Persuasion & Propaganda Techniques
The Art of Persuasion
Key Terms
Persuasion
An attempt to prove something is true or to convince you, the reader, to adopt the same viewpoint as the writer.
Bias
(n) an unfair ( + or – ) preference for or dislike of something. (tr. verb): to influence somebody or something unfairly
Fact and Opinion
Fact: A statement that is known (can be proved) to be true Opinion: Someone’s personal belief about a topic.
Why do advertisers use PROPAGANDA TECHNIQUES?
propaganda (n) - ideas or statements that are often false or exaggerated and that are spread in order to help a cause, a political leader, a government, etc.
Propaganda Techniques
Bandwagon
persuades you to go along with the crowd, everyone does it or believes it, it must be right or good.
Citing Statistics
Supplies facts, figures, statistics, data and other evidence to persuade the audience. This is more than just numbers- they use the numbers and data to convince you to buy or support a cause.
Often times it may be stated 9 out of 10 doctors recommend it, 80% of the people love it, or they may use graphs and charts to support their cause.
Testimonials
Using famous people or endorsements by public figures (sports, athletics, actors, etc) to sell ads.
Plain Folks Appeal
This techniques is the OPPOSITE of testimonial, they want to try to appeal to as many people as possible; politicians often use this technique.
Loaded words / emotional appeal
Uses emotionally charged words that will produce strong positive or negative feelings (love, greed, desire)
Ethical Appeal
Glittering Generalities
A broad statement that has little substance. Important sounding but, unspecific claims (general statements) “the right stuff, simply the best, or the real thing."
GENERALLY you select this as you rule out all the other types of propaganda techniques.
More Propaganda Techniques and Vocabulary Terms to Know
Repetition
Advertisers use the same product name at least 4 times.
Transfer
An attempt to use "feel good" words, or to pass blame for something; to make the reader either feel good or bad about the product, person, or group.
Card Stacking
Only the good side is mentioned. Unfavorable facts are withheld.
Name Calling
Ads or politicians will call competitors by names that make people afraid or have negative feelings about the product or person.
Denotation
The strict literal meaning of the word, what you find in the dictionary.
Connotation
The emotional feelings that surround a word; the way you say the word, or the way it is portrayed in movies, videos or images.
Author's Position
What is the author or group's position? How are they trying to convince you or what do they believe?