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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