ASSIGNMENT FOR PERSUASIVE TECHNIQUES
Review the definitions for devices of persuasion
(often referred to as propaganda techniques)
·
PLAIN FOLKS - ordinary people are often used
to persuade others; the thinking behind this technique is that people tend to
believe others who seem to be similar to themselves (Reelect
Kim Lee, your neighbor who is also the mayor.)
·
TESTIMONIAL: an expert or firsthand account
·
SNOB APPEAL: When an advertiser
implies that the product will make the consumer part of the rich, famous or
elite group. (HairWhirl: For style that puts
you ahead of the trends )
·
BANDWAGON --
suggests that one should do or believe something because everyone is doing
it (Buy the
donuts everyone loves-SugarPillows!)
·
APPEAL TO AUTHORITY: (Panther, favorite shoe of pro golfer
Jay Jones.)
·
APPEALS TO LOYALTY: (Florida-Brand cookies,
baked by and for proud Floridians
EMOTIONAL WORDS: uses words that appeal to a
person's emotions rather than to his/her ability to reason. [Words such as “luxury”, “beautiful”,
“paradise”, and “economical” are used to evoke positive feelings.]
SYMBOLISM: associating
the power of a cultural symbol with a product.
(Ex. An American flag used in an
ad to associate a product with patriotism.)
REPETITION: the product name, or keyword or phrase is repeated
several times, or repeated sounds such as alliteration is used to create the
desired effect.
SYMPATHY: If you do not do something, someone will suffer.
DISHONEST TACTICS: Persuasive techniques deliberately designed to deceive.
They include:
·
card stacking: Giving only the positive side
of something, while ignoring negative aspects.
[Ex. Soda advertisements that neglect to mention the large amount of
empty calories contained in the product.].
·
bait and switch: technique in which a customer seeking
specific product is lured in, then persuaded to buy something else
·
propaganda: information designed to manipulate political
opinion
·
name calling: Negative words are used to
create an unfavorable opinion. [You
would be a fool not to ..]
·
loaded language: Words that manipulate may be extremely positive (purr), extremely
negative (snarl), or extremely vague (weasel). (These techniques tend to give a misleading
impression without technically being
untrue or illegal.)
EXAMPLE
·Purr
Words: ( positive) The rich
taste of velvety Choco Snappy awaits you.
Snarl
Words: ( negative) This confusing
and unfair law must be dropped.
• Weasel
Words: (vague) TireTitan fixes nearly
any tire.
CHOOSE ONE OF THE PROJECT ASSIGNMENTS BELOW: (Due:_OCTOBER 23, 2014_)
1. Use magazine ads to locate an example of at least four different persuasive
techniques. Glue the ads onto poster
board with the main heading: “Persuasive Techniques” and subheadings for each
of the four different techniques
shown in the four ads you found. Do neat
work, and be prepared to discuss the techniques with the class.
2. Find examples of at
least four different persuasive
techniques in online ads, and put these into a PowerPoint presentation to
present to the class. Be sure to
identify the types of persuasive techniques used and include a title slide
“Persuasive Techniques” and separate slides for each of the four different techniques shown
in the four different ads you found.
3. Design a totally new product. On poster board, create an advertisement to
persuade consumers to purchase your product.
You should have pictures as well as words in your ad. Your
ad should target a specific audience and use at least three persuasive
techniques. (List the three
techniques on the back of the poster board.)
Be prepared to share your advertisement with the class.
