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Techniques of Persuasion

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by

Bryan Bancroft

on 15 May 2015

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Transcript of Techniques of Persuasion

Bandwagon Appeal
How it works:
everyone else is buying this product

Intended effect:
to make a person feel left out if they don't do what others do
Techniques of Persuasion

Name-calling
How it works:
the ad uses negative images and words to demean another product or person

Intended effect:
to make the consumer dislike the other product or person

Purr words
How it works: the ad uses words and phrases that produce positive thoughts

Intended effect: to make the product desirable by appealing to the emotions
Plain folks
How it works:
the ad says that good simple, ordinary people like this product or person

Intended effect:
intended for consumers who want a simple product or person
Humor
How it works:
the add presents a comic message that creates laughter in the consumer

Intended effect:
to make the consumer associate good feelings with the product
Individuality
How it works:
the ad says that people who believe in themselves will like this product or person

Intended effect:
to make a person feel self-secure in following his/her own belief
Rewards
How it works:
the ad promises emotional, physical, financial, or psychological benefits for choosing the product or person

Intended effect: to make the audience want the reward
Slogan
How it works: the ad uses a catchy phrase that sticks in the consumer's mind

Intended effect: to keep the product or person in the mind of the consumer
Security (fear)
How it works: the ad uses words and images that make the consumer feel safer with a product

Intended effect: to make the audience be fearful to choose another product or to go without the the product
Product Comparison
How it works: the ad compares the benefits of one product or person to another

Intended effect: to show how one product or person is better
Rewards
How it works: the ad promises emotional, physical, financial, or psychological benefits

Intended effect: to make the audience want the reward for the product
How it works:
the ad makes the consumer feel emotions or desire to be happy, sad, athletic, comfortable, or sexy

Intended effect:
to make the audience transfer or associate strong emotions to the product

aspca commercial
Testimonial (celebrity endorsement)
How it works: the ad uses a famous person to promote the product

Intended effect: to impress the audience that someone important chooses the product
web: T-Mobile Family Allowances Commercial
Full transcript