Download Techniques and Methods Stereotype: an overgeneralization that

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 Cook 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 your 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
Bjornson 2008