Aristotle's theory:
The ad industry uses MANY techniques of persuasion. Here are some to think about:
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. For example; McDonald's shows families eating together and having a good time. They are associating having a nice time with your family with eating McDonald's.
1. Association
This persuasion technique tries to link a product, service, or idea with something already liked or desired by the target audience. For example; McDonald's shows families eating together and having a good time. They are associating having a nice time with your family with eating McDonald's.
2. Bandwagon
When you show a lot of people using a product in order to make your audience feel like they are missing out.
When you show a lot of people using a product in order to make your audience feel like they are missing out.
3. Beautiful people
Using good looking people, celebrities or models, to attract attention to a product. This is a way of selling a product by association, as the inference is that you will look like the model/celebrity if you use that product.
Using good looking people, celebrities or models, to attract attention to a product. This is a way of selling a product by association, as the inference is that you will look like the model/celebrity if you use that product.
4. Bribery
This is sales, special offers, gifts with purchase, buy one get one free or a contest. This is a way of convincing the buyer to purchase because they think they are getting value for money. Unfortunately, the price of this "free extra" is incorporated into the cost of the product.
This is sales, special offers, gifts with purchase, buy one get one free or a contest. This is a way of convincing the buyer to purchase because they think they are getting value for money. Unfortunately, the price of this "free extra" is incorporated into the cost of the product.
5. Testimonial
When a sports star/ doctor/ celebrity/ expert endorse a product. Your trust/admiration for that person is transferred to the product.
When a sports star/ doctor/ celebrity/ expert endorse a product. Your trust/admiration for that person is transferred to the product.
6. Fear
This is the opposite of the "association" technique. Creating a fear, like the fear of bad breath, and then providing a solution, i.e. breath mints.
This is the opposite of the "association" technique. Creating a fear, like the fear of bad breath, and then providing a solution, i.e. breath mints.
7. Media Placement
Few print campaigns give much thought to the print products the ads will actually appear in. Here's one that did.
When M&C Saatchi Stockholm were asked to promote LG Electronics' new curved OLED-TV they noted that it was 4mm thin - the same width as the most-read tech magazine in the Nordics, Sound & Vision. The agency cleverly capitalised on the coincidence, using the magazine spine as a unique media placement - creating what they've called 'The World's Slimmest Ad' for 'The World's Slimmest OLED-TV'.
Few print campaigns give much thought to the print products the ads will actually appear in. Here's one that did.
When M&C Saatchi Stockholm were asked to promote LG Electronics' new curved OLED-TV they noted that it was 4mm thin - the same width as the most-read tech magazine in the Nordics, Sound & Vision. The agency cleverly capitalised on the coincidence, using the magazine spine as a unique media placement - creating what they've called 'The World's Slimmest Ad' for 'The World's Slimmest OLED-TV'.