Sixth Grade Unit

1
Persuasion

• Sixth Grade Unit
• Fourth Quarter
• Developed by Miss Crist

2
Persuasion

• - trying to convince someone
• to agree with and act upon a certain opinion

3
Common Uses of Persuasion

• - buy/use a certain product
• - vote for a certain candidate/issue
• - do a certain thing (like peer pressure)
• - act a certain way (like peer pressure)

4
Propaganda

• - information, data, ideas, claims, and opinions
  that further ones cause

5

• Often propaganda is used for persuasion. The
  persuader only reveals the information, data,
  claims, and opinions that make the product, idea
  or action look most desirable. (This option is
  the best choice.)

6
Scenario 1

• Tim Martin is a senior basketball player. You
  are trying to recruit him to play for your
  college basketball team.
• Think about which of the following statements
  youd say or not say.

7
Which facts would you reveal?

• Our team has not won a championship for twelve
  years.
• Weve made it to the Final Four six times in the
  last ten years.
• Michael Jordan played here.
• Last year our record was 15 31.
• Sports experts predict we will have a good
  season next year.

8
Facts you would reveal.

• Our team has not won a championship for twelve
  years.
• Weve made it to the Final Four six times in the
  last ten years.
• Michael Jordan played here.
• Last year our record was 15 31.
• Sports experts predict we will have a good
  season next year.

9
Think it through.

• Weve made it to the Final Four six times in the
  last ten years.
• This means youve had good teams that are playing
  well and making it to the semifinals of the
  championship playoffs. Tim might think he could
  help the team win the championship.

10
Think it through.

• Michael Jordan played here.
• This means youve had at least one incredibly
  good player. You are creating a positive image by
  connecting a famous player to your college. Tim
  might think he could be the next Michael Jordan.

11
Think it through.

• Sports experts predict we will have a good season
  next year.
• This means next year you should win a lot. The
  experts think your team will be good. Tim
  probably wants to be part of team that wins lots.
  He might think he could help the team win even
  more games.

12
Facts you would not reveal.

• Our team has not won a championship for twelve
  years.
• Weve made it to the Final Four six times in the
  last ten years.
• Michael Jordan played here.
• Last year our record was 15 31.
• Sports experts predict we will have a good
  season next year.

13
Think it through.

• Our team has not won a championship for twelve
  years.
• This means it has been a long time since your
  team won a championship. It sounds bad. Tim
  probably would rather go to a team that has won
  more recently.

14
Think it through.

• Last year our record was 15 31.
• This means your team won 15 games but lost 31.
  This makes your team sound bad. Tim might not
  want to be part of a team that seems to lose so
  much.

15
Propaganda is used in persuasion

• when the persuader only tells the part of the
  story that he/she wants the listener to know
• when it helps the persuader reach a goal
  (furthers his/her cause)
• when it makes the persuaders opinion seem like
  the only/best choice

16
Scenario 2

• You are selling candy bars for the 6th grade
  field trip. You are asking an adult friend to
  make a purchase.
• Think about which of the following statements
  youd say or not say.

17
Which facts would you reveal?

• The money goes for a good cause.
• Candy is cheaper at Wal-mart.
• Only cost 1.50, very affordable.
• It contains only all natural ingredients.
• It has 875 calories.
• The candy really doesnt taste so good.

18
Persuasion (redefined)

• - trying to convince someone
• to agree with and act upon a certain opinion

19
Remember

• all the persuasion techniques have one
  purpose/goal
• ? to convince a person
• to believe a certain idea
• buy or use a certain product
• act a certain way or do a certain thing

20
Technique 1 Endorsement

• - a celebrity (well known person) states his/her
  approval of an idea or product

21
Advertisement 1Endorsement

• Picabo
• Street
• uses Chapstick
• both on and off
• the slopes.
• Chapstick
• keeps your lips moist.
• Dont get chapped lips be like Picabo Street!

• Notice that Picabo Street advocates using
  Chapstick because she does.
• She is a famous skier, not a expert (not a
  doctor, dermatologist, etc.).
• Regular people imitate famous people. (Use the
  products they do.)
• (Picabo would be considered an expert if the ad
  were for ski equipment or places to ski .)

22
Technique 2 Expert Opinion

• - a person with knowledge in a certain area gives
  his/her approval of an idea or product

23
Advertisement 2Expert Opinion
Knightscience Telescopes Incredible,
reliable, and affordable telescopes. www.knightsc
ience.com Merlin, chief wizard of King
Arthur, recommends
Knightscience
Telescopes for
stargazing.

• Notice the picture of Merlin and his endorsement
  (recommendation) of Knightscience Telescopes.
  Merlin would be an considered a expert because
  wizards watch the skies and stars for signs.
  (It is his area of expertise.)
• (He would not be an expert in all areas of
  medieval times or other subject matters.)

