Basic persuasion techniques
1. Association.
This persuasion technique tries to link a product, service, or idea with something already liked or desired by the target audience, such as fun, pleasure, beauty, security, intimacy, success, wealth, etc. The media message doesn’t make explicit claims that you’ll get these things; the association is implied.
Example:
(cr : https://katherinemahumed.wordpress.com/writing-samples/nike-advertisement-analysis/)
This advertisement includes association ads because they contain words that can associate people who see the advertisement.
2. Bandwagon.
Many ads show lots of people using the product, implying that "everyone is doing it" (or at least, "all the cool people are doing it"). No one likes to be left out or left behind, and these
ads urge us to "jump on the bandwagon.” Politicians use the same technique when they say, "The American people want..." How do they know?
Example:
(cr : http://thevisualcommunicationguy.com/2017/09/14/the-bandwagon-appeal-advertising/)
This advertisment includes bandwagon advertisement because they contain the words "America's Favorite Mascara" which means that everyone in America likes the product and will make their prospective customers more interested in buying it..
3. Beautiful people.
Beautiful people uses good-looking models (who may also be celebrities) to attract our attention. This technique is extremely common in ads, which may also imply (but never promise!) that we’ll look like the models if we use the product.
Example:
(cr : https://www.promall.ph/red-velvet-etude-house-matte-chic-lip-lacquer/)
This advertisement includes beautiful people ads because consumers will think that we can look as beautiful as them if we buy the product.
4. Bribery.
This technique tries to persuade us to buy a product by promising to give us something else, like a discount, a rebate, a coupon, or a "free gift.” Sales, special offers, contests, and sweepstakes are all forms of bribery. Unfortunately, we don’t really get something for free -- part of the sales price covers the cost of the bribe.
Example:
(cr : https://annramadhani.wordpress.com/2015/01/17/basic-persuasion-techniques/)
This advertisment includes bribery ads because it contains the elements "buy one get one".
5. Celebrities.
(A type of Testimonial – the opposite of Plain folks.) We tend to pay attention to famous people. That’s why they’re famous! Ads often use celebrities to grab our attention. By appearing in an ad, celebrities implicitly endorse a product; sometimes the endorsement is explicit. Many people know that companies pay celebrities a lot of money to appear in their ads (Nike’s huge contracts with leading athletes, for example, are well known) but this type of testimonial still seems to be effective.
Example:
(cr : https://www.qoo10.co.id/item/LANEIGE-BEST-SKIN-CARE-COLLECTION/553053590)
This advertisement includes celebrity advertisements because it uses Song Hye Kyo as the brand ambassador of the product and she is a famous celebrity in South Korea and can certainly attract more consumers.
6. Experts
(A type of Testimonial.) We rely on experts to advise us about things that we don’t know ourselves. Scientists, doctors, professors and other professionals often appear in ads and advocacy messages, lending their credibility to the product, service, or idea being sold. Sometimes, “plain folks” can also be experts, as when a mother endorses a brand of baby powder or a construction worker endorses a treatment for sore muscles.
Example:
(cr : https://www.broadsheet.ie/2016/09/30/how-to-spot-a-conflict-of-interest/)
This advertisement includes expert ads because there are facts that have been proven by experts, such as doctors.
7. Explicit claims.
Something is "explicit" if it is directly, fully, and/or clearly expressed or demonstrated. For example, some ads state the price of a product, the main ingredients, where it was made, or the number of items in the package – these are explicit claims. So are specific, measurable promises about quality, effectiveness, or reliability, like “Works in only five minutes!”. Explicit claims can be proven true or false through close examination or testing, and if they’re false, the advertiser can get in trouble. It can be surprising to learn how few ads make explicit claims. Most of them try to persuade us in ways that cannot be proved or disproved.
Example:
(cr :http://forum.santabanta.com/showthread.htm?185605-Genniela-D-Suza-GARNIER-AD-Latest-Shot-quot-HQ-quot)
This advertisement includes explicit claims because there is the phrase "2 tones fairer in 7 days" that it is very unlikely that people can be brighter in just seven days.
8. Fear.
This is the opposite of the Association technique. It uses something disliked or feared by the intended audience (like bad breath, failure, high taxes or terrorism) to promote a "solution.” Ads use fear to sell us products that claim to prevent or fix the problem. Politicians and advocacy groups stoke our fears to get elected or to gain support.
Example:
(cr :https://www.pinterest.com/pin/372461831667483626/)
This advertisement includes fear ads because it raises fear of those who see it.
9. Humor.
Many ads use humor because it grabs our attention and it’s a powerful persuasion technique. When we laugh, we feel good. Advertisers make us laugh and then show us their product or logo because they’re trying to connect that good feeling to their product. They hope that when we see their product in a store, we’ll subtly re-experience that good feeling and select their product. Advocacy messages (and news) rarely use humor because it can undermine their credibility; an exception is political satire.
Example:
(cr : http://thevisualcommunicationguy.com/2017/09/15/the-humor-appeal-advertising/)
This advertisement includes humor ads because visual advertisements that are portrayed can make people laugh or you can say that the ad is promoted in a creative way.
10. Intensity.
The language of ads is full of intensifiers, including superlatives (greatest, best, most, fastest, lowest prices), comparatives (more, better than, improved, increased, fewer calories), hyperbole (amazing, incredible, forever), exaggeration, and many other ways to hype the product.
Example:
(cr : http://www.schema7.com/advertising/)
This advertisement includes advertisements of intensity because it contains the word "more".
