Persuasion & Marketing

The student will be able to…

1. Define persuasion.2. Understand how the Coms Model is applied

in advertising.3. Identify the conventions of advertisement.4. Understand how persuasive techniques

work.5. Offer examples of association.6. List 13 persuasive tools.7. Denote and define the 3 Artistic Proofs.

The Media and Its Influence

What is the media?

• - A way for the members of our society to keep themselves informed on what is happening around them, which is vital to our world becoming globally connected. Media is also a major source of entertainment.

Types of Media•Radio•TV•Newspaper•Phone•Computer•Telegram•IPODs•Cds•Movies

Persuasion

•To implement

change.

The Coms Model…applied

TV Fun Facts

♦ Research shows that you will watch 18,000 hours of TV before you graduate high schoo

♦ You will only go to school 15,000 hours.

Media Affects on our Culture

• Who Influences you more?– Parents– Friends – School– The media

The Old Advertising Industry

• 1950s-1960s– Average length of a TV commercial was 1 minute.

• 1970s– Average commercial length moves to 30 seconds

• Present Day– 23% of the typical half-hour program is devoted to

commercials– A 30 minute time block contains 7 minutes of

commercials

Conventions

•Purpose•Audience Adaptation•Persuasive Techniques•Persuasive Tools

Audience Adaptation

How do advertisers know which techniques to use?

• Demographics - Observable characteristics of your audience that affect the way they listen to you.

• Social, economic, and cultural characteristics.

Demographics

• Age (according to Aristotle)– Young listeners are pleasure loving, optimistic, impulsive,

trusting, idealistic, and easily pleased.– Older listeners are more set in their ways, skeptical, cynical, and

concerned with maintaining a concerned with maintaining a comfortable existence.

– Those in the prime of their life present a balance, being confident yet cautious, judging cases by the facts and taking all things in moderation.

Demographics• Gender– Be careful not fall into the trap of stereotypes.– Be sure that any differences reported really make a

difference.– Be certain any assumptions you make are based on

the most current data.– Be careful to avoid sexism or sexist language.

Demographics

• Education level• Group Affiliations• Sociocultural Background

– You must consider at least some of these criteria in order to connect with your audience.

Persuasive Techniques• Intensifying

– Repetition– Product Placement – placing a

product in a movie or sitcom, specifically so that the viewer sees that item being used by the star.

– Association• When a feeling is tied to an

image or idea.• Downplaying

– Diversion• Distracting the consumer from

opposition.– Omission

• Neglecting to tell the consumer negative information.

Association

• Humor• Desire (sex)• Fear• Sympathy

Persuasive Tools

• Slogan• Bandwagon• Testimonial • Heart Strings• Expert Opinion• Special Ingredient• Plain Folks

• Rewards• Snob Appeal• Glittering Generalities• Comparison• Mudslinging• Shock Tactics

Slogan

• A catchy phrase

Bandwagon

• Everyone is using a specific product, so you should as well.

Testimonial

• A well-known person supports a product or service.

Heart Strings

• Ads that draw you into a story or make you feel good.

Expert opinion

• Experts approve this product, so you should use it.

• “Four out of five dentists recommend sugarless gum for their patients who chew gum”

Special Ingredient

• Adding something to a product to set it apart from the competition.

Plain Folks

• An appeal to the common, ordinary people.

Rewards

• Consumer will get something if they purchase the product.

Snob Appeal

• Appeal to people who want to become part of an “exclusive” group.

Glittering Generalities• Uses broad, general terms that could apply to

any brand of the same product.

Comparision

• Compares one product to another.

or• A brand might also

compare its “old” self to its’ “new, improved self.”

Mudslinging

• “Slamming” the competition.

Shock Tactics

• Using striking images or ideas in order to incite emotion in the consumer.

• Artistic proofs are appeals that establish rapport with the audience.– Ethos

• Credibility (Swagger)

– Pathos• Emotion (Passions)

– Logos• Logic

Artistic Proofs

Appealing to your Audience

Aristotle says, in Rhetoric, that the persuasive powers of a speaker depend on his reasoning, the emotions he is able to stir in his listeners, and his character.

(AKA logical , emotional, and personal appeal)

Logical Appeal

• (logos) analytical *Be organized *Offer proof

Emotional Appeal (pathos)

• Often has a stronger appeal than logic• Excite the audience’s fear, love, anger, disgust,

compassion, patriotism, etc.• Be sure that you are telegraphing the emotion that

you want to invoke (Orson Wells)

Personal Appeal

• (ethos) credibility, believability• Exhibit honesty (integrity and sincerity)• Exhibit competency (credentials and

composure)

Effects of the Media• Tele-Culture – truth that our culture is, to a large degree,

shaped like Television.– While the media influences society, society also influences the media

by what it chooses to promote or watch.• Desensitization – We are numbed by TV due to the fact that

we continuously invite the media to bring daily horrors into our home by way of movies, news, etc… When an actual tragedy occurs, we’re not as moved by it because we’ve so many other things that are similar already.

INTERNET Advertising Advantages

• potentially global reach for one's ads• Ideal for targeting consumers• not limited/defined by time or spaces as with

print or broadcast media• easy to produce, update, and change• Ads run longer • Small businesses can compete with large

business as far as cost.

In review…1. What is the definition of persuasion?2. What are the conventions of advertisement?3. Understand how persuasive techniques

work.4. What are some persuasive tools?5. Define…

1. Ethos2. Pathos3. Logos

The End

• Thanks to…– Alana Bergeleen & Jennifer Bernhard