24
Technique 3 Testimonial

• - a person states his/her personal experience to
  give approval to an idea or product

25
Advertisement 3Testimonial

• I improved my golf game by
• using Improve Your Putt Videos.
• My handicapped has dropped
• and I usually sink putts and
• often make par.
• -- Joanna Gagle
• Improve Your Putt Videos
• guarantees that watching these videos will
  improve your golf game or your money back.
• Buy today for 19.95
• Limited time offer.
• Hurry, expires soon.

• Notice an average person is testifying (telling)
  how the product has helped her.
• Her name is included.
• Specific details are given for support.
• (lower handicap, sinks puts, makes
  par)

26
Technique 4 Bandwagon

• - appears that everyone is doing/using/has it
  so everyone approves of an idea or product

27
Advertisement 4Bandwagon
Dont be left out! Everyone is talking about
news in The Akron Beacon Journal. Join the crowd
and be informed.

• Notice the words like dont be left out,
  everyone and join the crowd.
• It makes it sound like that everyone is reading
  the reading the paper, and if you want to be
  accepted, you should, too.

28
Technique 5 Emotionalism

• - words, sounds or pictures used to stir a
  persons feelings (including humor, warm fuzzies,
  any emotion) and cause him/her to act upon them

29
Advertisement 4Emotionalism

• Tis the Season
• California Strawberries
• available at your local grocery store

• 1)Notice the use of the visual. That is a perfect
  looking strawberry.
• 2) Notice the drop of chocolate is suspended in
  midair and the entire effect looks delicious.

30
Technique 6 Repetition

• - use of the same word, phrase picture or symbol
  over and over (until people begin to associate it
  with the idea or product)

31
Advertisement 6Repetition

• Notice symbol. This red and white bulls eye
  makes you think of Targets even though the ad
  itself doesnt mention the store.
• The phrase Raising the bar makes you think of
  Cingular.

32
Technique 7 Gimmick or Ploy

• - a sale or free item is offered to get a person
  to respond to an ad with the belief (stores) or
  agreement additional items will purchased
• (Included coupons. If the product is like it may
  be purchase it again.)

33
Advertisement 7Gimmick or Ploy

• Notice that to get the free items, one must
  purchase a computer.
• Notice the fine print which lets the reader know
  that there are not many of this model in the
  store and there are no rain checks available.

• Joes
• Computers
• Buy an
• IMB ZQ 8000
• and Microsoft Office and Internet Explore for one
  year FREE!
• Limited quantities on hand. Sorry, no rain
  checks.

34
Technique 8 Bait Switch

• - the advertising of a product at a very good
  price to attract customers who are persuaded to
  buy a more expensive item in stock because the
  advertised item is not really available (might be
  none or only a few items in store).
  (This practice is deceptive and illegal.)

35
Advertisement 8Bait Switch

• Notice the incredible (too-good-to-be-true)
  price.
• 2) Notice the ad doesnt say Joes only has one,
  and it has a broken keyboard.
• 3) Notice that they want you to look around their
  store and buy a more expensive computer.

• Joes
• Computers
• IMB ZQ 8000
• with a color 21 flat screen monitor,
• Sony speakers, and Microsoft Office 2006
• Only 159.99
• Look around for our store
• for other great deals.

36
Technique 9 Glittering Generalities

• - uses emotional appealing words attached to
  highly valued concepts or beliefs (like American
  way of life, good character, freedom) to gain
  acceptance without examination of the evidence,
  often sound poetic

37
Advertisement 9Glittering Generalities

• Notice the vague term American Dream. Most
  Americans feel everyone deserves an equal chance.
  Exactly how we define American Dream may be
  different.
• Notice they used an Asian family that looks
  well-to-do. The dream isnt just for
  Caucasians.
• Notice they help make your dream come true.
  Again the supports an idea Americans have.

• Everyone should get a chance to dream the
  American Dream.
• Fidel Investments
• helps make your dream come true.

38
Technique 10 Statistics

• - uses data (often numbers) to make the product
  sound best with no reference to give meaning or
  limited comparisons

39
Advertisement 10Statistics

• Chew Sugar-free Bubblious
• Satisfying
• Delicious
• Sugar-Free
• 4 out of 5 dentists recommend sugarless gum for
  their patients who chew gum!

• Notice the ad does NOT say which the dentist
  recommend Bubblious they only recommend
  sugarless.
• Notice the dentists arent recommending that
  their patients chew gum but rather that the
  patients who do chew gum, chew sugarless.

40
Advertisement 11Glittering Generalities
Emotionalism

• Visit Ohio
• Experience Family
• and create some memories!
• www.travelohio.com

• Notice the words create some memories. These
  are warm fuzzy words (emotionalism).
• Experience Family allows people to bring their
  own concept (definition of family) to the ad.
  Family is a highly valued idea (glittering
  generalities).
• Notice how the picture reinforces the feelings
  and concept.
• Ads often employ multiple techniques.