Download Describe the intended effect

Persuasive Text
• Persuasive Te
• Explain basic elements of argument in text and their
relationship to the author’s purpose and use of
persuasive strategies.
• Determine the author's specific purpose for writing
• Identify the facts and details that support the author’s
argument
• Describe the intended effect of persuasive strategies
and propaganda techniques
t
WHY?
• Advertisers spend about $200 billion a year on
TV advertising
• The average cost for Super Bowl ads is $2.6
million per 30 second spot
• The average American watches about 24,000
TV commercials a year
• http://television-commercial.net/
WHO?
WHO USES PROPAGANDA?
•Military
•Media
•Advertisers
•Politicians
•You and I
We Make our Own Choices
When…
• we read and listen to reliable sources,
• we watch for combinations of truths and
lies,
• we check for hidden messages,
• we watch for use of propaganda
techniques
Author’s Purpose
Why the author is writing.
1. Inform
2. Entertain
3. Persuade
Persuasive Techniques
The goal of propaganda is often to
encourage you to, as the reader, to take
some action based on feelings rather
than on careful thought.
Emotional Appeals
Words such as luxury, beautiful, paradise, and
economical are used to evoke positive feelings
in the viewer.
Name-Calling
accuses
someone of
something but
does not give
any facts to
support the
claims.
Endorsement
a statement from a celebrity or expert that
supports the author’s claim.
“Four out of five dentists
recommend sugarless gum
for their patients who chew
gum”
Repetition
repeating something so that the reader
remembers it. Even if the idea has not
been supported with solid evidence, it will
be stuck in the readers’ heads.
Association
the device of stirring the reader’s feelings about
one thing and then associating (transferring)
those feelings to something else.
Stereotypes
stereotypes – say
that a certain
group of people
all share the
same qualities
Bandwagon
encourages readers to go along with
everyone else.
Plain Folks
• Appealing to regular people's values like family,
patriotism
Tabloid Thinking
• Makes you
think
something is
simple
because it
keeps people
from looking
at the
complicated
details.
Shock Tactics
use strong, unsupported images to
make people act out of fear instead of
thought.
Card Stacking
• Points out the positives and virtually ignores or
leaves out the negatives.
The term originates from the magician's
gimmick of "stacking the deck", which
involves presenting a deck of cards that
appears to have been randomly shuffled but
which is, in fact, arranged in a preconceived
order. The magician knows the order and so
is able to control the outcome of the trick; the
audience is unaware of the gimmick. In poker
a deck can be 'stacked' so certain hands are
dealt to certain players.[3]
Card Stacking
Slanted Words
(has nothing to do with how they’re written!!)
• words that a lot of
people have strong
feelings about.
Some examples are
evil, sweet, soul
mate, dangerous,
murderer, etc.
Now let’s try it!
• What tool of persuasion is being used in
this ad?
What method is used here?
What method is used here?
What method is used here?
What method is used here?
There are a couple of methods that don’t rely on
emotions to convince you to believe their point-ofview……
• Such as
– Inter-textual Reference
– Air and Rebut
These rely on FACTS to convince you!
Air and Rebut
• Restating an opposing viewpoint and then
showing why it’s wrong.
Inter-textual Reference
• Using another reference that agrees with
your views or opinions.
“Four out of five dentists
recommend sugarless gum
for their patients who chew
gum”