Propaganda and Persuasive Techniques Wikispaces宣传和说服技巧 wiki空间.pptVIP

How do people influence you? A means of convincing people: to buy a certain product to believe something or act in a certain way to agree with a point of view Persuasive Techniques False Analogy – compares two things that do not have enough similarities to be a valid comparison Persuasive Techniques False premise – begins with a statement that is not true Persuasive Techniques Red Herring – a reason that distracts from the argument Persuasive Techniques Either/or Fallacy – assumes that there are only two alternatives. Common propaganda techniques often used in advertising Slogan Repetition Bandwagon Testimonial Emotional Appeal Expert Opinion Repetition: The name of a product is repeated many times Slogan: “Can you hear me now?” Bandwagon A statement suggesting that everyone is using a specific product, so you should too Persuading people to do something by letting them know others are doing it Gives impression that you will be left out if you don’t do what you are being persuaded Example: “See why so many women have switched” (Shampoo advertisement) Why are these examples of Bandwagon? Testimonial A well-known person supports a product or service Emotional Appeal A person is made to have strong feelings about a situation or product Using the words of a famous person to persuade you “Got Milk?” Loaded words that make people feel strongly - love/hate, Sports figures promoting athletic gear, sports drinks, or shoes. Testimonial Experts approve this product, so you should use it “Four out of five dentists recommend sugarless gum for their patients who chew gum” Testimonial works because you feel like you can trust the words of an expert or someone who is famous. Expert Opinion Ads using scientific sounding language to make a product seem more effective. Appeals to the audience’s intellect “Four out of five dentists recommend this toothpaste….” “Studies show that….” Quick Review Slogan Repetition Bandwagon Testimonial Emotional Appeal Expert Opinion Homew