5.2 Persuasive Techniques

Negative & Positive

Negativity and positivity in ads often go together. They say how the other product is bad, and highlight how their product is good.

Negativity

This is when bad things are said about the competition. Often there is no or limited evidence.

E.g. Tired of eating Gooey gum that goes flat in a seconds? (Where is the evidence that the gum goes flat?)

Positivity

This is when good things are said about a product. Often there is no proof to back up the claims.

E.g. You need to chew Tasty gum because it's the best!

(Is it a fact that it is best? Maybe. Maybe not. This is just the company's opinion.)