PERSUASIVE SPEAKING

BORJA, JUDE SIDNEY F.

BSCE 1D
Subject: Purposive Communication

DOVE’S ADVERTISEMENT
The video grabs people's attention by getting them involved and showing them
something new. The person talking in the video talks about Dove's new product, which has
three percent niacinamide and ten times more collagen. They make it clear that this product
isn't just for your face—it's also great for places like your underarms.
This way of doing things aims to get viewers interested by offering a new way to look
at skincare. By saying the product works for more than just your face, Dove suggests it's useful
for different parts of your body, like your underarms.
This tactic tries to appeal to viewers who want skincare products that cover all their
needs. By mentioning important ingredients like niacinamide and collagen, Dove makes its
product sound advanced and effective, making people curious to try it out.
The advertisement successfully shows Dove's commitment to dealing with dark marks
by showing the versatility of its new product, indicating its ability to target and diminish dark
marks across various body areas, including the underarms. This focus matches with Dove's
mission of offering inclusive skincare solutions that cater to different needs, including concerns
like dark marks. By talking about key ingredients like niacinamide and collagen, known for
making skin tone better, Dove makes people feel sure about the product's ability to deal with
dark marks.
However, weaknesses include not having people talk about how good the product is or
showing pictures of before and after, which could make people trust the product more and feel
less unsure about whether it works. Also, the advertisement's simple way of explaining things
might make people think the product can do more than it really can, so it might be good to
explain more about what it does or show it working.
While Dove's advertisement does a good job of showing its dedication to fighting dark
marks and showing how its new product is versatile, there are things that could be better. Giving
more details about how the product works, having people say how good it is, and showing more
about what it can do could make people trust Dove more and feel better about buying its
products. By fixing these things, Dove can make its message stronger and better meet its goal
of giving everyone skincare solutions that work for them, making people happier with the
products and more likely to keep buying them.
The advertisement's success depends on different things like what people think of it,
how many products get sold, and what people think of the brand. The advertisement seems to
do a good job of showing Dove's dedication and promoting its new product's versatility. But
how much it works will depend on if people like the message, think the product is good and
does what it says, and decide to buy it. Getting feedback from people who might buy it, looking
at how many products get sold, and seeing what people think about the brand will help
understand how well the advertisement does what it's supposed to do.
 JOLLIBEE CHICKEN NUGGETS
The Jollibee chicken nuggets advertisement you described seems to utilize several
persuasive tactics to engage viewers. Firstly, by featuring both children and adults enjoying the
chicken nuggets, the advertisement appeals to a wide audience demographic. Children may be
drawn in by seeing someone their age enjoying the food, while adults can relate to the
enjoyment portrayed by their peers.
Additionally, the advertisement depicts scenarios where the chicken nuggets can be
consumed, such as while working, driving, or playing in playgrounds. This highlights the
convenience and versatility of the product, suggesting it can fit into various lifestyles and
activities. This versatility makes the product seem like a convenient choice for consumers who
are always on the go.
Furthermore, the mention of the price, specifically that the food is only 99 pesos,
emphasizes the affordability of the product. This can be a significant persuasive factor for
budget-conscious consumers, as it presents the product as a tasty and affordable option for a
quick meal or snack.
However, the advertisement also has some weaknesses. For instance, it may lack
sufficient nutritional information, focusing more on convenience and affordability. This
oversight could deter health-conscious consumers who prioritize knowing what they're
consuming. Additionally, the advertisement could provide more emphasis on the taste or
quality of the product, as this is a crucial factor for many consumers when making food choices.
Overall, while the advertisement appears to be effective in terms of its broad
demographic appeal, emphasis on convenience, and affordability, its effectiveness may vary
depending on the target audience and their specific preferences and priorities. Providing more
information about the nutritional value and taste of the product could further enhance its
effectiveness and appeal to a wider range of consumers.

JOY
The advertisement for Joy dishwashing liquid employs several persuasive tactics to
convince viewers to choose their product over competitors. Firstly, it utilizes a strategy of
comparison by showing two mothers using different brands. This direct comparison aims to
highlight Joy's superior cleaning power and longer-lasting formula compared to its competitors.
By presenting Joy as the clear winner in this comparison, the advertisement seeks to sway
viewers towards choosing Joy for their dishwashing needs.
Secondly, the advertisement employs the technique of demonstration to reinforce the
strength of Joy. By visually showing the product being used to wash a large number of dishes,
it implies that Joy is highly effective and efficient, with a little going a long way. This visual
demonstration helps to solidify the product's effectiveness in the minds of the viewers, making
it more likely for them to consider Joy when purchasing dishwashing liquid.
Thirdly, the advertisement includes the price of 24 SRP, adding transparency to the
offer. This inclusion may persuade viewers by suggesting that Joy offers good value for money
compared to other brands. However, the advertisement could benefit from providing more
context regarding how this price compares to the prices of the other brands featured in the
comparison, as this could further enhance viewers' perceptions of Joy's value.
 Despite its strengths, the advertisement also has some weaknesses. For instance, it may
come across as biased since it only presents Joy in a positive light compared to its competitors,
which could lead some viewers to question the credibility of the claims made. Additionally,
while the price is included, it lacks context, which may make it difficult for viewers to assess
whether Joy truly offers the best value for money.
Overall, the effectiveness of the advertisement depends on various factors, including
the target audience, the competition in the market, and the overall marketing strategy. Direct
comparison with competitors can be a powerful persuasive tool if executed effectively.
However, for the advertisement to be truly effective, it should provide more objective evidence
of Joy's benefits and address any potential weaknesses more transparently. If the advertisement
resonates with the target audience and effectively communicates Joy's value proposition, it has
the potential to be successful in persuading viewers to choose Joy over other dishwashing liquid
brands.

