Download Propaganda Techniques

Persuasion
What is persuasion?
How do authors and advertisers
accomplish it?
What is Persuasion?

Also called Semantic Slanting

Choosing words or images to convince
others to think or agree with something
Propaganda

The method in which the author passes
on persuasive ideas
Posters
 Campaign Speeches
 Commercials
 Essays

Argument vs. Counter Argument
Argument—the presentation of the idea
or point of the author-what is the author
persuading people to do/think and why
 Also known as (AKA):

Claim
 Thesis Statement

Argument vs. Counter Argument
“Counter-” means opposite
 Counter Argument – is the presentation
of ideas to convince an audience to do or
think the opposite.
 The Other Side

Bias:
Prejudice or partiality when making an
argument towards an issue
 Does not include the counter argument
 One-sided

Persuasion Techniques
Big Names
Important people, celebrities or
experts are used to make the
argument seem more convincing.
Example: Former U.S.
president Bill Clinton
thinks that junk food
should be taken out of
school vending
machines.
Logos
Facts, charts, numbers, and
information are used to convince
the reader.
Example: A Snickers
bar has 280
calories and 30
grams of sugar.
That’s not very
healthy.
Pathos or Emotional Language
Words/phrases used to make the
reader feel emotions such as
happiness, sadness, anger, guilt, etc.
Example: Your
donation to the
SPCA might just
get a puppy off
the street and
into a good home.
Ethos or Credibility
Making the reader believe and trust
in the author by building credibility.
Example: Believe me!
I’ve been there
before. I’m just
like you.
Kairos or Urgency
Author convinces the reader that
this issue is so important they must
act now.
Example: This is a one-time
offer. You can’t get
this price after today.
Research
Writer uses reliable, long term
research studies to help make the
argument seem convincing.
Example: A recent study
found that students
who watch TV during
the week don’t do as
well in school.
Bandwagon
 Get
“on the bandwagon.” Most
people believe this and you
should too if you want to fit in.
Example: Millions of
women are using
the new Mineral
make-up foundation.
You should too!
Testimonial
A
regular person or celebrity has
used a product or agrees with an
idea and tells you how great it is.
Plain Folks Appeal
 Typical
people use this product, so
we will identify it with the common
people from everyday walks of life –
its “All American.”
Example: An ordinary
looking family sits
together at a table to
eat a certain brand of
macaroni.
Repetition
 Repeating
images, words or
information over and over to persuade
HEAD ON!
the reader.
Apply directly to
the forehead!
HEAD ON!
Apply directly to
the forehead!
HEAD ON Apply
directly to the
forehead.
Compare & Contrast
 Placing
two objects or issues
side by side to make one look
better than the other.
Name Calling
 Negative
words used to create an
unfavorable opinion of the
competition.
Faulty Cause and Effect or Fallacy
 Use
of product is credited for
creating a positive (or sometimes
negative) result.
Example: Using credit
cards will result
in debt that will
restrict you for
the rest of your
life.
Appeal to Prestige
 The
item or idea offers a higher
status if used or purchased.
Example: If you buy
these watches,
you will be
beautiful and
sophisticated like
us.
Slogan
A
catchy phrase, statement or
jingle often used to sell a service
or a product.
Glittering Generalities
 Words
that “glitter” by seeming to
be very positive, but do not offer
any real information.