Strategies and means of Persuasion Used to Convince the Viewers

Jonas, Jan Jacob, Maxim, Paul

Britain Stronger in Europe (remain)

• happy music in combination with lightful enviroment
• the enviroment fits to each argument
  • “Everything is easy” → showing EasyJet → traveling is easy
• only successful people
  • founders
  • professors
  • presidents
  • students
• they say in the end: “make sure your voice is heard” → You are important
• claim in the title

Vote Leave (leave)

• dramatic music and video
• sound effects
• focus on money
  • comparison with different alternatives in which they could invest
• visual elements
• darker video in comparison to the first video
• the state a lot of claims
• clear opion in the title