Propaganda%20and%20Persuasion

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Propaganda and Persuasion

• Techniques people use to make you believe what
  they have to say

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3 Types of Persuasive Techniques

• Ethos- An appeal based on the character of the
  speaker. Ethos is based on the reputation of the
  author.
• Logos-Appeal based on logic or reason. Documents
  distributed by companies or scholars are logos
  driven
• Pathos-appeal based on emotion. Advertisements
  are pathos driven.

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• Ad hominem a Latin phrase this technique
  attacks an opinion and not an argument.
• Ad Nauseam this approach uses tireless
  repetition of an idea. An idea that is repeated
  enough may be taken as truth
• Analysis of facts making sense of information
  for readers

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• Appeal to authority cites prominent figures to
  support a position, idea, argument, or course of
  action
• Appeal to fear seeks to build support by
  instilling anxieties and panic in the general
  population
• Bandwagon attempts to persuade the target
  audience to join in and take the course of action
  that everyone else is taking

5

• Black and White Fallacy Presenting only two
  choices with the product or idea being propagated
  as the better choice
• Beautiful People Using famous people or
  attractive, happy people to sell a product or
  idea.
• Bribery offering payoff for support

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Which technique?
Black and White Fallacy
Appeal to Fear
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Bandwagon
Bribery
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• Celebrity Endorsement someone famous promotes a
  product
• Common Man or Plain Folks using ordinary people
  to appeal to the common man in an attempt to
  identify with the average person
• Demonizing the enemy making the opposition
  appear to be sub-human

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• Direct order aims to simplify the decision
  making process by using images and words to tell
  the audience exactly what action to take
  eliminates other choices.
• Disinformation the creation or deletion of
  information from public record
• Emotional appeal using feelings of guilt, fear,
  patriotism, etc. to get support
• Euphemism Using less offensive terms to
  describe or discuss a topic

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Which technique?
Common Man/Plain Folks
Emotional Appeal
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Which Technique?
Celebrity Endorsement
Disinformation
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• Euphoria creating happiness or using an
  appealing event to boost morale
• Exaggeration over emphasizing to make a point
• Expert Witness using a respected professional
  to support an argument
• Flag-waving an attempt to justify an action on
  the grounds it will make one more patriotic or
  benefit the country or idea

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• Flattery complimenting in order to get
  something in return
• Glittering Generalities Emotionally appealing
  words applied to a product or idea, but no
  concrete support is given
• Half-truth a deceptive statement that may have
  some element of truth
• Humor using comedy to get you to remember a
  product or idea

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Which Technique?
Expert Witness
Exaggeration
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Which Technique?
Euphoria
Glittering Generalities
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• Intentional Vagueness deliberately vague so the
  audience can supply its own interpretation
• Labeling a technique used to increase the
  perceived quality, credibility, or credence of a
  particular idea.
• Logical reasoning arguments based on information
  and what makes sense

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• Obtain Disapproval persuading an audience to
  disapprove of an idea or action suggesting that
  it is popular with groups that are hated or
  feared.
• Oversimplification Favorable generalities used
  to provide simple answers to complex ideas.
• Quotes out of context selective editing of
  quotes which can change meanings

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• Name calling technique used to incite fear and
  arouse prejudices
• Red Herring presenting data or issues that,
  while compelling, are irrelevant to the argument
  at hand.
• Repetition Deals with a jungle or word that is
  repeated over and over again.
• Scapegoating assigning blame to an individual
  or group, alleviating feelings of guilt

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Which Technique?
Logical Reasoning
Oversimplification
20
Which technique?
Intentional Vagueness
Quotes out of Context
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• Sex Appeal using attractive people to sell
• Slogans a brief or striking phrase that may
  include labeling and stereotyping
• Statistics information presented in numbers
• Stereotyping arousing prejudices in an audience
  by labeling to target fear, hatred, and
  undesirable qualities

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• Testimonial quotes (taken in and out of
  context) cited to support or reject a policy,
  program, or personality
• Threat proposing harm for not supporting
• Transfer projecting positive or negative
  qualities of a person to make another choice more
  acceptable
• Virtue words attaching a positive image when
  attached to a person or issue

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Which Technique?
Slogan
Statistics
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Which Technique?
Testimonial
Transfer