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

Out of Context Examples

• Obama on Taxes

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