PROPAGANDA

Tools of Persuasion

PROPAGANDATools of Persuasion

• What are the tools of persuasion?• Why are they used?• When are they used?• How can they be identified?

Tools of

PersuasionTools of Persuasion or Persuasive Techniques are ways in which an audience is influenced to think, believe, or accept one thing/concept over another.

Propaganda is meant to appeal to the emotion rather than the intellect.

When are propaganda techniques used?•To advertise a product in the media•To write a letter or an editorial•To write an essay•To write a review•To give a convincing speech•To sway voters in a political campaign•To prove guilt or innocence in a court room

Let’s Dig into the Different Techniques!

BANDWAGON This technique is often used in advertising. It encourages

the audience to believe in a product because EVERYONE is doing it. If you don’t you’ll be the odd one out.

What product do you know that uses bandwagon?What do you encounter as teens that is a form of

bandwagon?

NAME CALLING

• Jane Doe does not walk, talk, or work like a real Wildcat. She should not be re-elected as student body president. Vote for me because I’m a winner.

Negative or derogatory words to create a distasteful association in the mind of the audience.

Used a lot in political campaign.

Often used to hide the flaws/characteristics of the presenter.

SHOCK AND FEAR TACTICS

This is a method by which advertisers use graphic or disturbing visual aids or messages to convince an audience to be against or for something. (shock)This method is used to frighten or scare individuals to purchase a product because they are afraid of the consequences suggested by the company. (fear)

If you don’t purchase this product from us, you and your family will suffer.

REPETITION - REPETITION - REPETITION

• When an advertiser repeats the same information several times to get you to remember the product.

Take good notes.Failure is not an option!

Study everydayFailure is not an option!

You will pass your test.Failure is not an option!

You will have success.Failure is not an option!

Failure is not an option!

Failure is not an option!

ENDORSEMENT&

TESTIMONY

When advertisers use famous individuals or groups to promote their product. (endorsement)

When a well recognized person or group of people promote a product or idea. Often in writing. (testimony)

Many celebrities make millions of dollars from endorsements.

ASSOCIATION It’s A Sign

The use of well know slogans, signs, songs, or symbols associated with a product. Advertisers use these to promote their product and help customers remember.

SLOGAN – a saying used by the company.

JINGLE – a song or music associated with a company

Transference Vote for me!

I will fight for your rights.

In this technique, the advertiser projects the positive or negative image of one item to give credit to or to discredit a product.

INTER-TEXTUAL REFERENCE

• When an author or advertiser makes a reference to another work (play, film, art work, text).

• It often refers to an author borrowing /transforming a prior text.

• When a reader references another text in reading.

CARD STACKING Telling only one side of the story

as if there was no opposing view or consideration.

Even though card stacking may be positive or negative, usually, advertisers are stacking the cards in their favor.

Tabloid Thinking• This technique is used by

newspapers and magazines and features lurid, sensational, or scandalous stories.

• Stories usually center around crime, sex, or violence. The stories often stretch the truth to the point of being unrealistic.

• The articles are designed to attract readers who are paranoid or gullible.

FALSE SYLLOGISMS• A logical form of argument consisting of

three propositions, the first two are called the PREMISES ( a major and minor statement), and the last is the CONCLUSION. A faulty premise creates a false conclusion.

Example:All doors have locks –

I have a lock –Therefore I am a door.

All cats have four legs –All golden retrievers have four legs –

Therefore golden retrievers are cats.

AIR &

REBUT

• To AIR means to bring to public attention.

• To REBUT means to show disapproval in a formal manner.

SLANTED WORDS

Republicans are only for the rich . Democrats are for the poor.

SLANTED WORDSUsed to express

BiasPrejudiceOpinion

GLITTERING GENERALITIES

•Positive words or phrases with a “feel good quality.•They sound real good and leave a good impression, but they have no substance .•These claims have no guarantee and can not be proven true or false.

STEROTYPES

What it is.• Preconceived impressions about

people, places, things, or ideas.• They can be positive or negative.

All Southerners love watermelon.

What are these?• Each picture represents a possible

stereotype. Can you guess what it might be?