Persuasive Techniques

1. Persuasive Techniques ELA

2. Would this technique get your attention? • Read each sentence. • Would it get your attention? Would it make you think about it? • Rate it on a scale from 1-9 with 1 being most likely to get your attention and 9 being no, not likely to get your attention. • When you are done, quietly talk with your group about the items that you marked as 1 or 2 and discuss why.

3. Media and Persuasion • Some materials you read are deliberately written to persuade you to be for or against something. The writer of such materials is trying to lead you to react favorably or unfavorably toward the subject of material.

4. Propaganda • Propaganda is the spreading of ideas, information, or rumors for the purpose of influencing people to be in favor of or against someone or something. • Much of the advertising you read is propaganda—its major purpose is to influence you to buy something.

5. Faulty Reasoning • Faulty reasoning is defective reasoning. Propaganda will often use faulty reasoning to try to persuade you to be for or against someone or something.

6. Persuasive Techniques Persuasive techniques can be grouped into the following categories: • Appeal to Logic • Appeal to Admiration • Appeal to Emotions • Appeal to Readers’ Senses

7. Appeal to Logic • Authors try to make readers identify and analyze the point of view taken and its rationale • This technique includes posing a problem and then suggesting a solution using accurate, logically organized facts Subgenres include • Editorials • Campaign Speeches • Debates

8. Appeal to Admiration • Readers can identify with a spokesperson or group such as a celebrity or attractive, successful people • Authors hope that readers will also see themselves as well-known, attractive, wealthy, or successful if they buy services or products or accept ideas presented Subgenres include • Display advertisements • Classified advertisements

9. Appeal to Emotions • Author presents information in such a way to make readers believe that many others feel the same way • Often a sense of urgency to take action is presented • Often uses animals, rewards, and rhetorical questions Subgenres include • Display advertisements • Campaign speeches • Letters of protest

10. Appeal to Readers’ Senses • Authors hope that slogans and catchy sayings, music and sound effects, and repetition of claims and product names catch readers’ attention Subgenres include • Billboards • Posters • Advertisements • Movie and Music Reviews

11. Persuasive Techniques Writers use many different techniques in advertising materials. • Bandwagon • Testimonial • Transfer • Repetition • Emotional Words • Plain Folk • Red Herring • Yellow Journalism

12. Bandwagon (appeals to emotions) • Writer tries to persuade people to buy something because a large number of other people are buying it. (Everybody is doing it. Jump on the bandwagon.) • Example: “Thousands of people are using Dazzling Bright Toothpaste…“ • Example: McDonalds advertises that billions have been served.

13. False Authority (appeals to admiration) • use of authority instead of evidence • Testimonial • Transfer

14. Testimonial(appeal to admiration) • Makes use of a statement by some famous person recommending the product being sold. A well known star recommends the products verbally. • Example: Joe Jonas is holding a glass of orange juice and says, “I start each day with orange juice.” • Example: Proactive commercials showing P-Diddy, Jessica Simpson, Katy Perry, etc. talking about the product. http://www.youtube.com/watch?v=hyET522rKMA&feature=channel

15. Transfer (appeal to admiration) • Famous person doesn’t make a statement about a product. He/she is just shown with the product. • Example: The “Got Milk?” posters in the cafeteria. • Example: Gatorade commercials in which famous athletes are drinking Gatorade. Not SAYING anything about it…just drinking it. • http://www.youtube.com/watch?v=b0AGiq9j_Ak

16. Repetition (appeal to senses) • Repeating certain words several times to help listeners remember products when they go shopping. • Example: Gallery Furniture’s “Mattress Mack” always says, “Saves you money!” • Example: “Beef…it’s what’s for dinner.”

17. Repetition: (appeal to senses)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

18. Emotional Words (appeal to emotions) • Writers choose particular words that they think will cause people to have strong feelings for or against something. (Strong adjectives.) May also use emotional images. • Example: ASPCA commercials: really sad pictures of animals while a sad song is playing. http://www.youtube.com/watch?v=6eXfvRcllV8&feature=related • Example: Dairy Queen blizzard. “Sweet, creamy, crunchy– and G-O-O-O-DDD.”

19. Plain Folk (appeal to logic) • Used in political advertising. Candidates will say he/she recognizes and understands problems of average, working middle class citizens. • Example: A candidate for office appears in a commercial with his entire family speaking on his experiences as a father. • Example: Hilton furniture: The entire Hilton family appears on the commercials. The children even give information about the product. These things are shown in order to make customers feel like The Hiltons are just like their own family.

20. Red Herring (appeal to logic) • A diversion intended to distract attention from the real issue. (In fox hunting, hunters would drag a red herring across a trail to destroy the scent for opponent’s dogs.) • Example: H.W. Baldwin said, “There are many false issues, straw men and red herrings.” • http://www.youtube.com/watch?v=exdK7Lirngg&feature=related

21. Yellow Journalism (appeal to logic) • Slanted news articles—positive or negative. Exaggerations, corruptions and false rumors. • Example: A candidate talks about the private information of their opponent in a campaign advertisement in order to convince voters they’re more qualified.

22. What persuasive technique did they use? • Look back over the items you rated 1-9. • What persuasive techniques did they use to get your attention? • Using your notes and your partner, write down the name of the persuasive technique used to get your attention by each item. • Remember, if they can get your attention, they have a better chance at influencing you.