Persuasion effects

Bandwagon

Definition: saying that EVERYONE buys, is for a

person, or a certain issue

Intended Effect: To make a person feel left out if they

don’t do what others do.

Humor

Definition: Comic message that creates laughter

Intended Effect: Makes the consumer or reader have

good feelings

Individuality

Definition: People who believe in themselves will the

product, person, or what they read

Intended Effect: Make the person feel self-secure in

following his or her beliefs

Name-calling

Definition: Using negative images and words to

demean another product or person

Inteded Effect: To make the consumer or reader

dislike the other product, persno, or issue

Plain Folks

Definition: Idea that good, simple, ordinary people

like the product, person, or issue

Intended Effect: For consumers and readers who

want a simple product, person, or issue

Product Comparison

Definition: Compares the benefits of one product,

person, or issue to another

Intended Effect: To show how ne product, person, or

issue is better than another

Purr words

Definition: Use words and phrases that produce

positive thoughts

Intended Effect: To make the product, person, or

issue desirable by appealing to emotion

Rewards

Definition: Promises emotional, physical, financial, or

psychological benefits for choosing product, person,

or issue

Intended Effect: To make the audience want to

reward as much as the product, person, or issue

Security (fear)

Definition: uses words and images that make the

consumer or reader feel safer with a product, person,

or issue

Intended Effect: To make the audience be fearful to

choose the other product, person, or issue

Slogan

Definition: Using a “catchy” phrase that sticks in the

consumer’s or reader’s mind

Intended Effect: To keep the product, person, or

issue in the mind of the consumer or reader

Testimonial (celebrity

endordement)

Definition: Uses a famous person, such as musician

or athlete, to promote product, person, or issue

Intended Effect: To impress the audience that

someone important chooses the product, person, or

issue

Transfer (emotional appeal)

Definition: Makes the consumer or reader feel

emotions or desire to be happy, sad, athletic, or

comfortable

Intended Effect: To make the audience transfer or

associate strong emotions to the product, person, or

issue

Activity

Now it is your turn to use persuasive techniques.

Take your bell work and rewrite it by consciously

using ONE persuasive technique.