A powerpoint presentation based on Chapter 6 of "Critical Reading", an internal publication by Unindra

2. Siti Alim Khamidah
(201112500657)
Fajar Anggriawan
(201112500573)
Christin Natalia S
(201112500629)

4. Testimonial
Associating a respected person or
someone with experience to endorse a
product or cause by giving it their
“stamp of approval” hoping that the
audience will follow their example.
Often this is in the form of a celebrity
endorsement.

5. Drink KukuBima ENER-G will make
you be stronger like Chris John does.
Examples:
Anggun C Sasmita says
“Pantene” is the best
product of shampoo which
can make your hair shine
brightly like a diamond.

6. Plain Folks
Finding “an average Joe” to use ordinary
language and mannerisms to reach the
audience and identify with their point of
view. This approach is used to convince
the audience that the spokes person is
from humble origins, someone they can
trust and who has their interests at heart.

7.  Aburijal Bakrie, candidate for
president, attended a mass
wedding in Probolinggo.
Examples:
Jokowi, the Governor of
DKI Jakarta, was seen
eating at a stall for lunch.

8. 1. Fly with Lion Air-just like what Siti Nurhalizah
does.
2. Senator Stockton rose hin position after having
been a common laborer.
3. John Karry, candidate for president was seen
playing football at the church picnic yesterday.
4. Use Wardah Cosmetics like Ineke Koesherawati.
Exercises
(Te)
(PF)
(PF)
(Te)

9. Card Stacking
• Makes the best case possible for one
side and the worst for the opposing
viewpoint by carefully using only
those facts that support his or her
side of the argument. In other words,
the advertiser “stacks the cards”
against the truth.

10.  Smart people drink Tolak
Angin!
Examples:
 This car is the latest thing in
speed, power and luxury.

11. Bandwagon
• Used to persuade the audience to follow the
crowd. This device creates the impression of
“everyone is doing it” or “everyone has this
product.” It reinforces the human desire to be
on the winning side or to be part of the “in-
crowd.” It also plays on feelings of loneliness
and isolation - if they don't join in they will be
left out.

12.  70 percent of people like
kopiko’s candy.
Examples:
 Almost all of students in R.4.D use
Pepsodent for protecting their teeth.

13. 1. Nine out of ten people use Gusto Shaving
Cream.
2. Golden cigaretes last longer, taste better, and
use finner tobaco.
3. Almost al of people in Indonesia drink Yakult
for keeping their intestine. Why not you?
4. Nourish Skin is very good to clear acne and
make your skin be brighter.
5. Everything in our newspaper is very important.
Read Metropolitan Time!
Exercises:
(BW)
(CS)
(BW)
(CS)
(CS)

14. Propaganda and Emotions
Propaganda is defined as designating any
attempt to influence the opinions or
actions of others to some predetermined
end by appealing to their emotions or
prejudices or by distorting the facts.

15. Propaganda and Emotions
Calls upon the consumer to make
decisions based on a feeling rather
than facts. Ads that try to make
you feel joy, sadness, empathy, etc.

17. “Detecting Propaganda”
(this presentation is an excerpt
of Chapter 6 of “Critical
Reading”, an internal publication
of Unindra)