Analyzing Berger's 'Social Currency'

Persuasive techniques are used to grab the audience’s, to establish credibility and trust, to stimulate desire for the product to motivate us to buy, vote, give money. The Hungry Jacks advertisement uses bribery to help sell their product, while the McDonald’s advertisement uses the buzzword ‘new’. The key persuasive techniques that Hungry Jack uses are frozen coke only a $1,Free whooper, The Outlaw menu and the Hungry Jacks logo to attach people attention. The Mc Donald’s advertisement uses It’s a brand new burger”, Tasty Aussie lamb, All new Pattie and Only $4.95. The ‘buy one, get one free’ offer entices the audience to purchase the product as they get something extra in reward. Mc Donald advertisement using phrases words to persuasive people

In his 1982 article, “Advertising’s Fifteen Basic Appeals,” Jib Fowles informs readers of various psychological human needs, defined as appeals. These appeals are used in advertising, to persuade consumers to purchase a product. Due to the prevalence of advertisements in today’s society, consumers have learned to block out advertisements. By using any of the fifteen appeals such as the need for sex, or the need for affiliation, companies can get into consumers’ minds, with hopes of selling their products. In other words, by appealing to consumers desires, the chance of marketing success

Advertisements are everywhere. From billboards, to magazines, to newspapers, flyers and TV commercials, chances are that you won’t go a day without observing some sort of ad. In most cases, companies use these ads as persuasive tools, deploying rhetorical appeals—logos, pathos, and ethos—to move their audiences to think or act in a certain way. The two magazine ads featured here, both endorsing Pedigree products, serve as excellent examples of how these modes of persuasion are strategically used.

The next principle that is brought up is triggers. The author introduces this principle with a rhetorical question that makes the reader think. He asks, “How do we remind people to talk about our products and ideas?” (Berger 23). He defines triggers to be things that remind us to think about a particular thing. Better said it is a stimuli. The same way that Disney reminds us of our childhood and family the same way people talk about what they are thinking about. Hence, the more someone thinks about a topic the more likely that person will end up talking about the thing that they are thinking about. The author brings up an important point that businesses need to design products

When we see a commercial on our T.V. screens today, we always see in print or hear the narrator telling us that their product or the service they are promoting to us is one of the best of its kind. They use all types of appeals and techniques to reel us in, making whatever they are trying to sell to us either pretty, shiny, worth-buying, or they use bold simple states telling us things such as, “Once you get it, you won’t be able to live without it.” By using these statements and methods of gaining viewers, the ad or commercial gains what it truly aspired for; attention and the need and/or desire to buy the product. In the ad “Bounty Big Spills” the bold statement and exaggerated visuals are created to

Many businesses and organization use the method of advertisement to sell their products. Ads enhance products and encourage the audience to buy its products. There are many strategies in which influence how successful an ad can sell its product. In this essay, I will be conducting a rhetoric analysis on a chip advertisement created by Popchips. This essay should identify the audience the ad is trying to reach; the message the ad delivers; and the three modes of persuasion (ethos, logos, and pathos) that are used in this ad. For reference, this ad can be found at the end of this essay.

The main purpose of commercials and advertisements is to persuade the viewer to purchase the product that is advertised, but not all commercials are successful in this endeavor. Companies, such as Budweiser and Kleenex, appeal to the viewers’ ethos, logos, and pathos in order to influence them to buy the advertised product(s). In order to appeal to each of the categories, companies use different tactics to catch viewers’ attention. The use of ethos, logos, and pathos can make or break an advertisement based on how it is being used.

In order to attract a specific demographic, advertisement companies employ diverse methods of persuasion. Corporations such as Wendy’s hire advertisement agencies for their expertise in how to attract target audiences to their products. Wendy’s advertisement campaign for ‘Where’s the Beef?’ integrates a few different methods of persuasion; credibility, similarity with the target, and likeability. Wendy’s is trying to entice the 16-40 age demographic of Americans. By incorporating these methods of persuasion to attract the aforementioned target age demographic, Wendy’s is anticipating to attract new customers, consequently increasing profitability.

Chick-fil-a’s advertisement utilizes the “smart-user theorem”, a form of pathos. A cow holds a sign located toward the center of the ad stating “ SMART PEEPLE EAT CHIKIN” (McDowell, Jim). The presentation acts as a subconscious play on the human desire for intelligence. The “smart-user theorem” encourages customers to feel smarter for using a company’s product, causing him or her to love the product (Srivastava, Kumar). The advertiser, therefore, makes the audience feel “smart” for choosing to purchase items at Chick-fil-a, furthering the advertiser’s effectiveness.

Advertising is a complicated form of marketing, it’s almost like an art form. One must be acutely aware of their audience and what captures their attention, otherwise the advertisement will fall flat. There is a myriad of different ways to lure consumers into buying a product; for example, the Center for Disease Control’s (CDC) managed through a series of advertisements to convince individuals of the importance in getting a vaccination for the influenza virus. It was applied using multiple techniques, namely the methods of universal appeal and association. These techniques helped the CDC to effectively promotes the flu vaccine and get their message across to a wide range of people.

The 25 minute Magic Bullet infomercial is full of persuasion in many aspects. Throughout my paper I will highlight how the commercial uses Ranks Model of Persuasion, starting with the intensify and downplay strategies that I observed from watching the Magic Bullet Commercial. The strategies and tactics that the persuaders used worked well, by the end of the commercial I wanted the product they advertised. Throughout my paper I will go more in depth to Rank’s Model of persuasion by analyzing, explaining, and providing examples from the Magic Bullet infomercial. There are two main strategies of Rank’s model, intensify and downplay.

When it comes to the topic of commercials, most of us readily agree that commercials are irritating. Where this agreement usually ends, however, is on the purpose of the commercial. Whereas some are convinced that commercials are meaningless, others maintain that commercials tell a story. Effective commercials are repetitive and illustrate a story. Marketers use rhetoric marketing, the art of persuasive speaking and writing, when persuading an audience to buy a product. Rhetoric marketing is especially effective through the illustration of a story. It is effective because the marketer is able to relate to the consumer with a story or message. Advertisers also use the appeals of logic, credibility, and emotions to intrigue interest in a company. Coca-Cola’s advertisement, “Falling,” depicts the product as a confidence building companion suitable for young love through a series of logical and emotional appeals that visibly promotes the brand’s credibility.

Consumer insight: The underlying consumer motivation is temporarily escaping from stress and communication overload. The ad is appealing and effective to the target.

Marketing and advertising play a major role in the promotion of companies and products in the United States. Consumers are constantly surrounded by advertisements by means of television and radio commercials, billboards, magazines, and even social media. But how exactly do companies appeal to their consumers? My topic explores the different strategies used to persuade everyday people to use a certain product or service. One of the biggest effective strategies used in advertising is by appealing to the audience’s emotions. I chose to analyze two different sources for my research. The first source is called Emotional Moneymaker: Why Advertisers Need to Appeal to Emotions, and it talks about emotion-based

Entertainment is the most addicting form of media that people enjoy viewing on their free time. Some people find entertainment to be either good or bad, depending on what the individual believes to be appropriate to watch. Most people derive amusement, fun, pleasure, and relaxation from the movies and TV shows we see in our daily lives. Whether it is a movie trailer we watch or an advertisement on TV or the way the companies market the material, the material overall can be encapsulating and attracting toward consumers. In most cases, the materials we watch can leave us feeling a certain way throughout the course of the day. As technology increases, the need for consumers increases from the wide majority of the publicity materials that are being