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Persuasive techniques - Coggle Diagram
Persuasive techniques
Plain Folks
We may believe a "regular person" more than an intellectual or a highly-paid celebrity. It's used to sell everyday products like laundry detergent because we can more easily see ourselves using the product.
Warm&Fuzzy
Sentimental images to stimulate feelings of pleasure, comfort, and delight. It may include soothing music, pleasant voices and evocative words like "cozy" or "cuddly".
Bribery
Tries to persuade us to buy a product by promising to give us something us, like a discount, a rebate, a coupon, or a "free gift". Sales, special offers, contests and sweepstakes are all forms of this.
Fear
It uses dislike or fear of the intended audience (like bad breath, failure, high taxes or terrorism) to promote a "solution". Ads use fear to see us products that claim to prevent or fix the problem. Politicians and advocacy groups stoke our fears to get elected or to gain support.
Slippery slope
"If we let them ban smoking in restaurants because it's unhealthy, eventually they'll ban fast food, too."
Ethos
Builds trust with the reader. "As a doctor, I am qualified to tell you this treatment will generate the best results." "We have been building homes for 100 years. You can trust our company!”
Nostalgia
To invoke a time when life was simpler and quality was supposedly better ("like Mom used to make"). Politicians promise to bring back the "good old days" and restore "tradition."
Association
This technique tries to link a product,service, or idea with something already likedor desired by the target audience, such as fun, pleasure, beauty, security, success,wealth, etc. The media doesn't make explicit claims you'll get these things; it is implied.
Beautiful people
Using good looking models (who may also be celebrities) to attract our attention. This technique is extremely common in ads, which also may imply (promises) and will look like the models if we use the product.
Glittering generalities
The use of so-called "virtue words" such as civilization, democracy, freedom, science, health, beauty, and love. Persuaders use these words in the hope that we will approve and accept their statements without examining the evidence.
Testimonials
People testifying about the value or quality of a product/idea. They can be experts, celebrities, or plain folks. We tend to believe them because they appear to be a neutral third party (a pop star, for example, not the lipstick maker, or a community member instead of the politician running for office.)
Intensity
Superlatives (greatest, best, most, fastest, lowest prices), comparatives (more, better than, improved, increased, few calories), hyperbole (amazing, incredible, forever), exaggeration, and many other ways to hype the product.
Pathos
Connecting to your emotions to persuade. “A donation from you could get this starving puppy off the streets and into a loving home.” “Millions of children every year are forgotten about on Christmas day.”
Celebrities
We tend to pay attention to famous people that's why they're famous) Ads often use celebrities to call our attention by appearing in an ad, celebrities simplicity endorse the product; sometimes the endorsement is explicit.
Experties
Scientists, doctors, professors, and other professionals. We rely on experts to advise us about the things we don't know. Sometimes plain folks can also be experts, as when a mother endorses a brand of baby powder or a construction worker endorses a treatment for sore muscles.
Bandwagon Fallacy
To show lots of people using the product, implying that "everyone is doing it" (or at least, "all the cool people are doing it"). No one likes to be left out or left behind, andthese ads urge us to "jump on the bandwagon."
Repetition
If a message is displayed many times. Even unpleasant ads and political slogans work if they are repeated enough to pound the message through our minds
Logos
Using logic, facts, statistics, or numbers. It uses reason to persuade. "More than one hundred studies have been conducted over the past decade, and none of them suggests that this is an effective treatment for hair loss."