The document provides an overview of persuasive techniques used in advertising and media. It defines persuasion as influencing someone's point of view through argument or reasoning. Persuasive text aims to convince the reader by expressing facts or opinions. Supporting evidence includes facts, details, statistics, or examples that help form judgments. Common persuasive techniques discussed include testimonials from public figures, transferring respect from positive symbols, appealing to "plain folks," bandwagon appeals to fit in, name-calling of opponents, and stacking details to favor one side. The document encourages learning these techniques to make better decisions and distinguish fact from opinion.

1. Objective:
I am going to learn how to persuade others.

2. Reading Enrichment Class
Lesson 17:

3. What is PERSUASION?
Persuasion is the act of
influencing someone to
believe or consider a certain
point of view by using an
argument or reasoning.

4. Persuasive text is any writing in which an
author is expressing facts or opinions to
try to convince the reader.
What is PERSUASIVE TEXT?

5. A fact is something
that is true.
What is a FACT?

6. Something that is a
person’s own belief or
a personal viewpoint.
What is an OPINION?

8. These are facts, details,
statistics or examples
given by the author
that help the reader
form judgments.
What is a
SUPPORTING EVIDENCE?

9. Persuasive Text
Gum: Why Not?

10. MAIN IDEA:
REASON: REASON: REASON:
Supporting
Evidence:
Supporting
Evidence:
Supporting
Evidence:

11. ADVERTISI
Reading Enrichment Class
Lesson 18: The Art of
Persuasion

12. Whose voice guides your
choice?

13. How do you decide who’s the best
candidate?

14. Or which
is the best
toothpaste
?

15. What is Propaganda?
• Propaganda is designed to persuade
• Its purpose is to influence & manipulate your
opinions, emotions, attitudes, or behavior.
• It seeks to “guide your choice” by
exaggerating the truth & using hidden
messages

16. CAMPAIGN ADVERTISEMENT PROJECT

17. The A- TEAM
Commercial Director/s
Graphic Designer
Campaign Manager
Music Director

18. • Think of a catchy
slogan.
• The magazine ad
may include
drawings,
lettering,
pictures, logo,
symbols, etc.
• Please use an A3
Drawing Paper.
AD POSTER

20. SLOGANS

21. • The lyrics of the
jingle should be
original.
However, you
may use existing
music for the
tune.
• One member will
sing the jingle
and record it, or
will sing it in
front of the class
on the day of the
presentation.
JINGLE

24. Come up with a 2-3 minute TV commercial
advertisement.
TV COMMERCIAL

26. ADVERTISING
TECHNIQUES
1. Testimonial
2. Glittering Generalities
3. Transfer
4. Plain Folks
5. Bandwagon
6. Name Calling
7. Card Stacking

27. Why do I have to learn
Persuasive Techniques?
• Save you lots of money.
• Assist you in making better decisions.
• Help you distinguish between fact and
opinion.
• Aid you in persuading others.

28. TESTIMONIAL
A public figure or
celebrity endorses an
idea, product, policy, or
a candidate.
If someone famous
uses this product,
believes this idea, or
supports this candidate,
so should we.

30. GLITTERING
GENERALITY
A commonly admired virtue is
used; emotionally appealing
words that don’t make an
argument for the product; the
opposite of name calling, i.e.,
links a person, or idea, to a
positive symbol.
Examples: democracy,
patriotism, family, love, beauty

32. TRANSFER
Well-respected or
negative symbols,
quotes, or images are
used to convey a
message.
The message may not
necessarily be
associated with them.

34. PLAIN FOLKS
APPEAL
This idea, product, or
person is associated
with normal, everyday
people and activities

36. Bandwagon
Everybody is doing this.
If you want to fit in, you
need to “jump on the
bandwagon” and do it too.
The implication is that you
must JOIN in to FIT in.

38. NAME
CALLING
It links a person, or
idea, to a negative
symbol.
Examples: pig, bum,
fascist, yuppie, terrorist

40. CARD
STACKING
Making the best case
possible for one side and
the worst for the opposing
viewpoint.
Attempting to lead the
audience into accepting the
facts as a conclusion by
“stacking the cards against
the truth”

42. Everything should be based on
the persuasive text.