Techniques of Persuasion : Motivating The Consumer

Stacking
Stacking is the list of reasons why the product or service is good.
The examples are :
•L’oreal Shampoo.
 Because the ad mentions the list of reasons why it is good. First, it has the ability to repair 5 kinds of damaged hair.
•Vaseline Moisturiser
The product contains of three important nutrition to make the skin healthy and smooth.
•LUX
Because the product shows that after you use the product, you will get a smoother skin and a fresh, nice scent.

Repetition
Makes product or service familiar to consumer
The examples are :
•Mizone Flashmob
Because they made a project and organized a large group of people to dance with a choreography that had been arranged by the company.
•Buavita 2GO 1.000 Bikes
They made an event on a “Car Free Day” and invited the society of “Riders” ( Bike Riders) and other people who wanted to join the event that the company had been organized. The event broke the “MURI” record for organizing one of the biggest events in Indonesia.
•Anlene Program 10.000 Langkah
The program invited all kinds of people to walk 10.000 steps to campaign a healthier life.

Slogan
Identifies product or service with an idea
The examples are :
•Ades
The empty bottles have to be crushed in order to ease the company to recycle them.  Because the bottles are made of different kind of plastic, so it will be easier to be crushed. The company uses this idea to make the environment a better place to live.
•Sharp Plasmacluster Air Purifiers
The product is invented to purify the air. The reason is to make the environment a better place to live by breathing clean air.
•Beswan Djarum (Djarum Cigarette Company sponsors a scholarship)
This product provides and sponsors a scholarship for students in the country.

Logo
Identifies product or service with a symbol.
The examples are :
•Apple Inc.
The products are sold worldwide. We will know it if we see the logo. The logo is a white bitten apple on the back of every product they produce.
•Adidas
Because, the brand itself has been a sponsor for a lot of international sport events. It also has been found since the year of 1942.
•Sampoerna (Cigarettes)
When you see this logo, you will recognise it. This product, even though it is unhealthy, is very popular in this society. It has created many events and sponsored many events in this country.

Snob Appeal
Associates product or service with a personality or lifestyle.
The examples are :
•Gucci Premiere Perfume
This ad shows the lifestyle of the talent in the ad, who is Blake Lively, an actress, and the brand itself, which is already known well in the world The combination between the brand and the talent made the ad very classy and elegant, and that fits their lifestyle perfectly.
•Adem Sari (Refresher drink)
This ad shows us the lifestyle of the people who need this this product. They eat unhealthy but delicious food, like Padangnese food that contains a lot of coconut milk and fried snacks that are too greasy, that causes illness to them.
•Bellagio Perfume
In this ad, the talent drives a sport car, he also has a nice and big house, and a great job. It indicates the lifestyle of the people in the ad, and in the reality.

Cause and Effect
Use this product or service, then your problems will disappear.
The examples are :
•OBH Combi Plus (Cough syrup)
This is a very common cough syrup, and is used by almost all of the people to cure their illness.
•TRESEmmé Hair Treatment
The talent in the ad wants her hair to be beautiful every morning when she wakes up. So the product offers the formulas to make her problems disappear.
•Toko Bagus (An Online Shop)
When you need to sell or buy a product in a fast, economically, and free, this service provides them all, so you can get what you want easily.

Emotional Appeal
Uses emotion to sell a product or service (pity, fear, happiness, patriotism, etc)
The examples are :
•Aqua
The ad makes us feel pity and also happy at the same time. The pity is because it is so sad that before, they had to consume dirty water. And the happiness is now they can consume the clean and healthy water anytime they need.
•Cheer Beer
The expression that is used in this ad is exceptional. The talents’ expressions are perfectly make the viewers laugh out loud and make them want to buy the product.
•OBH COMBI “Pocong”
The environment of this ad gives the viewer a frightening situation of a haunted house. The back sound makes the ad even scarier.

