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Basic Persuasion Techniques
Terms in this set (23)
Persuasion technique that 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 association is implied.
Uses good looking models or celebrities to attract our attention. Used to imply (but never promise) that if we use the product we will look like models.
Warm & fuzzy
Uses sentimental images to stimulate feelings of pleasure, comfort, and delight. It works well with some audiences but not with others who may find it too corny.
We love new things and new ideas, because we tend to believe they're better than old things and ideas. Many cultures place great faith in technology and progress.
The opposite of the New technique. It invokes a time when life was simpler and quality was supposedly better. This technique works because people tend to forget the bad parts of the past.
The use of something disliked of feared by the target audience to promote a solution.
Uses people testifying about the value or quality of a product. They can be experts, celebrities, or plain folks. Technique works best when it seems like the person "testifying" is doing so because they genuinely like the product or agree with the idea.
We tend to pay attention to famous people. Ads often use celebrities to grab our attention. they speak, and endorse the product.
This technique works because we may believe a "regular" person more than an intellectual or highly paid celebrity. It's often used to sell everyday products.
We rely on experts to advise us about things that we don't know ourselves. Scientists, doctors, professionals often appear ad and advocacy messages, lending their credibility.
specific, measurable promises about quality, effectiveness, or reliability. They can be proven true or false through close examination or testing. If false, advertiser can get in trouble.
Showing many people using a product implies that "everyone is doing it" No one likes to be left out or left behind.
Using humor to grab our attention and makes 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.
An unfinished claim sets up a comparison that it does not complete. ex. Better (better than what?)
Unproven, exaggerated, or outrageous claims are commonly preceded by "weasel words" such as may, might, can, could, some, many, often, and virtually. These words are in ads when an offer is "too good to be true".
Within an ad or advocacy messages, words, sounds or images may be repeated to reinforce the main point.
tries to persuade us to buy a product by promising to give us something else. We don't really get something for free, part of the sales price covers the cost of the bribe.
The use of so-called "virtue words" exs. civilization, democracy, freedom, motherhood, fatherhood, science, etc. These words are used in hope that we will approve and accept their statements without examining the evidence.
Persuaders love to flatter us. Sometimes they talk directly to us, "You know a good deal when you see one." Sometimes they show us people doing stupid things to make us feel smarter or superior.
These are questions designed to get us to agree with the speaker. They are set up that the "correct" answer is obvious. These questions are used to build trust and alignment before the sales pitch.
An appeal to logic using facts, evidence and reason.
The appeal to the credibility and character of the speaker, writer, or narrator.
The means of persuasion that appeals to the audience's emotions and sympathy.