Persuasive Techniques in Advertising

Ad hominem*

"Against the man" This techniques aims to respond to an argument by attacking the opponent instead of addressing the argument itself. (aka "attacking the messenger")

Plain folks.

(A type of Testimonial - the opposite of Celebrities.) 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. The plain folks technique strengthens the down-home, "authentic" image of products like pickup trucks and politicians. Unfortunately, most of the "plain folks" in ads are actually paid actors carefully selected because they look like "regular people." Such as: Ford Edge - A testimonial is given by this "average" customer.

Celebrities.

(A type of Testimonial - the opposite of Plain folks.) We tend to pay attention to famous people. That's why they're famous! Ads often use celebrities to grab our attention. By appearing in an ad, celebrities implicitly endorse a product; sometimes the endorsement is explicit. Such as: Nike's huge contracts with leading athletes

Experts.

(A type of Testimonial.) We rely on experts to advise us about things that we don't know ourselves. Scientists, doctors, professors and other professionals often appear in ads and advocacy messages, lending their credibility to the product, service, or idea being sold. Such as: Heather Wilson - "Nationally known independent thinkers...think highly of Heather." "Nationally known" people are experts who supposedly know which candidates are right for us.

Experts

(A type of Testimonial.) We rely on them to advise us about things that we don't know ourselves. Scientists, doctors, professors and other professionals often appear in ads and advocacy messages, lending their credibility to the product, service, or idea being sold. Sometimes, Plain folks can also be this, as when a mother endorses a brand of baby powder or a construction worker endorses a treatment for sore muscles.

Experts

(a type of testimonial) Lending the credibility of scientists, doctors, professions, to the produce, service, or idea being sold.

Slippery Slope

(combination of extrapolation and fear) Warning against a negative outcome, that will cause the audience to change their opinions to the opposite direction.

Fear

(opposite of Association) The presentation of something disliked or feared by the intended audience (e.g. bad breath, failure, lack of safety), in order to promote a "solution.

Name-calling

(opposite of glittering generalities) Linking a person or idea to a negative symbol, in order to cause a feeling of rejection towards a certain person or negative.

Nostalgia

(opposite of new) Causing the audience to reminiscent the life that was in the past, that may seemingly seem simpler, and better. (usually referring to "restoring tradition")

Celebrities

(opposite of plain folks) Using celebrities to attract the audience's attention

The Big Lie

(relying on the fact that people are more likely to suspect a small lie than a big one) The use of a complete falsehood with such confidence and charisma that people believe it.

Majority Belief

(similar to Bandwagon) This technique works on the assumption that if most people believe something, it must be true. (there is often the use of polls and survey results to convey a majority agreement on the desired choice)

Plain Folks

(type of testimonial - opposite of celebrities) By equivocating the person in an advertisement with the general public, the audience is likely to feel like it is more relatable and reliable.

Ad Hominem

*Advanced persuasion technique Latin for "against the man," the ____ technique responds to an argument by attacking the opponent instead of addressing the argument itself. It's also called "attacking the messenger." It works on the belief that if there's something wrong or objectionable about the messenger, the message must also be wrong.

Card Stacking

*Advanced persuasion technique No one can tell the whole story; we all tell part of the story. _____ however, deliberately provides a false context to give a misleading impression. It "stacks the deck," selecting only favorable evidence to lead the audience to the desired conclusion.

Timing

*Advanced persuasive technique Sometimes a media message is persuasive not because of what it says, but because of when it's delivered. This can be as simple as placing ads for flowers and candy just before Valentine's Day, or delivering a political speech right after a major news event. Sophisticated ad campaigns commonly roll out carefully___ phases to grab our attention, stimulate desire, and generate a response.

Straw Man

*Advanced persuasive technique This technique builds up an illogical or deliberately damaged idea and presents it as something that one's opponent supports or represents. Knocking down the ______is easier than confronting the opponent directly.

Diversion

*Advanced persuasive technique This technique diverts our attention from a problem or issue by raising a separate issue, usually one where the persuader has a better chance of convincing us. ____is often used to hide the part of the story not being told. It is also known as a "red herring."

