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POWER OF PERSUASION
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War of the Worldsby H. G. Wells
Radio broadcastOctober 30, 1938
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Persuasive Devices
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Persuasive Devicea technique deliberately used to influence others, to convince the audience of the validity of an argument.
(also known as propaganda techniques)
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Persuasive Devices are used in
• product advertisements• political campaigns• everyday situations
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Common Devices• Bandwagon• Testimonial• Transfer• Trial Balloon• Exigency• Repetition• Card-stacking• Name-calling
• Plain Folks• Snob Appeal• Glittering
Generalities• Oversimplifying• Innuendo• Faulty Cause/Effect• Out of Context• Scare Tactic
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Bandwagon
• an appeal to follow the crowd; everybody’s doing it.
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Bandwagon Clues• peer pressure• 2 out of 4 dentists recommend• Over 4 million sold
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Testimonial• quotation or endorsement, which
attempts to connect a respectable person with a product or idea.
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Testimonial Clues• direct quotation• actual person with identification• courtroom• religious conviction
• http://www.youtube.com/watch?v=hyET522rKMA
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Transfer• Using a famous person or
thing to sell an idea or a product by attempting to connect the two.
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Transfer Clues• endorsements• celebrities
http://www.youtube.com/watch?v=JUCyJjZ_QUY
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Find and collect examples of bandwagon,
testimonial, and transfer.
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Trial Balloon• Offering something free
or at a discount
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Trial Balloon Clues• coupons• 2 for price of 1• buy one get one free
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Exigency
• Offer will expire
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Exigency Clues• expiration date• limited time only• sales• within next 10 minutes
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Find and collect examples of trial
balloon and exigency.
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Repetition• repeating again and again
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Repetition Clues
• parents “nagging”
• children “begging”
• pop-ups
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Card-stacking• naming all of the positive reasons
to choose something, selective omission; can also be used for negative influence.
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Card-stacking Clues• listing• numbering
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Find and collect examples of repetition
and card-stacking.
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Name-calling• links a person or idea to a
negative symbol or name
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Name-calling Clues• used towards an opponent or
competitor • negative connotation
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Plain Folks• speaker presents him or
herself as a common person
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Plain Folks Clues• Average Joe• speaker “understands”
the reader/listener
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Snob Appeal• convinces consumers that they
are worthy of a product or service because it is the best.
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Snob Appeal Clues• You’ll be popular if…• Better than the rest
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Glittering Generalities• Emotionally appeal to positive
and highly-valued concepts and beliefs
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Glittering Generalities Clues
• Vague• positive connotations• ‘Strength,’
‘freedom,’ ‘patriotism’
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Find and collect examples of name-calling, plain folks, snob appeal, and
glittering generalities.
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Innuendo• Hinting or suggesting that
something or someone might be negative
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Innuendo Clues• Usually derogatory
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Innuendo Example
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Faulty Cause/Effect
• suggests that because B follows A, A must cause B
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Faulty Cause/Effect Clues
• Example:Eating ice cream causes murder
• More murders occur in the summer• More ice cream is eaten in the summer• However, ice cream does not cause murder
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Out of Context• Selective editing of quotes
which can change meanings
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Out of Context Clues• Political campaigns• celebrities
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Find and collect examples of innuendo,
faulty cause/effect, and out of context
quotations.
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Oversimplifying• Favorable
generalities are used to provide simple answers to complex problems
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Oversimplifying Clues
• Statements are positive and firm
• qualifying words are never used
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Scare Tactic• Play on
consumers’ fears if they do not purchase
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Scare Tactic Clues
• What will happen if you chose the other brand/product?
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Find and collect examples of
oversimplifying and scare tactics.
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Now you will complete several tasks to create a
business advertisement and you will use persuasive techniques to convince consumers to buy your
product or service.
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Power of Identity
Business Name
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Power of Image/Symbol
Logo/Icon
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Power of Persuasion
SloganTheme Song