Persuasive Techniques Analysis

By Natalie Phillips

Surface Pro 3 – Crowded

Bandwagon

The message of this advertisement seeks to showcase the Surface Pro 3 as superior to the Macintosh computer. The commercial capitalizes on a Mac user who believes his product is the best, until he encounters the Surface Pro 3, and realizes his system is lacking much. For instance, the Mac user realized his system required him to have additional technology in order to have touch screen and notepad capabilities. This guy became very jealous of the Surface Pro 3 user. The persuasive technique used is bandwagon. The Mac user wanted to fit in with everyone else who had a Surface Pro 3. The target audience is for adults and teenagers, the largest groups of laptop users. The Surface Pro 3 is the next technology advancement from the original laptop and tablet. The intended effect is to make individuals feel left out and secondary if they do not purchase this product. The man with the Mac said, "Wow, I have a lot to carry." He is quickly realizing how beneficial and space-saving the Surface is. This advertisement is effective because people want to buy a product that has many capabilities.
Very Funny Pepsi Commercial

Humor

The message of this advertisement uses a comical aspect to increase the purchase Pepsi-Cola, by causing the viewers to laugh. This advertisement is funny because it demonstrates that the only way for the monk to complete his training requires that he realizes the importance of Pepsi. The persuasive technique of this commercial is humor. The advertisement causes shock and laugher because the monk hitting his head on the Pepsi can is quite unexpected. The target audience is adults. Children may not think this advertisement is funny. However, adults are humored by people doing ridiculous things on television such as the monk hitting his head on the Pepsi can. The intended effect of this advertisement is to keep people talking about the commercial. If an individual sees a funny video, they enjoy watching it over and over again. People want to be entertained. Overall, I believe that this advertisement is effective because people will connect with the commercial and will be more likely buy the product.
adidas: Take It

Individuality

The message of this advertisement is to purchase Adidas products because they make you believe in yourself. "Today is up for grabs." The commercial is encouraging people to never give up and let nothing stand in your way. The persuasive technique for this advertisement is individuality. It is saying people who believe in themselves are Adidas product users. The target audience is all athletes. When training, these individuals will desire to use Adidas clothing and accessories, too, to ensure each workout and training session is maximized. The whole commercial is focused on the athletes. The intended effect of this advertisement is to convince athletes into never giving up on their goals and Adidas can help with it. Saying "Today is up for grabs," people are encouraged and motivated to accomplish their athletic goals. This is an effective advertisement because it makes people want to take action and fulfill dreams.

Clorox ToiletWand "Brush vs. Napkin" 30

Name-calling

The message of this advertisement is that the Clorox ToiletWand is better than the papery version of a toilet brush. Statistics show that people who tried both products preferred Clorox ToiletWand over the paper version 3 to 1. The persuasive technique used is name-calling. The commercial is highlighting the Clorox product and putting down the paper item. The target audience is parents who need to clean their toilets. In addition, the woman in the commercial is spraying the paper wand away with a garden hose and happily using the Clorox wand. The intended effect of this advertisement is to make people buy the Clorox ToiletWand rather than the paper version. The Clorox product comes with six scrubby sponges that have Clorox cleaner inside ensuring the toilet will have a deep clean while the papery wand needs to be removed completely. Overall, the advertisement is effective because it provides a cost-saving/time-saving explanation of the benefits of the Clorox ToiletWand.

Sham Wow Commercial (USA).mp4

Plain folks

The message of this advertisement is that Sham Wow is easy to use and anyone can use it. Sham Wow can hold about twelves times its weight in liquid. The persuasive technique used in this advertisement is plain folks. It uses ordinary people to talk about how great the product works. The target audience is adults who have to clean spills. People want an easy way to clean up water, juices, etc. The intended effect of this commercial is to get people to buy Sham Wow instead of other towels or paper towels. Sham Wow can hold up to twelve times its weight in liquid, and people will want a product with this quality. This advertisement is effective because people want to clean with ease and not have extra work added to daily life. Also, the product is cheaper than using paper towels and saves money.
Sparkle Towels Commercial Featuring Kerri the Fairy

Product comparison

The message of this advertisement is that Sparkle paper towels are better than Bounty. Sparkle paper towels have thirst pockets making liquid clean ups easier with less paper towels, and they cost less money. The persuasive technique used in this commercial is product comparison. The video is saying that Sparkle paper towels are more effective than Bounty. The target audience for this commercial is adults who need to clean up liquid. The thirst pockets mentioned tell the viewer that the paper towels will soak in most of the wet spills. The intended effect of this advertisement is to make people want Sparkle paper towels rather than Bounty. In addition, they are absorbent and cost less than Bounty paper towels. This is an effective advertisement because people do not care if your paper towel can hold a bowling ball. They want paper towels that get the job done fast, easy, and economically.
Dancing Babys - Evian Commercial | 2013 |The New Funny Evian Commercial

