Download SPI 0701.5.4 Persuasive Devices (aka Propaganda)

Persuasive Devices
(aka Propaganda)
SPI 0701.5.4 Identify
examples of persuasive
devices (bandwagon,
loaded terms, testimonial,
name-calling, plain folks,
snob appeal)
Persuasive Devices
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Definition
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Things people, usually
advertisers, do to try to
persuade you to do
something.
Sometimes people call it
“propaganda”
TCAP will call it either
persuasive devices or
propaganda.
Persuasive Devices

Types of Persuasive
Devices we’re going to
talk about
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
Bandwagon Appeal
Testimonials
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Plain Folks
Experts
Celebrity
Name-calling
Loaded Terms
Persuasive Devices
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Bandwagon Appeal
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Something with the message that
“Our product is so good that
everyone buys it, so you should,
too.”
Or “Our way of doing things is
good, so you should do things our
way, too.”
If something is popular, does that
necessarily mean it’s good?
It comes from the phrase “jump on
the bandwagon”
Bandwagon Appeal Example
Persuasive Devices
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Name-Calling
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A persuasive device that tries to
make itself look good by putting
someone or something else down.
These are used frequently in
political ads
Persuasive Devices
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Loaded Terms
Loaded terms are words that are
meant to create an emotional
response in people, usually fear
Examples of Loaded Terms in ads
might include words like steal,
terrorism, unsafe, etc.
Persuasive Devices
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Loaded Terms
A very common example right now
comes from the banking
industry…
Which sounds less threatening?
Bank Nationalization, Bank
Takeover, or government owned
shares in banks?
Persuasive Devices

Loaded Terms
These all mean the same thing, but
people get worked up over words
like Nationalization and
Takeover. So, people who think
it’s a good idea won’t use those
words. People who think it’s a bad
idea will ONLY use those words.
Persuasive Devices
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Another example… When all the fuss started about toys
containing hazardous components
coming from China to the US, you
heard a lot of Loaded Language
like Tainted and Unsafe.
Can you think of other examples?
Persuasive Devices
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Testimonials
When the ad is in the form of
someone giving their story of why
a product or service or idea is
good.
Persuasive Devices
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Testimonials: Experts
Since chefs are experts about food, people will trust
one of them to recommend a brand of food.
Basketball players can be trusted to recommend
tennis shoes or sports equipment. This is also true
of other professions.
Persuasive Devices
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Testimonials: Celebrity
The endorsement of a product by a celebrity is a very
old and popular advertising device. It plays on the
viewer's desire to identify with someone famous.
(Do baseball players really know more than anyone
else about razor blades, cars, or beer? Does a rock
group have specific knowledge about
automobiles?)
Persuasive Devices (Celebrity)
Persuasive Devices

Testimonials: Plain
Folks
This is a recommendation
from a plain, ordinary, non
famous person who tells
the reader or viewer that
the product worked for him
or her. Therefore, it will
work for you.
Plain Folks Advertisement
Persuasive Devices
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Snob Appeal
This is a reverse of the
Bandwagon Appeal. Its
message suggests:
"Buying our product will
make you better than
everyone else--especially
since other people can't
afford it." (If a product is
more expensive, does that
mean it is better?)