Techniques of Persuasion and Advertising Claims

There are a lot of ways advertisers try to get you to purchase their products. While we may think that advertisers tell lies, they rarely do; they just say things in a way to persuade us to buy.

Part 1

Read through the descriptions of various techniques below: In the spaces between, try to think of an ad you have seen recently that might use that technique.

Bandwagon: Advertisers make it seem as if everyone is buying this product, so you better buy it too: “The best, most-exciting board game is sweeping the nation. All your friends and neighbors are playing.” This makes you feel left out if you are not buying.

 

Avant-garde: This technique works almost as the reverse of bandwagon by making it seem as if the product is so new and so cool that you will be the first on the block to have it. Only super-cool people like you will even know about this product.

 

Testimonials: Advertisers use celebrities or just regular people to endorse the product. Pay close attention; sometimes the celebrity does actually say that he or she uses the product.

 

Facts and Figures: Statistics, percentages, and numbers are used to convince you that this product is better or more effective than another product. But, be aware of what the numbers are actually saying. What does “30 percent more effective than the leading brand” really mean?

 

·                      Transfer: This is a rather complicated technique for persuasion. To recognize it, you really need to pay attention to the background of the ad or to the story of the commercial. Transfer gets you to associate the good feelings shown in the ad with the product itself. This then transfers the good feelings to you when you buy the product. A commercial that shows a happy family gathered around a bowl of macaroni and cheese wants you to think of yourself like that happy family if you buy the macaroni and cheese.

 

Part 2

Imagine that you are an advertiser. Your job is to try to sell a paper clip. Your teacher will assign or you will choose one of the above advertising techniques; write a headline for an advertisement that uses that technique. Now, write a different headline for the same product, but for a different audience.

As you look at various print and television advertisements, jot down where you see some of the persuasive techniques. Keep in mind that you might not see all of them, and you may see others that were not described on the previous pages.

By examining only the persuasive techniques used, who do you suppose is the audience for one of the ads? How do you know this?




 

How would you imagine the persuasive techniques used would have to change if the audience were to change? Explain.




 

As stated in an earlier activity, advertisers rarely lie because they could be sued for making false claims. This does not mean, however, that they do not stretch the truth and create language to make the best possible—and legal—claims that they can.

Part 1

Read through the description of various advertiser claims. Add an example of your own in the spaces between.

Weasel Words: This is when advertisers use words or phrases that at first glance appear to be significant and important, but on closer inspection, they are empty and meaningless. When a toothpaste claims to “help the prevention of cavities,” what does it really mean? It does not claim to prevent them, only to help prevent. Anything that does not hurt can be said to help. Other weasel words or phrases are virtually, looks like, fights, best. You have to look closely and think about these words carefully.



 

The Unfinished Claim: Normally, when you make a comparison, you state the two things that are being compared. For instance, “I am taller than Pat.” Advertisers, however, sometimes intentionally do not finish the comparison and leave the consumer believing that they did. “This battery has more power to get the job done right.” More power than what? “Twice as many active ingredients to get you feeling your best.”



 

The Unique Claim: Many products on the market today are nearly identical, so advertisers try to make theirs seem special; legally, however, they cannot make false claims. So they focus on a single element that is found only in their product. They hope that consumers think this means that the product is better. “You’ll find that only our cars have the Deluxe Air-flow system.” Or, “Hypoglicia can be found only in our product.” Do these factors make the products better?



 

The Rhetorical Claim: A rhetorical question is the kind of question to which there really is not an answer or to which an answer is not expected. When your teacher asks, “Will you please take your seats?” he or she is not really asking. You are expected to do it. Advertisers use rhetorical questions to make claims all the time. “Don’t you owe it to yourself to buy a Mercedes?” “Shouldn’t you buy the best?” “What do you want out of life?” The advertisers hope you will answer yes to their questions, though they have made no real claims that their products will deliver on any promises.



 

Part 2

Think back to the paper clip headlines that you wrote for the Persuasive Techniques earlier. Now, write a claim for selling your paper clip by using one of the claims above. Be sure not to lie, but use language carefully to sell your product.

As you look at various print and television advertisements, jot down where you see some of the claims made. Keep in mind that you might not see all of them, and you may see others that were not described on the previous page.

 

Which advertisement do you think gave the most outrageous—but legal—claim? Would you buy this product?


 

How do advertisers rely on logos, pathos, and ethos to persuade their audiences?