6th Ocotber, Persuasive Techniques in Advertising

Persuasion 3 base categories

- Pathos
- Logos
- Ethos

Pathos

- Appeal of emotion
- Where advertisements evoke an emotional response from the consumer
- Emotions may be evoked depending on the product or purpose
- Can be a powerful motivator

Dairy Milk Gorilla Ad – Humour

- This advert doesn’t directly advertise the chocolate but represents the joy it gives   you when you eat it

John Lewis Advert

- Nostalgia
- Shows a life and how you can trust John Lewis throughout your life 
- Tugging of the heart strings

Warranty Direct

- Warning people about bad things that can happen
- Creates a sense of fear
- Using James Nesbitt’s voice creates trust between the organisation and the viewer, making it more likely that the audience will purchase their services.

Logos

- An appeal to logic or reason
- Advert will give you the evidence of why the product is good or high quality
- Using percentages and numbers to help prove to the audience how good their product is

Ethos

- Appeal to credibility or character
- Try and convince you that it is reliable
- Often involves stats from reliable experts “nine out of ten vets choose pet plan” implies it’s better than any other brand
- Often a celebrity endorsement helps land credibility

Hiscox “There is a Light” https://www.youtube.com/watch?v=MPJ-BT2FJJQ

- Creates trust
- Using Benedict Cumberbatch as a trustworthy voice

VW Golf Advert https://www.youtube.com/watch?v=rGEvdM9f6f4

- Again builds trust with customer
- Shows the quality of a golf and why people should be buying them.

Not promising, just implying

- Clever phrasing used to suggest a positive meaning without actually really making any guarantee “could” “may”

Magic Beans

- The suggestion that some almost miraculous discovery makes the product exceptionally effective

Transfer

- Positive words, images, and ideas are used to suggest that the product being sold is also positive.
- Often used in ‘lifestyle’ products

Everyday/Ordinary

- The suggestion that the product is a practical product of good value for ordinary people.

Luxury/Snob Appeal

- The suggestion that the use of the product makes the customer part of an elite group with a luxurious and glamourous lifestyle

Bribery
  
- Bribery offers you something “extra”. Buy a burger get free fries

Localism

- The suggestion that purchasing the products shows your love of your country or particular place.

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