PERSUASIVE TECHNIQUES
| Technique | Definition | Examples/Questions to ask/What to look for |
Glittering Generalities |
Positive words or phrases with a “feel-good” quality leave a nice impression without making any guarantee. | Vague, yet positive terminology: Soap that makes you feel “morning refreshed.” |
Symbols |
Associating the power of a cultural symbol with a product. | An American flag used in the ad to associate a product with patriotism |
Transfer |
Words or images arouse emotions to connect the viewer’s emotion to the product being sold. | Does the ad contain appealing images that are not directly connected with a product? |
Testimonial |
An ad in which a famous spokesperson endorses a product or service. | Sports figures promoting athletic gear, sports drinks, or shoes. |
| Magic Ingredients | The suggestion that a miraculous discovery makes a product effective. | Often seen in ads for diet pills. |
| Scientific Language | Ads using scientific sounding language to make a product seem more effective. | Does the ad contain scientific diagrams or statistics? |
Card Stacking |
Ads giving only the positive side of a product or service, ignoring negative aspects. | Soda advertisements that neglect to mention the large amount of empty calories contained in the product. |
Holt, Rinehart and Winston
Elements of Language, 6th Course
pg. 323
Mississippi River, Classroom Activities. http://www3.iptv.org/mississippi/fieldtrip/eyespy.html