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Copy of Persuasive Techniques & Claims
Transcript of Copy of Persuasive Techniques & Claims
and Advertising Claims
Activity 2.5 & 2.6
Facts and Figures
The Unfinished Claim
Advertisers, make it seem that
this product, so you feel you should buy it too.
This technique is the
Bandwagon. Advertisers make it seem
that the product is so new that you
will be the
on the block to have it.
The idea is that only super-cool people
like you will even know about this
and regular people to
For example, a famous actor urges consumers to buy a product. Pay close attention; sometimes the celebrity does not actually say that
he or she uses the product.
, percentages, and numbers
are used to convince you that this product is better or more
than another product. However, be aware of what the numbers are actually saying. What does "30 percent more effective than the leading brand" really mean?
This technique may be hard to spot. To recognize it, you need to pay attention to the
of the ad or to the story of the commercial. The transfer techniques wants you to
the good feelings created in the ad with the product.
Advertisers sometimes use
words or phrases that seem significant,
on closer inspection
are actually meaningless.
Other weasel words or phrases are virtually, looks like, fights and best. You have to look closely to determine whether the word or the claim has merit.
Normally, when you make a comparison, you state the two things that are being compared (for example, "I am taller than you"). Advertisers may
intentionally not finish the comparison:
"This battery has more power to get the job done right." More power than what?
The Unique Claim
Many products on the market are nearly identical, so advertisers try to make their product stand out. Legally they cannot make false claims, so they
focus on a single element that is found only in their product
, hoping that consumers will think this means that the product is better. For example, "You'll find the only our cars have the Deluxe Air-flow system." Do this feature make the product better?
The Rhetorical Claim
Advertisers ask rhetorical questions
or make statements so that consumers associate certain ideas and emotions with their product. For example, "Shouldn't you buy the best?" Advertisers try to convince consumers to buy based on their emotional response to the questions; they have made no real claims that their products will deliver on these promises.
I Am Man-Burger King
Avant - Garde
Ashton Kutcher Wedding – Nikon
Facts and Figures
Sears Commercial - It's Raining Cold Hard Facts Up In Here
The Man Your Man Could Smell Like - Old Spice
Avant - Garde
Taste the Rainbow - Skittles