Transcript Propaganda Techniques - Summit Public Schools

Methods of
Persuasion
T H E W AY S O T H E R P E O P L E M A K E
D E C IS IO NS FO R YO U. A N D T H E
W AY Y O U C A N M A K E D E C I S I O N S
FOR OTHER PEOPLE.
One-Sided Point of View
(Card Stacking)
Deliberately selects only favorable evidence to lead the
audience to the desired conclusion.
Always follow this rule when composing a persuasive
composition.
Allegra
WHY IS THIS COMMERCIAL AN
EXAMPLE OF CARD STACKING?
Corn Syrup Commercial
BANDWAGON
Advertisements that imply that “everyone is
doing it” or at least “the cool people are doing
it”.
These ads urge people to “jump on the
bandwagon” and join the majority.
How is this advertisement attempting to persuade
consumers?
WHY IS THIS COMMERCIAL AN
EXAMPLE OF BANDWAGON?
Coke Commercial
FEAR
Uses dislikes or fears to promote a solution.
Claim to fix or prevent problems or fears.
How is this commercial an example
of Fear in advertisements?
Anti-drug PSA
Strong Word
Choice
The language of advertising is full of carefully selected
word choice.
superlatives (greatest, best)
comparatives (better than, improved)
hyperbole (amazing, incredible, exceptional)
HOW IS THE COMMERCIAL AN
EXAMPLE OF LANGUAGE INTENSITY
Old Navy T-Shirts
Expert
Testimonials
Ads that show experts endorsing the value or
quality of a product or idea. This technique
works because it seems like the person
genuinely likes the product or agrees with the
idea.
EXPERT
ENDORSEMENT
(i.e. scientists, doctors, professors and other professionals)
Why is this commercial an example
of Expert Endorsement
Cigarette Advertisement
Appealing to Emotions
(Glittering Generalities)
The use of so-called "virtue words" such as freedom,
patriotism, motherhood, health, beauty, and love. Ads
use these words so we blindly accept certain
statements without examining the evidence or asking
what the concept really means.
How does this ad use the Glittering
Generalities technique?
Ronald Regan- "It's Morning in America"
NEW
We love new things and new ideas, because we tend
to believe they’re better than old things and old
ideas. American culture places great faith in
technology and progress.
REFLECTION
Which technique is the most common? Which is the
least common?
Which techniques are geared towards your age
group? Mine? Your parents?
Which techniques are the most persuasive? The
least?