persuasion, propaganda, advertising english 10. types of persuasive appeals logos the use of logic...
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Persuasion, Propaganda, Advertising
English 10
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
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.
Advertising & Propaganda Techniques Snob appeal Card Stacking Slogan Price appeal Testimonial
Bandwagon Transfer Name-calling Plain folks Glittering
generality
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
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
Card Stacking
Only presents information that is positive to a product and omits negative information.
Selective omission
Slogan
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”
Whose slogan is: “Like a good neighbor, _____
______ is there”
Price Appeal
Consumers will be getting something extra for less money.
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
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
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/ PopularityFameWealthPowerAttractiveness
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
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!”