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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.