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Recognizing logical fallacies and emotional appeals
- 1. Propaganda: Recognizing Logical Fallacies and Emotional Appeals English 10 1
- 2. What is persuasion? •The process of guiding people toward the adoption of an idea, action, or attitude. • Often it is illogical and manipulative. • Got Milk? 2
- 3. Advertisers • Advertisers spendabout $200 billion a year on advertisements • The average cost for a Super Bowl ad is $2.6 million per 30 second spot • The average American watches about 24,000 commercials a year. 3
- 4. Introduction to LogicalFallacies • What is a logical fallacy? • Logical = something that is reasonable • Fallacy = something that is faulty • Thus, a logical fallacy is an argument based on faulty logic 4
- 5. "Hey, why arewe learning how to reason incorrectly?" • It's called logical self- defense! • Do you believe everything you read, hear, and see? 5
- 6. "Hey, why arewe learning how to reason incorrectly?" • You can't always believe what you hear, what you see, and what you read. • You should have the knowledge to identify when people are trying to manipulate/ persuade you. 6
- 7. Circular Reasoning • Occurswhen you try to prove a statement by simply repeating it in different words • Example 1: Our basketball team, the Cougars, should capture the regional title because the team deserves to be number one. • Example 2: Mr. Smith’s drama club attracts a large number of students because many students come to the drama club. 7
- 8. Overgeneralization/Stereotyping • Occurs when a statement is too broad to be valid and can easily be disproved. • Overgeneralizations are often indicated by the following words: everyone, no one, always, never, best, and worst. • Example 1: Everyone who lives in the Southern states likes warm weather. • Example 2: Men will always vote for a male presidential candidate over a female one. 8
- 9. Either/or fallacy • Occurswhen there is a claim that there are only two choices when there are actually more • Example 1: Either we raise new taxes, or the roads will become unusable. • Example 2: Either we build a new school, or it will be destroyed in three years. 9
- 10. False Analogy • Relyingonly on comparisons to prove a point, rather than arguing deductively and inductively. • Example: Education is like cake; a small amount tastes sweet, but eat too much and your teeth will rot out. Likewise, more than two years of education is bad for a student.” • The analogy is only acceptable to the degree that the reader/listener thinks education is like cake. 10
- 11. Cause-and-effect fallacy • Occurs when the writer assumes that because one event follows another, the first event caused the second. • Example 1: A new mayor was elected in November, and as a result, crime went down in January. • Notice: Just because crime went down after the new mayor was elected, it doesn’t mean that he directly influenced the decrease in crime. 11
- 12. Product Comparison/Card stacking •Features a comparison between product and competition, often portraying the competition as being inferior. • Often uses card stacking, which is withholding, pertinent, information to persuade the viewer 12
- 13. Emotional Appeals • Theterm refers to manipulating someone by targeting their emotions and feelings. • For example, the ad can make viewers feel happy, sad, angry, fearful, etc. • However, in the end, the advertiser wants to get across the point that BUYING SOMETHING WILL MAKE THE VIEWER FEEL BETTER. • Emotional appeals also refer to the term, 13 PATHOS
- 14. Want to feelhappy? 14
- 15. Appeal to Fear •This technique is very popular among political parties in the U.S. The idea is to present a dreaded circumstance and usually followed it up with the kind of behavior needed to avoid that horrible 15 event.
- 16. Namecalling • Attacking aperson or group in order to discredit an idea with which the person or group is associated. It serves to distract the reader from the real issue. • Example: Barack Obama staffer, Samantha Power, called Hillary Clinton a "monster." • Example: Harry Truman called Republicans a bunch of "snolly-gusters" in 1952. • Example: Pres. McKinley's opponent said he had the "backbone of a chocolate eclair." 16
- 17. Bandwagon • The namecomes from the phrase "Jump on the bandwagon," a bandwagon being a wagon big enough to hold a band of musicians. • In past political campaigns, a candidate would ride on a wagon around town and people would literally jump on the wagon to show support. 17
- 18. Bandwagon cont. • Capitalizeson the fun of being part of a crowd and the desire to be socially accepted. • In other words, if it's popular, it must be correct! • Example 1: Don’t be the last to get the new Rockin’ Robots video game! • Example 2: Join everyone else who is buying an IBM computer! 18
- 19. Snob appeal • Arousesthe desire to achieve status or wealth to feel superior 19
- 20. Appeal to Pity •Showing an image or telling a story which makes the reader/viewer feel that they should "act now" and do/buy something to make them feel happier 20
- 21. Transfer • Shows anadditional image with the product or person that is intended to create positive or negative emotions for the viewer 21
- 22. Plain Folks (atype of testimonial) • Used images of people typical of the "target" of the ad, communicating the message that "we are alike" and "I/we" use this product, so you should too. 22
- 23. Celebrity and expertendorsement (both are types of testimonials • An appeal to an improper authority, such as a famous person. • This fallacy attempts to capitalize upon feelings of respect or familiarity with a famous individual. • For expert endorsement, this refers to the consumer relying on scientists, doctors, etc. to give them advice • Ex: 9 out of 10 dentists23 choose…
- 24. Bait-and-switch • Form offraud, most commonly used in retail stores • Customers are "baited" by an advertised lower price or new product, and when the customer discovers the advertised good is not available, they are "switched" to a more costly product. 24
- 25. Loaded Language • Whenused properly, emotional language can add depth to writing that’s meant to persuade; however, the misuse of loaded language can cloud factual information, disguise poor reasoning, or unfairly manipulate people’s emotions in order to shape their opinions. 25
- 26. Loaded Language Positive Negative • Consists of strongly positive or negative Plan Scheme connotations, intended to influence Prosperous Loaded an audience’s attitude. Leisurely Lazy • Connotation: Honest Blunt Emotions and attitudes suggested Assertive Aggressive by a word. 26
- 27. Loaded Language • Inadvertising, words with positive connotations are called • GLITTERING GENERALITIES (OR PURR WORDS) • Examples: golden, mother, home, delightful, scrumptious, and success • Words with negative connotations are called • SNARL WORDS • Examples: ugly, unsightly, wrinkles, dirt • Words that are qualifiers, unclear, and purposely used to mislead are called • WEASEL WORDS 27 • Examples: almost, virtually, and close to
- 28. What emotional appealis being used here? • Loaded Language 28
- 29. What logical fallacyis being used here? • Plain Folks/Testimonial 29
- 30. What emotional appealis being used here? • Transfer 30
- 31. What logical fallacyis being used here? Loaded Language / Glittering Generalities 31
- 32. What emotional appealis being used here? • Testimonial 32
- 33. Which emotional appealis being used here? • Note: There is nothing telling exactly how much of the money you send will be going to the children. • Appeal to pity 33
- 34. What emotional appealis being used here? Bandwagon 34
- 35. What type oflogical fallacy is being used here? • Stereotyping/Overgeneralization 35
- 36. What emotional appealis being used here? • Bandwagon 36
- 37. What emotional appealis being used here? • Plain Folks 37
- 38. What emotional appealis being used here? • Appeal to Fear 38
- 39. Which type ofpropaganda is being used here? • Bait-and-switch 39
- 40. Which type ofemotional appeal is being used here? • Snob appeal 40