Transcript SPI 0701.5.4 Persuasive Devices (aka Propaganda)

Persuasive Devices
( Propaganda)
STANDARD/SKILL: Identify
examples of persuasive devices
(bandwagon, loaded words,
testimonial, name-calling, plain
folks, snob appeal, misuse of
statistics, transfer)
Persuasive Devices
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Definition
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Things people, usually
advertisers, do to try to
persuade you to do
something.
Sometimes people call it
“propaganda”
Persuasive Devices
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Types of Persuasive
Devices we’re going to talk
about
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Bandwagon Appeal
Testimonials
Name-calling
Loaded Words
Plain Folks
Snob Appeal
Misuse of Statistics
Transfer
Persuasive Devices
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Bandwagon Appeal
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Something with the message that
“Our product is so good that
everyone buys it, so you should,
too.”
Or “Our way of doing things is
good, so you should do things our
way, too.”
If something is popular, does that
necessarily mean it’s good?
It comes from the phrase “jump on
the bandwagon”
Persuasive Devices
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Name-Calling
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A persuasive device that tries to
make itself look good by putting
someone or something else down.
These are used frequently in
political ads
Persuasive Devices
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Loaded Words
Loaded words are meant to create
an emotional response in people.
Examples of Loaded Words in ads
might include words like steal,
terrorism, unsafe, new &
improved, for a limited time only,
etc.
Persuasive Devices
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Testimonials
When the ad is in the form of
someone giving their story of why
a product or service or idea is
good.
Persuasive Devices
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Plain Folks
Have you ever seen an ad
where regular people talk
about how good a product
or service or idea is?
This is a Plain Folks
Testimonial.
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Snob Appeal
A play on our desire for
fancy things or “the
good life.” Jewelry,
fancy cars, perfume,
and designer clothing
are often marketed
using snob appeal.
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Example: “Felson’s Furs: the feeling of luxury
for those who can afford the very best.”
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Misuse of statistics
Occurs when only
the most favorable
data is presented,
so the actual
results are
misrepresented
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Transfer
The speaker’s
intent is to have
the history,
qualities and appeal of
the image
behind/beside him
transfer onto himself.
Example:
 Al Gore speaking to an environmentalist
group with the Grand Canyon as his
background
 A politician making a speech in front of the
United States flag or picture of Thomas
Jefferson.
Persuasive Device Practice
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Choose a product. It can be real or made-up.
(You may use more than one product.)
Use each of the 8 persuasive devices to
persuade the consumer to buy your product.