Today we will continue analyzing advertisements for persuasive techniques. Rather than looking at ethos, logos, and pathos, though, I have posted a list of more specific techniques companies use to persuade consumers. They use anything from the bandwagon technique (making you feel like everyone else is buying the product) to product comparison (comparing their product to an inferior product) to humor (focusing on making the audience laugh). I have tried to provide a variety of commercials that meet several of these techniques. Please choose five commercials to view and analyze. Much like yesterday, you will focus on the message, the target audience, the persuasive techniques used (from the list), and the effectiveness of the ad.Persuasive Techniques: How Used, How Intended
1. Bandwagon
Uses the argument that a person should believe or do something because “everybody else” does
Consumers buy the product because they want to fit in. Consumers assume that if others buy it, the product must be good.
Uses the argument that a person should believe or do something because “everybody else” does
Consumers buy the product because they want to fit in. Consumers assume that if others buy it, the product must be good.
2.Bait and Switch
Dishonest tactic in which a salesperson lures customers into a store with the promise of a bargain
Consumers are persuaded to buy a more expensive item.
Dishonest tactic in which a salesperson lures customers into a store with the promise of a bargain
Consumers are persuaded to buy a more expensive item.
3.Celebrity Spokesperson
Uses a celebrity or famous person to endorse a product
Consumers transfer admiration or respect for the celebrity to the product.
Uses a celebrity or famous person to endorse a product
Consumers transfer admiration or respect for the celebrity to the product.
4.Emotional Appeals
Make viewers feel certain emotions, such as excitement sadness, or fear
Audience transfers that feeling to the product.
Make viewers feel certain emotions, such as excitement sadness, or fear
Audience transfers that feeling to the product.
5. Glittering Generalities
Emphasizes highly valued beliefs, such as patriotism, sadness, or fear
Consumers accept this information, often without enough real evidence to support the claim.
Emphasizes highly valued beliefs, such as patriotism, sadness, or fear
Consumers accept this information, often without enough real evidence to support the claim.
6.Humor
Used to make audiences laugh, but provides little information about the product or service
Consumers remember the ad and associate positive feelings with the product.
7.Individuality Consumers celebrate their own style, or rebel against what others are doing. Consumers perceive the product as unique, stylish, or cool.Used to make audiences laugh, but provides little information about the product or service
Consumers remember the ad and associate positive feelings with the product.
8. 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
The words appeal to consumers’ emotions, rather than their reason. Purr words, such as “fresh” or “juicy,” make a product seem more desirable.
9. Name-calling
Attacks people or groups to discredit their ideas
Consumers focus on the attack rather than the issues
10. Plain Folk
Shows ordinary people using or supporting a product or candidate
Consumers trust the product because it’s good enough for regular folks.
11.Product Comparison
Compares a product with the “inferior” competition
Consumers believe the feature product is superior.
Class assignment: Open a word document and look at the following commercials. Answer the following questions for each: 1. What is the message? 2. What is the target audience? 3. What techniques, as listed above, are used? Send these along to the dmpalond@frontiernet.net address. Due at the end of class today.
1. http://www.youtube.com/watch?v=hwZWJWmOzeg&feature=pyv
2.http://www.youtube.com/watch?v=XO_uJVL8KkA
3.http://www.youtube.com/watch?v=EpOo26i7fgc
4. http://www.youtube.com/user/OldSpice?v=SbQjg_SvuBo&feature=pyv&ad=7731265217&kw=old%20spice%20commercial
5. http://www.youtube.com/watch?v=eqVVQntkHtU
6. http://www.youtube.com/watch?v=UgymlJ4mbgg
7. http://www.youtube.com/watch?v=pSLOnR1s74o
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