Cause vs. Correlation

*Advanced persuasive technique While understanding true causes and true effects is important, persuaders can fool us by intentionally confusing ____. Example: Babies drink milk. Babies cry. Therefore, drinking milk makes babies cry.

The Big Lie

*Intermediate persuasion technique According to Adolf Hitler, one of the 20th century's most dangerous propagandists, people are more suspicious of a small lie than a big one. The ____ is more than exaggeration or hype; it's telling a complete falsehood with such confidence and charisma that people believe it. Recognizing The _____requires "thinking outside the box" of conventional wisdom and asking the questions other people don't ask.

Extrapolation

*Intermediate persuasion technique Persuaders sometimes draw huge conclusions on the basis of a few small facts. ______ works by ignoring complexity. It's most persuasive when it predicts something we hope can or will be true.

Charisma

*Intermediate persuasion technique Sometimes, persuaders can be effective simply by appearing firm, bold, strong, and confident. This is particularly true in political and advocacy messages. People often follow ______leaders even when they disagree with their positions on issues that affect them.

Euphemism

*Intermediate persuasion technique While the Glittering generalities and Name-calling techniques arouse audiences with vivid, emotionally suggestive words, ______tries to pacify audiences in order to make an unpleasant reality more palatable. Bland or abstract terms are used instead of clearer, more graphic words. Thus, we hear about corporate "downsizing" instead of "layoffs," or "intensive interrogation techniques" instead of "torture."

Study Strategies on Analyzing Persuasive Techniques in Advertising

1. What is the message? 2. Who is the audience? 3. What is it promising me? 4. Which persuasive technique is being used? Logos, Pathos, Ethos? 5. What is intended effect? SO, what, who, what, which, what (the five W's)

Scapegoating

A powerful technique that blames many problems on one person, group, race, religion, etc.

Repetition.

Advertisers use repetition in two ways: 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. 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. Such as: Clutter - This movie clip from Frontline's The Persuaders discusses the repetition of advertising in general and advertising in new spaces. In this segment we see the wall of Jose Cuervo ads in this video, an example of repetition.

Individuality

Appeals to consumers' desire to be different from everyone else; the opposite of the bandwagon appeal. Intended Effect: • Consumers celebrate their own style, or rebel against what others are doing. • Consumers perceive the product as unique, stylish, or cool. Levi's jeans

Name-calling

Attacks people or groups to discredit their ideas. Intended Effect: • Consumers focus on the attack rather than the issues.

Humor

Attempting to connect a happy feeling to the product by making the audience laugh.

Leadership or charisma.

Be firm, bold, and strong; have dramatic confidence; and frequently, combine this appeal with the "plain folks" technique. It's amazingly effective.

Beautiful people.

Beautiful people uses good-looking models (who may also be celebrities) to attract our attention. This technique is extremely common in ads, which may also imply (but never promise!) that we'll look like the models if we use the product. Such as: Kool Be Expressive - This model is portrayed as hip and urban.

Scapegoating

By blaming the problem on a specific person, group of people, race, or religion, etc. The persuader aims to target the blame.

Bandwagon

By creating a sense that the majority of the public shares the same idea, it creates the want for the sense of belonging for the targeted audience.

Timing

By delivering a persuasive message at the correct time, the persuader can be much more effective, it can grab the audience's attention, stimulate desire, and generate a response. (e.g. Flowers and candy before Valentine's day)

Simple solution

By presenting a 'simple' solution to the many complications of life, (e.g. policy changes), in order to cause the audience to believe in the statement.

New

By presenting a new product or new idea, it will appeal to the audience by a sense of removing the old and unwanted, and want for progress.

Charisma

By presenting with a firm, bold, strong, and confident manner, persuaders are able to affect the audience (mainly political persuaders)

Bait and Switch

Dishonest tactic in which a salesperson lures customers into a store with the promise of a bargain. Intended Effect: • Consumers are persuaded to buy a more expensive item.

Extrapolation

Drawing huge conclusions on the basis of a few small facts, and completely ignoring complexity.

Glittering Generalities

Emphasizes highly valued beliefs, such as patriotism, peace, or freedom. Intended Effect: • Consumers accept this information, often without enough real evidence to support the claim.

