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Transcript of Persuasive Techniques
But have you ever stopped to think what exactly the commercial was actually trying to do?
Image by Tom Mooring
Persuasive Techniques and Propaganda
Now it's your turn!
Using the worksheet I've given you and the terms often found in advertising, dissect these commercials to find out what they are really trying to say!
What are television commercials REALLY saying?
How does this commercial convince us to buy an Egg McMuffin? What propaganda and persuasive technique does it use?
Companies sometimes spend millions of dollars on these commercials! And for what?
To persuade YOU to do something or to buy their product!
Where do you see persuasion used in your everyday life? How is it used?
Analyze television commercials for propaganda and persuasive techniques that influence an audience that can be found in both literary texts and real life situations.
: Uses quotes, stories or
experiences of individuals to endorse a product
: Using a famous person or group to give a testimonial about a product or idea
Appeal to authority
: Cites an
in the field
Pathos propaganda used in advertisements
: Uses the argument that a person should
or do something because “everybody else” does
Consumers buy the product because they want to
: Uses words with positive or negative
to describe a product
Use words such as “fresh” or “juicy,” to make a product seem more
: Manipulates your perception of something by showing only
side and leaving out anything
about the position.
statement or claim
: What is this advertisement trying to persuade you, or the intended audience, to do? Be specific.
: What group of people is this advertisement trying to persuade? How do you know?
Relevance of Evidence
: Is everything in the commercial relevant—in other words, do the images, ideas, and people all relate to the product? Or does the advertisement try to persuade you with any irrelevant evidence—statements, images, or facts that have nothing to do with the product or idea being sold? Explain.
: Does the commercial use pathos, logos, or ethos? How do you know? What persuasive techniques are they using in this commercial? There may be multiple, but be specific!
: Does it make the audience want to buy/use the product? Why or why not?
Take a look at the different persuasive techniques that advertisers use to persuade the consumer
Work through an example commercial together as a class, and analyze it to model what is expected
Work to dissect the remaining 4 commercials using the worksheet to guide your answers and understanding and using the example as a guide.
In three sentences, answer the following question on the back of your packet:
Which commercial and technique do you think were the most effective in persuading the audience?
An appeal to
tries to convince you that the company is more
, honest, and credible
to add credibility
Ethos propaganda used in advertisements
An appeal to
gives you the evidence and
you need to fully understand what the product is and does
Attempts to evoke an
response in the consumer
Sometimes it is a
emotion, such as happiness. Other times, they will use
emotions, such as pain
It can also include feelings such as guilt or fear
What do all advertisements have in common?
They are propaganda - the use of
images to convince you to make decisions without thinking