Spot the Persuasion Technique - Marketing and Advertising Example
Описание на Статията
A T-chart analyzing four TagBack ads for bandwagon, testimonial, scarcity and emotional appeal, and whether each is fair.
Текст на Статията
- Пързалка: 1
- Ad 1
- Join the 300 families at Lincoln Middle School who already use TagBack.
- "Join the 300 families at Lincoln Middle School who already use TagBack."
- Пързалка: 2
- Bandwagon
- Fair? Yes, if the number is true.
- Everyone has it but us?
- Bandwagon: makes parents feel they are missing out. Fair if the number is true.
- Пързалка: 3
- Ad 2
- My team hasn't lost a water bottle since October.
- TagBack
- Coach Ellis: "My team hasn't lost a water bottle since October."
- Пързалка: 4
- Testimonial
- Fair? Yes, if she really uses it and isn't paid to say it.
- If Coach Ellis uses it, I trust it.
- Testimonial: a coach parents already trust vouches for it. Fair if she really uses it and isn't paid to say it.
- Пързалка: 5
- Ad 3
- Back-to-school deal:$8 a pack,this week only!
- TagBack
- "Back-to-school deal: $8 a pack, this week only!"
- Пързалка: 6
- Scarcity
- Fair? Only if the deal really ends.
- This week only? I'd better buy now!
- Scarcity: pushes parents to decide now instead of thinking it over. Fair only if the deal really ends.
- Пързалка: 7
- Ad 4
- TagBack
-
- A child looks sad about a lost hoodie his grandmother knitted, then gets it back.
- Пързалка: 8
- Emotional Appeal
- Fair? Yes, if the product can really do what the ad shows.
- Aww. What a relief!
- Emotional appeal: sells a feeling (relief) rather than a feature. Fair, as long as the product can really do what the ad shows.