PersuasionPersuasion

Changing the minds of others.Changing the minds of others.

What is Persuasion?What is Persuasion?

To persuade means to get To persuade means to get others to believe or act in a others to believe or act in a certain way.certain way. To win overTo win over To convinceTo convince

There are many reasons There are many reasons people try to persuade people try to persuade others:others: Companies use advertisements to Companies use advertisements to

persuade consumers to purchase their persuade consumers to purchase their products.products. Peers sometimes use persuasion to get Peers sometimes use persuasion to get

others to join them in an activity.others to join them in an activity. People use persuasion to share their People use persuasion to share their

ideas when they feel strongly about ideas when they feel strongly about something and they want others to agree. something and they want others to agree.

BANDWAGONBANDWAGON

In this technique, people In this technique, people persuade others to join them by persuade others to join them by convincing others that everyone convincing others that everyone else is doing it too.else is doing it too.

For Example:For Example:

A friend convinces another friend to go to A friend convinces another friend to go to a party by saying, a party by saying, ““Everyone is going to Everyone is going to be there! Yoube there! You’’ll be laughed at if you donll be laughed at if you don’’t t go too!go too!””

Example:Example:

Be where the action is. Shop at Be where the action is. Shop at HangHang--out Mall.out Mall.

Facts and FiguresFacts and FiguresStatisticsStatistics

In this persuasive technique, In this persuasive technique, numbers, tables, and graphs are numbers, tables, and graphs are used to show statistics of both sides.used to show statistics of both sides.

Facts and Figures Facts and Figures ExampleExample

An advertisement might read, An advertisement might read, ““This This product kills 99% of your germs.product kills 99% of your germs.””

Surveys may be conducted andSurveys may be conducted andthe results graphed to show peoplethe results graphed to show people’’s s

opinions. opinions.

TestimonialTestimonial

In this technique, famous people promote In this technique, famous people promote an item and draw attention.an item and draw attention. For example:For example:Jessica Simpson on Pizza Hut Jessica Simpson on Pizza Hut

commercials.commercials.Michael Jordan and Nike Michael Jordan and Nike tennis shoes.tennis shoes.

TestimonialTestimonial

Celebrity endorsements Celebrity endorsements -- when a when a product is sold by using words from product is sold by using words from famous people or an authority figure famous people or an authority figure if the celebrity/athlete/star uses the if the celebrity/athlete/star uses the

product, then it must be good, so I product, then it must be good, so I will purchase it too.will purchase it too. Examples: Proactiv, Nike, Gap, Got Milk Examples: Proactiv, Nike, Gap, Got Milk

ads, Tads, T--Mobile Mobile

Testimonial Testimonial –– confessions confessions for Proactive Solutionfor Proactive Solution

"I'm a normal person "I'm a normal person and I do get zits. I'm not and I do get zits. I'm not happy when I do so I like happy when I do so I like to try and find anything to try and find anything that's preventative that's preventative towards it, and Proactiv towards it, and Proactiv has done that for me." has done that for me." ––Lindsay LohanLindsay Lohan

Emotional AppealEmotional Appeal

Words or pictures that appeal to your Words or pictures that appeal to your emotions. emotions. They appeal to positive They appeal to positive emotions emotions like like

your desire for your desire for success.success. They can also appeal to negative They can also appeal to negative

emotions like emotions like fear.fear. Example: Save the Children. Feed the Example: Save the Children. Feed the

Children.Children.

Emotional wordsEmotional words

Luxury,Luxury,BeautifulBeautifulParadiseParadiseEconomicalEconomical

Ad with emotional appeal

Expert opinion

Emotional appeal – make you look younger

Expert OpinionsExpert Opinions

They use They use expertsexperts such as doctors, such as doctors, dentists, engineers, fitness trainers to say dentists, engineers, fitness trainers to say that they recommend this product.that they recommend this product. Example: 4 out of 5 doctors prescribe Example: 4 out of 5 doctors prescribe

Bayer aspirinBayer aspirin

Compare and ContrastCompare and Contrast

Two items are compared to Two items are compared to convince that one is better convince that one is better than the other.than the other.

Compare and Contrast Compare and Contrast ExampleExample

Medicine companies compare other Medicine companies compare other brands to prove theirs is better. They brands to prove theirs is better. They may use testimonials, may use testimonials, facts and figures, facts and figures, or compare and or compare and contrast to get contrast to get theirtheirpoint across.point across.

