Have you ever had such an experience: the urge to succumb to a person whom you do not know? Think about it again. Now, think simple and look around at the varied of things you posses, or those that you are about to own. What is that mysterious driving force which lures us to part with our wealth? It is a simple yet overlooked word: Language. Specifically, it is the power of persuasive rhetoric.
It is amazing to discover how reputable banks employ the different modes of persuasion to sway their audiences. As private sectors, they are facing competition among their counterparts in the same industry. It is interesting to note how these three banks use three different ways differentiate their product and also to move the hearts of their potential customers.
Try analyzing this 1st bank: Citibank
The usage of bold and curvilinear title “Lavish Indulgences”, accompanied with the silky-textured backdrop, it encourages the reader to feed their wants. The words at the side of the article read as follows. “Haute Couture. Pre-a-porter. Vogue styles. These are but the lovely makings of an episode of luxurious shopping. Indulge in a minute. Or revel for hours. It is after all a lavish indulgence that only measures up to your fine stature. This is Paragon’s Luxury Shopping Weekend- exclusive to you, our privileged card members.” By the use of emotionally-evoking words, or pathos, Citibank encourages the affluent, or those who wants to appear wealthy, to buy in their argument.
What do you think about this 2nd bank: HSBC
Clearly in the newspaper advertisement above, HSBC shows us the pressing issue of rising prices that we are currently facing. “Prices are on the rise, fast. Which unfortunately also causes your wealth to erode. When the cost of living goes up, the value of your money falls. Here’s an example- in the inflation rate stays at 5% every year, a million-dollar nest egg would be worth less than $359,000 in 20 years. While you can’t prevent prices from rising, you can protect your wealth from dwindling with strategic investments that can help you to outsmart the effects of inflation.” The logical approach, or logos, is HSBC bank’s strategic approach. Logos has the cognitive effect of making the source look prepared and knowledgeable to the audience. Indeed, the time value of money concepts indicates that if the bank’s interest rate is lesser than the inflation rate, we are losing money every year. Thus, it is proposing a solution to customers who base their decisions on logical thinking.
The 3rd approach by: UBS
True enough, when customers decide to entrust their wealth to an entity, they are looking for credibility, also known as ethos. “What can you be sure in times like this?” starts of as UBS bank’s persuasion. As it continues, it uses words like “we remain committed and focused” to ensure the customers about its “knowledge and experience”. It also further assures their clients about the “certainties of its relationships with our clients” and the fact that their “commitment is unwavering”. In doing so, UBS is imposing goodwill of its image towards the audience. Moreover, the use of an image of a typical financial advisor enhances the willingness of UBS to patiently develop enduring and long lasting relationship with its valuable clients.
On retrospect, which is the best approach? Clearly, the credibility of a bank does not solely depend on their ability to convince audience through a piece of advertisement. There are many factors that an informed client should consider. For example, if a bank was involved in a financial scandal, even the best persuasive language remains futile.
On a side note, have you ever wondered who the influential founder of the three persuasive techniques was? He is one of our ancient Greek philosophers, Aristotle. Speaking about psychic power, don’t you think Aristotle has it too?
