Persuasion and Advertising Techniques (Propaganda)


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Persuasion and Advertising Techniques (Propaganda)

  1. 1. Objective:I am going to learn how to persuade others.
  2. 2. Reading Enrichment ClassLesson 17:
  3. 3. What is PERSUASION?Persuasion is the act ofinfluencing someone tobelieve or consider a certainpoint of view by using anargument or reasoning.
  4. 4. Persuasive text is any writing in which anauthor is expressing facts or opinions totry to convince the reader.What is PERSUASIVE TEXT?
  5. 5. A fact is somethingthat is true.What is a FACT?
  6. 6. Something that is aperson’s own belief ora personal viewpoint.What is an OPINION?
  7. 7. These are facts, details,statistics or examplesgiven by the authorthat help the readerform judgments.What is aSUPPORTING EVIDENCE?
  8. 8. Persuasive TextGum: Why Not?
  9. 9. MAIN IDEA:REASON: REASON: REASON:SupportingEvidence:SupportingEvidence:SupportingEvidence:
  10. 10. ADVERTISIReading Enrichment ClassLesson 18: The Art ofPersuasion
  11. 11. Whose voice guides yourchoice?
  12. 12. How do you decide who’s the bestcandidate?
  13. 13. Or whichis the besttoothpaste?
  14. 14. What is Propaganda?• Propaganda is designed to persuade• Its purpose is to influence & manipulate youropinions, emotions, attitudes, or behavior.• It seeks to “guide your choice” byexaggerating the truth & using hiddenmessages
  16. 16. The A- TEAMCommercial Director/sGraphic DesignerCampaign ManagerMusic Director
  17. 17. • Think of a catchyslogan.• The magazine admay includedrawings,lettering,pictures, logo,symbols, etc.• Please use an A3Drawing Paper.AD POSTER
  18. 18. SLOGANS
  19. 19. • The lyrics of thejingle should beoriginal.However, youmay use existingmusic for thetune.• One member willsing the jingleand record it, orwill sing it infront of the classon the day of thepresentation.JINGLE
  20. 20. Come up with a 2-3 minute TV commercialadvertisement.TV COMMERCIAL
  21. 21. ADVERTISINGTECHNIQUES1. Testimonial2. Glittering Generalities3. Transfer4. Plain Folks5. Bandwagon6. Name Calling7. Card Stacking
  22. 22. Why do I have to learnPersuasive Techniques?• Save you lots of money.• Assist you in making better decisions.• Help you distinguish between fact andopinion.• Aid you in persuading others.
  23. 23. TESTIMONIALA public figure orcelebrity endorses anidea, product, policy, ora candidate.If someone famoususes this product,believes this idea, orsupports this candidate,so should we.
  24. 24. GLITTERINGGENERALITYA commonly admired virtue isused; emotionally appealingwords that don’t make anargument for the product; theopposite of name calling, i.e.,links a person, or idea, to apositive symbol.Examples: democracy,patriotism, family, love, beauty
  25. 25. TRANSFERWell-respected ornegative symbols,quotes, or images areused to convey amessage.The message may notnecessarily beassociated with them.
  26. 26. PLAIN FOLKSAPPEALThis idea, product, orperson is associatedwith normal, everydaypeople and activities
  27. 27. BandwagonEverybody is doing this.If you want to fit in, youneed to “jump on thebandwagon” and do it too.The implication is that youmust JOIN in to FIT in.
  28. 28. NAMECALLINGIt links a person, oridea, to a negativesymbol.Examples: pig, bum,fascist, yuppie, terrorist
  29. 29. CARDSTACKINGMaking the best casepossible for one side andthe worst for the opposingviewpoint.Attempting to lead theaudience into accepting thefacts as a conclusion by“stacking the cards againstthe truth”
  30. 30. Everything should be based onthe persuasive text.