Task :
Watch "Thai Life Insurance commercial - "Silence of Love" at youtube
Question :
Make analysis on how this ad video is considered to be relevant with insurance !
Answer :
Link : https://www.youtube.com/watch?v=nBobmn_u98wSilence of Love
A teenage girl ashame of his father , her father cant talk since he was born, she is being bully at school but she never can tell how she feel to her father, how to comfort her heart, she is very frustated and she is commit suicide. The Father shock from what happened to her daughter , he said "he will give everything he have as long as her daugther can live"
In the end , maybe there's no such thing as the best dad, only the one who loves you more than anything, take care of your loves one. there's no a single word can describe LOVE , and once we love somebody we must take care of our love ones with everything we have, insurance is one of the solution.
Selasa, 20 Januari 2015
Senin, 19 Januari 2015
ADVANCED PERSUASION TECHNIQUES
30. Ad hominem. Latin
for "against the man," the ad hominem technique
responds to an argument by attacking the opponent instead of addressing the argument
itself. It’s also called "attacking the messenger.” It works on the belief
that if there’s something wrong or objectionable about the messenger, the
message must also be wrong.
31. Analogy. An
analogy compares one situation with another. A good analogy, where the situations
are reasonably similar, can aid decision-making. A weak analogy may not be
persuasive, unless it uses emotionally-charged images that obscure the
illogical or unfair comparison.
32. Card stacking. No one
can tell the whole story; we all tell part of the story. Card
stacking, however, deliberately provides a false context to give a misleading
impression. It "stacks the deck," selecting only favorable evidence
to lead the audience to the desired conclusion.
33. Cause vs. Correlation. While
understanding true causes and true effects is important, persuaders can fool us
by intentionally confusing correlation with cause. For example: Babies drink milk.
Babies cry. Therefore, drinking milk makes babies cry.
34. Denial. This
technique is used to escape responsibility for something that is unpopular or controversial.
It can be either direct or indirect. A politician who says, "I won’t bring
up my opponent’s marital problems," has just brought up the issue without
sounding mean.
35. Diversion. This
technique diverts our attention from a problem or issue by raising a separate issue,
usually one where the persuader has a better chance of convincing us. Diversion
is often used to hide the part of the story not being told. It is also
known as a “red herring.”
36. Group dynamics. We are
greatly influenced by what other people think and do. We can get carried away
by the potent atmosphere of live audiences, rallies, or other gatherings. Group
dynamics is a more intense version of the Majority belief and Bandwagon
techniques.
37. Majority belief. This
technique is similar to the Bandwagon technique.
It works on the assumption that if most people believe something, it must be
true. That’s why polls and survey results are so often used to back up an
argument, even though pollsters will admit that responses vary widely depending
on how one asks the question.
38. Scapegoating. Extremely
powerful and very common in political speech, Scapegoating blames a
problem on one person, group, race, religion, etc. Some people, for example,
claim that undocumented (“illegal”) immigrants are the main cause of unemployment
in the United States, even though unemployment is a complex problem with many
causes. Scapegoating is a particularly dangerous form
of the Simple solution technique.
39. Straw man. This
technique builds up an illogical or deliberately damaged idea and presents it as
something that one’s opponent supports or represents. Knocking down the
"straw man" is easier than confronting the opponent directly.
40. Timing. Sometimes
a media message is persuasive not because of what it says, but because of when
it’s delivered. This can be as simple as placing ads for flowers and candy just
before Valentine’s Day, or delivering a political speech right after a major
news event. Sophisticated ad campaigns commonly roll out carefully-timed phases
to grab our attention, stimulate desire, and generate a response.
INTERMEDIATE PERSUASION TECHNIQUES
16. The Big Lie. According
to Adolf Hitler, one of the 20th century’s most dangerous propagandists, people
are more suspicious of a small lie than a big one. The
Big Lie is more than exaggeration or hype; it’s telling a complete falsehood
with such confidence and charisma that people believe it. Recognizing The
Big Lie requires "thinking outside the box" of conventional wisdom
and asking the questions other people don’t ask.
17. Charisma. Sometimes,
persuaders can be effective simply by appearing firm, bold, strong, and confident.
This is particularly true in political and advocacy messages. People often
follow charismatic leaders even when they disagree with their positions on
issues that affect them.
18. Euphemism. While
the Glittering generalities and Name-calling
techniques arouse audiences with vivid, emotionally suggestive words, Euphemism
tries to pacify audiences in order to make an unpleasant reality more palatable.
