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Persuasive Techniques
“Propaganda”
techniques
used to influence opinions, emotions,
attitudes or behavior.
appeals to emotions, not how smart people are
makes audience believe in something or want to
do something
negative or positive
the purpose is to persuade
3 Common Uses of Propaganda
 During
wars
 In politics (especially elections)
 In advertising
TARGET AUDIENCE

Intended audience: group of people that an ad
targets 
teens, senior citizens, mothers, etc.

pay attention to words used, type of product
being sold, and the media used (radio & tv
stations, billboards, magazines, newspapers)
Recognizing Persuasive
Techniques

Bandwagon
 Transfer
 Testimonial
 Snob Appeal
 Repetition
 Just Plain Folks
 Name-Calling
 Scientific Slant
Bandwagon

persuasive technique that invites you to join the
crowd.
 Everybody’s doing it!
 “Don’t be left out!”
Everyone in Auburn is
supporting Bob Riley. Shouldn’t
you be part of the winning
team?
TRANSFER
Positive words, images,
and ideas are used to
suggest that the product
being sold is also
positive
Ads
for food
Testimonial


Statement endorsing an idea/product
Three types: Celebrity, Expert, or Witness
Testimonial
Official
shampoo of
the NFL
Testimonial

Statement endorsing an idea/product by a prominent
person in the field
“I bought Tri-spot socks for my whole
family. Wearing the socks has turned
exercising into a fun part of our family
routine… “ ~Dr. Sophie Smith, podiatrist
Testimonial

Statement endorsing an idea/product by a satisfied
customer
Snob Appeal

tries to make the
consumer feel like
they would using a
unique product unlike
the mainstream public
Fancy
Feast cat food
A credit card company
offers platinum cards
Repetition
 Product
name or phrases are repeated 3
or more times
 Makes you remember the product
Just Plain Folks
suggests that “we are just like you” so you
should act a certain way
 opposite of snob appeal

Name - Calling






Applying a putdown to a
person, product or group,
even if it is not factual
Uses words or phrases to
suggest disapproval
Intent is to damage
opponent
It also arouses suspicion
of opponent
Intention is to create a
seed of doubt
Used by politicians and
product companies
Scientific Slant
 Uses
scientific terms to persuade you to
accept something as more than it really is
#1 Dermatologist Recommended
Hidden Messages
“Vague Words”
 Information that is not
immediately
noticeable and must
be uncovered by the
consumer before it is
known; usually
through a visual
representation
Reasons for Hidden Messages
“Vague Words”
 Not
wanting to sound negative or harsh
 Want listener or reader to feel smart
enough to figure out message
 Want to leave out negative information
that might hurt their own image
 Do not want to get sued