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Propaganda/Persuasion Techniques

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Title: Propaganda/Persuasion Techniques


1
Propaganda/Persuasion Techniques
  • How the media influences us

2
What is propaganda?
  • A way to persuade people by using images and
    words to achieve a desired affect or outcome.

3
Propaganda/Persuasive Techniques
  • Advertisements and other methods of persuasion
    (political) may contain rhetorical fallacies
  • Rhetorical Fallacies
  • An argument that is not sound but may still be
    convincing (if you really think about it, is it
    true?)

4
Ad Hominem
  • ad hominem means against the man or against the
    person (Latin)
  • Attack the character or circumstance of the
    other side in order to distract from the
    argument.
  • Devalues the argument because of the person who
    is making the claim, regardless of the evidence
    provided

5
Ad Hominem Examples
  • We shouldn't be surprised that Senator Smith
    supports this new tax - considering how long he
    has been working in politics, it would be a shock
    if he didn't support it!
  • John has been proven to be a liar numerous
    times, therefore you should reject his testimony
    and acquit my client.
  • What are some ad hominem arguments you have heard
    or used?

6
Exaggeration
  • An overstatement or excessive representation of
    more than is true
  • Everyone gets to go to the party except me.

7
Exaggeration
BIC Razors
8
Stereotyping
  • Generalization that allows everyone who is given
    a specific label to also have attributed to them
    a set of characteristics
  • Can be used to cast a group of people as good
    or bad

9
Stereotyping
10
Categorical Claims
  • A claim is based on the faulty logic of relating
    two things solely because they are in the same
    category
  • Example Chihuahuas are good inside dogs.
    Rottweilers are dogs therefore, Rottweilers
    would be good inside dogs, too

11
Categorical Claims
12
Testimonial
  • Famous people, or someone respected or liked,
    claims that something is good or advertises or
    promotes a product or idea, even though they may
    or may not be experts and may even be getting
    paid to recommend a product or endorse an idea.

13
Testimonial
14
Logical Appeals
  • Relies on faulty logic, a mistake in reasoning
  • For example Because everything in Texas is
    bigger, you can expect a bigger salary in Texas
  • Also referred to as logos

15
Logical Appeals
16
Logical Appeals
17
Emotional Appeals
  • Appeal to the audiences emotions
  • This is usually an unfair appeal because it is
    using the readers fear, anger, or joy to push an
    idea
  • Also referred to as pathos

18
Emotional Appeals
19
Ethical Appeals
  • The author unfairly or unreasonably gives himself
    authority
  • Relies on celebrities or authorities
  • Also referred to as ethos

20
Ethical Appeals Example
21
Appeal to Authority
  • A writer may mention an important event or person
    to lend importance or credibility to his/her
    argument.
  • Appeals to authority have important and powerful
    people supporting the product or idea.

22
Appeal to Authority Example
23
Scare Tactics
  • Informs people that personal danger is imminent
    if they do or do not take a specific action.

24
Scare Tactics
25
False Need
  • People are persuaded to do something by letting
    them know that others are doing it as well. This
    technique is contrived peer pressure no one
    wants to be left out or behind, so they decide
    they need whatever everyone else has.

26
False Need
27
One Final Advertisement
28
Things to Remember Be sure to consider -
  • Who is the audience for this image?
  • Does this image ask the audience to take action
    of some sort or just believe a certain idea?
  • What do you think is the authors/designers
    purpose for creating this?
  • What is the argument this image makes?
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