Transcript Persuasion, Propaganda, Advertising

Persuasion, Propaganda,
Advertising
English 10
Types of persuasive appeals
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Logos
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Pathos
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The use of emotion to convince the audience
Usually pity or sympathy to sell a product or
service.
Ethos
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The use of logic to convince the audience
Facts, statistics, data, numbers, tables, and
graphs
Establishing trust to convince the audience
Kairos
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A call to action
Propaganda
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Techniques used to influence opinions,
emotions, attitudes or behavior.
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It appeals to the emotions not the intellect.
It is not negative or positive.
The purpose is to persuade.
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Advertising & Propaganda Techniques
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Snob appeal
Card Stacking
Slogan
Price appeal
Testimonial
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Bandwagon
Transfer
Name-calling
Plain folks
Glittering
generality
Snob Appeal
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Aims to flatter
Makes assumption/ insinuation that this
product/idea is better than others…
Thus, those that use it are too.
Purpose: make the audience feel better than
other people if they have that product
Plain Folks
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Opposite of Snob Appeal
Identifies with “Average
Joe”
Practical product for
ordinary people
Purpose: identify with
the customer and make
them feel like part of the
group
Card Stacking
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Only presents information that is positive to a
product and omits negative information.
Selective omission
Slogan
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Whose slogan is:
“Like a good neighbor,
_____ ______ is there”
A catchword or phrase loaded with emotion
Often sells through repetition
Clever and easy to remember
Stays with you a long time
Often a melody you already know
Whose slogan is:
“I’m Loving It”
Price Appeal
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Consumers will be getting something extra
for less money.
Testimonial
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Statement endorsing an idea/product by a
prominent person
Product can be inside or outside particular
field
Musical artists
Sports giants
Actors/actresses
Purpose: audience believes the person
making the testimony because they’re
famous
Bandwagon
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Persuasive technique that invites you to
join the crowd
Everybody’s doing it!
Purpose: audience feels they will be left
out if they don’t
Transfer
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Positive feelings/desires are connected to a
product/user
Transfers positive feelings we have of
something we know to something we don’t.
Love/ Popularity
Fame
Wealth
Power
Attractiveness
Name-Calling
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A way of smearing an
opponent
Purposes:
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to damage opponent
to arouse suspicion of
opponent
to create an uneasy feeling
Used by politicians and
product companies
Glittering Generality
Definition: Using simple phrases that sound
good but have no real value or meaning.
 “Glittering” because it’s falsely attractive
 Examples:
 “I am the candidate for change.”
 “It’s new!”
 A popular slogan on teacher stationery:
“Making the Difference!”