1. Persuasive Techniques Unit Vocabulary

2. Reading Strand 3: Concept 3: Persuasive Text
Explain basic elements of argument in text and their relationship to the author’s purpose and use of persuasive strategies.
PO 1. Determine the author's specific purpose for writing
PO 2. Identify the facts and details that support the author’s argument
PO 3. Describe the intended effect of persuasive strategies and propaganda techniques

3. Writing Strand 3: Concept 4: Persuasive
Persuasive writing is used for the purpose of influencing the reader.
PO 1. Write persuasive text (e.g., essay, paragraph, written communications) that:
a. establishes and develops a controlling idea
b.supports arguments with detailed evidence
c.includes persuasive techniques
d.excludes irrelevant information
e.attributes sources of information when appropriate

4. Writing Strand 3: Concept 6: Research
PO 1. Write a summary of information from sources (e.g. encyclopedias websites, experts) that includes:
a. Paraphrasing to convey ideas and details from the source
b. main idea(s) and relevant details
PO 2. Write an persuasive & informational report that includes:
a. a focused topic
b. appropriate facts and relevant details
c. a logical sequence
d. a concluding statement
e. a list of sources used

5. WHY? 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

6. WHO?
WHO USES PROPAGANDA?
Military
Media
Advertisers
Politicians
You and I

7. 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

8. Why the author is writing.
Author’s Purpose
Why the author is writing.
Inform
Entertain
Persuade
Athletes are popular candidates for testimonial.
Tiger Woods is on of the top testimonial figures in sports.

9. Persuasive Techniques
The goal of propaganda is often to encourage you to, as the reader, to take some action based on feelings rather than on careful thought.
The text on the image showing a group of people with one person excluded is a clear example of the bandwagon technique.

10. EMOTIONS

11. Emotional Appeals
Words such as luxury, beautiful, paradise, and economical are used to evoke positive feelings in the viewer.
This technique might be used more than any other.
Are you less patriotic if you don’t buy American goods? Can a Lexus make you happier than a Honda?
Playing to people’s emotions might get them to purchase products or services they might not otherwise buy.

12. Scare Tactics
use strong, unsupported images to make people act out of fear instead of thought.

13. Transfer
the device of stirring the reader’s feelings about one thing and then connecting (transferring) those feelings to something else.
Advertisers like to point out that you can do it (with their help).
They often focus on areas like hair loss, weight loss or personal appearance where people are self-conscious.
You can look like the people in our ads if you use our product

14. Loaded words
words that a lot of people have strong feelings about. Some examples are evil, sweet, soul mate, dangerous, murderer, etc.

15. Name-calling
accuses someone of something but does not give any facts to support the claims.
Who is Burger King taking a shot at here? Who is well known for having a secret sauce in their hamburgers? (McDonald’s)

16. In groups, identify the…
Purpose?
Audience?
Persuasvie technique?

17. People!

18. Peer Pressure
suggests that if the reader does not agree with the author’s views, then the reader will lose his or her peers’ respect.
The text on the image showing a group of people with one person excluded is a clear example of the bandwagon technique.

19. Bandwagon encourages readers to go along with everyone else.
The text on the image showing a group of people with one person excluded is a clear example of the bandwagon technique.

20. Testimonial
a statement from a celebrity or expert that supports the author’s claim.
“Four out of five dentists recommend sugarless gum for their patients who chew gum”
Athletes are popular candidates for testimonial.
Tiger Woods is on of the top testimonial figures in sports.

21. stereotypes
stereotypes – say that a certain group of people all share the same qualities

22. Persuasive Techniques?
In groups, identify the ...
Audience?
Purpose?
Persuasive Techniques?

23. PINKY &
THE BRAIN

24. oversimplifying
an author makes a complicated topic seem simpler than it is

25. How many times can you use the word “Fresh?”
Repetition
repeating something so that the reader remembers it. Even if the idea has not been supported with solid evidence, it will be stuck in the readers’ heads.
What sort of statements is this ad making?
Are there restaurants out there that aren’t “Fresh”?
How many times can you use the word “Fresh?”

26. In groups, identify the…
Audience?
Purpose?
Persuasive technique?

27. What you see isn’t always what it is…
PERSPECTIVE
What you see isn’t always what it is…