ASSIGNMENT FOR PERSUASIVE TECHNIQUES

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.