Persuasive techniques

2. Bandwagon
Definition: saying that EVERYONE buys, is for a
person, or a certain issue
Intended Effect: To make a person feel left out if they
don’t do what others do.

3. Humor
Definition: Comic message that creates laughter
Intended Effect: Makes the consumer or reader have
good feelings

4. Individuality
Definition: People who believe in themselves will the
product, person, or what they read
Intended Effect: Make the person feel self-secure in
following his or her beliefs

5. Name-calling
Definition: Using negative images and words to
demean another product or person
Inteded Effect: To make the consumer or reader
dislike the other product, persno, or issue

6. Plain Folks
Definition: Idea that good, simple, ordinary people
like the product, person, or issue
Intended Effect: For consumers and readers who
want a simple product, person, or issue

7. Product Comparison
Definition: Compares the benefits of one product,
person, or issue to another
Intended Effect: To show how ne product, person, or
issue is better than another

8. Purr words
Definition: Use words and phrases that produce
positive thoughts
Intended Effect: To make the product, person, or
issue desirable by appealing to emotion

9. Rewards
Definition: Promises emotional, physical, financial, or
psychological benefits for choosing product, person,
or issue
Intended Effect: To make the audience want to
reward as much as the product, person, or issue

10. Security (fear)
Definition: uses words and images that make the
consumer or reader feel safer with a product, person,
or issue
Intended Effect: To make the audience be fearful to
choose the other product, person, or issue

11. Slogan
Definition: Using a “catchy” phrase that sticks in the
consumer’s or reader’s mind
Intended Effect: To keep the product, person, or
issue in the mind of the consumer or reader

12. Testimonial (celebrity
endordement)
Definition: Uses a famous person, such as musician
or athlete, to promote product, person, or issue
Intended Effect: To impress the audience that
someone important chooses the product, person, or
issue

13. Transfer (emotional appeal)
Definition: Makes the consumer or reader feel
emotions or desire to be happy, sad, athletic, or
comfortable
Intended Effect: To make the audience transfer or
associate strong emotions to the product, person, or
issue