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