The Science of Persuasion

The Science of Persuasion

Reciprocity - obligation to give when you receive
In 'That Boss Life' they offer the boss life but they show they are against Judith Butler theory that gender is as 'preformed' or 'performative'. By doing this it identifies with consumers who hate the typical stereotypes. The Score offers 'what you've always wanted' by showing the women and the guns and being worshiped by the girls.

Scarcity - people want more of those thing there are less of
'That Boss Life' shows that you can gain ultimate power by buying the product, which is scarce. Also the scarcity of a black woman and a gay man as a known brand identity. The Score advert shows the scarcity of women. The product sell if you buy this you will get the girls.

Authority - people will follow credible knowledgeable experts
'That Boss Life' advert shows authority in the form of Makeupshayla and MannyMua. The reason they are the authority in this advert as they are 2 well known people with experience in makeup. In the Score advert the man is the main authority. He is wearing a uniform and has a gun but he is also being carried by the girls, this shows that he has a superior power

 Consistency - looking for, and asking for commitments that can be made
The commitment to the mascara is what 'That Boss Life' advert is trying to sell you. by putting Manny and Shayla in the advert they gain lots of customers. The Score advert makes men want to be the man in the advert. Every other man puts himself in the advert as the man with the gun surrounded by women. 

 Liking - people who are SIMILAR to us 
            - people who pay us COMPLIMENTS 
            - people who COOPERATE with us 
In 'That Boss Life' they show us youtubers and a good life as well as the mascara but its not as big. Score shows the guy and the ladies and the gun. it basically shows you 'what you want' 

 Consensus - people will look to the actions others to determine their own
'That Boss Life' shows mascara as a currency. They are considered heroes. Whoever has the mascara, they have the power. In the Score advert the women all agree that he is the 'best'. Whoever has the cream, has the power 

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