To persuade means to get
others to believe or act in a
To win over
Companies use advertisements to
persuade consumers to purchase their
Peers sometimes use persuasion to get
others to join them in an activity.
People use persuasion to share their
ideas when they feel strongly about
something and they want others to
this technique, people
persuade others to join them
by convincing others that
everyone else is doing it too.
A friend convinces another friend to go
to a party by saying, “Everyone is going
to be there! You’ll be laughed at if you
don’t go too!”
Bewhere the action is. Shop
at Hang-out Mall.
In this persuasive technique,
numbers, tables, and graphs are
used to show statistics of both
An advertisement might read, “This
product kills 99% of your germs.”
Surveys may be conducted and
the results graphed to show people’s
In this technique, famous people
promote an item and draw attention.
Jessica Simpson on Pizza Hut commercials.
Michael Jordan and Nike
Celebrity endorsements - when a
product is sold by using words from
famous people or an authority figure
If the celebrity/athlete/star uses the
product, then it must be good, so I will
purchase it too.
Examples: Proactiv, Nike, Gap, Got
Milk ads, T-Mobile
“After I skate, I just take the
bottles out, wash my
face, and I’m good-to-
go. I use Proactiv® every
day and my face looks
Words or pictures that appeal to your
They appeal to positive emotions like
your desire for success.
They can also appeal to negative
emotions like fear.
Example: Save the Children. Feed the
– make you look
They use experts such as doctors,
dentists, engineers, or fitness trainers to
say that they recommend this product.
Example: 4 out of 5 doctors prescribe
Two items are compared to
convince consumers that
one is better than the other.
Here is a
Advertisers try to convince you to make the
right decision, smart decision or best choice
in purchasing their product
(It makes sense to buy this!)
• Smart moms choose JIF
• Save time and money with this
• Shop smart, buy here
Words or phrases in an
advertisement are repeated
several times for effect.
Repetition gets your attention and
stresses a slogan or product.
Repeating something helps you
remember the product or ad.
What is repeated
in this ad?
“Head on, apply directly to the
forehead. Head-on, apply directly to the
Head-on, apply directly to the forehead.
Head-on, apply directly to the forehead.”
A celebrity endorses a
product without saying
anything. (Unlike testimonial
where a celebrity speaks
about the product)
Mary J. Blige
Makes an oversimplified statement
about a group.
Based on limited information.
“A generalized picture of a person, created
without taking the whole person into
“Context: When we stereotype a group of
people, we depict all of the individuals
within that group as having the same
An attack on a person rather than an
Sometimes called a smokescreen.
An attempt to distract the reader with
details not relevant to the topic.
"I think there is great merit in making the
requirements stricter for the graduate
students. I recommend that you support
it, too. After all, we are in a budget crisis
and we do not want our salaries
from Nizcor Project
States the conclusion as part of the proof
for the argument.
Example: The school supports the dance.
There will be cookies at the dance. The
school supports cookies.
Play this ad detective game!
Look at the following pictures and find
“Come to Florida, Everyone
loves our clear, sandy
beaches. Don’t miss out.”
4out of 5 dentists recommend
Amazing much nutritious stuff they
get with Kraft Macaroni &
Cheese, isn’t it? A good source
of protein, vitamins, and minerals.
Actress Kirstie Alley has lost
50 pounds on the Jenny
Craig diet plan.
This technique tries to persuade everyone to join in and do the
An important person or famous figure endorses a product.
Words such as luxury, beautiful, paradise, and economical are
used to evoke positive feelings in the viewer.
Negative words are used to create an unfavorable opinion of
the competition in the viewer's mind.
Taco Bell made a
with X-Box video
means that you
see Taco Bell ads
in X-Box games,
Taco Bell stores
SAFECO, an insurance
company, is paying
$40 million over 20
years to get the Seattle
SAFECO Field. Buying
the name of a sports
arena is one way for
companies to make
their name known.