Download Persuasion Propaganda

Persuasion
• The purpose of persuasion is to convince
others to do something, think a certain
way, buy something, etc.
• The Media (TV, internet, radio,
newspapers, magazines) uses
PROPAGANDA to persuade
through advertising.
Differences between
Persuasion and Propaganda
• Persuasion
– Most often used in
academic and
professional writing
– Attempts to guide the
audience’s thinking
using reason, emotion,
questioning, etc.
– Expert opinion, logical,
emotion, and ethical
appeal, repetition,
rhetorical question,
allusion
• Propaganda
– Most often used in
advertising
– Can easily trick or
manipulate the
audience
– Bandwagon,
testimonial, personal
attack, sexual appeal,
glittering generalities
Differences
Persuasion
Propaganda
Rhetorical Question
• Questions asked to
make a point or to
make you think, NOT
to be answered
• Does it matter?
• Aren’t you glad you
use Dial?
• Would you want this
to happen to you?
Expert Opinion
• Using quotes from
professionals or wellknown organizations
According to the
Environmental Protection
Agency, “second-hand
smoke causes approximately
3,000 lung cancer deaths in
nonsmokers each year.”
Logical Appeal
• The strategic use of
reason, claims, and
evidence to convince
an audience of a
certain point.
– Can include facts
and statistics or
expert opinion
Martin Luther King, Jr. – “Letter
from the Birmingham Jail”
“Birmingham is probably the
most thoroughly segregated
city in the United States. Its
ugly record of police brutality is
known in every section of this
country. Its unjust treatment of
Negroes in the courts is a
notorious reality. There have
been more unsolved bombings
of Negro homes and churches
in Birmingham than any city in
this nation. These are the hard,
brutal and unbelievable facts.”
Emotional Appeal
Playing to people’s emotions, this technique makes you feel a
certain way. It may involve love, sympathy, fun, or patriotism.
•Uses “Loaded Words” like justice, duty, hope
Ethical Appeal
Persuasion
based on trust,
reliability, and the
character of the
speaker
Our spokesperson, Mr.
Coyote says, "I'm not
really a coyote, but I play
one on TV. I've used
Acme products for years.
Their slingshots, rocket
launchers, crowbars,
pogo sticks, and power
pills are the best around.
And don't forget their
high-powered dynamite! I
buy everything from
Acme. They are the
company that I trust the
most."
Allusion
• An allusion is a brief reference to some
thing, person, or idea the audience would
respect. Allusions to the Bible may get a
Christian's support, for example.
• EX “Love your neighbor, yet don’t pull
down your hedge.” Benjamin Franklin
Repetition
The product name or keyword or phrase is repeated several
times.
How many times can you use the word “Fresh?”
Repetition in Target Ad.
Bandwagon
This technique tries to persuade everyone to join in and do the
same thing. Everyone’s doing it!
Transfer
Good feelings, looks, or ideas transferred to the person for
whom the product is intended.
Usually deals with:
•Patriotism
•Love/Popularity
•Money
•Power/Fame
•Looking good
Testimonial
An experienced person or celebrity endorses a product.
Plain Folks
• Convincing the audience that the speaker
is “just like you and me.”
• May use religion, country living, or family
Snob Appeal
Using words that appeal to
the finer things in life.
Promising that you’ll be like
the rich and famous!
Turtle Beach Resort:
absolutely first class!
Sex Appeal
• Uses sexual images
or suggestive words.
Personal Attack
• When a person substitutes abusive
comments for facts when attacking
another’s claims
• Often used by politicians
"Jane says that drug use is morally wrong,
but she is just a two-faced liar, so we don't
have to listen to her."
Glittering Generalities
• The use of vague, attractive, feel-good words
that sound good, but mean nothing.
• Sometimes sounds poetic
• dignity, freedom, fame, integrity, justice, love,
respect
"I believe in an America that's strong at
home and respected in the world. I believe
we can have a strong economy focused on
good-paying jobs, a health care plan that
reduces costs, an energy plan that frees us
from Mideast oil, and I believe we can lead
a strong military and strong alliances that
keep America safe and secure." -- John
Kerry