7.6: Persuading Without Using Reasons

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Bradley H. Dowden
California State University Sacramento

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Suppose you see a billboard with a picture of a smiling doughnut and the phrase "Mmmmm, DOUBLE DONUTS." The advertiser hopes to trigger a gut-level response so you will buy the product. What information are you getting from that billboard? You are not being given a reason to buy those donuts. This ad is designed merely to create a mood and to provide name recognition for the product.

If I'm trying to sell my house and I bake chocolate chip cookies one hour before prospective buyers will arrive for an open house, is the aroma a reason for them to buy the house? No, but it might cause them to buy it, or it might help a little. If they stop and think about it, they will realize I won't be baking those cookies for them after I move out, and they will realize they should worry that the cookie aroma might be covering up some problem, perhaps the odor of cat urine in my rugs.

We open a magazine and notice a beautiful woman wearing Gentleman Jim jeans saying, "I like to be close to my Gentleman Jims."

I like to be close to my Gentleman Jims.

The advertiser is hoping readers will identify with the woman and they will want to do what she would like them to do. The ad lures us readers unconsciously into buying Gentleman Jims for this "reason," but the ad is giving us no good reason.

People who are out to persuade often have style without content. A used-car salesperson with a dynamic, friendly style is more effective than one with a snarling style or a blah style. When the enthusiastic salesperson conveys real excitement about the car, the listener often unconsciously assumes that this is a good reason to buy. It is not a good reason at all.

The point of these examples is to show that causes are different from reasons. Propagandists use reasons only if they believe they will help cause you to do what they want. You, on the other hand, should be on the lookout for solid reasons. You don't want to be pushed around by causes.

Exercise \(\PageIndex{1}\)

What technique of deception is used in the following beer commercial?

"Schultz Beer: It's as real as it gets!"

Answer: What does this comment have to do with the quality of the beer or with why you should buy it? Does an unreal beer exist? All beers could make the same claim. Thus, this ad persuades without giving reasons by using the technique of selectively emphasizing the trivial.

Most commercials are aimed at your emotions, not your intellect. The goal of the commercial is to give you a feeling, not to pass on useful data. The logical reasoner’s goal is to see past the fluff and extract the information, if it's there. Too often it isn't. Most ads take the time only to reinforce the product's name and make you feel good. The advertiser hopes you will unthinkingly associate the product with your good feelings. Market research probably tells the advertiser that doing this is more effective than broadcasting facts about the product's merits.

Most everyone underestimates how much they are influenced by advertising. They believe they are immune to its influence, yet advertisers know that the advertising is worth all the money that it costs. And people are generally overconfident not just in their belief that they are immune to advertising. A poll in Britain once showed that 95% of drivers considered themselves to be better-than-average drivers.