"Really, Mom, this IS my
Everything I Know About Persuasion I Learned
from Cap'n Crunch (Or Some Other Advertiser)
Advertising is all about persuasion.
Companies pay big bucks (translation:
millions of dollars) for ad campaigns to
convince buyers to purchase their
People who write ads use many "tricks"
to convince people to buy products.
These tricks are called persuasive
We can use some of the same "tricks" in http://en.wikipedia.org/wiki/Cap'n_Crunch
our own writing when we want to
persuade someone to do something.
So...what are these"tricks" that advertisers
They are called advertising techniques or
persuasive techniques. (Advertisers probably thought those
terms up because "tricks" has such a negative connotation!)
Why do advertisers use these techniques?
They use them to persuade (or convince) you to
pay your hard-earned money for their product or
And we all know money doesn't grow on
Some persuasive techniques:
Loaded words: Words and Take that,
phrases that play on our you deadly
Ex: New Cleanall kills deadly
germs, protecting the lives of
your loved ones.
Facts and Figures: Using data to
prove that the product is superior to
Ex: More than 98% of Happyvac
owners rate themselves as happy
Endorsement: Associating the product or
service with a well-known person or
Ex: Hardheads is the official helmet
of the Universal Football League.
Glittering Generalities: Associating the
product or service with something no one
would claim NOT to want
Ex: For a dazzling, healthy smile, try
Bandwagon: Stressing the idea that
people do not want to be left out. Jump
on that bandwagon!
Ex: Millions of people have switched
to new Happy Dog dog food.
Name Calling: Stating or implying that the
competition is inferior
Ex: Fresh Breeze holds better than
those cheap, sticky grocery store
Plain Folks: Identifying the product with average
Ex: As a first grade teacher and mother of
two, only Relief Now takes away her
Snob Appeal: Associating the product with a
rich, glamorous lifestyle
Ex: New Gourmet-on-the-Go, for people
who expect the very best!
Which techniques can you find?
Mike’s Macaroons --- crunchy, mouth-watering, coconut-flavored cookies ---
make the perfect after-school snack for today’s busy families. Since they
provide 75% more fiber than other leading brands, they are a healthy
choice, too. Show your family how much you love them with a plate of these
Join the millions of people who have tried Mike’s Macaroons and loved
For two days only, get two boxes for the price of one! That’s just $2.95 for
days of tasty pleasure!
Did you find these techniques?
"...for today’s busy families." = plain folks
"..75% more fiber..." = facts and figures
"...than other leading brands..." = name calling
" ...healthy choice..." = loaded words
" Show your family how much you love them..." = loaded words
" Join the millions of people..." = bandwagon
Did you find any others?
Which techniques do you think would be most successful at
persuading you to buy a product?