Common Techniques Trying to Influence You Every Day

Columnist - Sandra Fong Young

Call it what you will – propaganda, advertising, marketing, “what Sally from across the street said” – No matter what it’s called, there are numerous techniques being used every day to influence you. But how many times do you actually stop yourself and say, “Hey, what power of persuasion are they trying to use on me right now?”

Here are three of the most frequently used strategies:

1. Bandwagon - Think of this technique as similar to when your daughter whines, “But everyone at school has one!” Example: The enormous pack of people following around the Verizon guy in every advertisement. The goal is to convince you that “everyone’s doing it,” so you should, too.
2. Plain Folks - Show a typical person, couple, family, etc. with common problems and provide them with an easy solution. It’s easier for consumers to identify with an ad if they consider the people in it to be “just like me.” Example: The Jerome’s Furniture “See Dick and Jane” commercial.
3. Snob Appeal - Example: Draped in cashmere while perusing the lit up cases at Tiffany’s, the woman stops to reapply her fabulously sparkly lipstick. This is “Snob Appeal.” If you use this lipstick, the concept is that you will automatically have the glamorous life that goes along with it.

Using these influencing strategies does not have to be a bad thing (we all use them at some point or another), but it’s a good thing to be aware of them. So next time you’re flipping through your favorite magazine or your mother-in-law is trying to convince you of something – Pause. Consider what method they are using to tempt you.

Now, is it just the technique they are using to lure you that’s appealing, or should you really do what they are asking?

E-mail: TheMomMarket@gmail.com
Twitter: http://www.twitter.com/san_dyego
Sandra Fong Young is a public relations account executive at J. Walcher Communications and freelance writer.