Basic Persuasion Techniques

Basic Persuasion Techniques

1. Transfer/Association

Persuasion technique that 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 association is implied.

Example:

source: https://www.google.com/url?sa=i&source=images&cd=&ved=2ahUKEwjg79_amMTlAhXUZCsKHc6sA-sQjRx6BAgBEAQ&url=https%3A%2F%2Fwww.wordstream.com%2Fblog%2Fws%2F2019%2F08%2F13%2Fpersuasive-ads&psig=AOvVaw20gIi58dNuwWMdWGKkJ4QK&ust=1572532062682823

2. Beautiful people

Uses good looking models or celebrities to attract our attention. Used to imply (but never promise) that if we use the product we will look like models.

Example:

source: https://www.google.com/url?sa=i&source=images&cd=&ved=2ahUKEwiOw__WmcTlAhWFSH0KHdiRDyAQjRx6BAgBEAQ&url=https%3A%2F%2Fmedium.com%2F%40Michellpollino%2Fthe-female-currency-efb71b7db5ea&psig=AOvVaw0Ep_Ty5n0oZh8c3BGYG8Se&ust=1572532355313094

3. Warm & fuzzy

Uses sentimental images to stimulate feelings of pleasure, comfort, and delight. It works well with some audiences but not with others who may find it too corny.

Example: 

source: https://www.google.com/url?sa=i&source=images&cd=&ved=2ahUKEwjRv5eZmsTlAhXKXSsKHUquBPwQjRx6BAgBEAQ&url=https%3A%2F%2Fwww.convinceandconvert.com%2Fcontent-marketing%2Fhow-to-use-retroactive-interference%2F&psig=AOvVaw1oJhbDbGJQ-yKIsoxnQiZQ&ust=1572532448637456

4. New

We love new things and new ideas, because we tend to believe they're better than old things and ideas. Many cultures place great faith in technology and progress.

Example:

source: https://www.google.com/url?sa=i&source=images&cd=&cad=rja&uact=8&ved=2ahUKEwik3v-7msTlAhXxheYKHaVSCVkQjRx6BAgBEAQ&url=https%3A%2F%2Fwww.webappers.com%2F2013%2F07%2F02%2F30-brilliant-creative-advertisements-for-technology%2F&psig=AOvVaw3sJtHl_9WaVYz9mmOVUgZc&ust=1572532560893267

5. Nostalgia

The opposite of the New technique. It invokes a time when life was simpler and quality was supposedly better. This technique works because people tend to forget the bad parts of the past.

Example:

source: https://www.google.com/url?sa=i&source=images&cd=&ved=2ahUKEwiq-7rPm8TlAhXSXisKHY7VAecQjRx6BAgBEAQ&url=https%3A%2F%2Fwww.caranddriver.com%2Fnews%2Fa15353365%2Fsponsored-grab-your-daily-dose-of-nostalgia-with-7-vintage-michelin-radial-tire-ads%2F&psig=AOvVaw2-7APAwwLyIP9S5uyatDcv&ust=1572532694497899

6. Fear

The use of something disliked of feared by the target audience to promote a solution.

Example:

source: https://www.google.com/url?sa=i&source=images&cd=&ved=2ahUKEwjonJL9osTlAhWJQ48KHbnsCHYQjRx6BAgBEAQ&url=https%3A%2F%2Fwww.crazyegg.com%2Fblog%2Fhow-to-sell-using-fear%2F&psig=AOvVaw3Kpa2jocjIwfxBm29Y_BgQ&ust=1572534841669443

7. Testimonials

Uses people testifying about the value or quality of a product. They can be experts, celebrities, or plain folks. Technique works best when it seems like the person "testifying" is doing so because they genuinely like the product or agree with the idea.

Example:

source: https://www.google.com/url?sa=i&source=images&cd=&ved=2ahUKEwjwkZaYncTlAhXLQ48KHZOyDpUQjRx6BAgBEAQ&url=https%3A%2F%2Fwww.slideshare.net%2F10881A0414%2Ftestimonial-advertising&psig=AOvVaw2LLZZXQZMrYDMqx34ZrEyM&ust=1572533296119483

8. Celebrities

We tend to pay attention to famous people. Ads often use celebrities to grab our attention. they speak, and endorse the product.

