Persuasive Techniques in Advertising - ReadWriteThink.org

1 Persuasive Techniques in AdvertisingThe Persuasive strategies used by advertisers who want you to buy their productcan be divided into three categories:pathos, logos, :an appeal to advertisement usingpathoswill attempt toevoke an emotional response intheconsumer. Sometimes, it is a positiveemotion such as happiness:animage of people enjoying themselves while drinking times,advertisers will usenegative emotions such as pain:a person having backproblems after buying the wrong also include emotionssuch as fearand guilt:images of a starving child persuade you to send :an appeal to logic or advertisement usinglogoswill give you the evidence and statistics youneed to fully understand what the product does.

2 Thelogosof anadvertisement will be the "straight facts" about the product:One glass ofFlorida orange juice contains 75% of your daily Vitamin C :an appeal to credibility or advertisement usingethoswill try to convince you that thecompany ismore reliable, honest, and credible; therefore, you should buy involves statistics from reliable experts, such asnine out of tendentists agree that Crest is the better thanany other brandorAmericasdieterschoose Lean Cuisine. Often, a celebrity endorses a product to lend itmore credibility:Catherine Zeta-Jones makes us want to switch to labelingpathos, logos,andethosby placing aP, L,orEinthe blank :_____A child is shown covered in bug bites after using an inferior bug Woods endorses Zero is 100% 32-oz.

3 Bottle ofTideholds enough to wash 32 commercial shows animage of a happy couple riding in a morethan any other brandof Liqui-Gels provide up to 8 hours of continuous pain Cyrusappearsin Oreo who need more energy drink Red Bull Energy magazine ad shows people smiling while smoking Techniques in AdvertisingThe following are some more specific strategies that advertisers use. Often, theyoverlap with the rhetorical strategies GardeThe suggestion that using this product puts the user ahead of the times. A toymanufacturer encourages kids to be the first on their block to have a new Words Weasel words are used to suggest a positive meaning without actually reallymaking any scientist says that a diet productmighthelp you to loseweight the way it helped him to lose dish soap leaves IngredientsThe suggestion that some almost miraculous discovery makesthe productexceptionally pharmaceutical manufacturer describes a special coatingthat makes their pain reliever less irritating to the stomach than a competitor suggestion that purchasing this product shows your love of your brags about its product being made in

4 Words, images, and ideas are used to suggest that the product being sold isalso textile manufacturer wanting people to wear their product to staycool during the summer shows people wearing fashions made from their cloth at asunny seaside setting where there is a cool FolksThe suggestion that the product is a practical product of good value for cereal manufacturer showsan ordinary family sitting down to breakfastand enjoying their AppealThe suggestion that the use of the product makes the customer part of an elitegroup with a luxurious and glamorous coffee manufacturer showspeople dressed in formal gowns and tuxedos drinking

5 Their brand at an art offers you something extra. Buy a burger; get free suggestionthat you should join the crowd or be on the winning side by usingaproduct you don t want to be the only person without it!