Propaganda/Persuasion Techniques

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Propaganda/Persuasion Techniques How the media influences us

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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

Transcript of Propaganda/Persuasion Techniques

Page 1: Propaganda/Persuasion Techniques

Propaganda/Persuasion Techniques

How the media influences us

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What is propaganda?

• A way to persuade people by using images and words to achieve a desired affect or outcome.

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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?)

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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

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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?

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Exaggeration

• An overstatement or excessive representation of more than is true – Everyone gets to go to the party except

me.

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Exaggeration

BIC Razors

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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”

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Stereotyping

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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

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Categorical Claims

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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.

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Testimonial

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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

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Logical Appeals

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Logical Appeals

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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

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Emotional Appeals

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Ethical Appeals

• The author unfairly or unreasonably gives himself authority

• Relies on celebrities or authorities

• Also referred to as ethos

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Ethical Appeals Example

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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.

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Appeal to Authority Example

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Scare Tactics

• Informs people that personal danger is imminent if they do or do not take a specific action.

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Scare Tactics

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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.

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False Need

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One Final Advertisement…

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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?