Persuasive/Propaganda Techniques Mrs. Sechrist

What Are They? Techniques used to persuade people to: do something (or NOT do something) buy a certain product think a certain way join a specific cause vote for a specific party or candidate

Word to Know Euphemism- saying something in a nice way. Example: Your girlfriend is ugly. Euphemism: Your girlfriend was not favored with beauty.

Word to Know Bias- The author’s attitude toward the subject they are writing about. Bias is the author’s OPINION. *Hint: If asked a what bias is presented in the article, they are asking about what opinion is presented in the article.

Denotation/ Connotation Denotation: The dictionary meaning of the word. Example: They built a house. The dictionary meaning of the word “house” is dwelling or structure. Connotation: The emotions and feelings associated with a word. They built a home. The word “home” is inviting and warm.

Ethos Ethical Appeal Uses people we respect. Testimonial Technique

Pathos Uses emotional appeals Tries to get you to feel sorry for their cause.

Logos Using logic to appeal to your reasoning. Uses facts, statistics and quotes.

Testimonial Using the testimony of someone to persuade you to act or think or do the same way as they do. Uses a famous person or famous character.

Testimonial/Expert Opinion Using quotes and statements from a person considered to be an expert on the topic. NASCAR Driver Dale Earnhardt Jr. in Nationwide Insurance Commercial

Logical/Emotional/ Ethical Appeal Emotional appeal uses details to create an emotional response from the reader. PETA commercials (abused animals) Give to the Red Cross Commercials

Evidence Claims Facts and Figures – statistics to prove superiority. Hidden Fears – suggests that user is safe from some danger.

Bandwagon If everyone is doing it, then you should too.

Name Calling/Personal Attack Using negative remarks to create a bad feeling about something. Ronald Reagan (1980 Political Commercial)

Plain Folks Opposite of Snob Appeal Practical product for ordinary people. Like a good neighbor…

Fancy car commercials such as the new Cadillac. Snob Appeal Aims to flatter Makes assumption/ insinuation that this product/idea is better than others… Thus, those that use the product are too. Fancy car commercials such as the new Cadillac.

Patriotism Purchase will display love of country. Person will financially help the country. Often will have an American Flag shown. …built American tough

Transfer Positive feelings/desires are connected to a product/user Transfers positive feelings we have of something we know to something we don’t. Sex Appeal Love/ Popularity Fame Wealth Power Sex Appeal if you use this product you be more attractive to members of the opposite sex. You will look sexy to everyone. Love or Popularity- This will make everyone love you and like you. You will be popular and a trend setter. Watch out for this one. Everyone likes attention. Fame – You will gain fame (attention) if you use this. Wealth-by having this product you will appear wealthy. The wealthy and affluent use this. You get what you pay for. Power- This will give you power over people. You’ll have an “edge” over others.

Glittering Generalization Weasel words/ or vague words used. “Glittering” because it’s falsely attractive Words have Positive Connotations Examples: for the common good, peace, love, glory, freedom, honor

Card Stacking Only presents information that is positive to an idea or proposal and omitting information contrary to it. Although the majority of information presented by the card stacking approach is true, it is dangerous because it omits important information.

Rhetoric A good persuasive essay or speech will include the use of rhetoric - the art of using language effectively.

Rhetorical Devices Common rhetorical devices include the rhetorical question, anaphora, asyndeton (parallel structure), hyperbole, allusion, metaphor, simile, personification, and connotative language.

Rhetorical Devices: Anaphora Anaphora- a series of sentences or phrases beginning with the same word or group of words to build tension or emphasize a point.

Anaphora Example Every day, every night, in every way, I am getting better and better” “My life is my purpose. My life is my goal. My life is my inspiration.” “Buying nappies for the baby, feeding the baby, playing with the baby: This is what your life is when you have a baby. “I want my money right now, right here, all right?”

Asyndeton/Parallel Structure Listing items one after another without placing conjunctions between them. Reading the list without pause gives a dramatic tone to the list.

Asyndeton Examples Example: 1. Read, Write, Learn. 2. Watch, Absorb, Understand. 3. Reduce, Reuse, Recycle.

Rhetorical Question Asking a question without expecting an answer, often because the answer should be obvious. Example: Do you want an afterschool DETENTION????

Rhetorical Question Use a question to get the audience’s attention. Got Milk?

Allusion A reference to a famous historical person or event. Often these references are Biblical. Example: This place is like the Garden of Eden.

Hyperbole An exaggeration to make a point or get the audience’s attention. Example: I am dying of shame. I am trying to solve a million issues these days.

Simile Comparing two things using the words “like” or “as”. Example: Our soldiers are as brave as lions.

Metaphor A direct comparison of two unlike things. Example: The assignment was a breeze. Her voice was music to my ears.

Personification Giving humanlike qualities to objects or nonhuman things. Example: The fire swallowed the entire forest. The wind whispered through the dry grass.

Idioms “Sayings” that are exaggerations. When these sayings are spoken, everyone knows what is meant; the saying is not meant to be taken literally. Idioms are very similar to hyperboles. Example: Every cloud has a silver lining. Cat got your tongue?