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Persuasion in Advertising. How it Works Ads are carefully designed messages that influence our...
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Transcript of Persuasion in Advertising. How it Works Ads are carefully designed messages that influence our...
Persuasion in Advertising
How it Works
• Ads are carefully designed messages that influence our opinions, emotions, attitudes and behavior in order to persuade us to do or to believe something.
Bandwagon
• Persuading people to do something by letting them know others are doing it.
Euphemism
• Using a more subtle word or phrase to say something that some may consider too harsh, blunt, or offensive.
Fear
• Statement to threaten or arouse fear in order to change the attitude of the audience.
• “Last weekend, I washed my car, hung out with friends, and helped murder a family in Colombia. C’mon, it was a party. Drug money helps support terror. Buy drugs and you could be supporting it too.”
Glittering Generality
• Fancy slogans or promises that are so attractive to audience that they want to buy the product without questioning it.
Logical Fallacies
• An argument or promise that is not logical – it doesn’t make sense or is not believable.
Name Calling
• Negative words are used to create an unfavorable opinion of the competition in the viewer's mind.
Plain Folks
• A suggestion that a product is practical and of good value for common, ordinary people or using an “ordinary” person to sell a product.
Rewards
• Using toys, gimmicks, kids clubs, rebates, etc. to appeal to the audience.
Testimonial
• Endorsement of a product, idea or person by someone famous.
Transfer
• Good feelings, looks, or ideas are transferred to the person for whom the product is intended.