Transcript Propaganda and Persuasion

Propaganda and Persuasion
Techniques people use to make
you believe what they have to say
3 Types of Persuasive Techniques
• Ethos- An appeal based on the character
of the speaker. Ethos is based on the
reputation of the author.
• Logos-Appeal based on logic or reason.
Documents distributed by companies or
scholars are logos driven
• Pathos-appeal based on emotion.
Advertisements are pathos driven.
• Ad hominem: a Latin phrase; this
technique attacks an opinion and not
an argument.
• Ad Nauseam: this approach uses
tireless repetition of an idea. An idea
that is repeated enough may be taken
as truth
• Analysis of facts: making sense of
information for readers
• Appeal to authority: cites prominent
figures to support a position, idea,
argument, or course of action
• Appeal to fear: seeks to build support
by instilling anxieties and panic in the
general population
• Bandwagon: attempts to persuade the
target audience to join in and take the
course of action that everyone else is
taking
• Black and White Fallacy:
Presenting only two choices with the
product or idea being propagated as
the better choice
• Beautiful People: Using famous
people or attractive, happy people to
sell a product or idea.
• Bribery: offering payoff for support
Which technique?
Appeal to Fear
Black and White Fallacy
Bribery
Bandwagon
• Celebrity Endorsement: someone
famous promotes a product
• Common Man or Plain Folks:
using ordinary people to appeal to the
common man in an attempt to
identify with the average person
• Demonizing the enemy: making
the opposition appear to be subhuman
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Direct order: aims to simplify the
decision making process by using images
and words to tell the audience exactly
what action to take; eliminates other
choices.
Disinformation: the creation or
deletion of information from public
record
Emotional appeal: using feelings of
guilt, fear, patriotism, etc. to get support
Euphemism: Using less offensive
terms to describe or discuss a topic
Which technique?
Emotional Appeal
Common Man/Plain
Folks
Which Technique?
Disinformation
Celebrity Endorsement
• Euphoria: creating happiness or using
an appealing event to boost morale
• Exaggeration: over emphasizing to
make a point
• Expert Witness: using a respected
professional to support an argument
• Flag-waving: an attempt to justify an
action on the grounds it will make one
more patriotic or benefit the country or
idea
• Flattery: complimenting in order to get
something in return
• Glittering Generalities: Emotionally
appealing words applied to a product or
idea, but no concrete support is given
• Half-truth: a deceptive statement that
may have some element of truth
• Humor: using comedy to get you to
remember a product or idea
Which Technique?
Exaggeration
Expert Witness
Which Technique?
Euphoria
Glittering Generalities
• Intentional Vagueness:
deliberately vague so the audience can
supply its own interpretation
• Labeling: a technique used to
increase the perceived quality,
credibility, or credence of a particular
idea.
• Logical reasoning: arguments
based on information and what makes
sense
• Obtain Disapproval: persuading
an audience to disapprove of an idea
or action suggesting that it is popular
with groups that are hated or feared.
• Oversimplification: Favorable
generalities used to provide simple
answers to complex ideas.
• Quotes out of context: selective
editing of quotes which can change
meanings
• Name calling: technique used to incite
fear and arouse prejudices
• Red Herring: presenting data or issues
that, while compelling, are irrelevant to
the argument at hand.
• Repetition: Deals with a jungle or word
that is repeated over and over again.
• Scapegoating: assigning blame to an
individual or group, alleviating feelings of
guilt
Which
Technique?
Logical Reasoning
Oversimplification
Which technique?
Quotes out of Context
Intentional Vagueness
• Sex Appeal: using attractive people to
sell
• Slogans: a brief or striking phrase that
may include labeling and stereotyping
• Statistics: information presented in
numbers
• Stereotyping: arousing prejudices in an
audience by labeling to target fear, hatred,
and undesirable qualities
• Testimonial: quotes (taken in and out of
context) cited to support or reject a policy,
program, or personality
• Threat: proposing harm for not
supporting
• Transfer: projecting positive or negative
qualities of a person to make another
choice more acceptable
• Virtue words: attaching a positive
image when attached to a person or issue
Which Technique?
Slogan
Statistics
Which Technique?
Testimonial
Transfer