Siti Alim Khamidah (201112500657)

Fajar Anggriawan (201112500573)

Christin Natalia S (201112500629)

Testimonial Associating a respected person or someone with experience to endorse a product or cause by giving it their “stamp of approval” hoping that the audience will follow their example. Often this is in the form of a celebrity endorsement.

Drink KukuBima ENER-G will make you be stronger like Chris John does.

Examples: Anggun C Sasmita says “Pantene” is the best product of shampoo which can make your hair shine brightly like a diamond.

Plain FolksFinding “an average Joe” to use ordinary language and mannerisms to reach the audience and identify with their point of view. This approach is used to convince the audience that the spokes person is from humble origins, someone they can trust and who has their interests at heart.

Aburijal Bakrie, candidate for president, attended a mass wedding in Probolinggo.

Examples:

Jokowi, the Governor of DKI Jakarta, was seen eating at a stall for lunch.

1. Fly with Lion Air-just like what Siti Nurhalizah

does.

2. Senator Stockton rose hin position after having

been a common laborer.

3. John Karry, candidate for president was seen

playing football at the church picnic yesterday.

4. Use Wardah Cosmetics like Ineke Koesherawati.

Exercises

(Te)

(PF)

(PF)

(Te)

Card Stacking• Makes the best case possible for one

side and the worst for the opposing viewpoint by carefully using only those facts that support his or her side of the argument. In other words, the advertiser “stacks the cards” against the truth.

Smart people drink Tolak Angin!

Examples:

This car is the latest thing in speed, power and luxury.

Bandwagon

• Used to persuade the audience to follow the crowd. This device creates the impression of “everyone is doing it” or “everyone has this product.” It reinforces the human desire to be on the winning side or to be part of the “in-crowd.” It also plays on feelings of loneliness and isolation - if they don't join in they will be left out.

70 percent of people like kopiko’s candy.

Examples: Almost all of students in R.4.D use

Pepsodent for protecting their teeth.

1. Nine out of ten people use Gusto Shaving Cream.

2. Golden cigaretes last longer, taste better, and use finner tobaco.

3. Almost al of people in Indonesia drink Yakult for keeping their intestine. Why not you?

4. Nourish Skin is very good to clear acne and make your skin be brighter.

5. Everything in our newspaper is very important. Read Metropolitan Time!

Exercises:

(BW)

(CS)

(BW)

(CS)

(CS)

Propaganda and Emotions

Propaganda is defined as designating any attempt to influence the opinions or actions of others to some predetermined end by appealing to their emotions or prejudices or by distorting the facts.

Propaganda and EmotionsCalls upon the consumer to make decisions based on a feeling rather than facts. Ads that try to make you feel joy, sadness, empathy, etc.

“Detecting Propaganda”

(this presentation is an excerpt of Chapter 6 of “Critical Reading”, an internal publication of Unindra)