19 terms

Persuasive Techniques

straightforward ads
the reader is told what the product is, what it does, how much it costs, where you can buy it. Many newspaper ads are of this type. They do not try to influence the reader, they only give information.
special offer
The reader or viewer is offered a money-saving coupon, a free prize, or a chance to win a contest. Cosmetic companies offer free gifts with a minimum purchase. This technique is also called red herring. Many states have restrictions on these offers, and the federal government has investigated some of the contests.
Eye appeal
A photograph or drawing shows how good the product looks through color, design, shape, etc. in order to suggest how it tastes, smells, or feels. In cartoons the drawings are exaggerated drawings called caricatures. These caricatures can be positive or negative.
Happy Family Appeal
The message used to sell cleaning products and foods is often: "Your family will be healthy and happy if you use our product. Show how much you love your husband and kids by shining your floor with our wax or giving them the vitamins in our bread."
An expert, famous person, or plain folks used to sell a product
Bandwagon Appeal
The message is: "Our product is so good that everyone buys it. You should too." Comes from 19th century political campaign slogan "jump on the bandwagon."
Appeal to a Target Audience
This approach targets a specific group of people and then creates an ad that appeals to this audience.
Snob appeal
This is a reverse of the Bandwagon Appeal. Its message suggests: "Buying our product will make you better than everyone else--especially since other people can not afford it."
A sign, emblem, token, etc. which represents something. As in other literary forms, a symbol in advertising is a quick way to get a message across: The "Jolly Green Giant" suggests the vigor his vegetables give. The flag is a symbol of our country.
Something New
Something new can be added to a product to make it better-or to make it sound better. Many products now advertise that they contain oat bran, that they are lower in fat or cholesterol or use the work "light" in the packaging.
Humble Approach
By admitting that your product is not the best or is not the most popular, you can attract attention to your, and you can help convince the reader or viewer that you are doing everything you can to make you product better. Your company tries harder.
Often a good way to sell a product is to include statistics about the effectiveness of the product or about the number of people using the product.
Sex appeal
This is one of the most common appeals. It is used to sell the strangest products--from perfume to car mufflers.
This is a good way to make people have good feelings about a product or at least to get them to watch or read the ad. Some humorous ads have become famous although their effectiveness in selling products has been questioned. Sometimes humorous ads use personification to turn a product into a human or partly human character.
Emotional Appeals
This technique plays on people's fears, joys, sadness, etc. The telephone ads that "reach out and touch someone" show people sharing tender, nostalgic or special moments over the phone. Sometimes these ads play on people's fear of death or the unknown.
Card stacking
To present only the good points of your product. If you discuss another product, you only present the bad points. A long time ago, Brand X was used to name a competitor's product. Now, actual brand names can be used.
Glittering Generality
A word or phrase that is not definite enough to have much meaning or value. The word or phrase sounds great, but its meaning is empty.
Hasty Generalization
To jump to the easiest, quickest, most obvious conclusion without enough examples to support it.
Labeling or name calling. To put a person, thing, or idea in a class or category on superficial qualities or prejudgments.