Download Persuasion Unit Name__________________________________

Persuasion Unit
Name__________________________________
Commercial and Political Advertising
Date___________________________________
*******************************************************************************************************************
PERSUASION: A form of speaking or writing that aims to move an audience through reasoned or emotional
appeals to take a specific action.
ARGUMENT: A form of persuasive reasoning. An argument is a statement of reasons for or against
something.
BIAS: a mental leaning, inclination, prejudice, or bent toward one view or another that prevents impartial
judgment based on a person's previous learning or experiences.
PROPAGANDA: The spreading of ideas, information, or rumor for the purpose of helping or injuring an
institution, a cause, or a person.
LOGICAL FALLACIES: Errors in argument. They either ignore an issue, distort it, or make it simpler than it
really is.
*******************************************************************************************************************
TYPES OF LOGICAL FALLACIES AND PERSUASION TECHNIQUES:
 Circular Reasoning or "Begging the Question": A person makes a claim then argues for it by
advancing grounds whose meaning is simply equivalent to that of the original claim.
 Red Herring: Any diversion intended to distract attention from the main issue (changing the subject)
 Straw Man: Ignoring a person’s actual position/argument and instead substituting a
misrepresentation of that person’s ideas/argument.
 Ad Hominem/Name Calling: Where someone attacks an opponent’s character, or his motives for
believing something, instead of disproving his opponent’s argument.
 Hasty Generalization: Where someone generalizes about a class or group based upon a small and
poor sample.
 Either / Or: Describing a situation as if there were only two choices when in fact there may be
several.
 False Cause and Effect/Post Hoc: Arguing that one event caused another just because it
happened first (sometimes the cause and effect are just coincidental).
 Loaded Words: Language with positive or NEGATIVE connotations to stir people’s emotions.
 Glittering Generalities: Type of loaded words that are so strongly positive that they “glitter” and
make you feel good. Slogans are often glittering generalities.
 Bandwagon Appeal/ Overgeneralization: Suggests a person should do or believe something
because “everyone does”; in advertising it’s the “don’t be the last person to own…”
 Appeal to Authority/Testimonials: Famous people or “non experts” who endorse products or
arguments unrelated to their field, using only their talent, glamour, or fame to
persuade you.
 EMOTIONAL APPEALS: Pity: A cause or reason for sorrow, or regret; Vanity: Excessive pride in
one's appearance, qualities, abilities, achievements; Fear: A distressing emotion aroused
by impending danger, evil, pain, etc., whether the threat is real or imagined.
 Slippery Slope: Jumping to a series of unreasonable conclusions based on one event.
 Oversimplification: Explaining a complex situation or problem as if it is much simpler than it is.
 Stereotyping: Type of oversimplification based on broad judgments of people by race, gender,
religion, etc.
 False Analogy: Suggesting that because two things are alike in some ways, they are alike in all
ways.
 Card Stacking: The presentation of only the details, statistics and other information that impacts
public opinion positively. Presents a lopsided, unrealistic viewpoint that is dangerously deceptive.
 Plain Folks: The suggestion that the product is a practical product of good value for ordinary people
 Transfer: Words and ideas with positive connotations are used to suggest that the positive
qualities should be associated with the product and the user.
 Appeal to Tradition: When it is assumed that something is better or correct simply because it is
older, traditional, or "always has been done."
PROPAGANDA USED IN ADVERTISING
 Bandwagon Appeal: Suggests a person should do or believe something because “everyone does”;
in advertising it’s the “don’t be the last person to own…”
 Patriotism: The suggestion that purchasing this product shows your love of your country.
 Diversion: Diversion seems to tackle a problem or issue, but then throws in an emotional nonsequitur or distraction.
 Testimonials: Famous people or “non experts” who endorse products or arguments unrelated to
their field, using only their talent, glamour, or fame to persuade you.
 Facts And Figures: Statistics and objective factual information is used to prove the superiority of
the product.
 Weasel Words: These words take away the force of a statement by creating room to wiggle out of
the claim later. They create loopholes in the claim.
 Magic Ingredients: The suggestion that some almost miraculous discovery makes the product
exceptionally effective.
 Wit And Humor: Customers are attracted to products that divert the audience by giving viewers a
reason to laugh or to be entertained by clever use of visuals or language.
 Simple Solutions: Avoids complexities and attacks many problems to one solution.
 Snob Appeal: The suggestion that the use of the product makes the customer part of an elite group
with a luxurious and glamorous life.
 Bribery/Promotions: The attraction of getting something "free" or earning "rewards" to attract
consumers to the product.
 Character Hook: Uses a hero, villain, or victim to embody a key attribute of a brand.
 Card Stacking: A way of manipulating information so that one product looks more appealing than
another by leaving out important facts or comparing evidence in an unfair manner.
 Plain Folks:The suggestion that the product is a practical product of good value for ordinary people.
 Transfer: Words and ideas with positive connotations are used to suggest that the positive
qualities should be associated with the product and the user.
 Appeal to Tradition: When it is assumed that something is better or correct simply because it is
older, traditional, or "always has been done."
 Repetition: Used to build identity awareness in the consumer’s memory by mentioning the product
or company name more than once. This can be a combination of sight and sound,
allowing the advertiser to disguise the repetition by changing its delivery (from visual to audio).
 Purr Words: Type of loaded words that make the product seem more desirable but give no details
about the product. General words with very positive connotations.
 Musical Appeal: Captures the attention of the consumer because music is often linked to emotions,
experiences, and memories, which allows for a connection between the product or service.
 Slogan: a catchy phrase or series of words used to help consumers remember a company, brand
or product.
 Jingle: Generally a slogan set to music or a melody that is catchy and used to promote a specific
company, product or brand.