Understanding Persuasive Techniques

Propaganda is an author’s attempt to influence the audience to favor or go against certain ideas or actions.

Propaganda involves… Author’s Position is his/her stance on an issue – the goal is to persuade the reader to adopt the same stance. Example: “There needs to be another street lane built for emergency vehicles only.” Bias is favoring one opinion/option over another. Example: “People enjoy the companionship of cats more than dogs.” - Do they really? I’m a person..and I don’t.

Everyone is a KU fan! Bandwagon- the author tries to create an impression of widespread approval by phrases such as “everyone is doing it!”

Name Calling The author tries to make something bad by associating it with an unpopular label, such as “radical” or “communist”. “Wastewater plant”  when I don’t want it in my neighborhood; “water-treatment facility”  if I want to put it in someone else’s!

Glittering Generalities (opposite of name calling) The author tries to make a proposition desirable by associating it with something desirable, and giving it popular labels, such as “Patriotism,” “success,” “family”, and “pride.”

Testimonial The author refers to opinions held by celebrities and others who support the message, relying on the attributes of those trustworthy (and usually attractive) people rather than by referring to sound evidence.

Statistics and scientific terms Author uses numerical proof and references to often little known scientific terms to appeal to a sense of superior knowledge. The US Space Program has usually been less than 1% of the US Budget and yet it provides overwhelming benefits in space exploration, improvement in technologies, greening of the planet and changing of lives for better stewardship of the planet. ml

Cognitive Dissonance The discomfort one feels when compelled to do/believe something they feel is scientifically or morally wrong. Soldiers “just following orders” often suffer from this. “Those who can make you believe absurdities can make you commit atrocities.” - Voltaire Absurdity – crazy idea or situation Atrocity – terrible and violent event or act.

Card Stacking The author deceives the audience by telling only one side of an issue, including only the good things. Cats are civilized members of the household; they do not bark or have accidents.

Half Truths Similar to card stacking. The author tells the audience only half the truth. Hamsters are great pets and they do lots of tricks.

Plain Folks Author appeals to the audience that his/her opinion/ideas are good or honest because they are the ideas of “common folk” opposed to “intellectual elitists”.