Persuasion 1
By appearing in an ad, celebrities implicitly endorse a product; sometimes the endorsement is explicit.
Celebrities
Many ads show lots of people using the product, implying that "everyone is doing it"
Bandwagon
This technique tries to persuade us to buy a product by promising to give us something else, like a discount, a rebate, a coupon, or a "free gift.”
Bribery
Symbols are words or images that bring to mind some larger concept, usually one with strong emotional content, such as home, family, nation, religion, gender, or lifestyle.
Symbols
How old is Mr. Degnan
27
some ads state the price of a product, the main ingredients, where it was made, or the number of items in the package
Explicit Claims
tries to link a product, service, or idea with something already liked or desired by the target audience, such as fun, pleasure, beauty, security, intimacy, success, wealth, etc
Association
This technique works because we may believe a "regular person" more than an intellectual or a highly-paid celebrity. It’s often used to sell everyday products like laundry detergent because we can more easily see ourselves using the product, too
Plain folks
persuaders can be effective simply by appearing firm, bold, strong, and confident. This is particularly true in political and advocacy messages. People often follow charismatic leaders even when they disagree with their positions on issues that affect them.
Charisma
How tall is Mr. Degnan
6'1
It uses something disliked or feared by the intended audience (like bad breath, failure, high taxes or terrorism) to promote a "solution.”
Fear
Many ads use humor because it grabs our attention and it’s a powerful persuasion technique. When we laugh, we feel good. Advertisers make us laugh and then show us their product or logo because they’re trying to connect that good feeling to their product.
Humor
exaggeration or hype; it’s telling a complete falsehood with such confidence and charisma that people believe it.
The Big Lie
Sometimes ads flatter us by showing people doing stupid things, so that we’ll feel smarter or superior. Flattery works because we like to be praised and we tend to believe people we like
Flattery
What does Mr. Degnan do as a hobby?
photographer
Within an ad or advocacy message, words, sounds or images may be repeated to reinforce the main point. And the message itself (a TV commercial, a billboard, a website banner ad) may be displayed many times. Even unpleasant ads and political slogans work if they are repeated enough to pound their message into our minds.
Repetition
Unproven, exaggerated or outrageous claims are commonly preceded by "weasel words" such as may, might, can, could, some, many, often, virtually, as many as, or up to
Maybe
We tend to believe them because they appear to be a neutral third party (a pop star, for example, not the lipstick maker, or a community member instead of the politician running for office.) This technique works best when it seems like the person “testifying” is doing so because they genuinely like the product or agree with the idea
testimonials
using good looking models to attract our attention
Beautiful People
What sport does Mr. Degnan play?
Lacrosse
The language of ads is full of intensifiers, including superlatives (greatest, best, most, fastest, lowest prices), comparatives (more, better than, improved, increased, fewer calories), hyperbole (amazing, incredible, forever), exaggeration, and many other ways to hype the product.
Intensity
Scientists, doctors, professors and other professionals often appear in ads and advocacy messages, lending their credibility to the product, service, or idea being sold
Experts
This technique uses sentimental images (especially of families, kids and animals) to stimulate feelings of pleasure, comfort, and delight. It may also include the use of soothing music, pleasant voices, and evocative words like "cozy" or "cuddly.”
Warm & Fuzzy
Instead of predicting a positive future, it warns against a negative outcome. It argues against an idea by claiming it’s just the first step down a “slippery slope” toward something the target audience opposes.
Slippery Slope
What is Mr. Degnans favorite food?
Paella