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Spot the Persuasion Technique - Marketing and Advertising Example

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Spot the Persuasion Technique - Marketing and Advertising Example
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A T-chart analyzing four TagBack ads for bandwagon, testimonial, scarcity and emotional appeal, and whether each is fair.

Storyboard Text

  • Glida: 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."
  • Glida: 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.
  • Glida: 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."
  • Glida: 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.
  • Glida: 5
  • Ad 3
  • Back-to-school deal:$8 a pack,this week only!
  • TagBack
  • "Back-to-school deal: $8 a pack, this week only!"
  • Glida: 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.
  • Glida: 7
  • Ad 4
  • TagBack
  • 
  • A child looks sad about a lost hoodie his grandmother knitted, then gets it back.
  • Glida: 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.