- What does it mean to persuade?
- What persuasive techniques do advertisers use?
- What are their effects on the consumer?
- How do these techniques look in practice?
What does it mean to persuade?
According to the definition above, the one that shows persuasion is the example where reason to go out and purchase that toy was given. Just telling someone to do it doesn’t mean that they will.
Advertisers want to make you spend your money, to make you purchase a product or service. Remember that the purpose of an advertisement is to make you a consumer.
Building on these techniques
Advertisers often build on these techniques by adding more elements to them.
This advertisement for Hugo Boss does not use any of our persuasive techniques.
In fact, there is no text at all other than the name of the product, and the only visual is of a person.
But it is who that person is that becomes important. This person is Chris Hemsworth, a very famous actor.
The idea behind using a celebrity to advertise your product, is that the general populous will desperately want it in a bid to be like this person.
This advertisement does use some of our persuasive techniques: emotive language and repetition, however it also using another element – The Bandwagon.
By referring to South Africans and grouping us all together, the advertiser, or Nandos, is making you want the product because South Africa does.
When a product is loved by a group, a country, or the whole world, you are left wondering why you do not have it as everyone else does.
Some advertisements rely solely on humour to sell their product.
Take Savannah, for example – there is nothing emotive, they aren’t using pronouns, there are no facts or opinions, and we haven’t enountered a rule of three.
But, what there is, is humour. And Savannah cleverly uses humour to stand out, make you remember their product, and then consume it.
Move onto the next unit to start analysing advertisements. Mark this unit as complete.