Transcript Common Persuasive Techniques

Persuasion Is All Around You!
“Can You Hear Me Now?”
What is persuasion?
A means of convincing people:
 to buy a certain product
 to believe something or act in a certain
way
 to agree with a point of view
Common persuasive techniques
(propaganda) often used in advertising
Slogan
 Snob Appeal
 Repetition
 Bandwagon
 Testimonial
 Emotional Appeal/Loaded Language
 Expert Opinion/Appeal to Authority
 Fear
 Plain Folks Appeal
 Glittering Generalities
 Name Calling
 Transfer

Who uses Propaganda?
•Military
•Media
•Advertisers
•Politicians
•You and I
Slogan: “Can you hear me now?”
A catchy phrase or statement often used to
sell a service or a product
Repetition:
The name of a product is repeated many times
HEAD ON Apply
directly to the
forehead
HEAD ON Apply
directly to the
forehead
HEAD ON Apply
directly to the
forehead
Bandwagon
A statement suggesting that everyone is
using a specific product, so you should
too
For example:
If the whole world uses
this VISA card, you must
need one too.
Bank of the World Visa CardYou can use it from Tennessee to
Timbuktuanywhere you travel in whole wide
world !!
Sign up today at www.bowvisa.com
Testimonial
A well-known person supports a product
or service
For example:
If we drink
milk we will
all be as
famous as
Milly the
model.
Milly the Model
asks, “Got Milk?”
Emotional Appeal
A person is made to have strong feelings
about a situation or product
Expert opinion/Appeal to Authority
Experts approve this product, so you
should use it
“Four out of five dentists recommend
sugarless gum for their patients who
chew gum”
Fear
•Our fears are displayed.
•Ideas, candidates, or products
are shown to put our fears to
rest.
For example:
If you use Safety
Ware it will keep
people from
stealing your
identity-or will it?
Guard against
Identity theft
Use Safety Ware
www.safetyware.com
Plain-folks appeal
This idea, product, or
person is associated
with normal,
everyday people and
activities.
For Example:
We want a Jim Smith,
a mayor who supports
the regular American
worker.
Vote for Smith
Glittering Generality
•A commonly admired virtue is
used to inspire positive feelings
for a person, idea, or product.
•Words like truth, democracy,
beauty, timeless are examples of
those general terms.
For example:
If you want to be
brighter, you’ll support
Bill Brite.
Look on the bright side!
Vote for Bill Brite !
Name-calling
•A negative word or feeling is
attached to an idea, product, or
person.
• If that word or feeling goes along
with that person or idea, the
implication is that we shouldn’t be
interested in it.
For example:
Do we want a mayor who will leave us in debt?
Spending grew 100%
under Mayor Moneybags!
Transfer
•Symbols, quotes, or images of famous people
are used to convey a message.
•The message may not necessarily be
associated with them.
For example:
Joe uses symbols of
America to tie his
restaurant to
American values for
Independence Day.
Celebrate the
American Way this
4th of JulyEat at Joe’s
Joe’s Barbeque
Quick review
Slogan
 Snob Appeal
 Repetition
 Bandwagon
 Testimonial
 Emotional Appeal
 Expert Opinion/Appeal to Authority
 Fear
 Plain Folks Appeal
 Glittering
 Name Calling
 Transfer

Purpose?
Audience Awareness
Advertisers know how to

target their audiences

use appropriate persuasive technique
Who’s the audience?
Audience?
Audience?
Purpose?
Persuasive
technique?
Audience?
Purpose?
Persuasive
technique?
Audience?
Audience?
Purpose?
Audience?
Purpose?
Audience?
Purpose?
Persuasive
technique?
Audience?
Persuasive
technique?
Relevant facts
Advertisers spend about $200 billion a
year on TV advertising
 The average cost for Super Bowl ads is
$2.6 million per 30 second spot
 The average American watches about
24,000 TV commercials a year

Making Connections
What is your favorite jingle?
 What slogan for a product do you find
yourself saying?
 What TV commercial has influenced you
to make a purchase?
 Since Tubby Smith and Billy Gillispie shop
at Kroger, does that mean we should too?

Reflection
“Persuasion is all around you.”
In addition to TV commercials, where else
do you see persuasion all around you? Is
that persuasion influencing you or your
family in any way? Explain.
HW: Bring in explanations of propaganda used in
commercials…email me YouTube link.
We make our own choices when …
•we read and listen to reliable sources,
•we watch for combinations of truths and lies,
•we check for hidden messages,
•we watch for use of propaganda techniques
Class Activity 

Find 3 different persuasive techniques in newspapers/magazines:
◦ For each example, respond to the following
questions:
1. What persuasive techniques are being used?
2. Do the persuasive techniques enhance the
author’s argument?
3. Who is the target audience?
4. If you could insert one technique to add to
this argument, which would you use and
why? How would you use it?