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Copy of Persuasive Techniques

Introduction to Persuasive Techniques

Stephanie Watson

on 27 September 2012

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Transcript of Copy of Persuasive Techniques

Persuasive Techniques Bandwagon: uses the human desire to do what everyone else is doing,
capitalizing on people's dislike of being left out or left behind.
A bandwagon message says, "Everyone is doing it and you should be too!" Snob Appeal: appeals to a person's self-esteem, making them feel that they are part of an elite or intelligent group if they choose a product or support an idea.
For example, a company might advertise that all smart people drive their cars or all beautiful people wear their clothes. Statistical manipulation: the use of numbers or statistics to support a viewpoint,
often using inaccurate or incomplete interpretations of data.
For example, weight loss commericals often show pictures of people
who lose large amounts of weight to promote products that are proven
to only make people lose a small amount onaverage. Plain folks: associates down-to-earth regular people with a product or idea, helping the audience to relate to the speaker and thus feel that they could see themselves using the product or believing in a person or idea.
For example, if I'm an overworked officeworker and I see lots of other overworked officeworkers drinking 5-Hour Energy I might think that I should drink 5-Hour Energy because if it works for them it should work for me. Testimonial: uses a famous person to endorse a person, idea,
or product. For example, if ProActive face wash works for
Jessica Simpson and JenniferLove Hewitt then it has to be a
good product. Appeal to pride, patriotism, and traditional values: connects traditional political, family, and religious values to an idea, a person, or a product. This techniques causes the audience to feel connected to or moved by the message.
For example, American car companies often advertise that their cars are made in America because it appeals to people's sense of patriotism and traditional values. Appeal to emotions: connects a person, idea, or product with an emotional response from the audience. For example, nonprofit groups often show sad pictures that convince people to
donate money to their organizations. “Now is the time to make real the promises of democracy. Now is the time to rise from the dark and desolate valley of segregation to the sunlit path of racial justice. Now is the time to lift our nation from the quicksands of racial injustice to the solid rock of brotherhood. Now is the time to make justice a reality for all of God's children.”
-Martin Luther King Jr.,“I Have a Dream” Not new! In, fact Aristotle wrote about persuasion techniques
more than 2000 years ago, and they’ve been used by
speakers, writers, and media makers for even longer than that. The language of persuasion These "persuaders" use a variety of techniques to grab our attention, to establish credibility and trust, to stimulate desire for the product or policy, and to motivate us to act (buy, vote, give money, etc.). We call these techniques the "language of persuasion.” BOMBARDED on a daily basis. Learning the language of persuasion is an important research and media literacy skill. Once you know how writers and media messages try to persuade you to believe or do something, you’ll be better able to make your own decisions, to decide if information presented to you is a fact , an opinion, or simply false, and maybe even use some of these techniques in your own persuasive endeavors. DECONSTRUCTION: a method of critical analysis that seeks to expose deep-seated contradictions in a work by delving below its surface meaning.

We will be DECONSTRUCTing arguments by analyzing and evaluating Aristotle's rhetorical elements in a speaker or producer's message.
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