Hyperbole

Exaggeration or "hype". (For example, "The greatest automobile advance of the century!") Ads often use "glittering generalities" -- impressive- sounding language that is nonetheless vague and meaningless. This technique seeks to impress the target and make him/her more susceptible to the sales pitch.

Name calling or ad hominem

Frequently used in media. It can be direct or delicately indirect. Audiences love it. Violent, aggressive, sexualized media teaches us from an early age to love to hear dirt. (Just tune in to daytime talk radio or TV!)

Flattery

Making the audience feel more superior and smart in order to satisfy the need for praise. (usually by comparing the audience with someone performing a stupid act)

Bandwagon.

Many ads show lots of people using the product, implying that "everyone is doing it" (or at least, "all the cool people are doing it"). No one likes to be left out or left behind, and these ads urge us to "jump on the bandwagon." Such as: Hot Pockets - Everyone is coming to this house for hot pockets.

Humor.

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. Such as: Fed Ex Map - If Fed Ex makes us laugh, we might remember them when it comes time to ship something.

Testimonials

Media messages often show people ____about the value or quality of a product, or endorsing an idea. They can be experts, celebrities, or plain folks. We tend to believe them because they appear to be a neutral third party. Examples: (a pop star, 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 ______ is doing so because they genuinely like the product or agree with the idea. Some _______may be less effective when we recognize that the person is getting paid to endorse the product.

Testimonials

Media messages often show people testifying about the value or quality of a product, or endorsing an idea, making them seem like a neutral third party in order to gain reliability.

Testimonials.

Media messages often show people testifying about the value or quality of a product, or endorsing an idea. They can be experts, celebrities, or plain folks. We tend to believe them because they appear to be a neutral third party. 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. Some testimonials may be less effective when we recognize that the person is getting paid to endorse the product. Such as: Ford Edge - This entire commercial is a testimonial by an "average" test driver.

The Big Lie.

Most people want to believe what they see and hear. Lies work -- on cereal boxes, in ads and on television news. According to Adolf Hitler, one of the 2oth century's most dangerous propagandists, people are more suspicious of a small lie than a big one.

Cause vs. Correlation

Persuaders can use this technique to fool the audience by intentionally confusing correlation with cause. (e.g. Babies drink milk, babies cry, therefore drinking milk makes babies cry)

Transfer

Positive words, images, and ideas are used to SUGGEST that the product being sold is also positive. Example: A textile manufacturer wanting people to wear their product to stay cool during the summer shows people wearing fashions made from their cloth at a sunny seaside setting where there is a cool breeze.

Explicit Claims

Presenting specific, measurable promises about quality, effectiveness, or reliability (e.g. "works in only 5 minutes!")

Rhetorical Questions

Questions designed to make the audience agree with the persuader. Presenting questions that have an obvious 'correct' answer.

Explicit claims.

Something is "explicit" if it is directly, fully, and/or clearly expressed or demonstrated. For example, some ads state the price of a product, the main ingredients, where it was made, or the number of items in the package - these are explicit claims. Such as: EZ Loan Polar Bear - This ad gives us a lot of information, including hours, locations, what you will need to bring in for the loan and states: "Get up to $500 interest free."

Explicit Claims

Something is _____if it is directly, fully, and/or clearly expressed or demonstrated. Example: some ads state the price of a product, the main ingredients, where it was made, or the number of items in the package - these are _____claims. So are specific, measurable promises about quality, effectiveness, or reliability, like "Works in only five minutes!" These claims can be proven true or false through close examination or testing, and if they're false, the advertiser can get in trouble. It can be surprising to learn how few ads make ____claims. Most of them try to persuade us in ways that cannot be proved or disproved.

Symbols

Symbols can be words, designs, places, ideas, music, etc., symbolizing tradition, nationalism, power, religion, sex, family or any concept with emotional content. In media, people and things often symbolize some larger concept.

Group dynamics

The general public is often easily influenced by what other people think and do. Therefore by changing the potent atmosphere of live audiences, rallies, or other gatherings

Intensity

The language of ads is full of _____, 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.

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. Such as: Elizabeth Golden Age - Critics say this film is "powerful," "brilliant," "extraordinary" and "Best film of the year."

