POWER OF PERSUASION

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POWER OF PERSUASION
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War of the Worldsby H. G. Wells

• Radio broadcast
• October 30, 1938

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Persuasive Devices
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Persuasive Device

• a technique deliberately used to influence
  others, to convince the audience of the validity
  of an argument.
• (also known as propaganda techniques)

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Persuasive Devices are used in

• product advertisements
• political campaigns
• everyday situations

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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

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Bandwagon

• an appeal to follow the crowd everybodys doing
  it.

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Bandwagon Clues

• peer pressure
• 2 out of 4 dentists recommend
• Over 4 million sold

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Testimonial

• quotation or endorsement, which attempts to
  connect a respectable person with a product or
  idea.

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Testimonial Clues

• direct quotation
• actual person with identification
• courtroom
• religious conviction
• http//www.youtube.com/watch?vhyET522rKMA

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Transfer

• Using a famous person or thing to sell an idea or
  a product by attempting to connect the two.

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Transfer Clues

• endorsements
• celebrities
• http//www.youtube.com/watch?vJUCyJjZ_QUY

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Find and collect examples of bandwagon,
testimonial, and transfer.
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Trial Balloon

• Offering something free or at a discount

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Trial Balloon Clues

• coupons
• 2 for price of 1
• buy one get one
• free

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Exigency

• Offer will expire

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Exigency Clues

• expiration date
• limited time only
• sales
• within next 10 minutes

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Find and collect examples of trial balloon and
exigency.
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Repetition

• repeating again and again

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Repetition Clues

• parents nagging
• children begging
• pop-ups

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Card-stacking

• naming all of the positive reasons to choose
  something, selective omission can also be used
  for negative influence.

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Card-stacking Clues

• listing
• numbering

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Find and collect examples of repetition and
card-stacking.
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Name-calling

• links a person or idea to a negative symbol or
  name

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Name-calling Clues

• used towards an opponent or competitor
• negative connotation

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Plain Folks

• speaker presents him or herself as a common
  person

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Plain Folks Clues

• Average Joe
• speaker understands the reader/listener

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Snob Appeal

• convinces consumers that they are worthy of a
  product or service because it is the best.

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Snob Appeal Clues

• Youll be popular if
• Better than the rest

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Glittering Generalities

• Emotionally appeal to positive and highly-valued
  concepts and beliefs

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Glittering Generalities Clues

• Vague
• positive connotations
• Strength, freedom, patriotism

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Find and collect examples of name-calling, plain
folks, snob appeal, and glittering generalities.
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Innuendo

• Hinting or suggesting that something or someone
  might be negative

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Innuendo Clues

• Usually derogatory

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Innuendo Example
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Faulty Cause/Effect

• suggests that because B follows A, A must cause B

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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

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Out of Context

• Selective editing of quotes which can change
  meanings

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Out of Context Clues

• Political campaigns
• celebrities

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Out of Context Examples

• Obama on Taxes

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Find and collect examples of innuendo, faulty
cause/effect, and out of context quotations.
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Oversimplifying

• Favorable generalities are used to provide simple
  answers to complex problems

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Oversimplifying Clues

• Statements are positive and firm
• qualifying words are never used

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Scare Tactic

• Play on consumers fears if they do not purchase

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Scare Tactic Clues

• What will happen if you chose the other
  brand/product?

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Find and collect examples of oversimplifying and
scare tactics.
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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.
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Power of Identity

• Business Name

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Power of Image/Symbol

• Logo/Icon

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Power of Persuasion

• Slogan
• Theme Song