Persuasive TechniquesPersuasive Techniques“Propaganda”“Propaganda”

techniques used to influence opinions, techniques used to influence opinions, emotions, attitudes or behavior.emotions, attitudes or behavior.appeals to emotions, not how smart appeals to emotions, not how smart people arepeople aremakes audience believe in something or makes audience believe in something or want to do somethingwant to do somethingnegative or positivenegative or positivethe purpose is to persuadethe purpose is to persuade

3 Common Uses of Propaganda3 Common Uses of Propaganda

During wars During wars In politics In politics (especially elections)(especially elections)

In advertisingIn advertising

TARGET AUDIENCETARGET AUDIENCE

Intended audience: group of people that an ad Intended audience: group of people that an ad targets targets

teens, senior citizens, mothers, etc.teens, senior citizens, mothers, etc.

pay attention to words used, type of product being pay attention to words used, type of product being sold, and the media used (radio & tv stations, sold, and the media used (radio & tv stations, billboards, magazines, newspapers)billboards, magazines, newspapers)

Recognizing Persuasive Recognizing Persuasive TechniquesTechniques

BandwagonBandwagon TransferTransfer TestimonialTestimonial Snob AppealSnob Appeal RepetitionRepetition Just Plain FolksJust Plain Folks Name-CallingName-Calling Scientific SlantScientific Slant

BandwagonBandwagon persuasive technique that invites you to join the persuasive technique that invites you to join the

crowd.crowd. Everybody’s doing it!Everybody’s doing it! ““Don’t be left out!”Don’t be left out!”

Everyone in Auburn is supporting Bob Riley. Shouldn’t you be part of the winning team?

TRANSFERTRANSFER

Positive words, images, Positive words, images, and ideas are used to and ideas are used to suggest that the product suggest that the product being sold is also being sold is also positivepositive

Ads for foodAds for food

…built American tough

TestimonialTestimonial Statement endorsing an idea/productStatement endorsing an idea/product Three types: Celebrity, Expert, or WitnessThree types: Celebrity, Expert, or Witness

“Master Chef Gordon Lee only uses

Swanson’s Chicken broth for his

“savory creations”

TestimonialTestimonial

Official shampoo of the NFL

TestimonialTestimonial Statement endorsing an idea/product by a prominent Statement endorsing an idea/product by a prominent

person in the fieldperson in the field

“I bought Tri-spot socks for my whole family. Wearing the socks has turned exercising into a fun part of our family routine… “ ~Dr. Sophie Smith, podiatrist

TestimonialTestimonial Statement endorsing an idea/product by a satisfied Statement endorsing an idea/product by a satisfied

customercustomer

Jared the Subway Guy lost

weight on a Subway diet

Snob AppealSnob Appeal tries to make the tries to make the

consumer feel like consumer feel like they would using a they would using a unique product unlike unique product unlike the mainstream publicthe mainstream public

Fancy Feast cat food

A credit card company offers platinum cards

He went to Jared!

RepetitionRepetition Product name or phrases are repeated 3 Product name or phrases are repeated 3

or more timesor more times Makes you remember the productMakes you remember the product

Just Plain FolksJust Plain Folks suggests that “we are just like you” so you suggests that “we are just like you” so you

should act a certain wayshould act a certain way opposite of snob appealopposite of snob appeal

Name - CallingName - Calling Applying a putdown to a Applying a putdown to a

person, product or group, person, product or group, even if it is not factualeven if it is not factual

Uses words or phrases to Uses words or phrases to suggest disapprovalsuggest disapproval

Intent is to damage Intent is to damage opponentopponent

It also arouses suspicion It also arouses suspicion of opponentof opponent

Intention is to create a Intention is to create a seed of doubtseed of doubt

Used by politicians and Used by politicians and product companiesproduct companies

Scientific SlantScientific Slant

Uses scientific terms to persuade you to Uses scientific terms to persuade you to accept something as more than it really isaccept something as more than it really is

#1 Dermatologist Recommended

Hidden MessagesHidden Messages“Vague Words”“Vague Words”

Information that is not Information that is not immediately immediately noticeable and must noticeable and must be uncovered by the be uncovered by the consumer before it is consumer before it is known; usually known; usually through a visual through a visual representationrepresentation

Reasons for Hidden MessagesReasons for Hidden Messages “Vague Words”“Vague Words”

Not wanting to sound negative or harshNot wanting to sound negative or harsh Want listener or reader to feel smart Want listener or reader to feel smart

enough to figure out messageenough to figure out message Want to leave out negative information Want to leave out negative information

that might hurt their own imagethat might hurt their own image Do not want to get suedDo not want to get sued