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PROPAGANDA
Tools of Persuasion
PROPAGANDA
Tools of Persuasion
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What are the tools of persuasion?
Why are they used?
When are they used?
How can they be identified?
Tools
of
Persuasion
Tools of Persuasion or
Persuasive Techniques are
ways in which an audience is
influenced to think, believe, or
accept one thing/concept over
another.
Propaganda is meant to
appeal to the emotion rather
than the intellect.
When are propaganda techniques used?
•To advertise a product in the media
•To write a letter or an editorial
•To write an essay
•To write a review
•To give a convincing speech
•To sway voters in a political campaign
•To prove guilt or innocence in a court room
Let’s Dig into the Different Techniques!
BANDWAGON
 This technique is often used in advertising. It encourages
the audience to believe in a product because EVERYONE is
doing it. If you don’t you’ll be the odd one out.
What product do you know that uses bandwagon?
What do you encounter as teens that is a form of bandwagon?
NAME
CALLING
 Negative or derogatory
words to create a
distasteful association in
the mind of the audience.
 Used a lot in political
campaign.
 Often used to hide the
flaws/characteristics of the
presenter.
• Jane Doe does not walk,
talk, or work like a real
Wildcat. She should not be
re-elected as student body
president. Vote for me
because I’m a winner.
SHOCK AND FEAR TACTICS
This is a method by which advertisers use graphic
or disturbing visual aids or messages to convince
an audience to be against or for something. (shock)
This method is used to frighten or scare individuals
to purchase a product because they are afraid of
the consequences suggested by the company.
(fear)
If you don’t purchase this product from us, you and
your family will suffer.
REPETITION - REPETITION - REPETITION
• When an advertiser repeats the same information
several times to get you to remember the product.
Take good notes.
Failure is not an option!
Study everyday
Failure is not an option!
You will pass your test.
Failure is not an option!
You will have success.
Failure is not an option!
Failure is not an option!
Failure is not an option!
ENDORSEMENT
&
TESTIMONY
When advertisers use famous individuals or groups to promote their
product. (endorsement)
When a well recognized person or group of people promote a product or
idea. Often in writing. (testimony)
Many celebrities make millions of dollars from endorsements.
ASSOCIATION
The use of well know
slogans, signs, songs, or
symbols associated with a
product.
Advertisers use these to
promote their product and
help customers remember.
SLOGAN – a saying used by
the company.
JINGLE – a song or music
associated with a company
It’s A Sign
Transference
Vote for me!
In this technique, the advertiser
projects the positive or negative
image of one item to give credit
to or to discredit a product.
I will fight for your rights.
INTER-TEXTUAL REFERENCE
• When an author or
advertiser makes a
reference to another work
(play, film, art work, text).
• It often refers to an author
borrowing /transforming a
prior text.
• When a reader references
another text in reading.
CARD STACKING
 Telling only one side of the story
as if there was no opposing view
or consideration.
 Even though card stacking may be
positive or negative, usually,
advertisers are stacking the cards
in their favor.
Tabloid Thinking
• This technique is used by
newspapers and magazines and
features lurid, sensational, or
scandalous stories.
• Stories usually center around
crime, sex, or violence. The
stories often stretch the truth to
the point of being unrealistic.
• The articles are designed to
attract readers who are paranoid
or gullible.
FALSE SYLLOGISMS
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A logical form of argument consisting of
three propositions, the first two are called
the PREMISES ( a major and minor
statement), and the last is the CONCLUSION.
A faulty premise creates a false conclusion.
Example:
All doors have locks –
I have a lock –
Therefore I am a door.
All cats have four legs –
All golden retrievers have four legs –
Therefore golden retrievers are cats.
AIR
&
REBUT
• To AIR means to bring to
public attention.
• To REBUT means to show
disapproval in a formal
manner.
SLANTED WORDS
Republicans are only for the rich .
Democrats are for the poor.
SLANTED WORDS
Used to express
Bias
Prejudice
Opinion
GLITTERING
GENERALITIES
•Positive words or phrases with a “feel good
quality.
•They sound real good and leave a good
impression, but they have no substance .
•These claims have no guarantee and can not be
proven true or false.
STEROTYPES
What it is.
What are these?
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Preconceived impressions about
people, places, things, or ideas.
They can be positive or negative.
All Southerners love watermelon.
Each picture represents a possible
stereotype. Can you guess what it
might be?