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Persuasive Techniques

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by

Christie Miller

on 7 January 2016

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Transcript of Persuasive Techniques

We often watch commercials without thinking twice about them...
But have you ever stopped to think what exactly the commercial was actually trying to do?
Budweiser Commercial
Campbell's Soup
Commercial
Image by Tom Mooring
Colgate Commercial
Persuasive Techniques and Propaganda
Nomore.org Commercial

Now it's your turn!
Using the worksheet I've given you and the terms often found in advertising, dissect these commercials to find out what they are really trying to say!
What are television commercials REALLY saying?
How does this commercial convince us to buy an Egg McMuffin? What propaganda and persuasive technique does it use?
Companies sometimes spend millions of dollars on these commercials! And for what?
To persuade YOU to do something or to buy their product!
Coca-cola Commercial
Journal Question
Where do you see persuasion used in your everyday life? How is it used?
Objective
Analyze television commercials for propganda and persuasive techniques that influence an audience that can be found in both literary texts and real life situations.
Testimonial
: Uses quotes, stories or
personal
experiences of individuals to endorse a product
Celebrity Endorsement
: Using a famous person or group to give a testimonial about a product or idea
Appeal to authority
: Cites an
expert
in the field

Pathos propaganda used in advertisements


Bandwagon
: Uses the argument that a person should
believe
or do something because “everybody else” does
Consumers buy the product because they want to
fit
in.

Loaded Language
: Uses words with positive or negative
connotations
to describe a product
Use words such as “fresh” or “juicy,” to make a product seem more
desirable
.

Card Stacking
: Manipulates your perception of something by showing only
one
side and leaving out anything
negative
about the position.

Generalization:
Using a
broad
statement or claim

Directions
Purpose
: What is this advertisement trying to persuade you, or the intended audience, to do? Be specific.

Audience
: What group of people is this advertisement trying to persuade? How do you know?

Relevance of Evidence
: Is everything in the commercial relevant—in other words, do the images, ideas, and people all relate to the product? Or does the advertisement try to persuade you with any irrelevant evidence—statements, images, or facts that have nothing to do with the product or idea being sold? Explain.

Persuasive Techniques
: Does the commercial use pathos, logos, or ethos? How do you know? What persuasive techniques are they using in this commercial? There may be multiple, but be specific!

Effectiveness
: Does it make the audience want to buy/use the product? Why or why not?


Procedures
Take a look at the different persuasive techniques that advertisers use to persuade the consumer
Work through an example commercial together as a class, and analyze it to model what is expected
Work in groups I have selected to dissect the remaining 5 commercials using the worksheet to guide your answers and understanding and using the example as a guide.

Closure
In three sentences, answer the following question on your note card:

Which commercial and technique do you think were the most effective in persuading the audience?

Place your slip in the bin by the door on your way out! Have a good day!

Ethos
An appeal to
credibility
or character
tries to convince you that the company is more
reliable
, honest, and credible
Often uses
experts
and
celebrities
to add credibility
Ethos propaganda used in advertisements
Logos
An appeal to
logic
or reason
gives you the evidence and
statistics
you need to fully understand what the product is and does
Pathos
Attempts to evoke an
emotional
response in the consumer
Sometimes it is a
positive
emotion, such as happiness. Other times, they will use
negative
emotions, such as pain
It can also include feelings such as guilt or fear
Propaganda
What do all advertisements have in common?

They are propaganda - the use of
words
and

images to convince you to make decisions without thinking
deeply
Full transcript