Techniques of Persuasion
Some ways advertisers persuade people to buy something
Testimonial – The ad uses important or famous people to “testify” about the product. These people say that the product is good, even though they may actually know nothing about the product. Example: A former star baseball player testifies about a coffee maker.
Transfer – A good-looking or successful person sells the product. You don’t know this person, but the ad tries to get you to think that if you buy the product, you will be successful or attractive too. The ad hopes that you will “transfer” the good qualities of the person to the product and then to yourself. Example: A pretty woman eating a burger.
Bandwagon – The ad pretends that “everyone” is using the product. It tries to get you to jump on the “bandwagon” with everyone else and buy the product. Example: People in different parts of the country all drinking the same cola.
Humor – The ad is funny. Since people enjoy laughing, the ad hopes that you will remember feeling good when you see the product again. Example: Silly people ordering pizza.
Statistics – The ad uses numbers and figure to impress you, even though it may leave out important information. Example: Nine out of ten doctors recommend a certain painkiller.
Card stacking – The ad “stacks the cards” in favor of the product. It tells you only good things about the product and not the bad. Example: People enjoying chewing tobacco.
Public good – The ad shows you good things the product does for the public, but neglects to mention any harm it does to the public. Example: An oil company showing non-invasive methods of finding oil.
Appeal to the senses – The ad presents high tech sounds and images hoping you’ll feel good about the product. Example: A car speeding and sliding around roads to music.
Plain folks – The ad shows someone “off the street” being interviewed about the product. The ad hopes to persuade you that the person represents everyone else even though he/she is a paid actor. Example: Someone with an Italian accent claiming a tomato sauce is better than sauce from scratch.
Catch phrases – The ad repeats a certain catch phrase hoping you’ll remember it when you’re shopping and see the product. The phrase may not have anything directly to do with the product itself. Example: Just do it.
Some ways advertisers persuade people to buy something
Testimonial – The ad uses important or famous people to “testify” about the product. These people say that the product is good, even though they may actually know nothing about the product. Example: A former star baseball player testifies about a coffee maker.
Transfer – A good-looking or successful person sells the product. You don’t know this person, but the ad tries to get you to think that if you buy the product, you will be successful or attractive too. The ad hopes that you will “transfer” the good qualities of the person to the product and then to yourself. Example: A pretty woman eating a burger.
Bandwagon – The ad pretends that “everyone” is using the product. It tries to get you to jump on the “bandwagon” with everyone else and buy the product. Example: People in different parts of the country all drinking the same cola.
Humor – The ad is funny. Since people enjoy laughing, the ad hopes that you will remember feeling good when you see the product again. Example: Silly people ordering pizza.
Statistics – The ad uses numbers and figure to impress you, even though it may leave out important information. Example: Nine out of ten doctors recommend a certain painkiller.
Card stacking – The ad “stacks the cards” in favor of the product. It tells you only good things about the product and not the bad. Example: People enjoying chewing tobacco.
Public good – The ad shows you good things the product does for the public, but neglects to mention any harm it does to the public. Example: An oil company showing non-invasive methods of finding oil.
Appeal to the senses – The ad presents high tech sounds and images hoping you’ll feel good about the product. Example: A car speeding and sliding around roads to music.
Plain folks – The ad shows someone “off the street” being interviewed about the product. The ad hopes to persuade you that the person represents everyone else even though he/she is a paid actor. Example: Someone with an Italian accent claiming a tomato sauce is better than sauce from scratch.
Catch phrases – The ad repeats a certain catch phrase hoping you’ll remember it when you’re shopping and see the product. The phrase may not have anything directly to do with the product itself. Example: Just do it.
