Techniques Of Persuasion

Copywriting task
Lecture : Mr. Romel Noverino
Eva Amelia / 12612571

1. Motivating the consumer
stacking list of reason why the product / service is good.

The idea : The ads trying to convince the reader that Yamaha Vega R is good  with   Tangguh Lincah Irit

2. Repetition

makes product / service familiar to consumer

The Idea : The three images are similar and  font style also familiar. This repetition ties these three elements together and makes the reader similar to read it.

3. Slogan

identifies product / services with an idea

The Idea : American Cancer Society have an slogan "Mammograms are for life".  They try to convince the reader that mammograms are really important to do.

4. Symbol

identifies product / service with an symbol

The Idea : Nike symbol is Checklist.

5. Snob Appeal

associates product / service with a personality or lifestyle

The Idea : Using perfume has become a lifestyle.  So Gucci sell it with that ads. So people will buy it.

6. Cause an effect

use this product / service your problems will disappear

The Idea : Your face will look more younger and your wrinkle will disappear in 7 days.

7. Emotional appeal

uses emotion to sell a product / service (pity, fear, patriotism, etc)

The Idea : They invite you to join "American Party" (president election, independence day, etc)

8. Price appeal

consumer will be getting something extra for less money

The Idea : With 50 cent you will get a a big Chicken Ham

9. Testimonial

someone endorses the products

The Idea : Basketballer Kobe Bryan endorses Nike Zoom 5 Bruce lee edition.

10. Sex appeal

the product will enhance you sexual attractiveness

The Idea : This man magazines ads showing a young ladies put her number  in her butt.

11. Bandwagon

Uses peer pressure to influence the consumer. If everyone else is doing, so should you.

The Idea : The ads try to convince the reader that we should use Macs right now. 

12. Confusion

gains the consumer attention by confusing them and then retain the attention as the consumer tries to figure out the messages.

The Idea : They asking the problem and then they answered it.

13. Technical Jargon

uses technical word to impress the consumer

The Idea : Castrol used technical word "Titanium fluid strength technology" and claim they are the Strongest oil ever.

14. Transfer

associates the product / service with word or ideas that make or may not be related to the product. the association seeks to the transfer certain qualities of product.

The Idea : The NFL player eat "Chunky". And they said "we put protein in the pro (in the NFL player)"

15. Plain Folks

the advertiser tries to identify its product with common people

The Idea : They Eat Kellog's every morning.  In America eat cereal at breakfast is a  habit. 

16. Glittering generality

the viewer is given general feeling about the product. but not much else.

The Idea : After drink Coca Cola all the things will going better.

17. Avante garde

the suggestion that using this product puts the user ahead of the times

The Idea : If you have these, you will be the first builders.

18. Facts and figure

statistic and objectives actual information . used to proof the superiority of the product

The Idea : many objective and factual information  proof that this product (bamboo foot patch) is have a lot superiority 

19. Weasel

weasel works are used to suggest a positive meaning without really making any guarantee

The Idea : Loses Weight words, it's don't give any guarantee that this product will works. 

20. Wit and humor

customers are attracted to products that divert the audiences by giving viewers a reason to left/ to be entertained by clever used to visual / language

The idea : This commercials break show the humor with "trus gue harus bilang wow sambil koprol gitu?"