The Power of Persuasion: Influence and Techniques in Advertising

This article explores the concept of persuasion, its role in influencing people's beliefs and actions, and common propaganda techniques used in advertising, such as testimonials, transfer, bandwagon, and personal attacks.

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About The Power of Persuasion: Influence and Techniques in Advertising

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Presentation Transcript

1. Persuasion Is All Around You! Persuasion Is All Around You!

2. What is persuasion? What is persuasion? A means of convincing people : A means of convincing people : to buy a certain product to buy a certain product to believe something or act in a certain way to believe something or act in a certain way to agree with a point of view to agree with a point of view

3. Common Propaganda Techniques Used In Advertisement Common Propaganda Techniques Used In Advertisement Testimonial Testimonial Transfer Transfer Bandwagon Bandwagon Personal Attack Personal Attack

4. 1. Testimonial 1. Testimonial Using the words of a famous person to persuade you Using the words of a famous person to persuade you Got Milk? Got Milk? Sports figures promoting athletic gear, sports drinks, or shoes. Sports figures promoting athletic gear, sports drinks, or shoes.

5. 2. Transfer 2. Transfer Using the names or pictures of famous people, but not direct quotations, to persuade you Using the names or pictures of famous people, but not direct quotations, to persuade you Using the product will make you look or feel like the people in the ad Using the product will make you look or feel like the people in the ad

6. 3. Bandwagon 3. Bandwagon Persuading people to do something by letting them know others are doing it Persuading people to do something by letting them know others are doing it Gives the impression that you will be left out if you dont do what you are being persuaded Gives the impression that you will be left out if you dont do what you are being persuaded Key words: Everyone, all, many Key words: Everyone, all, many Example: See why so many women have switched (shampoo advertisement) Example: See why so many women have switched (shampoo advertisement)

7. 4. Personal Attack 4. Personal Attack An attempt to persuade a reader to support one idea or product by attacking a competing idea or product An attempt to persuade a reader to support one idea or product by attacking a competing idea or product Example: Paper towel commercials (Bounty vs. another paper towel maker) Example: Paper towel commercials (Bounty vs. another paper towel maker)

8. Lets See What Youve Learned! Lets See What Youve Learned! Number your sheet of paper from 1-7. Number your sheet of paper from 1-7. Identify the propaganda techniques being used in the following ads. Identify the propaganda techniques being used in the following ads. Remember your choices: testimonial, transfer, bandwagon, and personal attack. Remember your choices: testimonial, transfer, bandwagon, and personal attack.

9. What propaganda technique is being used? What propaganda technique is being used?

10. What propaganda technique is being used? What propaganda technique is being used?

11. What propaganda technique is being used? What propaganda technique is being used?

12. What propaganda technique is being used? What propaganda technique is being used?

13. What propaganda technique is being used? What propaganda technique is being used?

14. What propaganda technique is being used? What propaganda technique is being used?

15. What propaganda technique is being used? What propaganda technique is being used?

16. Common Persuasive Techniques Used In Writing Common Persuasive Techniques Used In Writing Repetition Repetition Allusion Allusion Logical Appeal Logical Appeal Emotional Appeal Emotional Appeal Ethical Appeal Ethical Appeal

17. 1. Repetition 1. Repetition Repeating a word or phrase multiple times throughout the writing for emphasis. Repeating a word or phrase multiple times throughout the writing for emphasis. Example: Hunger. It affects all of us at some point in the day. Hunger. Our growing bodies need fuel to help us function. Hunger. It is keeping many of us from achieving our best in school. Example: Hunger. It affects all of us at some point in the day. Hunger. Our growing bodies need fuel to help us function. Hunger. It is keeping many of us from achieving our best in school.

18. 2. Allusion 2. Allusion An allusion is a brief reference to some thing, person, or idea the audience would respect, helping credibility. An allusion is a brief reference to some thing, person, or idea the audience would respect, helping credibility. Example: Allusions to the Bible may get a Christian's support. Example: Allusions to the Bible may get a Christian's support.

19. 3. Logical Appeal 3. Logical Appeal An appeal to a reader's sense of logic, and what "makes sense." An appeal to a reader's sense of logic, and what "makes sense." Uses lots of evidence (FACTS) Uses lots of evidence (FACTS) Example: If an individual on a diet wants to eat chocolate, then the logical choice would be a low-fat or sugar-free chocolate bar. Example: If an individual on a diet wants to eat chocolate, then the logical choice would be a low-fat or sugar-free chocolate bar.

20. 4. Emotional Appeal 4. Emotional Appeal Using details to create an emotional response from the reader (pity, disgust, fear, anger, etc.) Using details to create an emotional response from the reader (pity, disgust, fear, anger, etc.) Example: Donating only $20 a month can help feed a starving family of four in Africa. Example: Donating only $20 a month can help feed a starving family of four in Africa.

21. 5. Ethical Appeal 5. Ethical Appeal When the writer tries to persuade the audience to respect and believe him or her. When the writer tries to persuade the audience to respect and believe him or her. Through TONE an author's attitude toward his/her audience and subject becomes clear. Through TONE an author's attitude toward his/her audience and subject becomes clear. Example: You know its the right thing to do; vote now for the candidate with the most experience. Example: You know its the right thing to do; vote now for the candidate with the most experience.

22. Lets See What Youve Learned! Lets See What Youve Learned! Number your sheet of paper 1-5. Number your sheet of paper 1-5. Identify the persuasive techniques being used in the following ads. Identify the persuasive techniques being used in the following ads. Remember your choices: repetition, allusion, logical appeal, emotional appeal, and ethical appeal. Remember your choices: repetition, allusion, logical appeal, emotional appeal, and ethical appeal.

23. What persuasive technique is being used in this advertisement? What persuasive technique is being used in this advertisement?

24. What persuasive technique is being used in this advertisement? What persuasive technique is being used in this advertisement?

25. What persuasive technique is being used in this advertisement? What persuasive technique is being used in this advertisement?

26. What persuasive technique is being used in this advertisement? What persuasive technique is being used in this advertisement? Four out of five dentists recommend sugarless gum for their patients who chew gum. Four out of five dentists recommend sugarless gum for their patients who chew gum.

27. What persuasive technique is being used in this advertisement? What persuasive technique is being used in this advertisement?