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What are Persuasive Techniques?

They are the methods and approaches used to spread ideas that further a cause - a political, commercial, religious, or civil cause.

Why are they used? To manipulate the

readers' or viewers' reason and emotions; to persuade you to believe in something or someone, buy an item, or vote a certain way.

Compare and Contrast

Making something look good and another look bad

Showing favoritism Larger print, attractive pictures

Who would you vote for President?

Testimonial

Endorsed by a well-known personality

Uses the product Pitches it to you

Who endorses the following products?

Jello Nike

Transfer

Ad shows beautiful people, things, places Implies experience is linked to product Connection between picture and product Doesn’t always state all the information

Example Weight loss program

Ad features actual, attractive people who lost weight with the product.

Doesn’t state information regarding how many people didn't lose weight

Doesn’t state information regarding if one lost the weight by other means (more exercise, more vegetables, etc.).

Bandwagon

“Everybody is doing it," and you should join.

Appeals to you to be a part of the "in" crowd

Message is often loud and repetitious.

Join the Bandwagon

Pepsi Generation Be a Pepper

Join the Bandwagon Join the

Bandwagon

Repetition Repeats the brand name or candidate Repeats words that the advertiser wants

the consumer to connect to the brand Jingles are crafted so the phrase or song

remains in the mind Carries very little content

Repetition example

Have it your way Have it your way Have it your way Have it your way Burger King Burger King Burger King Burger King

Emotional Words

Used to appeal the sensitivity of the consumer

Appeal to Emotion: An emotion-laden "sob"

story is used as proof for a claim.

It will change your emotions.

Can be negative or positive

Stayed tuned to these important, life-changing

ads: Marines: The Few, the Proud, the Marines. Army: Be all that You Can Be.

Another example A politician uses a sad story of a child

being killed in a drive-by shooting to gain support for a year-round school measure.

Emotional (Loaded) Words Words are carefully chosen

Words that arouse strong feelings are said to have connotations or emotional overtones. Connotations involve positive or negative feelings.

Example

For example, the word dwelling is fairly neutral (arouses no feelings)

But the following synonyms for dwelling have connotations that make them loaded:

shack (negative) palace (positive) home (positive)

Now see if you can identify the techniques used-

BandwagonEmotional Words

Every red-blooded American will want one of these unique commemorative coins honoring the men and women who fought and bled for our glorious country’s rights.

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Testimonial Yes, I am a world famous Sumo wrestler

that won fourteen Olympic gold medals. These medals mean so much to me, but you know what means even more? My bowl of Boffo-Flakes every morning. Boffo-Flakes helped me win these medals. Ask your mom to buy Boffo-Flakes—the winner’s cereal.

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Loaded, Emotional Words

Your Dream Home

This deluxe home is just the thing for the discriminating buyers. It has three luxurious bedrooms, spacious living and dining rooms, and an adorable kitchen. It has stylish décor throughout.

3

Emotional Words

There is a pestilence abroad today, scourge of our youth called television. This object robs children of their time and is filled with sin, violence, and every other unspeakable abomination known unto humankind. It should be banned from all households.

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Compare and contrastEmotional words

My opponent claims to be a caring liberal.The truth is he is a lying, un-American enemy of the people. I am the one who truly cares about the lives of the American Family. Vote for me and you will be living the American Dream.

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<http://en.wikipedia.org/wiki/Propaganda>

http://www.propagandacritic.com/