Common Persuasive Techniques PCMAC常用的说服技巧pcmac.pptVIP

Name Calling…. Example Plain Folks When a company tries to show it is “just like you” Persuasive device especially favored by politicians! Example Example Subway Five Dollar Footlong Advertisement Plain Old Mom Folk Plain Folk Political Ad… Plain Folk Ad Snob Appeal Just the opposite of “bandwagon”. Its message suggests: Buying our product will make you better than everyone else--especially since other people cant afford it.“ Example Snob Appeal Ad… YOU can live like the Hollywood stars . . . Come to our open house on Sunday, March 7th at 2:00! Snob appeal Example Misuse of Statistics using statistics selectively to give a more favorable view of your product Example of Misuse of Statistics Its effective because (a) the items listed are cherry picked for you, and (b) you only see two numbers - January 2009 and now -?instead of seeing any trendlines, analyzing anything, or looking at the economy as a whole with other numbers.? This is an ad that riled ATT ATT’s replies in an ad that gives their version of the map…..Why the big difference? Hmmmm… Example “Four out of five dentists recommend sugarless gum for their patients who chew gum” A daily source of calcium Card Stacking – making the Coke look just a little better for the uninformed! Quick review –Can you define these devices? Name Calling Snob Appeal Bandwagon Testimonial Loaded words Misuse of Statistics Plain Folks Transfer * Want to “Be Like Mike?” than you better drink Gatorade. Will these shoes make you the best soccer player in the world? Will eating “Wheaties” really improve your athletic performance? * The text on the image showing a group of people with one person excluded is a clear example of the bandwagon technique. Persuasion Techniques Propaganda and Advertising What is propaganda? A means of convincing people: to buy a certain product to believe something or act in a certain way to agree with a point of view Common persuasive techniques often used in advertising Name Calling Snob