Association

The technique of creating a link between a product, service, or idea with something already liked and desired by the general target, such as fun, pleasure, beauty, wealth, etc.

Scientific evidence

The use of facts and figures (e.g. charts, graphs, statistics, lab coats) in order to 'prove' something. The audience is more likely to believe a 'smart' and 'knowledgable' scientist.

Glittering generalities

The use of so-called 'virtue words' to cause the audience to overlook proper evidence. (e.g. Freedom, beauty, peace)

Intensity

The use of: - superlatives (e.g. greatest, best, fastest) - comparatives (more, better than, increased) - hyperbole (amazing, incredible) ...and other types of vocabulary to hype the product.

Rhetorical Questions

These are questions designed to get us to agree with the speaker. They are set up so that the "correct" answer is obvious. ("Do you want to get out of debt?" "Do you want quick relief from headache pain?" and "Should we leave our nation vulnerable to terrorist attacks?." These questions are used to build trust and alignment before the sales pitch.

Fear.

This is the opposite of the Association technique. It uses something disliked or feared by the intended audience (like bad breath, failure, high taxes or terrorism) to promote a "solution." Such as: L'Oreal Anti-aging - Fear the signs of aging.

Card stacking

This method or persuasion deliberately provides a false context to give misleading impression, only revealing favourable evidence that leads the audience to the desired conclusion.

Association.

This persuasion technique 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. Such as: Disney Affordable - Happiness and magic is connected with Disney's brand.

Association

This persuasion technique 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. The media message doesn't make explicit claims that you'll get these things; the association is implied. This can be a very powerful technique. A good ad can create a strong emotional response and then associate that feeling with a brand. Examples: (family = Coke, victory = Nike). This process is known as emotional transfer. Several of the persuasion techniques below, like Beautiful people, Warm & fuzzy, Symbols and Nostalgia, are specific types of association.

Straw man

This technique builds up an illogical or deliberately damaged idea and presents it as something that one's opponent supports or represents. (Knocking down a '..' is easier than confronting the opponent directly)

Slippery Slope

This technique combines Extrapolation and Fear. 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 _______toward something the target audience opposes. Example: ("If we let them ban smoking in restaurants because it's unhealthy, eventually they'll ban fast food, too." This argument ignores the merits of banning smoking in restaurants.) The _____ technique is commonly used in political debate, because it's easy to claim that a small step will lead to a result most people won't like, even though small steps can lead in many directions.

Analogy

This technique compares one situation with another, which can aid decision-making. Sometimes may use emotionally-charged images that obscure the illogical or unfair comparison.

Diversion

This technique diverts our attention from a problem or issue by raising a separate issue, usually one where the persuader has a better chance of convincing the audience. (aka "Red Herring")

Denial

This technique is used to escape responsibility for something that is unpopular or controversial

Bribery.

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." Sales, special offers, contests, and sweepstakes are all forms of bribery. Such as: EZ Loan Polar Bear - This print ad bribes readers with an interest free loan and reminds us we will need cash for the holidays and don't have to wait until payday for it.

Warm & fuzzy.

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." The Warm & fuzzy technique is another form of Association. It works well with some audiences, but not with others, who may find it too corny. Such as: Disney Affordable - This commercial is meant to make you feel good and uses magic (animation), animals (horses), happy children, music and more to make us feel this way.

Warm & Fuzzy

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." The ________ technique is another form of Association. It works well with some audiences, but not with others, who may find it too corny.

Bribery

This techniques attempts to persuade the audience to buy a produce by promising further benefits, such as a discount, rebate, coupon, 'free gift', etc.

Maybe.

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. Watch for these words if an offer seems too good to be true. Commonly, the Intensity and Maybe techniques are used together, making the whole thing meaningless.

Maybe

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. Watch for these words if an offer seems too good to be true. Commonly, the Intensity and ____techniques are used together, making the whole thing meaningless.

Repetition

Used in two ways: 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.

Humor

Used to make audiences laugh, but provides little information about the product or service Intended Effect: • Consumers remember the ad and associate positive feelings with the product.

