Propaganda: Recognizing Logical Fallacies and Emotional Appeals English 10

What is persuasion? The process of guiding people toward the adoption of an idea, action, or attitude. Often it is illogical and manipulative. Got Milk?

Advertisers Advertisers spend about $200 billion a year on advertisementsAdvertisers spend about $200 billion a year on advertisements The average cost for a Super Bowl ad is up to $5 million per 30 second spotThe average cost for a Super Bowl ad is up to $5 million per 30 second spot The average American watches about 24,000 commercials a year.The average American watches about 24,000 commercials a year.

Introduction to Logical Fallacies What is a logical fallacy? Logical = something that is reasonable Fallacy = something that is faulty Thus, a logical fallacy is an argument based on faulty logic

"Hey, why are we learning how to reason incorrectly?" It's called logical self- defense! Do you believe everything you read, hear, and see?

"Hey, why are we learning how to reason incorrectly?" You can't always believe what you hear, what you see, and what you read. You should have the knowledge to identify when people are trying to manipulate/ persuade you.

Begging the Question / Circular Logic Occurs when you try to prove a statement by simply repeating it in different words Example: “These movies are popular because they make so much money. They make a lot of money because people like them. People like them because they are so popular.”

Non Sequitar The conclusion doesn’t logically follow the explanation. Example: The rain came down so hard that Jennifer actually called me.

Overgeneralization/Stereotyping Occurs when a statement is too broad to be valid and can easily be disproved. Overgeneralizations are often indicated by the following words: everyone, no one, always, never, best, and worst. Example 1: Everyone who lives in the Southern states likes warm weather. Example 2: Men will always vote for a male presidential candidate over a female one.

Black or White / Either/or fallacy Occurs when there is a claim that there are only two choices when there are actually more Example 1: Either we raise new taxes, or the roads will become unusable. Example 2: Either we build a new school, or it will be destroyed in three years.

Strawman Misrepresenting someone’s argument to make it easier to attack. Example: After Will said that we should put more money into health and education, Warren responded by saying that he was surprised that Will hates our country so much that he wants to leave it defenseless by cutting military spending.

Slippery slope Suggests that one step will lead to several more extreme hypothetical steps. Example: Colin Closet asserts that if we allow same-sex couples to marry, then the next thing we know we'll be allowing people to marry their parents, their cars and even monkeys.

Red Herring Have little relevance to the argument at hand. Desperate arguers try to change the ground of the argument by changing the subject. Example: Winthrop should pave the lot behind Dinkins. Besides, I can never find a parking space on campus anyway.

False Analogy Relying only on comparisons to prove a point, rather than arguing deductively and inductively. Example: Education is like cake; a small amount tastes sweet, but eat too much and your teeth will rot out. Likewise, more than two years of education is bad for a student.” The analogy is only acceptable to the degree that the reader/listener thinks education is like cake.

Post hoc / Cause-and-effect fallacy Occurs when the writer assumes that because one event follows another, the first event caused the second. Example 1: A new mayor was elected in November, and as a result, crime went down in January. Notice: Just because crime went down after the new mayor was elected, it doesn’t mean that he directly influenced the decrease in crime.

Product Comparison/Card stacking Features a comparison between product and competition, often portraying the competition as being inferior. Often uses card stacking, which is withholding, pertinent, information to persuade the viewer

Emotional Appeals (Another type of faulty logic) The term refers to manipulating someone by targeting their emotions and feelings. For example, the ad can make viewers feel happy, sad, angry, fearful, etc. However, in the end, the advertiser wants to get across the point that BUYING SOMETHING WILL MAKE THE VIEWER FEEL BETTER.

Want to feel happy?

Appeal to Fear This technique is very popular among political parties in the U.S. The idea is to present a dreaded circumstance and usually followed it up with the kind of behavior needed to avoid that horrible event.

Ad Hominem Ad Hominem / Namecalling Attacking a person or group in order to discredit an idea with which the person or group is associated. It serves to distract the reader from the real issue. Example: Barack Obama staffer, Samantha Power, called Hillary Clinton a "monster." Example: Harry Truman called Republicans a bunch of "snolly-gusters" in Example: Pres. McKinley's opponent said he had the "backbone of a chocolate eclair."

Tu Quoque (you’re another) Avoid the real argument by making similar charges against the opponent. Ex: How can the police ticket me for speeding? I see cops speeding all the time!

Bandwagon The name comes from the phrase "Jump on the bandwagon," a bandwagon being a wagon big enough to hold a band of musicians. In past political campaigns, a candidate would ride on a wagon around town and people would literally jump on the wagon to show support.

Bandwagon cont. Capitalizes on the fun of being part of a crowd and the desire to be socially accepted. In other words, if it's popular, it must be correct! Example 1: Don’t be the last to get the new Rockin’ Robots video game! Example 2: Join everyone else who is buying an IBM computer!

Snob appeal Arouses the desire to achieve status or wealth to feel superior

Appeal to Pity Showing an image or telling a story which makes the reader/viewer feel that they should "act now" and do/buy something to make them feel happier

Transfer Shows an additional image with the product or person that is intended to create positive or negative emotions for the viewer

Plain Folks (a type of testimonial) Used images of people typical of the "target" of the ad, communicating the message that "we are alike" and "I/we" use this product, so you should too.

Celebrity and expert endorsement (both are types of testimonials An appeal to an authority, such as a famous person. This attempts to capitalize upon feelings of respect or familiarity with a famous individual. For expert endorsement, this refers to the consumer relying on scientists, doctors, etc. to give them advice Ex: 9 out of 10 dentists choose…

Bait-and-switch Form of fraud, most commonly used in retail stores Customers are "baited" by an advertised lower price or new product, and when the customer discovers the advertised good is not available, they are "switched" to a more costly product.

Loaded Language When used properly, emotional language can add depth to writing that’s meant to persuade; however, the misuse of loaded language can cloud factual information, disguise poor reasoning, or unfairly manipulate people’s emotions in order to shape their opinions.

Loaded Language Consists of strongly positive or negative connotations, intended to influence an audience’s attitude. Connotation: Emotions and attitudes suggested by a word. PositiveNegative PlanScheme ProsperousLoaded LeisurelyLazy HonestBlunt AssertiveAggressive

Loaded Language In advertising, words with positive connotations are called GLITTERING GENERALITIES (OR PURR WORDS) Examples: golden, mother, home, delightful, scrumptious, and success Words with negative connotations are called SNARL WORDS Examples: ugly, unsightly, wrinkles, dirt Words that are qualifiers, unclear, and purposely used to mislead are called WEASEL WORDS Examples: almost, virtually, and close to

What emotional appeal is being used here? Loaded Language/ Weasel words

What logical fallacy is being used here? Plain Folks/Testimonial

What emotional appeal is being used here? Transfer

What logical fallacy is being used here? Loaded Language / Glittering Generalities

What emotional appeal is being used here? Testimonial

Which emotional appeal is being used here? Appeal to pity

What emotional appeal is being used here? Bandwagon

What type of logical fallacy is being used here? Stereotyping/Overgeneralization

What emotional appeal is being used here? Bandwagon/Transfer

What emotional appeal is being used here? Plain Folks

What emotional appeal is being used here? Appeal to Fear

Which type of propaganda is being used here? Bait-and-switch

Which type of emotional appeal is being used here? Snob appeal