The Language of Persuasion
What approaches do advertisers take to grab our attention?
Look at some magazine advertisements and note the technique they employ. Tick off the following categories from the list when you spot it being used.
The same ad may use a combination of these approaches.
- Humour
- Economics
- Sex appeal
- Celebrity endorsement
- Science
- Time limits
- Machismo
- Popularity
- Insecurity
- Luxury
- I laugh or smile when I see this
- I think I could save money
- I find this person attractive
- I would like to be like this person
- I think this product has been tested in a lab
- If I don’t buy this quickly I will lose out
- This appeals to my manly side
- I will have lots of friends
- This makes me worry about myself
- I can boast about this expensive product
Look closely at any two of the advertisements, commenting on their effectiveness.
A Model Answer from a Year 11 Student
The first advertisement is for Sketchers footwear, though you would be forgiven for missing this fact considering the approach that these copywriters have adopted. It is hardly the definition of subtlety. The graphic features two provocative images of pop star Christina Aguilera however her sporty footwear is the last thing that sprang into my mind as I perused this advertisement.
If you missed her identity while casting your eyes over the spread, then do not worry, because the...
