Persuasive Propaganda Techniques Modes of Persuasion Ethos Pathos

Persuasive & Propaganda Techniques

Modes of Persuasion • Ethos • Pathos • Logos

Ethos An appeal to authority

Pathos An appeal to an audience’s emotions

Logos A logical appeal

Techniques of Persuasion • • Appeal to Emotion Generalities Over-Simplification Avoidance Misrepresenting Opponent's Position Testimonial Personal Attacks

What are Propaganda Techniques? • methods and approaches used to spread ideas that further a cause – political, commercial, religious, or civil

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.

Domestic Propaganda

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.

Name calling: • attaching a negative label to a person or a thing. – Used to try to avoid supporting their own opinion with facts. – Rather than explain what they believe in, they prefer to try to tear their opponent down.

Name-calling

Name-calling

Glittering Generalities: • uses important-sounding "glad words" – little or no real meaning. • used in general statements that cannot be proved or disproved. – Words like "good, " "honest, " "fair, " and "best" are examples of "glad" words.

Glittering Generalities

Bandwagon: • because everyone else is doing something, you should do it too, or you'll be left out. – The technique embodies a "keeping up with the Joneses" philosophy.

Bandwagon • “Everything and everyone for victory”

Bandwagon

Doublespeak- evasive, ambiguous language used to deceive or confuse.

Euphemisms-substitution of a mild expression for one thought to be offensive or harsh. • Collateral Damage • Final Solution • Shell Shock • Disassembly

Fear

Fear

Plain Folks: • uses a folksy approach to convince us to support someone or something. – These ads depict people with ordinary looks doing ordinary activities.

Plain Folks

Testimonial: • when "big name" personalities are used to endorse a product. – Whenever you see someone famous endorsing a product, ask yourself how much that person knows about the product, and what he or she stands to gain by promoting it.

Testimonial

Testimonial

Transfer: • attempt is made to transfer the prestige of a positive symbol to a person or an idea. • Can also be a technique in which the public’s feelings on one thing are somehow transferred on another unrelated thing. – For example, using the American flag as a backdrop for a political event makes the implication that the event is patriotic in the best interest of the U. S. – OR connect a swastika (-) with a group and the public will have a negative opinion of them.

Transfer

Transfer

False Analogy: • In this technique, two things that may or may not really be similar are portrayed as being similar. When examining the comparison, you must ask yourself how similar the items are. In most false analogies, there is simply not enough evidence available to support the comparison.

Card Stacking: • used to slant a message. – Key words or unfavorable statistics may be omitted in an ad or commercial, leading to a series of half-truths. – Keep in mind that an advertiser is under no obligation "to give the truth, the whole truth, and nothing but the truth. "

Either/or fallacy: • used to polarize issues, and negates all attempts to find a common ground. – You are either for something or against it – This technique is also called "black-andwhite thinking" because only two choices are given. ; there is no middle ground or shades of gray

Faulty Cause and Effect: • This technique suggests that because B follows A, A must cause B. – Remember, just because two events or two sets of data are related does not necessarily mean that one caused the other to happen.

Practice-Read the following and determine what type of propaganda/fallacy is used. 1. Buy youth-filled Vitamin E supplements today! Over one hundred thousand people are already taking advantage of this supplement to look years younger. Why shouldn’t you? Type: Propaganda Bandwagon

Practice-Read the following and determine what type of propaganda/fallacy is used. 2. Do you want the state government to tax even more of your income? Don’t let greedy Uncle Sam pocket more of your money. Write to your congressman today and send a “no more taxes: message to the leaders of our state. Type: Transfer or Name-Calling

Practice-Read the following and determine what type of propaganda/fallacy is used. 3. Bring your friends to see the latest Laser Light Show at the Gigantic Gold Dome. Penny Starway, the best new voice in country music, was thrilled: “This show has the prettiest lights and images I’ve ever seen! If you want to see the best in laser technology, come on down to the Dome. Type: Testimonial

Practice-Read the following and determine what type of propaganda/fallacy is used. When looking for the best travel agency, try Globe World Travel. Thousands of satisfied customers have been on the tours we offer. Imagine a moonlight walk in Paris, a lion safari in East Africa, or a shopping spree in Singapore! Many of the nation’s top business leaders choose Globe World Travel. Why don’t you? Type: bandwagon

Practice-Read the following and determine what type of propaganda/fallacy is used. Grace Chisolm, the well-known newscaster, has this to say about the Cheetah Xr 71 A: “It drives like a sea breeze. I can definitely tell this car is going to redefine the future of automobiles. ” Like Ms. Chisolm, we at Sunrise Motors believe this car looks better, rides better, and feels better than anything else in its class. Type: Testimonial

The End