Persuasion Techniques Propaganda and Advertising TAKEN FROM LESSON

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Persuasion Techniques: Propaganda and Advertising TAKEN FROM: LESSON 15 “ANALYZING PERSUASIVE TECHNIQUES IN ADVERTISING”

Persuasion Techniques: Propaganda and Advertising TAKEN FROM: LESSON 15 “ANALYZING PERSUASIVE TECHNIQUES IN ADVERTISING” MCDOUGAL LITTLE/HOUGHTON MUFFLIN 2012

What is propaganda? A means of convincing people: �to buy a certain product �to

What is propaganda? A means of convincing people: �to buy a certain product �to believe something or act in a certain way �to agree with a point of view (“Rosie”) �Sounds like persuasive writing!

Common Persuasive Techniques Used in Advertising �Bandwagon �Plain Folks Appeal �Celebrity Spokesperson �Purr Words

Common Persuasive Techniques Used in Advertising �Bandwagon �Plain Folks Appeal �Celebrity Spokesperson �Purr Words �Emotional appeals �Repetition �Facts and Figures �Snob Appeal �Glittering Generalities �Testimonial �Humor �Weasel Words or Empty �Individuality Phrases �Slogans �Name Calling

Bandwagon How It Is Used �Suggests everyone is using this product Intended Effect �Consumer

Bandwagon How It Is Used �Suggests everyone is using this product Intended Effect �Consumer buy the product because they want to fit in �Consumers assume that if others buy it, the product must be good.

Bandwagon Example The bandwagon effect created these fine internet sensations…. . And the running

Bandwagon Example The bandwagon effect created these fine internet sensations…. . And the running boom…. . (USA T&F) (“Social Media”)

Celebrity Spokesperson/Testimonial How It Is Used Intended Effect �Shows a popular celebrity �Consumer transfers

Celebrity Spokesperson/Testimonial How It Is Used Intended Effect �Shows a popular celebrity �Consumer transfers their promoting the product respect of admiration of the celebrity to the product �Consumers associate the product with the celebrity

Celebrity Spokesperson/Testimonial (Weight. Watchers) (Proactiv)

Celebrity Spokesperson/Testimonial (Weight. Watchers) (Proactiv)

Emotional Appeal How It Is Used �Taps into certain emotions such as happiness, sadness,

Emotional Appeal How It Is Used �Taps into certain emotions such as happiness, sadness, excitement, or fear Intended Effect �Emotions prompt consumers to feel a certain way about a product

Emotional Appeal Example (Maricopa County) (“Hunger”)

Emotional Appeal Example (Maricopa County) (“Hunger”)

Facts and Figures How It Is Used �Using tests, statistics or information that sounds

Facts and Figures How It Is Used �Using tests, statistics or information that sounds “scientific” to prove that one product or person is better than the other Intended Effect �“ 4 out of 5 dentists recommend this toothpaste” �“ 73% of Americans believe this candidate will do a better job – can they all be wrong? ”

Facts and Figures Examples (“Crest”) (Graph. Jam)

Facts and Figures Examples (“Crest”) (Graph. Jam)

Glittering Generalities How It Is Used �Uses vague words – such as patriotism and

Glittering Generalities How It Is Used �Uses vague words – such as patriotism and freedom- that bring to mind values people agree with �tells only positive things about a product �often provides little or no concrete evidence Intended Effect �Consumers accept this information, often without questioning why no evidence was given to support the claim

Glittering Generalities (Coca-Cola) (“I Want You”)

Glittering Generalities (Coca-Cola) (“I Want You”)

Individuality How It Is Used �Appeals to consumers’ desire to be different from everyone

Individuality How It Is Used �Appeals to consumers’ desire to be different from everyone else; the opposite of bandwagon Intended Effect �Consumers celebrate their own style, or rebel against what others are doing �Consumers think of products as different, fashionable, or cool

Name Calling How It Is Used �Using negative words, usually in politics, without giving

Name Calling How It Is Used �Using negative words, usually in politics, without giving evidence of facts Intended Effect �To turn consumers against a competing person

Name Calling Example �Name calling can be implied through an unflattering image

Name Calling Example �Name calling can be implied through an unflattering image

Plain Folks Appeal How It Is Used �Tries to show a person or a

Plain Folks Appeal How It Is Used �Tries to show a person or a product is good for “ordinary” people Intended Effect �The consumer feels connected to the people in the ad because they are “just like you” and understand you

Plain Folks Appeal Persuasive device especially favored by politicians! �Plain ol’ mom folk…

Plain Folks Appeal Persuasive device especially favored by politicians! �Plain ol’ mom folk…

Purr Words How It Is Used �Uses words that have a positive connotation, such

Purr Words How It Is Used �Uses words that have a positive connotation, such as “tasty, ” “fresh, ” or “sensational” Intended Effect �The words make the product seem more desirable �The words appeal to the consumers’ emotions, rather than their reason

Purr Words Examples

Purr Words Examples

Repetition How It Is Used �Uses specific words, images, or phrases that are stated

Repetition How It Is Used �Uses specific words, images, or phrases that are stated or shown over and over again Intended Effect �Consumers remember the phrase and associate them with the product

Repetition

Repetition

Snob Appeal How It Is Used �Taps into people’s desire to be with a

Snob Appeal How It Is Used �Taps into people’s desire to be with a special part of an elite group Intended Effect �Consumers associate being special or elite with the product, service, or idea

Snob Appeal Examples

Snob Appeal Examples

Weasel Words or Empty Phrases How It Is Used �Uses broad promises or phrases

Weasel Words or Empty Phrases How It Is Used �Uses broad promises or phrases that don’t really mean anything Intended Effect �Convince the consumer the product works better than any other

Weasel Words or Empty Phrases

Weasel Words or Empty Phrases

Slogans How It Is Used �A catchy phrase or statement often used to sell

Slogans How It Is Used �A catchy phrase or statement often used to sell a service or a product Intended Effect �Consumers will remember the phrase and purchase the product

Slogans They’re……….

Slogans They’re……….

Let’s Watch Some Commercials! � “Find Greatness” http: //www. youtube. com/watch? v=LYWEN 0 g

Let’s Watch Some Commercials! � “Find Greatness” http: //www. youtube. com/watch? v=LYWEN 0 g 0 di. I � “Commitment to America” http: //www. youtube. com/watch? v=V 6 m-VJy 8 Toc&feature=plcp � “Cookie” � http: //www. youtube. com/watch? v=a 6 EO 2 z. Vs. Ifs � “Bling it Up” � http: //www. youtube. com/watch? v=o. Wff. Q 5 u. RXgg � “Hard Times” � http: //www. youtube. com/watch? v=En. UKurl 7 Fog � “Dr. Pepper” � http: //www. youtube. com/watch? v=jv. CTacc. Ek. MI � “Back to Basics” � http: //www. youtube. com/watch? v=6 HNKqff. U 3 Cc

Works Cited Mc. Dougal Little/Houghton. “Lesson 15: Analyzing Persuasive Techniques in Advertising. ” Mc.

Works Cited Mc. Dougal Little/Houghton. “Lesson 15: Analyzing Persuasive Techniques in Advertising. ” Mc. Dougal Little/Houghton Mufflin. 2012. Web. 5 December 2012. “Rosie the Riveter. ” ideasdelight. com. Indulgey. n. d. Web. 5 December 2012.