Example:

source: https://www.google.com/url?sa=i&source=images&cd=&ved=2ahUKEwiA8arWncTlAhUFKY8KHaB1BKkQjRx6BAgBEAQ&url=http%3A%2F%2Fwww.celebrityendorsementads.com%2Fcelebrity-endorsements%2Fcelebrities%2Fselena-gomez%2F&psig=AOvVaw3ydvHtiYJR0IA1kaekKyKE&ust=1572533425169255

9. Plain folks

This technique works because we may believe a "regular" person more than an intellectual or highly paid celebrity. It's often used to sell everyday products.

Example:

source: https://www.google.com/url?sa=i&source=images&cd=&ved=2ahUKEwiiqaSpnsTlAhWBs48KHTJhCNUQjRx6BAgBEAQ&url=https%3A%2F%2Fwww.pinterest.com%2Fpin%2F429741989440372257%2F&psig=AOvVaw2CnYXaLki4TOiMxor5rrtQ&ust=1572533599967947

10. Experts

We rely on experts to advise us about things that we don't know ourselves. Scientists, doctors, professionals often appear ad and advocacy messages, lending their credibility.

Example:

source: https://www.google.com/url?sa=i&source=images&cd=&ved=2ahUKEwjkm4ilmcTlAhUJU30KHYA-Dp8QjRx6BAgBEAQ&url=https%3A%2F%2Fningeunice.wordpress.com%2F2017%2F02%2F07%2Ffallacies-in-advertisement%2F&psig=AOvVaw0BlCWA2aZJZqd5r53L7z-R&ust=1572532243249271

11. Statistical claims

specific, measurable promises about quality, effectiveness, or reliability. They can be proven true or false through close examination or testing. If false, advertiser can get in trouble.

Example:

source: https://www.google.com/url?sa=i&source=images&cd=&cad=rja&uact=8&ved=2ahUKEwi72Ov3oMTlAhXhjOYKHXkRAsoQjRx6BAgBEAQ&url=http%3A%2F%2Ffrodointechnology.blogspot.com%2F2017%2F05%2Fimage-result-for-advertisement-weasel.html&psig=AOvVaw02nJCR8gdAhWp5sqi8s4vg&ust=1572534290013019

12. Bandwagon

Showing many people using a product implies that "everyone is doing it" No one likes to be left out or left behind.

Example:

source: https://www.google.com/url?sa=i&source=images&cd=&ved=2ahUKEwiDgqudocTlAhXd6XMBHRNSCOIQjRx6BAgBEAQ&url=https%3A%2F%2Fwww.emaze.com%2F%40AWTORQZL&psig=AOvVaw04EI9kcMAC8Rdvir_lCtzj&ust=1572534373866136

13. Humor

Using humor to grab our attention and makes 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.

Example:

source: https://www.google.com/url?sa=i&source=images&cd=&ved=2ahUKEwjaluHWocTlAhX98HMBHf7eCWEQjRx6BAgBEAQ&url=https%3A%2F%2Fwww.globalconsumersolutions.com%2F4-things-psychology-teaches-us-humour-advertising%2F&psig=AOvVaw1DV-kUQiw9By5_b8Lgh2rI&ust=1572534495596269

14. Unfinished claims

An unfinished claim sets up a comparison that it does not complete. ex. Better (better than what?)

Example:

source: https://www.google.com/url?sa=i&source=images&cd=&ved=2ahUKEwjdhsKJosTlAhVLr48KHYObD2kQjRx6BAgBEAQ&url=https%3A%2F%2Flongwhitekid.wordpress.com%2F2011%2F08%2F10%2Fbite-size-unfinished-project%2F&psig=AOvVaw2Aiwas8QOSomFrqRjvjLXZ&ust=1572534582734971

15. Weasel words

Unproven, exaggerated, or outrageous claims are commonly preceded by "weasel words" such as may, might, can, could, some, many, often, and virtually. These words are in ads when an offer is "too good to be true".

Example:

source: https://www.google.com/url?sa=i&source=images&cd=&cad=rja&uact=8&ved=2ahUKEwjQk_rCosTlAhWLso8KHXgjD-YQjRx6BAgBEAQ&url=http%3A%2F%2Floynorrixapenglish.freeforums.net%2Fthread%2F276%2Fweasel-word-advertisements&psig=AOvVaw1VB7cUnnXa5E3rlgZxaqvI&ust=1572534699063567

Source: https://quizlet.com/7427294/basic-persuasion-techniques-flash-cards/