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Persuasive Techniques & Claims

SB 2.5 and 2.6

Heidi Winton

on 4 December 2012

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Transcript of Persuasive Techniques & Claims

Persuasive Techniques
and Advertising Claims SpringBoard
Activity 2.5 & 2.6 Bandwagon Avant-Garde Testimonials Transfer Weasel Words Facts and Figures The Unfinished Claim Makes the claim that a product is desirable because it is being used by lots of desirable people. This technique is the opposite of
Bandwagon. Advertisers make it seem
that the product is so new that you
will be the first on the block to have it.
The idea is that only super-cool people
like you will even know about this
product. Advertisers use celebrities and regular people to endorse products. 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. Statistics, percentages, and numbers
are used to convince you that this product is better or more effective 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 background of the ad or to the story of the commercial. The transfer techniques wants you to associate the good feelings created in the ad with the product. Advertisers sometimes use words or phrases that seem significant, but 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. Bandwagon I Am Man-Burger King
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