word HookWord Hook
A repeatable catch phrase A repeatable catch phrase Could be jingle such as Subway’s 5 Dollar Could be jingle such as Subway’s 5 Dollar
Foot long or the Oscar Myer Weiner Foot long or the Oscar Myer Weiner SongSong
““Can you hear me now?” VerizonCan you hear me now?” Verizon
Mastercard’s “Priceless” CampaignMastercard’s “Priceless” Campaign
http://www.mastercard.us/ads-and-offers.html
Character HookCharacter Hook
Uses a hero, villain, or victim to Uses a hero, villain, or victim to embody a key attribute of a brandembody a key attribute of a brand
Repeatable ThemeRepeatable Theme
Situation that play out again and Situation that play out again and again calling attention to the need again calling attention to the need for the company’s productfor the company’s product
Consumer knows the punch lineConsumer knows the punch line
Consistent LayoutConsistent Layout
Uses unique design Uses unique design Allows the consumer to easily Allows the consumer to easily
identify the company at a glanceidentify the company at a glance
Persuasion in CommercialsPersuasion in Commercials
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