Bland or abstract terms are used instead of clearer, more graphic words. Thus,
we hear about corporate "downsizing" instead of "layoffs,"
or "enhanced interrogation techniques" instead of "torture.”
19. Extrapolation. Persuaders
sometimes draw huge conclusions on the basis of a few small facts. Extrapolation
works by ignoring complexity. It’s most persuasive when it predicts
something we hope can or will be true.
Real Estate ads, that always says persuasive and
price never goes down
20. Flattery. Persuaders
love to flatter us. Politicians and advertisers sometimes speak directly to us:
"You know a good deal when you see one." "You expect
quality." "You work hard for a living." "You deserve
it." Sometimes ads flatter us by showing people doing stupid things, so
that we’ll feel smarter or superior. Flattery works
because we like to be praised and we tend to believe people we like. (We’re
sure that someone as brilliant as you will easily understand this technique!)
21. Glittering generalities. This is
the use of so-called "virtue words" such as civilization, democracy,
freedom, patriotism, motherhood, fatherhood, science, health, beauty, and love.
Persuaders use these words in the hope that we will approve and accept their
statements without examining the evidence. They hope that few people will ask
whether it’s appropriate to invoke these concepts, while even fewer will ask
what these concepts really mean.
Patriotism
22. Name-calling. This
technique links a person or idea to a negative symbol (liar, creep, gossip, etc.).
It’s the opposite of Glittering generalities.
Persuaders use Name-calling to make
us reject the person or the idea on the basis of the negative symbol, instead
of looking at the available evidence. A subtler version of this technique is to
use adjectives with negative connotations (extreme, passive, lazy, pushy, etc.)
Ask yourself: Leaving out the name-calling, what are the merits of the idea
itself?
23. New. We love new things and
new ideas, because we tend to believe they’re better than old things and old
ideas. That’s because the dominant culture in the United States (and many other
countries) places great faith in technology and progress. But sometimes, new
products and new ideas lead to new and more difficult problems.
24. Nostalgia. This is
the opposite of the New technique. Many advertisers
invoke a time when life was simpler and quality was supposedly better
("like Mom used to make"). Politicians promise to bring back the
"good old days" and restore "tradition." But whose
traditions are being restored? Who did they benefit, and who did they harm?
This technique works because people tend to forget the bad parts of the past,
and remember the good.
25. Rhetorical questions. These
are questions designed to get us to agree with the speaker. They are set up so
that the “correct” answer is obvious. ("Do you want to get out of
debt?" "Do you want quick relief from headache pain?" and
"Should we leave our nation vulnerable to terrorist attacks?" are all
rhetorical questions.) Rhetorical questions are used
to build trust and alignment before the sales pitch.
26. Scientific evidence. This is
a particular application of the Expert technique.
It uses the paraphernalia of science (charts, graphs, statistics, lab coats,
etc.) to "prove" something. It often works because many people trust
science and scientists. It’s important to look closely at the "evidence,"
however, because it can be misleading.
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27. Simple solution. Life is
complicated. People are complex. Problems often have many causes, and they’re
not easy to solve. These realities create anxiety for many of us. Persuaders
offer relief by ignoring complexity and proposing a Simple
solution. Politicians claim one policy change (lower taxes, a new law, a
government program) will solve big social problems. Advertisers take this strategy
even further, suggesting that a deodorant, a car, or a brand of beer will make
you beautiful, popular and successful.
28. Slippery slope. This
technique combines Extrapolation and Fear.
Instead of predicting a positive future, it warns against a negative outcome.
It argues against an idea by claiming it’s just the first step down a “slippery
slope” toward something the target audience opposes. ("If we let them ban smoking
in restaurants because it’s unhealthy, eventually they’ll ban fast food,
too." This argument ignores the merits of banning smoking in restaurants.)
The Slippery slope technique is commonly used in
political debate, because it’s easy to claim that a small step will lead to a
result most people won’t like, even though small steps can lead in many
directions.
29. Symbols. Symbols
are words or images that bring to mind some larger concept, usually one with
strong emotional content, such as home, family, nation, religion, gender, or
lifestyle. Persuaders use the power and intensity of symbols
to make their case. But symbols can have different meanings for
different people. Hummer SUVs are status symbols for some people, while to
others they are symbols of environmental irresponsibility.
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