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Propaganda and Persuasion Techniques people use to make you believe what they have to say 3 Types of Persuasive Techniques • Ethos- An appeal based on the character of the speaker. Ethos is based on the reputation of the author. • Logos-Appeal based on logic or reason. Documents distributed by companies or scholars are logos driven • Pathos-appeal based on emotion. Advertisements are pathos driven. • Ad hominem: a Latin phrase; this technique attacks an opinion and not an argument. • Ad Nauseam: this approach uses tireless repetition of an idea. An idea that is repeated enough may be taken as truth • Analysis of facts: making sense of information for readers • Appeal to authority: cites prominent figures to support a position, idea, argument, or course of action • Appeal to fear: seeks to build support by instilling anxieties and panic in the general population • Bandwagon: attempts to persuade the target audience to join in and take the course of action that everyone else is taking • Black and White Fallacy: Presenting only two choices with the product or idea being propagated as the better choice • Beautiful People: Using famous people or attractive, happy people to sell a product or idea. • Bribery: offering payoff for support Which technique? Appeal to Fear Black and White Fallacy Bribery Bandwagon • Celebrity Endorsement: someone famous promotes a product • Common Man or Plain Folks: using ordinary people to appeal to the common man in an attempt to identify with the average person • Demonizing the enemy: making the opposition appear to be subhuman • • • • Direct order: aims to simplify the decision making process by using images and words to tell the audience exactly what action to take; eliminates other choices. Disinformation: the creation or deletion of information from public record Emotional appeal: using feelings of guilt, fear, patriotism, etc. to get support Euphemism: Using less offensive terms to describe or discuss a topic Which technique? Emotional Appeal Common Man/Plain Folks Which Technique? Disinformation Celebrity Endorsement • Euphoria: creating happiness or using an appealing event to boost morale • Exaggeration: over emphasizing to make a point • Expert Witness: using a respected professional to support an argument • Flag-waving: an attempt to justify an action on the grounds it will make one more patriotic or benefit the country or idea • Flattery: complimenting in order to get something in return • Glittering Generalities: Emotionally appealing words applied to a product or idea, but no concrete support is given • Half-truth: a deceptive statement that may have some element of truth • Humor: using comedy to get you to remember a product or idea Which Technique? Exaggeration Expert Witness Which Technique? Euphoria Glittering Generalities • Intentional Vagueness: deliberately vague so the audience can supply its own interpretation • Labeling: a technique used to increase the perceived quality, credibility, or credence of a particular idea. • Logical reasoning: arguments based on information and what makes sense • Obtain Disapproval: persuading an audience to disapprove of an idea or action suggesting that it is popular with groups that are hated or feared. • Oversimplification: Favorable generalities used to provide simple answers to complex ideas. • Quotes out of context: selective editing of quotes which can change meanings • Name calling: technique used to incite fear and arouse prejudices • Red Herring: presenting data or issues that, while compelling, are irrelevant to the argument at hand. • Repetition: Deals with a jungle or word that is repeated over and over again. • Scapegoating: assigning blame to an individual or group, alleviating feelings of guilt Which Technique? Logical Reasoning Oversimplification Which technique? Quotes out of Context Intentional Vagueness • Sex Appeal: using attractive people to sell • Slogans: a brief or striking phrase that may include labeling and stereotyping • Statistics: information presented in numbers • Stereotyping: arousing prejudices in an audience by labeling to target fear, hatred, and undesirable qualities • Testimonial: quotes (taken in and out of context) cited to support or reject a policy, program, or personality • Threat: proposing harm for not supporting • Transfer: projecting positive or negative qualities of a person to make another choice more acceptable • Virtue words: attaching a positive image when attached to a person or issue Which Technique? Slogan Statistics Which Technique? Testimonial Transfer