How do people influence you? Propaganda and Persuasive Techniques How do people influence you? Sherwood Brooks Driftwood Middle School 2010

A means of convincing people: to buy a certain product What is Persuasion? A means of convincing people: to buy a certain product to believe something or act in a certain way to agree with a point of view Sherwood Brooks 2010

What is Propaganda? A form of communication that may use distorted, false, or misleading information to persuade Circular reasoning Stereotyping Overgeneralization Cause and Effect Fallacy Sherwood Brooks 2010

Circular Reasoning An attempt to support a statement by repeating it in other words Example: Using video cameras to monitor school hallways is good because it feels right. Sherwood Brooks 2010

Stereotyping A stereotype is a generalization about a group of people (Racial, ethnic, religious) that doesn’t take into account individual differences Sherwood Brooks 2010

Name Calling An attack on the person instead of the issue My opponent is an apologist! Name Calling An attack on the person instead of the issue Sherwood Brooks 2010

Overgeneralization A broad statement that says something is true for every case, with no exceptions. Sherwood Brooks 2010

Cause and Effect Fallacy The author makes the assumption that because one event follows another, the second was caused by the first. The school cut security staff, and two students fell down the stairs and were seriously injured. Sherwood Brooks 2010

False Analogy – compares two things that do not have enough similarities to be a valid comparison Sherwood Brooks 2010

False premise begins with a statement that is not true If I’m made from sugar, why am I a sugar substitute? People who wear glasses are smart. Naomi wears glasses, so she is smart. Sherwood Brooks 2010

Red Herring – a reason that distracts from the argument Sherwood Brooks 2010

Either/or Fallacy – assumes that there are only two alternatives. Either go to college or forget about getting a good job. Sherwood Brooks 2010

Repetition: The name of a product is repeated many times HEAD ON Apply directly to the forehead HEAD ON Apply directly to the forehead HEAD ON Apply directly to the forehead Sherwood Brooks 2010

Slogan: “Can you hear me now?” A catchy phrase or statement often used to sell a service or a product. Sherwood Brooks 2010

Bandwagon A statement suggesting that everyone is using a specific product, so you should too Persuading people to do something by letting them know others are doing it Gives impression that you will be left out if you don’t do what you are being persuaded Example: “See why so many women have switched” (Shampoo advertisement) Sherwood Brooks 2010

Plain Folks Propaganda is an every day person or people that sell a product. By using the plain-folks technique, speakers attempt to convince their audience that they, and their ideas, are "of the people." The device is used by advertisers and politicians alike. Sherwood Brooks 2010

Transfer is a propaganda technique used when an advertiser tries to transfer our good feelings about one thing, to his product: By using positive associations you already have in one area, the advertiser doesn't have to start from scratch to create those same positive associations for its product. With transfer advertising, you can manipulate the audience's feelings about the product by choosing to highlight one fact about the product while ignoring aspects of the product that don't fit with the message you want to send to the consumer. Sherwood Brooks 2010

Testimonial A well-known person supports a product or service Sherwood Brooks 2010

Testimonial works because you feel like you can trust the words of an expert or someone who is famous. Sherwood Brooks 2010

Expert Opinion Ads using scientific sounding language to make a product seem more effective. Appeals to the audience’s intellect “Four out of five dentists recommend this toothpaste….” “Studies show that….” Sherwood Brooks 2010

Expert Opinion Experts approve this product, so you should use it “Four out of five dentists recommend sugarless gum for their patients who chew gum” Sherwood Brooks 2010

Emotional Appeal A person is made to have strong feelings about a situation or product Using the words of a famous person to persuade you “Got Milk?” “Just Say No!” Loaded words that make people feel strongly - love/hate, patriotic, loyal, un-American, socialist, bully Sports figures promoting athletic gear, sports drinks, or shoes. Sherwood Brooks 2010

Quick Review False Premise Soda is as healthy to drink as water. So I drink soda with all my meals. False Premise Sherwood Brooks 2010

Quick Review Either/Or Fallacy Either you vote for Ellen Green for student body president or our school activities will decline. Either/Or Fallacy Sherwood Brooks 2010

Quick Review False Analogy Just as dogs need to be trained to obey commands, students need strong discipline to improve their learning. False Analogy Sherwood Brooks 2010

Quick Review Red Herring Yes, animals are trapped in zoos. But what about all those people trapped in jobs they hate? Red Herring Sherwood Brooks 2010

Quick Review Plain Folks The most important part of this appeal is the speaker's portrayal of themselves as someone who has had a similar experience Plain Folks Sherwood Brooks 2010

Quick Review Transfer Sherwood Brooks 2010

Quick Review Bandwagon All teenagers love the Twilight series. You’ll love it too! Bandwagon Sherwood Brooks 2010

Quick Review Testimonial “Dale Chapman will make an excellent governor,” says Nobel Prize winner, Peter Genzarro. Testimonial Sherwood Brooks 2010

Homework Bring to school magazine and newspaper ads, pictures printed from the Internet, movie posters, videotaped commercials, or other materials that attempt to persuade people in some way. Sherwood Brooks 2010