ABS-CBN: ANTI-DRUG ADVOCACY

The advertisement you described employs a variety of persuasive techniques to
discourage drug use, particularly targeting youth. First, by involving youth celebrities and a
former president, it adds credibility and authority to the message. Youth often look up to
celebrities, and the presence of a former president suggests governmental support for the cause.
This lends weight to the argument being made and increases the likelihood of the message
being taken seriously.
One of the most compelling aspects of the advertisement is the inclusion of youth
sharing their reasons to say no to drugs. This humanizes the message and makes it more
relatable to the target audience. Hearing peers articulate reasons not to use drugs can be
powerful in influencing behavior, as it creates a sense of solidarity and shared values among
young viewers.
The reasons provided by the youth further reinforce the anti-drug message. For
instance, the statement that "drug ruins a lot of people's lives" appeals to the fear of negative
consequences and highlights the potential harm drugs can cause. Additionally, the assertion
that "you do not have to try it to know if it's a bad thing to do" appeals to logic and reason,
suggesting that the dangers of drugs are well-known and do not require personal
experimentation to understand.
Furthermore, messages like "I have a lot of dreams I want to achieve" tap into
aspirations and future-oriented thinking, emphasizing that drug use can derail one's goals and
ambitions. Finally, the statement that "when you do it, it’s not just you hurting yourself, you’re
hurting your loved ones as well" appeals to empathy and the interconnectedness of
relationships, highlighting the collateral damage of drug use on loved ones.
While the advertisement has many strengths, including its use of various persuasive
techniques and relatable messaging, there are also potential weaknesses. These include a lack
of specific information or statistics about the consequences of drug use, which could strengthen
the argument. Additionally, there may be skepticism regarding the sincerity of celebrity
involvement, depending on individual perceptions of the celebrities. Furthermore, the
advertisement might not address the root causes of drug use or provide practical solutions for
prevention or intervention.
 Overall, the effectiveness of the advertisement would depend on various factors such
as the credibility of the messengers, the reach of the advertisement, and the receptiveness of
the target audience. While it is likely to resonate with its intended audience, it could be more
effective if supplemented with educational programs, community initiatives, and support
services for individuals struggling with substance abuse.

FAMILY PLANNING TVC 2014

The advertisement persuades viewers primarily through emotional appeal and a focus
on values. By showcasing the struggles of a child facing significant responsibilities due to a
large family and financial strain, it aims to evoke empathy and sympathy from the audience.
Through this emotional narrative, viewers are encouraged to connect with the child's plight and
consider the broader implications of family planning on children's lives. Additionally, the
advertisement appeals to values such as health and education by highlighting the child's hopes
for her family's well-being and her desire to continue studying. This alignment with deeply
held values can further engage viewers and prompt reflection on the importance of family
planning.
In terms of strengths, the advertisement effectively utilizes emotional storytelling to
capture attention and foster a connection with the audience. By depicting a real-life scenario
that many viewers may find relatable, it can resonate on a personal level and drive home the
message of the importance of family planning. However, the advertisement may also have
weaknesses. For instance, it could lack specific information about family planning methods or
resources, limiting its ability to provide actionable steps for viewers interested in making a
change. Additionally, the portrayal of the issue may be somewhat one-sided, potentially
oversimplifying the complexities of family planning and its societal implications.
The effectiveness of the advertisement ultimately depends on various factors, including
its target audience and intended outcome. If the goal is to raise awareness and prompt
discussion about family planning, the emotional appeal and relatable storytelling could be
effective in sparking conversations. However, if the aim is to drive specific behavioral changes
or policy initiatives, the advertisement may need to be supplemented with additional resources
and calls to action. Overall, while the advertisement effectively evokes empathy and raises
awareness about the challenges of large families and limited resources, its impact on promoting
concrete solutions or changes may be limited without further support and information.
What makes advertisements persuasive?
Advertisements can be persuasive for several reasons. Firstly, One crucial factor is their
ability to tap into emotions, evoking feelings such as joy, fear, or nostalgia that resonate with
the audience. Emotional connection makes the message more memorable and impactful,
driving consumer engagement. Secondly, Ads that provide evidence, testimonials, or
endorsements from trusted sources establish credibility and build consumer trust. Thirdly, By
showcasing positive experiences from other consumers through testimonials, reviews, or social
media mentions, ads can influence perceptions and behaviors. Lastly, Narratives or stories that
resonate with the audience humanize the brand, build emotional connections, and make the
message more relatable. Finally, creating a sense of scarcity or urgency can motivate
consumers to act quickly. Highlighting limited-time offers, exclusive deals, or low stock levels
encourages consumers to make a decision promptly to avoid missing out. By strategically
employing these persuasive tactics, advertisers can create impactful campaigns that leave a
lasting impression and drive tangible results for their brands.