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Persuasive Techniques in Advertising (SOL)

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by

Beth Piper

on 14 June 2016

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Transcript of Persuasive Techniques in Advertising (SOL)

Six Basic Techniques
1.Name Calling or Innuendo
2. Glittering Generalities or Card-stacking
3. Bandwagon
4.Testimonials/Spokesperson
5. Appealing to prestige, snobbery, or plain folks ("regular" people)
6. appeal to emotions or association
Name Calling/innuendo
-creating a negative attitude; hinting or implying; using loaded, emotional, or slanted language
Glittering Generalities/Card-stacking
– telling only part of the truth;
generalizing from a shred of evidence
Bandwagon
– creating a desire to join a large group satisfied with the idea; making one feel left out if not with the crowd
Testimonials
– using the declaration of a famous person or authoritative expert to give heightened credibility
Persuasive Techniques in Advertising
The ad implies that the PC companies lie consistently, and make faulty products. Mac also uses an attractive spokesperson, actor Justin Long, to represent its products, while a more dowdy and less famous person is used to represent PC products.
The ad implies that Olay's products will make the user look younger. The say it will make "tired" looking skin "energized". They also say that their cream is formulated with a "Skin Energizing Complex" but they provide no scientific evidence or indication of what this complex is made of. Finally they use a young and attractive model for their ad, instead of a person who is actually aging, and may actually use the product. They use flashy colors/lighting and wardrobe change to imply changes in the skin that cannot actually be seen.
The commercial implies that all men should love Burger King. It features many men of different looks enjoying Burger King and rejecting "Chick foods" like "quiche" and "tofu". Asserts that all men are incorrigible, rebellious, hungry, and "manly". If you are a man, then you must love Burger King too. If not, you are girly. In some ways, this commercial also utilizes name-calling. It insinuates men who aren't on the Burger King bandwagon are not "manly."
This commercial uses actor, Ashton Kutcher, to promote its product. Ashton Kutcher is shown being excessively satisfied with the camera (and himself), and exclaiming things like "Buyah!" after snapping a photo. He's also represented as somewhat clumsy in the ad (knocking over champagne flutes), indicating, even a clumsy person can take perfect shots, with a Nikon.
Appeal to Prestige, Snobbery, or "Regular" people
– using a spokesperson who appeals to the audience: a well-known or appealing person the audience wants to emulate, a person like the audience members with whom they can identify, a person whose lifestyle appeals to the audience
The man in the commercial is fit, attractive, and has a deep voice. He is shown in a variety of classy/prestigious situations, such as being on a boat, having a handful of diamonds, and being on a horse (a romantic image). Women are supposed to desire the man, and men are supposed to want to emulate the man.The ad suggests, If you use Old Spice, you will be more like this man. It also does some name-calling, because at the end it suggests that other body washes are "girly". Finally, it uses humor to enhance the likability of the ad.
Appeal to Emotions or Association
– connecting with emotions: loyalty, pity, or fear;
love of family, peace, or justice with a specific product
The commercial appeals to our emotions by showing all sorts of humans laughing. It then associates this joy of laughing, to driving a Volkswagen. Finally, it appeals to our desire to live a fulfilling life, by asserting that "its not the miles, but the miles, its how you live them." If you live them in a Volkswagen, you'll enjoy them more.
Appeal to Patriotism
Appeal to "Regular" People
Audience
Who is the person or persons meant to receive the message? How will different people receive the message?

Purpose
Why is the message being sent—
is it meant to persuade, inform, entertain, sell, or a combination of these?
Please set up your notes to look like this.
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