Persuasive Techniques

Name Calling

• Putting down another brand, product, or candidate. Also known as “negative advertising” or “attack ads”.

• This technique uses words that sound good but have little real meaning and/or no evidence to support them.

• Using misleading information about the product to impress the buyer.This is often done by leaving out important facts or by comparing evidence in an unfair manner.

• Making buyers feel that use of the product will make them popular, one of the crowd, and “fit in.”

Glittering Generalities

• Putting down another brand, product, or candidate. Also known as “negative advertising” or “attack ads”.

• This technique uses words that sound good but have little real meaning and/or no evidence to support them.

• Making buyers feel that use of the product will make them popular, one of the crowd, and “fit in.”

• The use of regular, everyday people with whom the viewer can identify.

Card stacking

• The use of regular, everyday people with whom the viewer can identify.

• Linking an unrelated person, character, image, or idea to a product in an attempt to transfer the feelings and/or trust from one to the other.

• Using misleading information about the product to impress the buyer.This is often done by leaving out important facts or by comparing evidence in an unfair manner.

• Making buyers feel that use of the product will make them popular, one of the crowd, and “fit in.”

Bandwagon

• Making buyers feel that use of the product will make them popular, one of the crowd, and “fit in.”

• The use of a celebrity or expert to influence the buyer.

• Using cuteness, love, patriotism, fear or other feelings to create an emotional connection to the product.

• Putting down another brand, product, or candidate. Also known as “negative advertising” or “attack ads”.

Testimonial

• Putting down another brand, product, or candidate. Also known as “negative advertising” or “attack ads”.

• The use of a celebrity or expert to influence the buyer.

• The use of regular, everyday people with whom the viewer can identify.

• Making buyers feel that use of the product will make them popular, one of the crowd, and “fit in.”

Appeal to Emotion

• Making buyers feel that use of the product will make them popular, one of the crowd, and “fit in.”

• Using cuteness, love, patriotism, fear or other feelings to create an emotional connection to the product.

• Using misleading information about the product to impress the buyer.This is often done by leaving out important facts or by comparing evidence in an unfair manner.

• This technique uses words that sound good but have little real meaning and/or no evidence to support them.

Plain Folks

• This technique uses words that sound good but have little real meaning and/or no evidence to support them.

• The use of a celebrity or expert to influence the buyer.

• The use of regular, everyday people with whom the viewer can identify.

• Linking an unrelated person, character, image, or idea to a product in an attempt to transfer the feelings and/or trust from one to the other.

Transfer

• The use of regular, everyday people with whom the viewer can identify.

• Using misleading information about the product to impress the buyer.This is often done by leaving out important facts or by comparing evidence in an unfair manner.

• Linking an unrelated person, character, image, or idea to a product in an attempt to transfer the feelings and/or trust from one to the other.

• The use of a celebrity or expert to influence the buyer.

Media Literacy

• Being able to create a medium to communicate information or content.

• Being able to evaluate information that has been published to decide if it is reliable.

• Being able to analyze information or content.

• All of the above

Opinion is...

• A personal idea or preference

• Using mostly emotion to convince someone of something

• Using evidence and reasoning to convince someone of something