Download Propaganda, Persuasion, and Rhetoric

Propaganda, Persuasion, and Rhetoric
Propaganda: any systematic widespread dissemination of promotion of particular ideas, doctrine,
practices, etc. to further one's cause or to damage an opposing one.
Persuasion: the power of causing something to be done, especially by reasoning,
urging, or inducement
Rhetoric: the art of using words effectively in speaking or writing; language that is
showy and elaborate but largely empty of clear ideas or sincere emotion
Techniques and Methods
Stereotype: an overgeneralization that does not account for exceptions
o All juniors look down on freshmen.
Bandwagon: a recommendation that someone should do something because everyone is doing it
o Thousands have enjoyed these running shoes, and you will too.
Name Calling: criticism of personality or character rather than of ideas
o What could that backwoods bumpkin know about gourmet food? Listen to me
instead.
Testimonial: use of a recommendation by someone who has gained authority in an unrelated field
o Drink Coca Cola; baseball star Roddy North does.
Red Herring: an unrelated second issue used to evade the real issue.
o Let's not discuss repairs to the gym; let's discuss the quality of the team.
Either-or Thinking: an oversimplification that allows only two choices
o If you don't make a donation, you must not approve of our efforts.
Faulty Cause and Effect: a statement asserting a false connection between cause and effect
o You did not do you homework; you are not a conscientious person.
Plain Folks: use of recommendation by common people
o Howdy, neighbors. Welcome to our program this morning.
Snob Appeal: a statement categorizing one product is better than another
o Original creations by Madame L'Exclusive."
Glittering Generalities: word choice that promotes a product which really means nothing
o "the American way” "natural beauty," "absolute honesty"
Transfer: the use of a picture to transfer feeling or emotion to whatever is being advertised
o using a picture of a beautiful woman to advertise a car.
Slanted Words: word choice to promote credibility
o scientifically proven
Card-stacking: the use of half-truths which cannot be denied or whole truths which have no point
o twisting facts, selectively omitting information, or using incomplete quotations
Practice on Identifying Fallacies
Each of the following statements represents one of the fallacies/techniques. Identify the fallacy or
technique.
1. ____________________ Film star Ray Laurence says you'll be satisfied with the Universal Life
Insurance Company.
2. ____________________ If the President does not sign the bill labor wants, he must be antilabor.
3. ____________________ She must be rich — she is a lawyer.
4. ____________________ Perhaps the Student Council does need reform, but you have to admit
Lee Ann Trainor has been a fine representative.
5. ____________________ Do not listen to those senators; they are all political hacks.
6. ____________________ Roger has been involved in an accident. He must be a bad driver.
7. ____________________ Americans are turning in droves to new Fruit Stix — be among them.
8. ____________________ Star Gazers is the most popular movie of the year. Don't miss it.
9. ____________________ Be careful how you talk to him. You know how sensitive artists are.
10. ____________________ You're no friend of mine if you don't support me in this.