1. PRESENTED BY
CHAVALEEPHORN BOONMA
550132045
E N G L I S H F O R I N T E R N A T I O N A L
C O M M U N I C A T I O N
The Persuasive Techniques in
Advertising

2. The Objectives
 - To analyse the persuasive techniques in advertising
in order to reach media literacy skill and how it is used
in advertising
- To present “ English language” is used through
advertising
- To study the persuasive techniques/language of
persuasion that effect towards Consumers
- Data collection will be based on websites, researches

3. The Importance of Persuasive Techniques
towards media literacy
 The goal of most media messages is to
persuade the audience to believe and
commercial advertising tries to persuade us
to buy a product or service
 Learning these techniques is an important
media literacy skills by examining
advertising in order to keep in mind that
many media messages

4. Media Literacy in 21st Century
 The Center for Media Literacy stated that "Media
Literacy is a 21st century approach to education. It
provides a framework to access, analyze, evaluate
and create messages in a variety of forms – from
print to video to the Internet. Media literacy builds
an understanding of the role of media in society as
well as essential skills of inquiry and self-
expression necessary for citizens of a democracy.”

5. Analyzing Persuasive Techniques in
Advertising
 Product Comparison
 Compare a product with the “inferior”
competition
 Intended effect
 Consumers believe the feature product
is superior

7. Individuality
 Appeals to consumers’ desire to be different
from everyone else
 Intended Effect
 Consumers celebrate their own style or rebel
against what others are doing
 Consumers perceive the product as unique,
stylish or cool

9. Celebrity Spokensperson
Uses a celebrity of famous person
to endorse a product
Intended Effect
Consumers transfer admiration or
respect for the celebrity to the
product

11. Name-calling
 Attacks people or groups to discredit
their ideas
 Intended Effect
 Consumers focus on the attack rather
than the issues

13. Humor
 Used to make audiences laugh, but provides
little information about the product or
service
 It’s a powerful persuasion technique. When
we laugh, we feel good
 Intended Effect
 Consumers remember the advertising and
associate positive feeling with the product

15. Emotional Appeals
Make viewers feel certain emotions,
such as excitement, sadness or fear
Intended Effect
Audience transfers that feeling to
the product

16. Fear/message

17. How do you feel?
Don’t talk while driving

18. Bribery
 Persuade us to buy a product by promising
to give us something else, like a discount, a
coupon, a free gift, sales, special offers
 Intended Effect
 Consumers are persuaded to buy a more
item and accept this information without
enough real evidence

20. Conclusion
 Media literacy beginners will be better
able to make your own decisions to
believe or do something/buy ,vote, give
money etc.

21. References
 http://medialiteracyproject.org/language-
persuasion
 http://www.wikihow.com/Identify-Persuasive-
Techniques-in-Advertising
 http://teach.clarkschools.net/jbernhard/literacy_we
b/persuasion/CommonPersuasiveTechniques.ppt.
 http://medialiteracyproject.org/learn/media-
literacy