Persuasive Advertising

There are two types of advertising. Informative marketing simply seeks to familiarize the consumer with a product or service by spreading the news about it. It can remind you of an existing product or introduce you to a new one. In persuasive advertising, the marketer aims to manipulate your spending habits by making you want to buy his or her product or service. The manipulation can occur by appealing to the consumer's senses, emotions, or intellect.

Some of the most common appeals and claims include:

■ Sensory appeal: a perfect looking product, an exciting background color, a catchy slogan or jingle

■ Sex appeal: can be accomplished through visuals, voice, and/or word choice

■ Group appeal: can be a snob (makes consumer believe purchase will place him/her in ranks of the elite), an Average Joe (reverse snob appeal—you will be like everyone else, won't stand out), "in" group (you will be more popular or cooler if you buy), or a bandwagon (you want what everyone else has)

■ Authority: uses the endorsements of celebrities or other powerful people; you will be like them if you use the product or service

■ Scientific or statistical: uses figures, experiments, impressive-sounding ingredients, and other proof that product is superior

■ Flattery: makes you feel smart, attractive, etc. first with compliments, then follows with your need to buy the product

■ Unfinished claim: says product or service is better, but doesn't tell you what it is better than

As with other forms of persuasion, you need to be aware that an advertising claim or appeal exists before you can resist it. Advertising is not difficult to spot or to understand, because it uses the same types of claims and appeals many times. Use the evaluation form below to take a close look at an advertisement or two of your choice. When you understand what you are looking for you can habitually evaluate the advertising you see and hear, without filling out the form. Instead of being drawn in, you will see the claims for what they are: attempts to manipulate you.

Persuasive Advertising Evaluation

Product .

. how accomplished . . how accomplished . . how accomplished . . how accomplished .

What is effective about the appeal(s)? . What is effective about the claim(s)? _

Friendly Persuasion

Friendly Persuasion

To do this successfully you need to build a clear path of action by using tools if necessary. These tools would be facts, evidence and stories which you know they can relate to. Plus you always want to have their best interests at heart, in other words, you know what is good for them

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