1.0: Introduction:
In this blog post, I am going to be listing and describing the persuasive techniques used within a media product. I am going to provide some examples of three different advertisements that these techniques have been used in. These adverts will be shown and explained in three future blog posts.
2.0: Persuasive techniques used:
use of famous personality/heroes (celebrity endorsement): The use of celebrity endorsements is an effective technique of persuading and attracting customers to a product or service because it attracts a larger fan base and the use of a celebrity will make the "model" more recognizable.
(reflection) I feel the use of celebrities endorsing a product is an effective method, because fans "idolize" them and wish to be like them, thus using their products or services will make them think that they will achieve their look/status.
illusions of facts and figures: The use of illusions of facts and figures is a effective technique of persuasion for a television advertisement because it helps make the service/product being advertised more "secure/safe" to use, as there are statistics and scientific evidence to help back it up.
(reflection) I feel that although some facts and figures used are rounded up or estimated on a ratio, the use of figures and percentages used within an advert helps the viewer think that effort was taken into making sure the product.service is effective, so they will feel safe and comfortable to use it.
expert witnesses: By using expert witnesses within a television advertisement is a similar approach to using facts and statistics. Including expert witnesses as a persuasive technique helps the product/service seem more reliable and effective to use as experts seem to have more valued opinions on matters, so their comments will be taken into account by the target market.
(reflection) This may be a effective method of persuasion as they have comments from experts to help them secure their queries, but many doubters will still question the product/service as comments can be altered or scripted by the editor and director to help achieve the desired effect and response from the audience.
scientific jargon: The use of scientific jargon is a smart and effective technique because it makes the product/service seem more of a high standard and appealing, but the use of scientific jargon helps "blind" a viewer in different terminology which makes them think that the product/service has had many different types of research looked into, to make it seem more effective/reliable.
(reflection) I feel the use of scientific jargon can also confuse a customer by not understanding the full facts of the product, so it may put them off from purchasing or even giving attention to the advertisement.
conscience: (emotional blackmail, lifestyle) The use of playing on a viewers conscience is a effective method of a persuasive strategy because it questions the lifestyle or thoughts of the target market. It usually makes the customer feel guilty or belittled so the customer would feel pressured into purchasing the product or using the service.
(reflection) I feel the strategy of conscience is a sly one as the customer does not mentally realize that by being pressured by the message shown by the advert, it is making the customer conform to the norms of society or trends, which would be unfair and a deceiving way of achieving sales.
advantageous promises: (freebies, coupons, incentives) Another effective use of attracting attention from the target audience is the use of advantageous promises. These are promises such as freebies, reward incentives, discounts, coupons, etc.
It is a effective method because everybody likes free/discounted items, especially within a time of recession. So by making products/services cheaper in sales or bundle packages, it will attract more customers thinking that they are getting more for their value in money.
gaining attention: (shock, humour, surprise) An easy way of gaining the attention of customer is to create a media product that will shock or release energy/feelings towards a customer. This can be techniques such as surprising a audience, or making them laugh with humour. These are more effective because it will gain a reaction from the audience more, thus making sure that they remember the advertisement.
(reflection) I feel that this is the basic cornerstone on persuasive techniques because the main purpose of an advert is to get the customers attention and to make sure they remember it, so it is a influential technique and should be applied in almost every advert.
genre: The type of genre that an advert is categorized in is also a use of persuasive techniques because it helps a customer, who have different tastes, to feel as if the message is portraying to them. For example, a horror genre advert would be more appealing to audiences who like a scare, by comedy/humourous adverts will be more attractive to audience who want a laugh.
(reflection) I feel that genre is a tricky persuasive technique because it really depends on who your target audience is and what time of the year or what ideas/fashions are trending and how you want your product/service to be portrayed.
alliteration and onomatopoeia: By using grammar techniques such as alliteration and onomatopoeia will help to persuade customer on purchasing or consuming a brand's product/services because they are effective methods of language which will help to stick within a customer's conscience.
(reflection) I feel the use of alliteration and onomatopoeia is a effective strategy as they are more memorable rather than normal speech as it has a element which will help to stick in someones mind.
language: (brand names, key words, slogans, captions) The use of language which is used within a television advertisement is a persuasive technique because it helps to promote the brand/product/service and it is the method of communication which helps to convey the message from the sender (brand/company) to the receiver (audience).
(reflection) Language is another key element in persuasive techniques because this is the medium of communication that is the pinnacle point to achieve attention from the desired audience. Although the language may not be spoken, written/visual formats of language also depends on the message you are trying to portray.
jingles, music and sound devices: The use of jingles, music and sound devices help to make and advertisement more appealing and help persuade customers to watch it because it uses the attraction of sound to help grasp the customers attention. Also, by including music/jingles, it helps to set the mood of the media product and the type of message the brand wishes to portray.
(reflection) I feel that using jingles and slogans also make it easier to remember a product/service as it will keep repeating in our mind.
logos, product design and brand colours: (house style) By including the company logo's, brand colours, house style designs, etc within a advertisement is a effective strategy to use, as it helps the viewer know and realize the brand/company behind the product/service. It is also helps companies which have created advertisements before to help the viewer recognize the company.
(reflection) Creating house style elements is a important element in persuasive techniques as it helps to establish a character for the company, which will help remind customers of the brand and the products or services they sell.
characters, mascots, caricatures:The purpose of the technique of using characters, mascots or caricatures within a advertisement is to help have a type of "entity" to help make the company have like a representative to speak for the brand.
(reflection) I feel that this is a effective technique as it helps to portray the message that the product/service is giving, and it creates a "spokesperson" on behalf of the company.
attractive people: the persuasive technique of using attractive people within a advertisement is a effective in gaining customers for a product/service because the viewers are attracted in the people, which grabs their attention, and the message conveyed in the advertisement is picked up consciously.
(reflection) Although this persuasive technique is a oppressive and vain way of promoting a advert/company (in relation to Laura Mulvey's "Male Gaze" theory) it is effective as peoples attention turns instantly towards attractive people as opposed to a standard looking person talking to you about the company/product/service.
repetition of product name:The technique of using repetition of the product name is to help establish the name in the target market's mind, so they will not forget the product, and they will be able to recognize it if the see the product anywhere else.
(reflection) This is a effective method of persuasive techniques as the name/song will constantly play in the customers' mind and they will be constantly reminded of the advert. This boosts memory retention rates for the customers about the advert.
tone of voice and accents:The tone of voice and accents used within a advertisement is also a strategy which makes a difference towards the target market because it helps set the mood and enhances the message that is trying to be portrayed. E.g. a soothing deep voice helps the customer to relax, and a high fast voice makes the advertisement seem rushed or humourous.
(reflection) The use of voice and accents again is effective as it helps the audience remember and be informed of the advert using auditory sounds as well as visual content. This helps grab the attention as more senses are used to help remember the advert.
use of children/animals:The use of children/animals in an advertisement is a effective persuasive technique because it makes the audience get in touch with their maternal instincts. This is because the brand knows that it will pull on their heartstrings and make them feel "broody".
(reflection) I feel this is a really effective method of reaching out to customers as they all have younger family members, friends or pets that they have a emotional connection with, so using their maternal/broody instincts, it will allow them to engage with the advert more.
4.0: Bibliography:
http://www.edexcel.com/migrationdocuments/BTEC%20Nationals%20from%202010/Unit_30_Advertisement_Production_for_Television.pdf (15/09/2012)
