This document discusses persuasion techniques. It defines persuasion as guiding oneself or others towards adopting an attitude, idea or action through rational or symbolic means. Examples are given of how producers try to persuade consumers. Persuasion techniques have been studied formally since the early 20th century. Effective persuasion techniques identified include creating needs, appealing to social needs, and using loaded images and words. Specific advertising examples are provided to illustrate these techniques.

1. Name: Muhammad Javed
Department: Bs Mass Communication

2. Defination:
Persuasion is a form of social influence.it is the
process of guiding yourself or another towards the
adoption of an attitude, idea or action by rational and
symbolic (though not always logical) means.

3. Example
• We are confronted by persuasion in our everyday lives.
Producers of food products want us to buy their goods;
movie studios want us to see their latest films. For this
reason, it is easy to overlook how outside sources
influence us.

4. • As persuasion is such a useful influence, the techniques
have been studied since ancient times although social
psychologists formally began studying the techniques in
the early 20th century. The aim of persuasion is to
convince the target to internalise the argument and accept
the attitude as part of their core belief system.

5. Persuation Techniques:
• According to Kendra Cherry, there are only a few highly
effective persuasion techniques. Other methods include the use
of punishment, rewards, positive/negative expertise and moral
appeal, among others.

6. 1. Create a need
• This method involves creating a need, or appealing to a
previously existing need. This type of persuasion appeals
to a person’s fundamental needs for shelter, love, self-
esteem, and self-actualisation.

7. 2. Appeal to Social Needs
• This effective method of persuasion appeals to the individual's needs to
be prestigious, popular or similar to others. This method of persuasion is
illustrated in many television commercials; viewers are encouraged to
purchase advertised items in order to be like others, or to be like a well-
known or well-respected person. Television commercials are a massive
source of exposure to persuasion, if you consider that estimates claim
that the average British viewer watched a record of more than four hours
of TV a day (based on the first three months of 2010) 48 ads a day as a
result.

8. 3. Use Loaded Images and Words
• Persuasion often makes use of loaded words and images.
Advertisers are all too aware of the power behind the use of
positive words, hence the motive behind phrases such as “New
and Improved” and “All Natural.”
• This is just one example of how persuasion can be used in
everyday advertisements; an interesting experiment is to view a
random television programme for half hour or so and note
every example of persuasive advertising it can be quite
astounding.