Your task is to watch some commercials and to guess how they achieve their persuasive effect. Commercials are not the same as an act of rhetorical public speech, but they do have a lot to teach us about psychological manipulation. Psychological manipulation is a type of social influence that aims to change the perception or behavior of others through underhanded means. Understanding how this works can then help us to identify it when it is used in public speeches. Take around five commercials and write a paragraph of 50-100 words on each, identifying all of the techniques used to persuade the audience that the product is worth buying. Think carefully about the images and words that are used. What emotional response is provoked by the commercial? Are celebrities or so-called “experts” brought in to provide proof? Is this proof valid?
Commercial 1: The first commercial is for a luxury handbag brand. Through the use of high-quality cinematography, the commercial starts with a close-up shot of a glamorous celebrity carrying the handbag in a luxurious setting. The camera then pans out to show the celebrity in different elegant outfits, attending high-profile events, and being constantly surrounded by paparazzi. The emotional response provoked by this commercial is that of aspiration and the desire to be associated with luxury, fame, and glamour. The use of the celebrity serves as proof that the product is worth buying, as it suggests that by owning this handbag, one can also achieve a similar lifestyle. However, the proof is not necessarily valid, as the audience does not know if the celebrity actually uses or endorses the product in real life.
Commercial 2: This commercial is for a cleaning product. It starts with a scene of a stressed-out mom trying to clean a messy kitchen while her children are mischievously making more of a mess. The commercial then transitions to show the same mom using the cleaning product, which instantly removes all the dirt and leaves a sparkling clean kitchen. The emotional response provoked by this commercial is relief and satisfaction, with the underlying message that this product will make cleaning easier and more effective. The commercial uses the mom as an expert, as she is portrayed as someone who understands the struggle of cleaning and can attest to the product's effectiveness. However, the proof provided is subjective and may not be valid for all individuals or cleaning situations.
Commercial 3: This commercial is for a fast-food chain. It begins with shots of delicious-looking food being prepared with close-ups of steam, melting cheese, and vibrant colors. The commercial then showcases families and friends enjoying the food and laughing together in a vibrant and lively restaurant setting. The emotional response provoked by this commercial is hunger and the desire for social connection. The use of relatable individuals enjoying the food creates a sense of trust and authenticity. The commercial also includes a celebrity endorsement, where a well-known actor expresses their love for the food. Although this adds credibility, the validity of the proof may be questionable as the celebrity may have been paid to endorse the product.
Commercial 4: This commercial is for a skincare product. It starts with shots of a woman with flawless skin, radiating confidence and happiness. The commercial then showcases close-ups of the product being applied smoothly and effortlessly. The emotional response provoked by this commercial is the desire for beauty and self-improvement. The commercial uses before-and-after images to provide proof of the product's effectiveness, suggesting that it can transform one's skin. However, the validity of this proof is subjective and may not necessarily reflect the results that every individual may achieve.
Commercial 5: This commercial is for a car brand. It begins with fast-paced shots of a sleek and stylish car driving on scenic roads, with the wind blowing through the driver's hair. The commercial then transitions to showcase the car's advanced features, such as a panoramic sunroof and state-of-the-art technology. The emotional response provoked by this commercial is a sense of freedom, luxury, and excitement. The commercial brings in experts, such as professional drivers or engineers, to validate the car's performance and quality. However, the validity of this proof may be questionable as the experts may have a biased perspective or may not represent the average consumer's experience.
Commercial 1: Nike "Just Do It" - This commercial utilizes several persuasive techniques to convince the audience to buy Nike products. Firstly, the ad showcases visually stunning and inspiring footage of athletes proving their capabilities, evoking a sense of determination and motivation in the viewers. Through the repetitive use of the slogan "Just Do It," Nike builds a powerful brand image associated with perseverance and success. Additionally, renowned athletes, considered experts in their respective fields, are shown wearing Nike gear, which provides a sense of credibility and trustworthiness. While the experts' endorsement can be seen as valid, it is important to consider whether their expertise actually aligns with the product being promoted.
