Persuasion

• The purpose of persuasion is to convince others to do something, think a certain way, buy something, etc.

• The Media (TV, internet, radio, newspapers, magazines) uses PROPAGANDA to persuade

through advertising.

Differences between Persuasion and Propaganda

• Persuasion– Most often used in

academic and professional writing

– Attempts to guide the audience’s thinking using reason, emotion, questioning, etc.

– Expert opinion, logical, emotion, and ethical appeal, repetition, rhetorical question, allusion

• Propaganda– Most often used in

advertising – Can easily trick or

manipulate the audience

– Bandwagon, testimonial, personal attack, sexual appeal, glittering generalities

DifferencesPersuasion

Propaganda

Rhetorical Question

• Questions asked to make a point or to make you think, NOT to be answered

• Does it matter?• Aren’t you glad you

use Dial?• Would you want this

to happen to you?

Expert Opinion

• Using quotes from professionals or well-known organizations According to the

Environmental Protection Agency, “second-hand smoke causes approximately 3,000 lung cancer deaths in nonsmokers each year.”

Logical Appeal• The strategic use of

reason, claims, and evidence to convince an audience of a certain point. – Can include facts

and statistics or expert opinion

Martin Luther King, Jr. – “Letter from the Birmingham Jail”“Birmingham is probably the most thoroughly segregated city in the United States. Its ugly record of police brutality is known in every section of this country. Its unjust treatment of Negroes in the courts is a notorious reality. There have been more unsolved bombings of Negro homes and churches in Birmingham than any city in this nation. These are the hard, brutal and unbelievable facts.”

Playing to people’s emotions, this technique makes you feel a certain way. It may involve love, sympathy, fun, or patriotism.

•Uses “Loaded Words” like justice, duty, hope

Emotional Appeal

Ethical Appeal

Our spokesperson, Mr. Coyote says, "I'm not really a coyote, but I play one on TV. I've used Acme products for years. Their slingshots, rocket launchers, crowbars, pogo sticks, and power pills are the best around. And don't forget their high-powered dynamite! I buy everything from Acme. They are the company that I trust the most."

Persuasion based on trust, reliability, and the character of the speaker

Allusion• An allusion is a brief reference to some thing,

person, or idea the audience would respect. Allusions to the Bible may get a Christian's support, for example.

• EX “Love your neighbor, yet don’t pull down your hedge.” Benjamin Franklin

The product name or keyword or phrase is repeated several times.

How many times can you use the word “Fresh?”

Repetition

Repetition in Target Ad.

This technique tries to persuade everyone to join in and do the same thing. Everyone’s doing it!

Bandwagon

Good feelings, looks, or ideas transferred to the person for whom the product is intended.

Transfer

Usually deals with:

•Patriotism

•Love/Popularity

•Money

•Power/Fame

•Looking good

An experienced person or celebrity endorses a product.

Testimonial

Plain Folks

• Convincing the audience that the speaker is “just like you and me.”

• May use religion, country living, or family

Snob Appeal

Using words that appeal to the finer things in life.

Promising that you’ll be like the rich and famous!

Turtle Beach Resort: absolutely first class!

Sex Appeal• Uses sexual images

or suggestive words.

Personal Attack

• When a person substitutes abusive comments for facts when attacking another’s claims

• Often used by politicians

"Jane says that drug use is morally wrong, but she is just a two-faced liar, so we don't have to listen to her."

Glittering Generalities

• The use of vague, attractive, feel-good words that sound good, but mean nothing.

• Sometimes sounds poetic• dignity, freedom, fame, integrity, justice, love,

respect"I believe in an America that's strong at home and respected in the world. I believe we can have a strong economy focused on good-paying jobs, a health care plan that reduces costs, an energy plan that frees us from Mideast oil, and I believe we can lead a strong military and strong alliances that keep America safe and secure." -- John Kerry