Purr words

The message of this commercial is that Evian water helps you "live young." Throughout the commercial adults would walk past a pane of glass and observe a reflection of themselves as babies. The persuasive technique is purr words. Older adults would like to "live young" by just drinking water. The target audience is older adults who wish they were younger again. In addition, the dancing babies keep your attention until the end when it says "Evian, live young." The intended effect of the advertisement is to make adults buy the water because they saw dancing babies on television with it saying to drink Evian water in order to live young. This advertisement is effective because adults want to be young again.
NicoDerm Commercial

Rewards

The message of the advertisement is that NicoDerm patches promise emotional, physical, psychological benefits for choosing the product. These patches benefit people's minds as they are trying to extinguish their nicotine habit. The commercial demonstrates what life resembles for people who do not use the NicoDerm patches. For instance, the woman loses her patience and screams at plane passengers for simple mistakes. The persuasive technique for this advertisement is rewards. The reward promised is that you will not have tantrums with the NicoDerm patch. The target audience is adults who have trouble withdrawing from nicotine. In addition, they will want a patch like this if they are struggling like the lady in the video. The intended effect of the advertisement is for nicotine users to understand there is an easy way to withdraw. NicoDerm wants to help people stop their destructive addictions. This is somewhat effective advertisement because it lets people see what can help with their tantrums and mood-swings related to nicotine withdrawals; however, the video would have been more effective with less yelling. Nicotine users are very aware of their edgy moods. Younger views may be scared by all the screaming.
Broadview Security : The Next Generation of Brink's Home Security : Commercial : "Backyard"

Security

The message of this video is that Broadview Security will protect your family from burglary and trespassers. The mother and little girl went inside their home to have some lunch. A man broke into the house; however, the alarm was sounded. The persuasive technique used is security. Viewers see the commercial and feel fear imagining if the experience had happened to them. As a result, viewers are more likely to purchase the security system. The target audience is parents. They want to keep their families safe from a dangerous break in and see the importance of having a secure home. The intended effect of the advertisement is to convince parents to buy Broadview Security to reduce any safety-related, life threatening events from happening. If the security system was not set up in the commercial, the mother and daughter would be in serious trouble. This advertisement is effective because it causes the viewer to evaluate and assess the security of their home. Safety for their children is one of the highest priorities for a parent.
Skittles Super Bowl XLIX Commercial: Settle It

Slogan

The message of this advertisement is that Skittles are meant to be fought for. The men in the commercial were arm wrestling for who gets the last yellow Skittle. The persuasive technique used is slogan. "Settle the rainbow. Taste the rainbow." This is a phrase used to keep the product in the mind of the consumer. The target audience of these advertisements is for everyone because adults and children both like the idea of "tasting a rainbow." In addition, it makes the viewer think that Skittles must be good if they need to be arm wrestled over. The intended effect of the advertisements cause viewers to want Skittles because the commercial shows the whole town loving Skittles so much they will arm wrestle for them. The advertisement is effective because the phrase keeps the product in the mind of the consumer with its catchy ring.

Michael Jackson Pepsi Generation

Testimonial or Celebrity endorsement

The message of this advertisement announces, “Michael Jackson drinks Pepsi, so should you!” Children throughout the video are dressing and acting like Jackson; in addition, they are drinking Pepsi too while he sings. The persuasive technique used in the commercial is testimonial or celebrity endorsement. The Pepsi Company is trying to persuade people into buying their products because Michael Jackson is in the commercial singing about Pepsi. The target audience is children. Jackson was popular when the commercial was made. Children and teens wanted to mimic Jackson’s famous slick, moon walk while drinking Pepsi. The intended effect of this advertisement caused children to ask their parents for Pepsi, so they could be cool like Michael Jackson. This commercial was very effective because Jackson was a popular figure and caused people to buy Pepsi.
2014 Chevy Commercial - Maddie

Transfer or Emotional appeal

The message of this advertisement is that Chevy is a best friend for life's journey. A woman starts off in a clinic to put her dog down and the video goes backward in time showing life events until finally receiving the dog. The persuasive technique is transfer or emotional appeal. The video shows sadness in the dog's last day to the happiness of the woman receiving the dog. The target audience is adults. People want to have a memorable life journey, and the Chevy car is possibly the answer according to this commercial. The intended effect of this advertisement is to make people want to cherish life's journey in a Chevy. This commercial is very effective because it can cause some people to reminisce about the loss of a dear friend and remember the fond, sweet memories of driving in a Chevy together.