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Media Literacy Part 3: The Art of Persuasion
Transcript of Media Literacy Part 3: The Art of Persuasion
NO TALKING, follow the instructions The Art of Persuasion The goal of most media messages
is to persuade the audience to
do something, buy something, or
believe something Example Movies use special effects to make us believe what we see on the screen is real (Call of Duty: Black Ops) Example News stories will quote sources to make us believe the story is more accurate “I’m optimistic but at the same I’m realistic,” said Ollie Allen, a fifth-grade teacher at Mount Vernon elementary school. “I didn’t know him but he young jus like me. i can assure everyone that i had nothin 2 do with this tragedy tho. my twitter acct was hacked,” said one Tweet from his account. Advertisments use statistics to make us believe
that almost everyone is satisfied with their product! How is persuasion used in the
presidential election? radio ads television ads print ads speeches pamphlets social media robo-calls Basic Persuasion Techniques 1. Association 2. Bandwagon 3. Beautiful People 4. Bribery 5. Celebrities examples? Coke=Happiness Nike=Victory discounts free gifts* rebates contests *"free gifts" aren't free! The cost
of the gift is built into the sale price 6. Experts scientists doctors professors "plain folks" 7. Explicit Claims Direct, fully, clearly expressed or shown # of items in package main ingredients promises of effectiveness* *Most claims avoid this because advertisers
can get in trouble if they are proven to be false! 8. Fear Uses something people dislike (ex. bad
breath, failure) to promote a "solution" 9. Humor Used to grab our attention When we laugh we feel good 10. Intensity Ads full of intensifiers greatest best fastest lowest price superlatives comparatives more better than fewer calories improved hyperbole amazing incredible forever exaggeration 11. Maybe a.k.a. "weasel words" unproven exaggerated outrageous Too good to be true! may might could many often virtually as many as up to 12. Plain Folks 13. Repetition 14. 15. Testimonials Warm & Fuzzy Intermediate Persuasion Techniques The Big Lie, Charisma, Euphemism,
Extrapolation, Flattery, Name-calling,
Nostalgia, Rhetorical questions, Scientifc Evidence,
Simple Solution, Symbols Next week:
-Deconstructing Media Messages
-Media Literacy Wrap up Study Guide http://www.celebrityendorsementads.com/celebrity-endorsements/product-index/ Playing up other people's ignorance: