Methods of Persuasion T H E W AY S O T H E R P E O P L E M A K E D E C IS IO NS FO R YO U. A N D T H E W AY Y O U C A N M A K E D E C I S I O N S FOR OTHER PEOPLE. One-Sided Point of View (Card Stacking) Deliberately selects only favorable evidence to lead the audience to the desired conclusion. Always follow this rule when composing a persuasive composition. Allegra WHY IS THIS COMMERCIAL AN EXAMPLE OF CARD STACKING? Corn Syrup Commercial BANDWAGON Advertisements that imply that “everyone is doing it” or at least “the cool people are doing it”. These ads urge people to “jump on the bandwagon” and join the majority. How is this advertisement attempting to persuade consumers? WHY IS THIS COMMERCIAL AN EXAMPLE OF BANDWAGON? Coke Commercial FEAR Uses dislikes or fears to promote a solution. Claim to fix or prevent problems or fears. How is this commercial an example of Fear in advertisements? Anti-drug PSA Strong Word Choice The language of advertising is full of carefully selected word choice. superlatives (greatest, best) comparatives (better than, improved) hyperbole (amazing, incredible, exceptional) HOW IS THE COMMERCIAL AN EXAMPLE OF LANGUAGE INTENSITY Old Navy T-Shirts Expert Testimonials Ads that show experts endorsing the value or quality of a product or idea. This technique works because it seems like the person genuinely likes the product or agrees with the idea. EXPERT ENDORSEMENT (i.e. scientists, doctors, professors and other professionals) Why is this commercial an example of Expert Endorsement Cigarette Advertisement Appealing to Emotions (Glittering Generalities) The use of so-called "virtue words" such as freedom, patriotism, motherhood, health, beauty, and love. Ads use these words so we blindly accept certain statements without examining the evidence or asking what the concept really means. How does this ad use the Glittering Generalities technique? Ronald Regan- "It's Morning in America" NEW We love new things and new ideas, because we tend to believe they’re better than old things and old ideas. American culture places great faith in technology and progress. REFLECTION Which technique is the most common? Which is the least common? Which techniques are geared towards your age group? Mine? Your parents? Which techniques are the most persuasive? The least?