Price Appeal
Consumers will be getting something extra for less money.
The examples are :
•Teh Kotak
You’ll get 50% extra tea with the same price.
•Axis (A cell phone provider)
Make a telephone call for minimum Rp. 500,-, you’ll get a free 1.000 minutes calls to every other user of the same provider.
•Lifebuoy Anti Hair Fall Shampoo
You can get 2 sachets of the product for only Rp. 500,-.

Testimonial
Someone endorses their product.
The examples are :
•Luwak White Coffee
There are actors and actresses in the ad that are giving their comments or testimonials about the product.
•Pond’s Age Miracle (Facial Cream)
The product is used by the actress, and she tells us about the result from using the product.
•Harpic Toilet Cleaner
The actress here casts as herself, who can prove to the other people that this product is working well. She asks the housewives from the neighborhood to join her, in order to show them the demo of how the product works. In the end, the people say their comments about the product.

Sex Appeal
The product will enhance your sexual attractiveness
The examples are :
•Frestea Green My Body
The company hires a well-known singer and model named Aura Kasih. It shows off her beautiful body, because this beverage is produced to women who want a slim body.
•Tim Tam
The actress tries to seduce the “King” by eating the chocolate covered strawberry in a seductive expression and gestures.
•AXE Effect
The waitress in the café smells the man’s scent and write down her phone number on the bun with the sauce of the hotdog in a seductive way.

Bandwagon
Uses peer pressure to influence the consumer if everyone else is doing it, so should you
The examples are :
•Sunlight
This product is used by almost all housewives in the country.  For those who don’t use it, they’re out of date.
•Honda Scoopy (Motorcycle)
There are 3 teenage boys telling stories about the product, and they own them. At the end of the ad, they say, “Mana Scoopy-mu?”. That means, if you don’t have it, you’re not cool.
•Kecap ABC
The boy doesn’t want to eat his mother’s cook, because she doesn’t use the same product as her neighbor. So because of that she immediately replaces the old product with this product.



ConfusionGains the consumer’s attention by confusing them, and then retains the attention as the consumer tries to figure out the message.
The examples are :
•Axis (A cell phone provider)
In the ad, the advertiser makes the audience confused about the expression that the talents are expressing without knowing why until the scene shows the reason.
•Magnum Gold
The viewers are showed the scenes where there are 2 agents trying to break the code of a vault, which the product are kept.
•Pepsi Kung Fu
The ad is about a kid who wants to be a monk. All the monks there have a symbol on their forehead. After he’s grown up, the monks make a ceremony to promote the kid to become a monk. The grown up kid has to drink the product, then hit the can with his head to get a symbol just like on every other monks’ foreheads.

Technical Jargon
Uses technical words to impress the consumer.
The examples are:
•Olay Regenerist Wrinkle Relaxing Cream
The ad uses word as “Glycerine” that is not common in our daily conversation to attract the consumers.
•Dove Hair Fall Treatment
This product uses “Micro Moisture Serum” and “Trichazole” to express and impress the consumer. It will give the consumer a thought that this product will moisture the hair by using those words.
•Maybelline Clear Smooth All in One (Compact Powder)
With the use of word “SPF 25”, the company tries to make the consumer impressed by the amount of SPF formula, which is probably bigger than the other products.

Transfer
Associates the product with words or ideas that may or may not be related to the product. The association seeks the transfer to certain the qualities.
The examples are :
•Vitacimin
The ad’s idea is to take care of your own body, so you can take care of the others  by consuming the product.
•Coca Cola (A kid tells a story about his father)
The idea of this ad is shown by the story the kid is telling. The story tells us about the kid that is proud of his father job. The father’s job is to deliver the product.
•Lifebuoy
The ad explains about the importance of washing hands in a proper way. This idea was supported by this product.

Name Calling
The advertiser compares its product or service to the competition in a way that is favorable to the advertiser.
The examples are :
•SURF
The ad shows that their product is much better than the other products because they can make white shirt even more white.
•Pantene
The talent says that she wouldn’t ever want to be an ambassador for any other products. Because the others are not good.
•Rinso Cair
The ad compares the product with another by showing the viewers how it works.

