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Persuasive Techniques

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Bandwagon
Suggests that everyone is using the product
Bandwagon
Consumers buy the product because they want to fit in.
Bandwagon
Consumers assume that if others buy it, the product must be good.
Celebrity Spokesperson / Endorsement
Shows a popular celebrity promoting a product
Celebrity Spokesperson / Endorsement
Consumers transfer their respect or admiration for the celebrity to the product.
Celebrity Spokesperson / Endorsement
Consumers associate the celebrity with the product.
Emotional Appeals / Transfer
Taps into certain emotions such as happiness, sadness, excitement, pity, fear, and security
Emotional Appeals / Transfer
Emotions prompt consumers to feel a certain way about a product.
Emotional Appeals / Transfer
Loaded Language = positive / negative effect
Glittering Generalities
Uses vague words - such as patriotism and freedom - that bring to mind values people agree with; often provides little or no concrete evidence
Glittering Generalities
Consumers accept this information often without questioning why no evidence was given to support the claim.
Humor
Makes the consumer laugh; often gives little or no information about the product
Humor
Consumers remember the ad and the product.
Individuality
Appeals to consumers' desire to be different from everyone else; the opposite of the bandwagon appeal
Individuality
Consumers celebrate their own style or rebel against what others are doing.
Individuality
Consumers think of the product as different, fashionable, or cool.
Purr Words
Uses words that have positive connotations like "tasty," "fresh," or "sensational"
Purr Words
The words make the product seem more desirable.
Purr Words
The words appeal to consumers' emotions rather than their reason.
Repetition / Slogan
Uses specific words, phrases, or images that are spoken or shown over and over again
Repetition / Slogan
Consumers remember the phrases and associate them with the product.
Snob Appeal
Taps into people's desire to be special or part of an elite group
Snob Appeal
Consumers associate being special or elite with the product, service, or idea.
Ethical Appeal
Tries to gain support for claim through an appeal to accepted moral values
Ethical Appeal
Consumers feel compelled to support worthy moral causes because it is the "right thing to do."
Humor
Identify the main persuasive technique used in this McDonald's ad.
Slogan
Identify the main persuasive technique used in this Nike ad.
Bandwagon
Identify the main persuasive technique used in this Gap ad.
Individuality
Identify the main persuasive technique used in this Jazz Festival ad.
Emotional Appeal to Fear
Identify the main persuasive technique used in this Traffic Safety ad.
Celebrity Spokesperson / Endorsement
Identify the main persuasive technique used in this M&M ad.
Transfer
Identify the main persuasive technique used in this Political ad.
Ethical Appeal
Identify the main persuasive technique used in this Public Safety ad.
Purr Words
Identify the main persuasive technique used in this Herbal Essences Shampoo ad.
Ethical Appeal
Identify the main persuasive technique used in this General Motors ad.
Repetition / Slogan
Identify the main persuasive technique used in these assorted ads.
Snob Appeal
Identify the main persuasive technique used in this Alfani Designer Clothing ad.
Transfer / Emotional Appeal
Identify the main persuasive technique used in this GANT clothing ad.
Individuality
Identify the main persuasive technique used in this Travel Channel ad.
Celebrity Spokesperson / Endorsement
Identify the main persuasive technique used in this Got Milk? ad.
Ethical Appeal
Identify the main persuasive technique used in this Eye Donor ad.