COMM 339 -- Persuasion

Dr. Lee McGaan  

  Office:  WH 308  (ph. 309-457-2155);  email lee@monmouthcollege.edu
  Home:  418 North Sunny Lane (ph. 309-734-5431, cell 309-333-5447)

Fall 2016 Office Hours:   MWF:  9:30 - 10am, 11am - Noon & 1 -2pm TTh:  2-3pm & by apt.  |  copyright (c) by Lee McGaan, 2006-2016


Advertiser Goals

1.                  Product Recognition

1.                  by trademarks

2.                  packaging

3.                  slogans

 

2.                  Differentiation

              Unique Selling Proposition (e.g. floristan)

 

3.                  Association with sources and causes and images

1.                  By the Identity Emotive Model

1.                  establish identity

2.                  present it in a setting for enactment

3.                  link product to identity

4.                  show usefulness of product to gaining identity

2.                  By Type of Association Appeal  (see Methods below for a fuller list)
      EXAMPLES:

1.                  "Use it; be like me

2.                  "Use it; I'm (like) an expert, a doctor, "etc.

3.         Use it; I'm a regular "guy" like you (identification)

4.                  Use historical periods or figures

5.                  Appropriate famous phrases

6.                  Link to social movements (Virginia Slims) or nationalistic associations

 

4.                  Participation

1.                  identification with ad characters

2.                  get an emotional reaction

3.                  create link to audience significant experiences

4.                  make audience join in the progression of jingle or reasoning (Nyquil, Nyquil ...)

Search Results

 

Advertiser Methods

 

        Redundancy

         repetition within ads (not too much)

         repeated exposure (esp. with variation)

 

        Advertising Strategies

1.      naming (positives in the name)

2.      pseudo-claims ("fights," "helps")

3.      pseudo-comparisons ("new and improved," "none better"

4.      best seller = quality ??

5.      psuedo-survey (4 out of 5 dentists ...)

6.      Exploit argumentative forms

1.      imply causality

2.      juxtapose with happy people etc.

3.      imply if-then relationship

4.      imply if not - then not

 

        Advertising Tricks

1.                  parity statement - "none better than .."

2.                  borrowed interest - Aikman and Disney Land

3.                  guilt (not a good mother)

4.                  omission - "These aren't American Express??"

5.                  emotion - reach out

6.                  Holy words - "It's the right thing to do."

7.                  buried warnings (900 number ads)

8.                  babies and animals (see e. above)