Persuasive Techniques Logical Emotional Ethical Persuasive Techniques

Watch Out for Fallacies! A rhetorical fallacy is speech or writing that is false or misleading. Calling a corrupt politician, “just an average guy.” A logical fallacy is an error in reasoning. Many are based on false assumptions. If you don’t volunteer, you will never get into a good college.

Persuasive Techniques Techniques that appeal to people’s needs, values, and feelings. Bandwagon Appeal: Taps into people’s desire to belong Millions of teens have made Abercrombie a part of their wardrobe. What are you waiting for? Ethical Appeal: Gains moral support for a claim by linking it to widely accepted value If you think every child deserves an education, support the Great Minds Org. Appeal to Fear: Makes people feel as if safety, security, or health is in danger. How clean is your hotel room? You will be shocked by our documentary's revelations. Appeal to Pity: Taps into people’s compassion for others You could save a life for the cost of one cup of coffee a day! Loaded Terms: Uses words with positive or negative connotations to stir emotions The alley is dark and dangerous. Street lamps keep you safe and protected.

What techniques are used in the following advertisements. Test Yourself What techniques are used in the following advertisements.

Logical Fallacy Appeal to Fear

What kind of faulty thinking is this? You can use a filthy, disgusting cloth towel OR you can use “Kleenex Hand Towels – a clean, fresh towel every time!” There are other options though…like changing out your cloth towel. Logical Fallacy-(false assumption)

Testimonial & Rhetorical Fallacy TV Ad: “Four out of five dentists surveyed preferred Crest toothpaste.” How do we know that these doctors weren't under some contract with Crest and felt obligated to rank that brand #1, or risk losing all those free toothbrushes?   How many pollsters bothered to ask doctors who were known to prefer Colgate or other brands?

Emotional & rhetorical fallacy Radio Ad: “Jackson Ford is the Number One Ford Dealership in the Southeast Region.” Consumers are likely to associate “number one” with “the best.”   If they were the number one dealership in sales, does that mean that they have the best prices, customer service, or expertise?

Bandwagon & Logical fallacy Your teenage daughter asks: “Everyone else is camping overnight without chaperones, so why can’t I?” We cannot assume that the decisions of others are valid. Do the other parents simply not care about their children’s well being or are they not aware that there never were any chaperones? 

Ethical Appeal So, after Sept. 30, you won't need the U.N. You will simply need men with shovels and bleached white linen and headstones. In many ways, it's unfair, but it is, nevertheless, true that this genocide will be on your watch. How you deal with it will be your legacy, your Rwanda, your Cambodia, your Auschwitz.” — George Clooney to the United Nations regarding Darfur)

Celebrity Endorsement

Ethical & Emotional Appeal

Emotional Appeal

Multiple Emotional Appeals

Can you believe everything you see? Rhetorical Fallacy-misleading

Group Assignment: You and your group have been approached to create a print ad (poster) using one of the persuasive techniques discussed today. You may be assigned a company, or you may have to pick your own! Create an ad with a slogan that fits your assigned technique. Be prepared to explain why it fits tomorrow! You may use any of the supplies on the counter.

Project Topics Clothing line/Snob appeal Clorox Green Works product/Ethical Appeal Coca-Cola/ Bandwagon Appeal Security Alarm System/Appeal to Fear Pet food/Emotional appeal: humor Loaded Terms (Negative)/Auto Loaded Terms (Positive)/Food product Create an ad with a Rhetorical Fallacy/Choose a brand/toy Create an ad with a celebrity endorsement that is a Logical Fallacy (beauty product)