Persuasion, Propaganda, Advertising

English 10

Types of persuasive appeals Logos

The use of logic to convince the audience Facts, statistics, data, numbers, tables, and

graphs Pathos

The use of emotion to convince the audience Usually pity or sympathy to sell a product or

service. Ethos

Establishing trust to convince the audience Kairos

A call to action

Propaganda

Techniques used to influence opinions, emotions, attitudes or behavior.

It appeals to the emotions not the intellect. It is not negative or positive. The purpose is to persuade.

Advertising & Propaganda Techniques Snob appeal Card Stacking Slogan Price appeal Testimonial

Bandwagon Transfer Name-calling Plain folks Glittering

generality

Snob Appeal Aims to flatter Makes assumption/ insinuation that this

product/idea is better than others… Thus, those that use it are too. Purpose: make the audience feel better than

other people if they have that product

Plain Folks Opposite of Snob Appeal Identifies with “Average

Joe” Practical product for

ordinary people Purpose: identify with

the customer and make them feel like part of the group

Card Stacking

Only presents information that is positive to a product and omits negative information.

Selective omission

Slogan

A catchword or phrase loaded with emotion Often sells through repetition Clever and easy to remember Stays with you a long time Often a melody you already know

Whose slogan is:

“I’m Loving It”

Whose slogan is: “Like a good neighbor, _____

______ is there”

Price Appeal

Consumers will be getting something extra for less money.

Testimonial Statement endorsing an idea/product by a

prominent person Product can be inside or outside particular

field Musical artists Sports giants Actors/actresses Purpose: audience believes the person

making the testimony because they’re famous

Bandwagon

Persuasive technique that invites you to join the crowd

Everybody’s doing it! Purpose: audience feels they will be left

out if they don’t

Transfer

Positive feelings/desires are connected to a product/user

Transfers positive feelings we have of something we know to something we don’t.

Love/ PopularityFameWealthPowerAttractiveness

Name-Calling A way of smearing an

opponent Purposes:

to damage opponent to arouse suspicion of

opponent to create an uneasy feeling

Used by politicians and product companies

Glittering Generality

Definition: Using simple phrases that sound good but have no real value or meaning.

“Glittering” because it’s falsely attractive Examples: “I am the candidate for change.” “It’s new!” A popular slogan on teacher stationery:

“Making the Difference!”