1. Terms of Persuasion Appeal Contradiction Bandwagon Testimonial
Red Herring
Testimonial
False Authority
Faulty Reasoning

2. Persuade To cause to do something by reasoning, urging, or inducement
To convince someone to take an action

3. Techniques Why do you need to know the techniques used for persuasion?
Where do you see these techniques used?

4. Bandwagon Comes from a term used in the circus
The “bandwagon” carried the circus band 

5. Bandwagon Appeals to the “everyone is doing it” mentality
They want you to “join the crowd”
Creates a feeling of belonging

6. Bandwagon
Voting
Sports
Ideas/Theories
Popular Trends

7. Red Herring Term from the 1800’s
Dragged across game trail to throw off scent

8. Red Herring Presents a side issue not related to the topic
Something, usually a clue, intended to mislead or distract the audience

9. Red Herring Crime novels
Villains create a “red herring” in order to throw detectives off the case
Politics: hide the real issues

11. False Authority Use of authority instead of evidence
No actual proof; relies on “expert” evidence
Ex: “I’m a doctor, and I recommend this medicine.”

12. False Authority

13. Faulty Reasoning Defective reasoning
Reasons that don’t matter and/or that are not true
Also called logical fallacies
Overgeneralization
Illogical Conclusion
Personal Bias

14. Faulty Reasoning Example: 1. All humans are mammals.
2. All cats are mammals. So……
3. All humans are cats.
Completely illogical conclusion!!

15. Testimonial
Root word…. _____________

16. Testimonial A statement in support of truth, fact, or claim
A recommendation
Often done using celebrity endorsement

17. Testimonial

18. Transfer Associating symbols or feelings with a product
Attempts to link a positive or negative feeling with an object, person, value, or idea
Ex: Dodge commercial with American flag

20. Sentimental Appeal
A means of persuasion meant to convince a person based on an emotional response
Ex: pet cruelty commercials; family loss

22. Scare Tactics Ex: anti-drunk driving, smoking, etc.
A strategy using fear to influence
the public’s reaction
“Shock value” adds to the impact the ad has on the viewer
Ex: anti-drunk driving, smoking, etc.

23. Scare Tactics

24. Contradiction To go against what was previously said
Ex: We need to cut school funding which will decrease extra-curricular activities. This is going to affect students, and they may be upset, so the hiring of more counselors would be beneficial.

26. Comparison Related to “name-calling”
Comparing one product to another popular product
Shows negatives of competition

27. Comparison