Persuasion Is All Around You! “Can You Hear Me Now?”

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

Common persuasive techniques (propaganda) often used in advertising Slogan Snob Appeal Repetition Bandwagon Testimonial Emotional Appeal/Loaded Language Expert Opinion/Appeal to Authority Fear Plain Folks Appeal Glittering Generalities Name Calling Transfer

Who uses Propaganda? Military Media Advertisers Politicians You and I

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

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

Bandwagon A statement suggesting that everyone is using a specific product, so you should too

For example: If the whole world uses this VISA card, you must need one too. Bank of the World Visa Card- You can use it from Tennessee to Timbuktu- anywhere you travel in whole wide world !! Sign up today at

Testimonial A well-known person supports a product or service

For example: If we drink milk we will all be as famous as Milly the model. Milly the Model asks, “Got Milk?”

Emotional Appeal A person is made to have strong feelings about a situation or product

Expert opinion/Appeal to Authority Experts approve this product, so you should use it “Four out of five dentists recommend sugarless gum for their patients who chew gum”

Fear Our fears are displayed. Ideas, candidates, or products are shown to put our fears to rest.

For example: If you use Safety Ware it will keep people from stealing your identity-or will it? Guard against Identity theft Use Safety Ware

Plain-folks appeal This idea, product, or person is associated with normal, everyday people and activities.

For Example: We want a Jim Smith, a mayor who supports the regular American worker. Vote for Smith

Glittering Generality A commonly admired virtue is used to inspire positive feelings for a person, idea, or product. Words like truth, democracy, beauty, timeless are examples of those general terms.

For example: If you want to be brighter, you’ll support Bill Brite. Look on the bright side! Vote for Bill Brite !

Name-calling A negative word or feeling is attached to an idea, product, or person. If that word or feeling goes along with that person or idea, the implication is that we shouldn’t be interested in it.

For example: Do we want a mayor who will leave us in debt? Spending grew 100% under Mayor Moneybags!

Transfer Symbols, quotes, or images of famous people are used to convey a message. The message may not necessarily be associated with them.

For example: Joe uses symbols of America to tie his restaurant to American values for Independence Day. Celebrate the American Way this 4 th of July- Eat at Joe’s Joe’s Barbeque

Quick review Slogan Snob Appeal Repetition Bandwagon Testimonial Emotional Appeal Expert Opinion/Appeal to Authority Fear Plain Folks Appeal Glittering Name Calling Transfer Purpose?

Audience Awareness Advertisers know how to target their audiences use appropriate persuasive technique

Who’s the audience?

Audience?

Purpose? Persuasive technique?

Audience? Purpose? Persuasive technique?

Audience?

Purpose?

Audience? Purpose?

Audience? Persuasive technique? Purpose?

Audience? Persuasive technique?

Relevant facts Advertisers spend about $200 billion a year on TV advertising The average cost for Super Bowl ads is $2.6 million per 30 second spot The average American watches about 24,000 TV commercials a year

Making Connections What is your favorite jingle? What slogan for a product do you find yourself saying? What TV commercial has influenced you to make a purchase? Since Tubby Smith and Billy Gillispie shop at Kroger, does that mean we should too?

Reflection “Persuasion is all around you.” In addition to TV commercials, where else do you see persuasion all around you? Is that persuasion influencing you or your family in any way? Explain. HW: Bring in explanations of propaganda used in commercials… me YouTube link.

We make our own choices when … we read and listen to reliable sources, we watch for combinations of truths and lies, we check for hidden messages, we watch for use of propaganda techniques

Class Activity Class Activity Find 3 different persuasive techniques in newspapers/magazines: ◦ For each example, respond to the following questions: 1.What persuasive techniques are being used? 2.Do the persuasive techniques enhance the author’s argument? 3.Who is the target audience? 4.If you could insert one technique to add to this argument, which would you use and why? How would you use it?