Persuasive Messages
Persuasive Messages
Appeal to reader’s interests through: Credibility/Expertise (Ethos) Logic/Facts (Logos) Emotion (Pathos)
Motivation(Maslow’s Hierarchy of Needs)
Survival Needs(Physiological Needs)
Food Water Air Reproduction
Applies to: Unemployed Homeless Environmentalists
Security and Safety Safe shelter or
neighborhoods Personal safety Routines and
habits Job security
Applies to: Parents Women Children from
dysfunctional homes
Love and Affiliation Relationships Organizations and
clubs Friendships
Applies to: Teens and
adolescents People with high
social needs
Esteem Respect and
admiration Academic success Career success
Applies to: Those who have
satisfied lower level needs
People with low self-esteem
Self-Actualization Accomplishment Fulfillment “Be all you can
be!”
Applies to: Financially
successful Empty-nesters People with high
self-esteem
Gardner’s Seven Factors of Mental Change
Reason (Logic, Analogy, Classification) Research (Statistics, Experiment Data) Resonance (Feels right, Fits situation, Convincing) Redescription (Described in different forms:
linguistic, spatial, numeric) Rewards (Resources, Reinforcement) Real world events (Natural, Political, Economic) Resistance (Opposition, Inertia)
Arguments (Ethos)
CREDIBILITY - Proof of superiority or benefit Statistics Features Expert opinions Testimonials
Arguments (Logos)
What are reader’s objections? Answer/refute these objections Data/Statistics (overlap)
Argument (Pathos)When facts or logic don’t apply or are not effective…
Happy Families Humor Exotic Places Something for
Nothing Bandwagon Plain Folks Celebrity
Endorsement
Sex Appeal Science and
Statistics Health/Nature Patriotism Fears and
Insecurities Positive Effects
Happy Families Plays on needs for
affiliation and affection.
Humor Associate product
with positive feelings
May be subtle or slapstick
Exotic Places Make us want to be
there We would be
beautiful, glamorous, and sexy if we were there
Something for Nothing
Coupons, giveaways, premiums.
Bandwagon “Everybody’s doing it” We’d all like to be as
attractive and popular as thesepeople.
Plain Folks Trust and
credibility
Celebrity Endorsements
“Be Like Mike” Use sports and
entertainment figures
Sex Appeal You’ll be
attractive if you do/have this
Science and Statistics Science supports
this
Health and Nature This is good for
your health or the environment
Patriotism
National allegiance
“Proud to be an American”
Fears and Insecurities Personal
characteristics Future
Positive Effects
Tobacco & Oil advertising – but we do good things!
NFL participation in the United Way
Additional Appeals
Humanitarian Your action will help others
Individual responsibility It’s your “job” to do this
Personal experience You are unique OR you may have had
a similar experience
Indirect Persuasion (AIDA)
Attention Interest Desire Action
AIDA Attention
Show benefit to audience
Show need or problem
Interest Expand on benefit Show relevance to
audience Appeal to logic or
emotions
Desire Supply proof of
audience benefits Answer potential
questions Downplay any
negative points or obstacles
Action Motivate audience to
immediate action Make action easy
Critical Points
Benefits must appeal to audience Connection between benefits and
request must be clear Action should be easy and immediate
Attention Devices
What kinds of persuasive messages get your attention? Medium
Mail Telephone TV/Radio
Interest vs. Annoyance
Establishing Credibility (Ethos) Use simple language (KISS) Evidence
Research, facts, testimonials Credible Sources
Verifiable Qualified
Knowledge Background Research
Credibility (overlap?) Common Ground
Shared experience, similar beliefs Enthusiasm & Sincerity
Care about the subject & audience Objectivity
Fair and balanced Trustworthy
Honest and factual
Knowledge Needed (TAP) Know your Topic
Features, competitors, market Know your Audience
Who they are (age, characteristics, etc.) What they want or need What will interest them? Turn them off? What do they know? What do I want them
to know? Know your Purpose
Goals
Define your purpose Get audience to read/listen
to/watch entire message Get audience to react positively
Central Point
What piece of information is most likely to motivate the audience to buy in?
Your Ads (Analysis)
In groups, try to identify: Product/Topic Target audience Persuasion strategies being used
BE SPECIFIC!