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Review of Rhetorical Devices:
 Rhetorical question: asking a question where the answer is
obvious and doesn’t need to be directly answered
 Allusion: referring to a well-known place, person, event, or
story
 Repetition: when a word, or phrase is repeated in the same
words.
 Restatement: Repeating one idea in a variety of ways.
Review of Rhetorical Devices (cont.):
 Parallelism: repeating grammatical structures
 Examples:
 Abraham Lincoln: “With malice toward none; with charity
for all…”
 Patrick Henry: “We have petitioned; we have remonstrated;
we have supplicated; we have prostrated ourselves before the
throne…”
Types of
Propaganda
Propaganda
 The deliberate spread of information
 information, ideas, or rumors deliberately spread widely to
help or harm a person, group, movement, institution, nation,
etc.
Bandwagon
 The idea that everybody else is
doing it, or everyone supports
this person or cause, so you
should too.
 Example:
Coca-Cola Ads portray
young people having fun at a
party
Testimonial
 The celebrity endorsement
of a philosophy, movement,
candidate, or product.
 Example: Tiger Woods,
Roger Federer, and Thierry
Henry for Gillette razors
Transfer
 The use of symbols, quotes, or
images of famous people to
convey a message not
necessarily associated with
them. We are persuaded though
the INDIRECT use of
something we respect such as a
patriotic or religious image.
Example: Chevy Truck Ad
“This is Our Country”
http://www.slate.com/id/2151143
Repetition
 The product name or slogan is repeated several times within
the advertisement.
 Example: Target ads display the Target symbol numerous
times
Card Stacking
 Only presenting information that is positive to an idea or proposal and
omitting information contrary to it.
http://www.youtube.com/watch?v=_l8W952PW9
Y&feature=relmfu
Fear
 Presenting a dreaded circumstance of a choice or action.
 Example: NotEvenOnce.com ad promoted by the Montana Meth Project. A recent study
notes that this ad campaign has reduced teen Meth use in Montana by 45%. This ads’
effectiveness has prompted the Federal Government to run the ad in other states.
http://www.youtube.com/watch?v=MU4t9O_yFsY
Glittering Generalities
 Uses appealing words and images to
sell the product; Generally
accepted virtues are used to stir up
favorable emotions. Words such as
“democracy,” “family values,”
“rights,” or “American” are used in a
positive sense.
 Message- if you buy this item, you
will be using a wonderful product,
and it will change your life
 Example: Blue Bell ice cream’s
slogan, “Blue Bell homemade ice
cream tastes just like the good old
days!”
Name-Calling
 Ties a person or
cause to a largely
perceived negative
image.
 Example: Anti-Bush
ad commenting on
his intelligence level
Plain Folks
 The candidate or cause is identified with common people from
everyday walks of life.
 Example: Dove ads using real women to show sell their firming
cream
Emotional Words (Loaded Language)
 Words used to make you
feel strongly about
someone or something
 Example: Use of the word
“Romance” in Ralph Lauren
perfume and cologne ads
http://www.youtube.com/watch?v=kJDLws_l3Ok
 Use handout as a guide:
 Commercial #1 – Audi
 Commercial #2 - Lincoln MKZ
 Commercial #3 – Jeep
 If time: Commercial #4 - Got Milk
Persuasive Appeals in Commercials: For each commercial, consider
the following elements of the commercial.
Target audience (can be people of a certain age group,
gender, marital status, etc.)
Message (central idea that the creators of the commercial want
the audience to believe)
Logo (mark or symbol that represents the company or product)
and Slogan (short/memorable phrase used to promote a
product)
Aural Techniques (what you hear in the commercial that helps
promote the message & sell the product)
Visual Techniques (what you see/read in the commercial that
helps promote the message & sell the product)
Persuasive Appeal (how was ethos, pathos, logos used? Why
do you suppose it was present?)
Evaluating Print advertisements:
 In small groups (3-4), consider the previous elements while
evaluating the print advertisements.
 Be prepared to share your discussion with the class; take notes
(this should be automatically understood at this point in the
semester).
 Your discussion should also include Rhetorical Devices,
Propaganda Techniques & Persuasive Appeals (handouts).