Persuasive Techniques

Appeal to Prestige

• a person whose lifestyle appeals to the audience; (person/people are not well-known)

• This technique will make you feel left out if not part of the crowd.

• Slogan or phrase that promises great things, but no evidence is provided.

• a well-known person the audience wants to emulate

Loaded Words or Glittering Generalities

• creating a desire to join a large group of satisfied customers with the idea by making one feel left out if not with the crowd

• A call to action

• A spokesperson appeals to the audience by connecting with them

• Slogan or phrase that promises great things, but no evidence is provided.

Card Stacking

• only the good points (or the bad points of a competitor) are listed

• Focus is on a main group of people to reach and convince

• connecting with emotions: loyalty, pity, or fear;love of family, peace, or justice

• Uses a famous person or an expert to endorse the product.

Name Calling

• aims to give the competition a negative image or feeling

• hinting at the competition

• negative statements are made about the competition by name

• a person whose lifestyle appeals to the audience; (person/people are not well-known)

Appeal to Emotions

• Tries to connect with you and make you feel a certain way - loyalty, pity, guilt, happiness...

• This technique will make you feel left out if not part of the crowd.

• Calls out the competition by name to say they are better than their competitor.

• A well known person appealing to the audience based on luxury and glamour

Innuendo

• can be of a certain age, group, gender, marital status, etc.

• negative statements are made about the competition by name

• although the competition is NOT named, it is obvious who the ad is targeting

• makes a case for only one side (only good or only bad)

Testimonial

• The “every day” person

• Using the declaration of a famous using the declaration of a famous person or authoritative expert to give heightened credibility

• creating a desire to join a large group of satisfied customers with the idea by making one feel left out if not with the crowd

• Products that make promises

Snobbery

• using a spokesperson who appeals to the audience

• a person whose lifestyle appeals to the audience; (person/people are not well-known)

• Using the declaration of a famous person or authoritative expert to give heightened credibility

• This technique will make you feel left out if not part of the crowd.

Bandwagon

• a well-known person the audience wants to emulate

• makes a case for only one side (only good or only bad)

• creating a desire to join a large group of satisfied customers with the idea by making one feel left out if not with the crowd

• a person whose lifestyle appeals to the audience; (person/people are not well-known)

Plain folks

• hinting at the competition

• A spokesperson appeals to the audience by connecting with them as every day people

• creating a desire to join a large group of satisfied customers with the idea by making one feel left out if not with the crowd

• can be of a certain age, group, gender, marital status, etc.