Simple Techniques I
Now that you are familiar with the many considerations that go into persuasion and the varying circumstances in which you might want to use persuasive methods, it is time to address specific methods of persuasion. Over the course of the next four lessons, we will explore specific persuasive techniques in an increasingly challenging order.
Association
In association, a person trying to persuade someone will link a company or a position on something with a term or feeling that is positive (according to the target). Members of the general public typically like or enjoy some of the same types of things such as success, power, wealth, family, security, intimacy, sex, and so on. The persuader chooses their intended audience, and then works to determine what that target audience cares about and wants. They then link that desire or positive thought with whatever item, emotion, or belief that they are trying to sell; this creates an association between the two entities. Imagine a brand of alcohol that has traditionally been purchased by older men and has developed a reputation for being elite and sophisticated. If that company wanted to expand its sales to include younger men, it will want to pursue an ad campaign associating that type of alcohol with something that 20 to 30-year-old men value, such as adventure. The company might then produce an ad where a group of young men is seen going skydiving while drinking this alcohol. The company has now associated that type of alcohol with adventure and camaraderie.Bandwagon
The bandwagon approach of persuasion is a simple, yet successful approach targeting some of the most basic human emotions. Typically speaking, people want to be included in things, especially in a country like the United States where we tend to live close to others and engage in social activities almost constantly. The bandwagon approach simply tries to convince us of something by making it seem as though we will then be included in a group if we subscribe to the group's notions.Beautiful People and Celebrities
It is old news that ads typically use attractive to people to sell products. Over time, the use of celebrities in this manner has also become commonplace. The reason for this is threefold: first, an ad is more likely to get your attention if the people in it or on it are attractive or known to you. Secondly, the ad often gives the impression that you will also be or feel beautiful or popular if you have whatever they are selling. Lastly, beautiful people and celebrities may not be designed to make you believe that you will look like them as much as that you will be surrounded by people who do; this is the type of thinking that results in beer ads for men that feature beautiful women. However, because this type of persuasion has become so commonly used (and because many believe that it is damaging to society to perpetuate the myth of one type of beauty), some companies have begun dramatically shifting away from this use. In fact, some ad campaigns have started to garner attention and support simply because they use other techniques or a wider scope of "beauty."Bribery
A tried and true method of persuading people to do any number of things is to bribe them into doing it. Sometimes bribes are straightforward, such as a parent buying their child a treat if they sit calmly through dinner at a restaurant. Other types of bribes are more disguised, operating as discounts, rebates, or gifts. Typically, the consumer rarely actually gets something free but people continue to give into this form of persuasion so companies, parents, and so on continue to use it.
Fear
When using the persuasive technique of association, a person is supposed to associate positive thoughts or feelings with whatever is being discussed. Fear capitalizes on human nature in the opposite way where people are scared that the wrong choice will result in catastrophe. Fear does not always have to have the same level of severity; politicians will use fear of terrorism or crime to gain support while an ad may use something as minor as a nick while shaving to convince you to purchase a different type of razor. Although the use of fear as a persuasive technique is often effective, it can also be unethical (especially when it is dishonest). Alternatively, using fear of a possible and logical conclusion regarding a decision may be entirely appropriate. Essentially, fear based purely on emotion is usually unethical while a natural fear generated by a mental understanding is usually appropriate (depending on age and context).]]>