Plain Folks
The advertiser tries to identify its products with common people just like you.
The examples are :
•Quick (A tool to plow fields)
The advertiser or the company try to make farmers use the product by introducing it to them.
•Jesscool
The talent identifies the product to his customer to make him buy the product.
•Vicks 44
The talent coughs pretty bad, so the advertiser hyperbolized the talent by making him a giant to represent the loud voice he makes. Then one of his neighbor recommend and identifies the product to him.

Glittering Generality
The viewer is given a general feeling about the product, but not much else.
The examples are :
•LUX White
The ad only describes the product without giving any more of the product’s information or its content.
•Yamaha Vixion
This ad only shows the viewers an unclear animated storyline without giving the description of the product.
•Tori-Tori Cheese Crackers
This ad shows nothing more than 3 dancers flapping their feet and singing the product’s name.

Avante Garde
The suggestion that using this product puts the user ahead of the times.
The examples are :
•Tje Fuk
One of the talents says that the product gives him a good result.
•CSL Blueberry G7 Transformers
It’s not like any other phones. The device can be attached to the keypad module or the touchscreen module.
•Yamaha Vixion
The ad shows that the product is already ahead from others by making the animation as the past and the reality as the future.

Facts and Figures
Statistics and objective factual information are used to prove the superiority of the product.
The examples are :
•Dove Nourishing Oil Care Shampoo
The ad shows us from the scene, that the product is a lab-tested. And our hair will be smoother and easier to handle in 2 weeks.
•Ovale Face Vitamin
A small picture of a clinically tested by experts is shown by the ad.
•Dettol Liquid Antiseptic
The product is recommended by doctors.

Weasel Words
Are used to suggest a positive meaning without really making any guarantee.
The examples are :
•Ovale Face Vitamin
The product is said to regenerate your facial skin in 7 days.
•Mie Sedap
The product doesn’t give the consumers any guarantee about the taste.
•Close Up (Toothpaste)
The description in the ad says that your teeth will look whiter, but doesn’t say that they will guarantee it.

Magic Ingredients
The suggestion that some almost miraculous discovery makes the product exceptionally effective.
The examples are :
•Attack Easy Detergent
The developer of the product discovers new ingredients of detergent, that is called “Kekuatan 10 Tangan”.
•Oreo Ice Cream
The product gives a cool sensation in your mouth.
•Rinso Cair
The product can easily clean the stain on your shirt.

Patriotism
The suggestion that purchasing this product shows your love of your country.
The examples are :
•Indomie
The talents are singing one of Indonesian’s national songs, and they’re wearing each province’s traditional wardrobes while eating the product..
•Djarum Super
This is about the talent’s adventure around the islands of Indonesia, and the ad shows the names of the islands and the views of each island.
•Kecap Bango
This ad has a sentence that says with this product, let’s preserve the culinary legacy of Indonesia.

Bribery
Seems to give a desirable extra something.
The examples are :
•Kartu As (A cell phone provider)
If you top-up your cell phone’s credit balance for Rp 5.000, you’ll get Rp 50.000 extra for free.
•Simpati (A cell phone provider)
If you use this product, you’ll get bonuses from it.
•Bank Danamon
The talent gives the viewers what they will get if they save their money in this bank.

Wit and Humour
Customers are attracted to products that divert the audience by giving viewers reason to left or to be entertained by clever use of visual oral language.
The examples are :
•Pulpy Orange
The talent’s lips gone askew because he isn’t feeling well at the moment, and after he’s given the product for him to drink, his lips are back to normal again.
•Tango Wafer “Spiderman”
There are 2 children in the ad trying to make the “Spiderman” take off the mask. They tempt him with the product to make him eat it so he would take off his mask. Then it works, the “Spiderman” takes the product, and that makes him open the mask.
•Djarum 76 (You have 2 wishes)
An ugly farmer tackles something in his farm, then suddenly a genie comes out and offers him 2 wishes. The farmer first wish is to be rich, the second is to be handsome. The first is granted. But after the second one is told, there are suddenly thunder, lightning, and storm. The genie laughs and says, “NGIMPI!”.