ersuasive Techniques
Below lists the different persuasive techniques advertisers and campaigns use to convince the audience.
Persuasive
Technique
Definition
Bandwagon
This technique tries to persuade everyone to join in and do the same thing. Jump on the
bandwagon
Example: Everyone is Astoria is behind Gary Johnson for president. Shouldnt you be a
part of this winning team?
Testimonial
Transfer
Transfer uses symbols, quotes, or images of famous people to convey a message not
necessarily associated with them.
Example: After a morning speech to wealthy Democratic voters, Bill Clinton stops by for a
burger, fries, and photo-op.
Fear
The idea is to present dreaded circumstance and usually follow it up with the kind of
behavior needed to avoid the horrible event.
Plain Folks
The candidate or cause is identified with common, ordinary people from everyday walks of
life. The idea is to make the candidate/cause come off as all-American.
Logical
Fallacies
Activity Look at the campaign ads on the class website and identify the persuasive technique used
by the candidate.
Title of Ad