1. Persuasion, Propaganda, Advertising
English 10

2. Types of persuasive appeals
Logos
The use of logic to convince the audience
Facts, statistics, data, numbers, tables, and graphs
Pathos
The use of emotion to convince the audience
Usually pity or sympathy to sell a product or service.
Ethos
Establishing trust to convince the audience
Kairos
A call to action

3. Propaganda
Techniques used to influence opinions, emotions, attitudes or behavior.
It appeals to the emotions not the intellect.
It is not negative or positive.
The purpose is to persuade.

4. Advertising & Propaganda Techniques
Snob appeal
Card Stacking
Slogan
Price appeal
Testimonial
Bandwagon
Transfer
Name-calling
Plain folks
Glittering generality

5. Snob Appeal Aims to flatter
Makes assumption/ insinuation that this product/idea is better than others…
Thus, those that use it are too.
Purpose: make the audience feel better than other people if they have that product

6. Plain Folks Opposite of Snob Appeal Identifies with “Average Joe”
Practical product for ordinary people
Purpose: identify with the customer and make them feel like part of the group

7. Card Stacking
Only presents information that is positive to a product and omits negative information.
Selective omission

8. Whose slogan is: “Like a good neighbor, _____ ______ is there”
A catchword or phrase loaded with emotion
Often sells through repetition
Clever and easy to remember
Stays with you a long time
Often a melody you already know
Whose slogan is:
“I’m Loving It”

9. Price Appeal
Consumers will be getting something extra for less money.

10. Testimonial Statement endorsing an idea/product by a prominent person
Product can be inside or outside particular field
Musical artists
Sports giants
Actors/actresses
Purpose: audience believes the person making the testimony because they’re famous

11. Bandwagon Persuasive technique that invites you to join the crowd
Everybody’s doing it!
Purpose: audience feels they will be left out if they don’t

12. Transfer Positive feelings/desires are connected to a product/user
Transfers positive feelings we have of something we know to something we don’t.
Love/ Popularity
Fame
Wealth
Power
Attractiveness

13. Name-Calling A way of smearing an opponent Purposes:
to damage opponent
to arouse suspicion of opponent
to create an uneasy feeling
Used by politicians and product companies

14. Glittering Generality
Definition: Using simple phrases that sound good but have no real value or meaning.
“Glittering” because it’s falsely attractive
Examples:
“I am the candidate for change.”
“It’s new!”
A popular slogan on teacher stationery: “Making the Difference!”