Persuasive Techniques in Advertising

Using the words of a celebrity or expert for increased credibility.

• Testimonials

• Bandwagon

• Appeal to Prestige

• Card Stacking/Glittering Generalities

Appealing to the audience through rich, attractive people who are living the good life.

• Appeal to Prestige

• Card Stacking/Glittering Generalities

• Plain Folks

• Name Calling/Innuendo

Connecting with the emotions (loyalty, pity, fear, love, peace, justice, etc.) of the audience.

• Appeal to Prestige

• Appeal to Emotions

• Card Stacking/Glittering Generalities

• Testimonials

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”.

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.