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Persuasion Techniques in Avertising

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Jaslyn Mairs

on 26 August 2014

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Transcript of Persuasion Techniques in Avertising

Persuasion Techniques in Advertising
By Jaslyn Mairs
introduction
psychology in advertising
The Two Routes To Persuasion
Bandwagon
Repetition
Testimonial
Emotional appeal
Humour
Appeal To Social Needs
Loaded
Words
Logos
User Image
High motivation and ability to think about the message
Lasting change that resists fading and counterattacks
Deep processing, focused on the quality of the message arguments
Low motivation or ability to think about the message
Temporary change that is susceptible to fading and counterattacks
Superficial processing focused on surface features such as the communicator's attractiveness or the number of arguments presented
Message
Central Route
Peripheral Route
Common
Persuasive Techniques
Bandwagon
Repetition
Testimonial
Emotional Appeal
Humour
Influences On
Decision Making

Conformity
Insecurity
Popularity

Problem - solution technique
Rhetorical question
Expert opinion
Slogan
More persuasive techniques include:
'Just do it'
'Have a break'
'Because you're worth it'
'Take care...'
"... a symbolic process in which communicators try to convince other people to change their attitudes or behaviors regarding an issue through the transmission of a message in an atmosphere of free choice."
- Perloff, 2003
Appeal to social needs
Use of Loaded
words
User Image
Logo
We are exposed to over 3000 marketing messages per day
Psychological concepts of
importance
to consumer behaviour
Motivation
Cognition
Learning
"the ultimate goal of persuasion is to convince the target to internalise the persuasive argument and adopt this new attitude as part of their core belief system"- Kendra Cherry
Salience - the psychological term for prominence in our thoughts
desires, wishes,
perception, memory, judgement and thinking
Changes relevant to external stimulus
Full transcript