Recognizing BIAS Recognizing BIAS OpinionsOpinions

Bias occurs when someone has an Bias occurs when someone has an opinion or preference to the object being opinion or preference to the object being judged. judged. For example: A studentFor example: A student’’s parents would s parents would

not be the best judge for the talent show not be the best judge for the talent show their child is in. They may show bias for their child is in. They may show bias for their child. their child.

Logical AppealLogical Appeal

Advertisers try to convince you to make the Advertisers try to convince you to make the right decision, smart decision or best choice in right decision, smart decision or best choice in purchasing their productpurchasing their product

Examples: It makes sense to buy thisExamples: It makes sense to buy this Smart moms choose JIFSmart moms choose JIF Save time and money with thisSave time and money with this Shop smart, buy hereShop smart, buy here

Logical appeal –smarten up

ExampleExample

The McDonaldThe McDonald’’s Dollar s Dollar Menunaire: Eat cheap and Menunaire: Eat cheap and smart at menu items only $1.00 smart at menu items only $1.00 each!each!

RepetitionRepetition

Words or phrases in an Words or phrases in an advertisement are repeated advertisement are repeated several times for effect. several times for effect. Repetition gets your attention and Repetition gets your attention and stresses a slogan or product stresses a slogan or product Repeating something helps you Repeating something helps you

remember the product or adremember the product or ad

RepetitionRepetition What is repeated What is repeated

in this ad?in this ad?

ExampleExample

““Head on, apply directly to the forehead. Head on, apply directly to the forehead. HeadHead--on, apply directly to the forehead.on, apply directly to the forehead.

HeadHead--on, apply directly to the forehead.on, apply directly to the forehead.HeadHead--on, apply directly to the forehead.on, apply directly to the forehead.””

TransferTransfer

A celebrity endorses a product A celebrity endorses a product without saying anything. (Unlike without saying anything. (Unlike testimonial where a celebrity testimonial where a celebrity speaks about the product)speaks about the product)

Tiger Woods appears on the Tiger Woods appears on the box without saying anythingbox without saying anything

Gap Red tGap Red t--shirt ads with shirt ads with celebritiescelebrities

Penelope Cruz

Steven Speilberg

Chris Rock

Mary J. Blige

Are you an ad detective?Are you an ad detective?

Play this ad detective game!Play this ad detective game! Look at the following pictures Look at the following pictures

and find the advertisement and find the advertisement

LetLet’’s Test What You s Test What You Know!Know!

““Come to Florida, Everyone Come to Florida, Everyone loves our clear, sandy beaches. loves our clear, sandy beaches. DonDon’’t miss out.t miss out.””

Bandwagon Bandwagon

More ExamplesMore Examples……

4 out of 5 dentists recommend 4 out of 5 dentists recommend Sparkle toothpaste.Sparkle toothpaste.

Expert opinionExpert opinion

AnotherAnother……

Amazing much nutritious stuff they Amazing much nutritious stuff they get with Kraft Macaroni & Cheese, get with Kraft Macaroni & Cheese, isnisn’’t it? A good source of protein, t it? A good source of protein, vitamins, and minerals. vitamins, and minerals.

Emotional AppealEmotional Appeal

One moreOne more……

Actress Kirstie Alley has lost Actress Kirstie Alley has lost 50 pounds on the Jenny Craig 50 pounds on the Jenny Craig diet plan.diet plan.

TestimonialTestimonial

Nike is paying Nike is paying Tiger Woods Tiger Woods about $100 about $100 million to use million to use Nike products Nike products for five years. for five years.

Bandwagon

This technique tries to persuade everyone to join in and do the same thing.

Testimonial

An important person or famous figure endorses a product.

Emotional Words

Words such as luxury, beautiful, paradise, and economical are used to evoke positive feelings in the viewer.

Name-calling

Negative words are used to create an unfavorable opinion of the competition in the viewer's mind.

Compare & contrast

The viewer is led to believe one product is better than another,although no real proof is offered.

Try Again, find the ad in Try Again, find the ad in this gamethis game

Taco Bell made a Taco Bell made a "promotional "promotional partnership" deal partnership" deal with Xwith X--Box video Box video games. That means games. That means that you see Taco that you see Taco Bell ads in XBell ads in X--Box Box games, and Xgames, and X--Box Box promotions in Taco promotions in Taco Bell storesBell stores

Find the ad in this picture.Find the ad in this picture.

SAFECO, an insurance SAFECO, an insurance and investment and investment company, is paying $40 company, is paying $40 million over 20 years to million over 20 years to get the Seattle get the Seattle Mariners' baseball Mariners' baseball stadium named stadium named SAFECO Field. Buying SAFECO Field. Buying the name of a sports the name of a sports arena is one way for arena is one way for companies to make companies to make their name known. their name known.