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Propaganda/Persuasion Techniques. How the media influences us. What is propaganda?. A way to persuade people by using images and words to achieve a desired affect or outcome. Propaganda/Persuasive Techniques. - PowerPoint PPT Presentation
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Propaganda/Persuasion Techniques
How the media influences us
What is propaganda?
• A way to persuade people by using images and words to achieve a desired affect or outcome.
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?)
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
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?
Exaggeration
• An overstatement or excessive representation of more than is true – Everyone gets to go to the party except
me.
Exaggeration
BIC Razors
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”
Stereotyping
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
Categorical Claims
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.
Testimonial
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
Logical Appeals
Logical Appeals
Emotional Appeals
• Appeal to the audience’s emotions
• This is usually an unfair appeal because it is using the reader’s fear, anger, or joy to push an idea
• Also referred to as pathos
Emotional Appeals
Ethical Appeals
• The author unfairly or unreasonably gives himself authority
• Relies on celebrities or authorities
• Also referred to as ethos
Ethical Appeals Example
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.
Appeal to Authority Example
Scare Tactics
• Informs people that personal danger is imminent if they do or do not take a specific action.
Scare Tactics
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.
False Need
One Final Advertisement…
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 author’s/designer’s purpose for creating this?
• What is the argument this image makes?