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Persuasive Techniques and Examples Claim Your main point Examples: Chocolate is a healthy snack. __________is the best presidential candidate. Appeals to Logic (Logos) Takes a reader stepby step through an argument to present accurate evidence (facts, data, numbers, statistics) to support an argument. Example: A Snickers bar has 280 calories and 30 grams of sugar Appeals to Emotions (Pathos) May take the form of a brief story or a vivid image to attempt to use pity, joy, or another emotion to win support. Example: Your donation may help find this puppy a home. Appeals to Ethics (Ethos) Trying to convince your audience that you are trustworthy and believable Example: Believe me! I’ve been there before! I’m just like you! Sense of Urgency (Kairos) Using pressure to create a need to “act now” Example: This is a one day sale only! Hurry in for the best selection! Propaganda is a form of communication aimed towards influencing the attitude of a population toward some cause or position. World War I poster by Winsor McCay, urging Americans to buy Liberty Bonds Bias Prejudice in favor of or against one thing, person, or group compared with another, usually in a way considered to be unfair. Testimonials A written or spoken statement, sometimes from a person figure, sometimes from a private citizen, extolling the virtue of some product, idea, or person. “It happened to me” Transfer transfer: persuasive technique that uses a strong pictorial symbol or general phrase that arouses the audience’s emotions so that they’ll connect/transfer the positive emotion to the product being sold The setting of this advertisement is positive, which transfers positive feelings / emotions to the viewer. Appeals to Basic Values Speaks to ideas that all viewers/readers support Example: referring to someone as “just” (justice is a basic value), or saying something is “wasteful” (thrift is a basic value) being patriotic is another basic value Big Names Experts and important / respected people who support your side of the argument Example: Former President Bill Clinton thinks that junk food should be taken out of vending machines. Plain Folks When ordinary people sell or endorse a product. Speaker presents themselves as an “Average Joe” to connect to the audience. Research Using studies and information to make your argument seem more convincing using words, graphs, tables, illustrations, data. Example: Nine out of ten students think that we should have a shorter school day. Loaded Words Words or phrases that have strong emotional impact (positive or negative connotation Examples: love, peace, economical, prosperity, cheat, pig, fetus vs. unborn baby Opinion as Fact To present beliefs as if they are factual truths Example: Animal testing is cruel and inhumane. (vs. “I feel”, “I think”, or “I believe”) _____ is the best candidate. Repetition and Parallelism Repeating words or phrases, or the use of identical sentence forms Rhythmic patterns can be persuasive, and repetition can enforce an idea Example: “I have a dream”…. begins many sentences in MLK’s famous speech Rhetorical Questions A question that makes the reader think; doesn’t need an answer Example: How many times do I have to tell you? Or How long will we need to endure this injustice? Superlatives Using adjectives that imply the highest or lowest quality Examples: best, smartest, most qualified, worst, most dishonest Pronouns Using pronouns to identify the relationship between the reader and the writer Using the pronouns “we” and “us” make the reader feel more involved For example: We can’t afford to make that mistake again. Endorsement Getting famous people to speak up for your idea, cause, product, or candidate Example: Tiger Woods doing an advertisement for Buick Flattery Saying nice things about the reader/ listener to get them on your side. Example: “I know you are intelligent people, so you will do the right thing.” Bandwagon Tries to get you to join the group, to do something because everyone else is Example: credit card companies who try to get your business by claiming that they already have millions of customers (don’t) get aboard the bandwagon! Peer Pressure Similar to bandwagon, except the persuasion comes from your friends and/or people you know Example: “Everyone is going to the party on Friday. You don’t want people to think you’re a nerd!” Slogans Clever or memorable words, phrases or tunes that cause us to think of a product, idea, or candidate Examples: Just do it, Got Milk? Yes we can! Name Calling Describing the opponent in a negative way to bring about a prejudice among the public by labeling the target as something the public dislikes Examples: traitor, coward, inexperienced Snob Appeal Uses images, objects or people who seem classy, wealthy, or even cool (cool appeal) to appeal to people’s desire to be classy, wealthy, or cool through transfer. Sexual Attraction The most used technique in television and print ads today. It appeals to the desire to be attractive to the opposite sex. Example: Ads: makeup, perfume, clothing, deodorant, shampoo, just about anything! Card Stacking Using only information that is positive to an idea or proposal and leaving out anything negative Example: A used car ad that fails to mention that the car has been submerged in water Generalities or “Glittering Generalities” Making vague or general good or bad statements about something in order to appeal to peoples’ emotions. Guilt Making the audience feel bad about something so they will take action. Figures of Speech Using figurative language to make advertising more interesting and appealing. “The best part of waking up is Folgers in your cup” "Sleeping on a Sealy is like sleeping on a cloud.“ "Plop plop, fizz fizz, oh what a relief it is!“ Humor Humor is often used as a persuasive technique because it relates to our feelings of happiness (pathos) and associates positive feelings with a product, candidate, a message, or a cause. Persuasive Techniques Tree Map Create a tree map to categorize all of the persuasive techniques that we have learned according to whether they appeal more to ethos, pathos, or logos. (Your branches should be labeled ethos, pathos, and logos). Then, put a P next to all of the persuasive techniques that are examples of propaganda (twisting the truth). Your Task Working with your tablemates, peruse various magazines until you find an advertisement that you all want to analyze. Have one person record your answers to the following questions another person(s) prepare to share out: Find a magazine ad and answer the questions below? Which magazine did the ad come from? What is this ad trying to persuade you to do or buy? Who is their target audience? In other words, who are they most trying to reach? How many persuasive strategies from your notes can you identify in the ad? List them and be prepared to explain.