1. information, ideas, or rumors deliberately spread widely to help or harm a person, group, movement, institution, nation, etc.

2. the deliberate spreading of such information, rumors, etc.

3. the particular doctrines or principles propagated by an organization or movement.

Logos – Logic

Pathos – Emotion

Ethos - Ethics

Logical appeals rely on evidence, such as research data or examples. Use reason to convince a skeptical reader of the truth or validity of your argument. Use reason to ask someone to take a new view of a situation.

Emotional appeals attempt to arouse the feelings of the reader. Daniel Goleman, Author of Emotional Intelligence, says that such appeals rely on tapping the energy associated with basic feelings of fear, enjoyment, anger, surprise, or disgust. Two other basic feelings seem generally less applicable in writing to persuade in a business setting: sadness and shame. Emotional appeals are most effective when the reader can be expected to agree with your argument and you want the reader to act.

Ethical appeals rely on the reader's sense of right and wrong. Such appeals depend on the writer's credibility as a respected expert, reliable contributor, or well-informed observer whose opinions are believable because they are ethically sound. Ethical appeals are most effective when the reader can be moved by what is said and by who is saying it.

A writer seeks to increase the budget for new computers in her department. She could use

Logic--"A new computer would increase our productivity by 5 percent. Since our combined salaries are $300,000, that's a productivity increase worth $15,000. Subtract the cost of $7500 for the computers, and you have a net gain of $7500."

Pathos--"Our old computers are so inadequate that we are feeling super cautious (fear) about tackling the biggest barcoding job."

Ethos--"It's only fair that our department gets new computers at this time. Our present computers are five years old. The neighboring department got new computers two years ago."

Within these 3 appeals, there are specific propaganda methods that can be used. Following are some, not all, of the common methods used.

A slogan is a catchword or phrase loaded with emotion. For example: “Freedom now.” Slogans are usually clever and easy

to remember; therefore, they stay with you even when you are unaware of them.

Slogan

“Think Outside the

Bun”What is Nike’s Slogan?

The basic theme of the Bandwagon appeal is that “everyone else is doing it, and so should you.” Since few of us want to be left behind, this technique can be quite successful.

Bandwagon

A statement endorsing an idea or product, when signed by a prominent person or popular favorite, carries undue weight when it is used to sponsor something outside his particular field.

Testimonial

Using a euphemism to pacify the audience in order to make an unpleasant reality more acceptable. A euphemism is a nice word for an ugly thing. For example: “Collateral damage” is a

euphemistic term for civilian casualties during a time of war.

Euphemism

Pre-owned car

Mr. Prince: We'll see you when you get back from image enhancement camp.Martin Prince: Spare me your euphemisms! It's fat camp, for Daddy's chubby little secret!("Kamp Krusty," The Simpsons, 1992)

This device transfers the good impression we have of something we already know to something else that we don’t know. For example, if we are told, “these are home-

baked (not factory) products, just like the ones Mother used to make,” we associate the good feelings connected to Mom’s cooking with the product being sold to us.

Transfer

This is a way of smearing an opponent. Calling him names can damage his reputation or arouse suspicions about his character. The most obvious type of name-calling

involves bad names. For example, consider the following: Commie, Fascist, Pig, Yuppie, Bum, Terrorist.

Name Calling

By using the plain folks technique, speakers attempt to convince their audience that they, and their ideas, are “of the people.” Example: “I’m one of you folks, born and

raised in these mountains, and I can still shuck corn with the best of you.”

Plain Folks

The opposite of plain folks is the “snob appeal,” which aims to flatter those who would like to satisfy their ego by assuming that they are better (though they are really not) than the rest of mankind in looks, wealth, taste or position.

Snob Appeal

Examples:Cat food is served in a crystal goblet.A credit card company offers gold

and platinum cards rather than the original yellow, blue and red.

A restaurant critic writes that a particular establishment has food and spirits designed for “the discriminating palate.”

This is the reverse of name-calling. A glittering generality is a word or statement that seeks to make us approve and accept without examining the evidence. For example, a politician may claim, "Our

party is the people's choice." This statement elicits a positive feeling, and may win over votes. However, the statement is so general that no one could truly say what it means.

Glittering Generalities

Often a small truth will slip by. An outrageous falsehood captures our attention and somehow staggers some people into believing it. Sometimes a lie is so unbelievable it has to be true. A person may wonder, “How could someone make that up? “

Big Lie

A scapegoat is a person carrying the blame for others. Thus, the Nazis made scapegoats of the Jewish people during the Second World War, blaming them for everything they felt stopped Germany from conquering the world.

Scapegoat

When a propagandist warns members of her audience that a disaster will result if they do not follow a particular course of action, she is using the fear appeal. By playing on the audience’s deep-seated fears, practitioners of this technique hope to redirect attention away from the merits of a particular proposal.

Fear

RewardsCompanies and/or candidates will offer “free” items to entice you. Often these offers require you to spend money other ways – join subscriptions, buy other items, participate in a trial offer…