Terms of Terms of PersuasionPersuasion

Contradiction

Faulty Reasoning

Fals

e Aut

hority

Red Herring

Testimonial

Bandw

agon

Appeal

PersuadePersuade

• To cause to do something by reasoning, urging, or inducement

• To convince someone to take an action

TechniquesTechniques• Why do you need to know the

techniques used for persuasion?• Where do you see these

techniques used?

BandwagonBandwagon

• Comes from a term used in the circus

• The “bandwagon” carried the circus band

Bandwagon Bandwagon

• Appeals to the “everyone is doing it” mentality

• they want you to “join the crowd”

• Creates a feeling of belonging

Bandwagon

• Voting• Sports• Ideas/Theories• Popular Trends

Red HerringRed Herring

• Term from the 1800’s• Dragged across game trail to

throw off scent

Red HerringRed Herring

• Used to distract the audience• Presents a side issue not related

to the topic

Red Herring

• Crime novels• Villains create a

“red herring” in order to throw detectives off the case

• Politics: hide the real issues

False Authority

• Use of authority instead of evidence• No actual proof; relies on “expert”

evidence

• Ex: “I’m a doctor, and I recommend this medicine.”

False Authority

Faulty ReasoningFaulty Reasoning• Defective reasoning• Reasons that don’t matter and/or

that are not true• Also called logical fallacies

•Overgeneralization•Illogical Conclusion•Personal Bias

Faulty Reasoning

• Example: – 1. All humans are

mammals.– 2. All cats are

mammals. So……– 3. All humans are cats.

•Completely illogical conclusion!!

Testimonial Testimonial • Root word…. _____________

TestimonialTestimonial

• A statement in support of truth, fact, or claim

• A recommendation

• Often done using celebrity endorsement

Testimonial Testimonial

Transfer Transfer • Associating symbols or feelings

with a product

• Attempts to link a positive or negative feeling with an object, person, value, or idea

• Ex: Dodge commercial with American flag

Sentimental Appeal Sentimental Appeal • A means of persuasion meant to

convince a person based on an emotional response

• Ex: pet cruelty commercials; family loss

Scare Tactics Scare Tactics • A strategy using fear to influence the public’s reaction

• “Shock value” adds to the impact the ad has on the viewer

• Ex: anti-drunk driving, smoking, etc.

Scare Tactics Scare Tactics

ContradictionContradiction• To go against what was previously

said

• Ex: We need to cut school funding which will decrease extra-curricular activities. This is going to affect students, and they may be upset, so the hiring of more counselors would be beneficial.

ComparisonComparison• Related to “name-calling”

• Comparing one product to another popular product

• Shows negatives of competition

ComparisonComparison

Extension of ActivityExtension of Activity• http://prezi.com/u8uwyfgdrweu/

commercials-and-persuasive-techniques/?utm_campaign=share&utm_medium=copy

Responses to our Responses to our clipsclips

• 1. Bandwagon• 2. Scare Tactics• 3. Faulty Reasoning• 4. Sentimental Appeal• 5. Testimonial• 6. Transfer• 7. False Authority• 8. Red Herring• 9. Comparison• 10. Blended - Comparison and Celebrity Endorsement• 11. Exaggeration • 12. *Just for discussion; has exaggeration, humor, illogical

conclusion, etc.