Commercial 2: Coca-Cola "Open Happiness" - This Coca-Cola commercial focuses on creating an emotional response in the audience. It portrays happy, diverse individuals enjoying moments of joy and connection while consuming Coca-Cola. The use of vibrant colors, joyful music, and smiling faces aims to evoke positive emotions and associate Coca-Cola with happiness. The ad also highlights social gatherings and celebrations, appealing to the viewers' desire for connection and belonging. Although no celebrity endorsements are present in this particular commercial, the emphasis on relatable individuals and the emotional experience can be considered as a form of proof for the product's ability to enhance happiness.
Commercial 3: Apple "Welcome Home" - Apple's "Welcome Home" commercial combines visual storytelling, innovative technology, and a well-known celebrity to persuade the audience. The ad features the renowned artist and musician FKA twigs, who is shown using Apple's HomePod smart speaker to create an engaging and immersive experience in her apartment. By associating the product with a renowned and influential figure, Apple aims to leverage FKA twigs' influential image to convince consumers of the product's quality and desirability. Moreover, the mesmerizing visuals, synchronized movements, and energetic music evoke a sense of fascination and excitement, encouraging viewers to see the HomePod as an essential and transformative device.
Commercial 4: Dove "Real Beauty" - The Dove "Real Beauty" campaign appeals to viewers' emotions and societal values around body image. The commercial features diverse women with different body types and focuses on celebrating their unique beauty. By challenging conventional beauty standards, Dove aims to empower and resonate with the audience's desire for acceptance and self-confidence. The ad also incorporates scientific claims, such as dermatologist endorsements and before-and-after demonstrations, to provide a sense of validity and credibility. While the proof may be valid, it is essential to critically evaluate the extent to which the product aligns with the campaign's ideals and whether it can truly deliver the promised effects.
Commercial 5: McDonald's "I'm Lovin' It" - This McDonald's campaign primarily relies on catchy jingles, vibrant visuals, and relatable situations to persuade the audience. The ad portrays smiling individuals, enjoying their meals, and illustrates McDonald's as a source of joy and satisfaction. The slogan "I'm Lovin' It" reinforces a positive emotional response and aims to create an association between McDonald's and happiness. While the commercial does not explicitly feature celebrities or experts, it focuses instead on the everyday customer, implying that the satisfaction experienced by regular people is enough proof of the product's desirability. However, it is important to critically evaluate the nutritional value and health implications, which are not addressed in this particular commercial.
To achieve a persuasive effect, commercials employ various techniques to influence the audience. Let's analyze five commercials to identify these techniques and assess their effectiveness:
1. In a commercial for a cleaning product, vibrant and clean images of a sparkling home are shown, evoking a sense of cleanliness, comfort, and happiness. The use of bright colors and upbeat music adds to the emotional appeal. Additionally, the commercial features a celebrity endorsing the product, creating a sense of trust and credibility. However, it is important to critically evaluate whether the celebrity's endorsement is a valid form of proof.
2. A fast-food commercial displays mouthwatering food shots, carefully positioned and filmed to highlight visual appeal. These visuals, coupled with sizzling sounds and close-ups of satisfied customers enjoying their meals, create an emotional response of hunger and craving. By using emotional manipulation through sensory cues, the commercial aims to convince viewers to visit their restaurant.
3. Another commercial for a car showcases sleek and stylish footage of the vehicle, driving through scenic landscapes. The commercial utilizes emotional appeal by presenting freedom, adventure, and luxury as associated feelings when owning the car. Voice-over narration by an authoritative and trustworthy voice adds credibility and serves as a subtle form of persuasion.
4. An advertisement for a beauty product uses before-and-after shots of individuals with transformed appearances, focusing on their flawless skin or perfect makeup. These visuals create a desire for improvement and enhance the product's perceived effectiveness. The commercial may also feature an expert, such as a dermatologist or stylist, who attests to the product's validity. Evaluating the credibility of these experts is crucial to determine the actual proof they provide.
5. A commercial for a charity organization often tugs at the heartstrings by presenting images of suffering individuals or animals in need. Emotional music, sympathetic narratives, and poignant stories elicit empathy and compassion from viewers. The commercial then emphasizes the positive impact that donations can have on alleviating the depicted suffering, thereby persuading the audience to support the cause.
It is worth noting that while commercials employ persuasive techniques to provoke specific emotional responses and often bring in celebrities or experts for validation, it is essential to critically evaluate these techniques and the validity of the proof presented. Being aware of the psychological manipulation at play can help us make informed decisions when encountering similar techniques in public speeches.