t1.
A good "image" relates to being seen as expert, trustworthy, and benevolent.
We often believe a message simply on the basis of our belief
in the speaker.
If we already like the speaker, we usually trust what the speaker says.
People like to buy from those they already know, like, and trust.
Aristotle, in his Rhetoric, claimed that the most
effective means of persuasion (more effective than either rational
arguments or emotional appeals) was the ethos, the projected "image"
of the speaker, as being expert,
sincere, and benevolent.
All speakers (public or private, commercial or political,
"good guys" or "bad guys") can be analyzed by what image
they project to other people (both in words
and nonverbals)
in relation to those three key qualities, of their seeming
to be expert, sincere, and benevolent.
That's why some celebrities are paid millions to endorse
a product. If people like someone, they'll trust them.
That's why some popular politicians can get away with lies
and deception. If their "image" is good, most people will believe
anything they say.
Ideally, the speaker should have all three qualities.
Realistically, most speakers have different mixes and degrees.
Ideally, these qualities should genuinely exist within
the speaker.
Realistically, however, it's more important for these qualities to seem to
exist.
So, it's important for you to recognize this systematic
"image building" on which persuaders spend a lot of time and money,
in order to appear expert, sincere, and benevolent ("on your
side").
And why, in
political campaigns, there's so many negative attacks, trying to destroy
the good, projected image of the other.
It's not logical, but it's effective.
Perhaps, it shouldn't be that way. But, alas, that's
the way things really are.
t2.
Presenters are usually trustworthy "authority figures" or "friend
figures."
Presenters are the people who appear in ads, or those celebrities
who endorse the product. It's helpful to put them into two general classes:
authority figures (the
positive aspects of "Mom and Dad" wise, protective, and caring) and
friend figures (people we like,
admire, would like to be our friends).
t3.
Brand names are important confidence-builders.
Brand names
and trademarks are probably the oldest ways of building confidence in a product.
In the pre-industrial age, good craftsmen put their own marking on their silverware
and pottery to identify their work. Thus, trademarks -- and later, brand names
-- became associated with quality products and reputable established companies.
Corporations and advertisers spend a good deal of time and
money to build and protect their reputation. "Brand loyalty" is the
goal of every seller: that buyers would know, trust, and prefer their brands.
t4.
Flattery of the audience is another common tactic of persuaders.
To get us to like them and trust them, advertisers praise our
good taste and intelligence.
For example, James McNeal, in Kids as Customers, a guide
for advertisers, praises his little customers: "... today's kid is an
increasingly self-reliant youngster, pretty savvy as a consumer, with money of
his or her own to spend, materialistic, willing to sub for the parents as a shopper,
soon to be master of the marketplace." (p.3)
Persuaders often appeal to our vanity and pride. When someone
"sincerely" flatters us, we feel good about them and are apt to trust
them because they recognize our value, they are "on our side."
The best persuasion isn't noticed: it is that which soothes,
lulls, relaxes, creates trust, seems natural, and credible. If flattery is well
done, we'll never notice it.
If it's overdone and obvious, we might become suspicious. But,
even then, flattery has a persuasive way of convincing us that
perhaps we do deserve the praise directed our way.
Parents and teachers are apt to point out our errors and
our faults. They often scold us or correct us ("constructive criticism"--
"for your own benefit" ) to help us avoid future errors.
In contrast, advertisers flatter us and make us feel good about ourselves,
our desires and choices. No wonder kids like ads. Advertisers never criticize.
They flatter and praise their audience, saying that they're "on our
side."
(But, you knew that already, didn't you?)
Trust is
important to establish.