Download Common Persuasive Techniques

Propaganda and
Advertising
A means of convincing people:
 to buy a certain product
 to believe something or act in a certain way
 to agree with a point of view
 Pathos
 Ethos
 Logos
 Name
Calling
 Snob Appeal
 Bandwagon
 Testimonial
 Loaded words
 Appealing
to your audience’s emotions.
Usually trying to make them sad or angry,
however any strong emotion (joy, pity, etc)
will do.
 Making
yourself seem trustworthy,
believable, credible.
 If people think you are trustworthy, they will
be more likely to think/do what you want.
 You can do this a few different ways:



Plain Folks: “I’m just like you! I was in your
shoes! It worked for me, so it will work for you!”
Demonstrate honesty/consistency: “I’ve always
supported the environment, just look at my
record!”
Be an expert: “I have a degree in medicine and
10 years experience as a doctor. I know this
works.”
 Using
facts, statistics and logic to persuade
your audience
A statement suggesting that everyone is using a
specific product, so you should, too!
Being “in the group” makes you feel secure.
 Loaded
Words = Words that will make you feel
strongly about someone or something (fear,
desire for success, excitement, being part of a
group).
 Loaded Words can be Glittering Generalities

Glittering Generalities=Words that “glitter” but give
no details about the product.
“NEW IMPROVED TIDE”
A well-known person or a previous customer
supports a product or service
 Is
used to incite fears and arouse prejudices
in the viewers
 Also called “Ad Hominem”
 Often seen in politics- The candidate cannot
attack the person’s ideas, so instead they
attack the person to distract people from the
ideas.
 In ads, used to compare your product to a
competitors and make them look bad.
Just the opposite of “bandwagon”. Its message
suggests: "Buying our product will make you
better than everyone else--especially since
other people can't afford it.“
A catchy phrase or statement often used to sell a
service or a product
They’re
GRRRRRRREAT!
 The
group of people you are trying to
convince
 People who have the same interests, values,
occupation or priorities
 Common Audiences


Age groups (teenagers, young professionals, seniors
etc.)
Interest groups (animal rights, techies, sports)
Occupation groups (teachers, business men, bluecollar workers)
 GOOD
persuaders think about WHO their audience
is while designing their ads (or essays!)
 Name
Calling
 Snob Appeal
 Bandwagon
 Testimonial
 Loaded words
 Misuse of Statistics
 Plain Folks
 Avante Guarde
 Slogan
 Target
audience