· Most ad agencies employ a wide variety of persuasive techniques in the ad campaigns they create for their clients.
· Persuasion – getting consumers to buy one company’s products and services not another’s – lies at the core of the advertising industry.
· Persuasive techniques take numerous forms, ranging from conventional strategies
– Such as having a famous person endorse a product
· To not-so-conventional strategies
– For instance, showing video game characters using a product
Using Conventional Persuasive Strategies
1. Famous-person testimonial: A product is endorsed by a well-known person
For example, Serena Williams has become a leading sports spokesperson, having appeared in ads for such companies such as Nike, Kraft Foods, and Procter & Gamble.
2. Plain-folks pitch: A product is associated with simplicity.
For instance, General Electric (“Imagination at work” and Microsoft (“Your potential. Our passion”) have used straightforward slogans stressing out how new technologies fit into the lives of ordinary people.
3. Snob appeal: An ad attempts to persuade consumers that using a product will maintain or elevate their social status. Advertisers selling jewelry, perfume, clothing, and luxury automobiles often use snob appeal.
4. Bandwagon effect: the ad claims that “everyone” is using a particular product. Brands that refer to themselves as “America’s favorite” or “the best-selling” imply that consumers will be “left behind” if they ignore these products.
5. Hidden-fear appeal: A campaign plays on consumers’ sense of insecurity.
Deodorant, mouthwash, and shampoo ads often tap into people’s fears of having embarrassing personal hygiene problems if they don’t use the suggested product.
6. Irritation advertising: an ad creates product-name recognition by being annoying or obnoxious. (You may have seen one of these on TV, in the form of a local car salesman loudly touting the “UNBELIEVABLE BARGAINS!” available at his dealership.)
Question of the day: Which persuasive techniques do you think works the best and explain why?