Celebrity Spokesperson

Uses a celebrity or famous person to endorse a product Intended Effect: • Consumers transfer admiration or respect for the celebrity to the product.

Loaded Language

Uses words with positive or negative connotations to describe a product or that of the competitor—such as purr, snarl, or weasel words. Intended Effect: • The words appeal to consumers' emotions, rather than their reason. • Purr words, such as "fresh" or "juicy," make a product seem more desirable.

Euphemism

Using bland or abstract terms in order to make a negative action or effect seem more pleasant (i.e. making something seem better than it really is).

Beautiful People

Using good-looking models in order to attract the targeted audience's attention

Warm and fuzzy

Using sentimental images (e.g. families, children, animals) in order to stimulate the feeling of pleasure, comfort and delight. Soothing music, pleasant voices, and evocative words may also be used.

Maybe

When talking about unproven, exaggerated or outrageous claims, ads often use vague, ambiguous terms that make their original claims meaningless (e.g. maybe, might, can)

Symbols

Words and images that being to mind a larger concept, usually with strong emotional concepts (e.g. home, family, nation, lifestyle).

Slogan

a word or phrase that is easy to remember and is used by a group or business to attract attention.

Repetition

a. By repeating certain keys words for emphasis, the advertisers aim to make the specific message memorable. b. By repeating the showing of the advertisement many times, it is likely to be 'imprinted' onto the audiences' mind.

Ethos

appeal to credibility or character. Example: An advertisement using this persuasive technique will try to convince you that the company is more reliable, honest, and credible; therefore, you should buy its product. Ethos often involves statistics from reliable experts. Examples: Nine out of ten dentists agree that Crest is the better than any other brand. American dieters choose Weight Watchers. Often, a celebrity endorses a product to lend it more credibility: Catherine Zeta-Jones makes us want to switch to T-Mobile.

Pathos

appeal to emotion. Example: An advertisement using this persuasive technique will attempt to evoke an emotional response in the consumer. Sometimes, it is a positive emotion such as happiness: an image of people enjoying themselves while drinking Pepsi. Other times, advertisers will use negative emotions such as pain: a person having back problems after buying the "wrong" mattress. Pathos can also include emotions such as fear and guilt: images of a starving child persuade you to send money.

Logos

appeal to logic or reason. Example: An advertisement using this persuasive technique will give you the evidence and statistics you need to fully understand what the product does. The logos of an advertisement will be the "straight facts" about the product. Example: One glass of Florida orange juice contains 75% of your daily Vitamin C needs.

Weasel Words

are used to suggest a positive meaning without really making a guarantee. Example: a scientists says that a diet product MIGHT help you to lose weight the way it helped him to lose weight. Example: A dish soap leaves dishes VIRTUALLY spotless.

Bribery

offers you something "extra." Example: Buy a burger; get free fries.

Commercial Advertising

persuades us to buy a product or service.

Public Relations

sells us a positive image of a corporation, government, organization, or a person.

Patriotism

the SUGGESTION that purchasing this product shows your love of your country. Example: A company brags about it product BEING MADE in America.

Magic Ingredients

the SUGGESTION that some, almost miraculous DISCOVERY makes the product exceptionally effective. Example: A pharmaceutical manufacturer describes A SPECIAL coating that makes their pain reliever less irritating to the stomach than a competitor's.

Plain Folks

the SUGGESTION that the produce is a PRACTICAL product of good value for ordinary people. Example: A cereal manufacturer shows an ordinary family sitting down to breakfast and enjoying their product.

Snob Appeal

the SUGGESTION that the use of the product makes the customer part of an elite group with a luxurious and glamorous lifestyle. Example: A coffee manufacturer shows people dressed in formal gowns and tuxedos drinking their brand at an art gallery. Think of the Ciroc commercials with Puffy.

Avante Garde

the SUGGESTION that using this product puts the user ahead of the times. Example: A toy manufacturer encourages kids to be the FIRST on their block to have a new toy.

Bandwagon

the SUGGESTION that you should join the crowd or be on the winning side by using a product. You don't want to be the only person without it.

Politicians and Advocacy Groups

try to persuade us to vote for or support them, using ads, speeches, newsletters, websites, and other means.