Six major techniques defined creating a NEGATIVE attitude; hinting or implying; using loaded, EMOTIONAL, or slanted language

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1 NAME: DATE: BLOCK: Persuasion is all around us. In political speeches, television commercials, and internet advertisements, professionals work to persuade us to buy products or change our behavior (support a campaign, elect a leader, etc.). In our reading and writing, we should keep these techniques in mind in order to be more aware of the world around us and to make our own persuasive arguments more convincing. VA SOLs 7.1 b, e; 7.2 c; 7.3 a-d; 7.4 f 1. name calling or innuendo Six major techniques defined creating a NEGATIVE attitude; hinting or implying; using loaded, EMOTIONAL, or slanted language 2. glittering generalities or card stacking telling only PART of the truth; generalizing from a shred of evidence 3. bandwagon creating a desire to JOIN a large GROUP satisfied with the idea; making one feel LEFT OUT if not with the crowd 4. testimonials using the declaration of a FAMOUS person or authoritative EXPERT to give heightened credibility 5. appeal to prestige, snobbery, or plain folks using a spokesperson who APPEALS to the audience: a wellknown or appealing person the audience wants to emulate (COPY), a person like the audience members with whom they can IDENTIFY, a person whose LIFESTYLE appeals to the audience 6. appeal to emotions connecting with EMOTIONS: loyalty, pity, or fear; love of family, peace, or justice

2 Practice #1: Follow along with the advertisements presented in class and write the correct persuasive technique (or techniques) in the right column. Beyonce / Pepsi: Romney: Start cola earlier : Weight loss: Be like Mike: Adidas / Kanye: Walmart: Obama: Nikon: ASPCA: Proactiv / Adam Levine: Sample tutoring company: Coca-Cola: Nike: Diet Coke: Appeal to prestige Name calling / innuendo Bandwagon ( fitting in during teen years ) AND Card stacking ( essential sugars ) Card stacking (NOTE the asterisk!) AND Appeal to prestige ( expert name: Dr. Oz) Appeal to prestige Appeal to prestige Appeal to plain folks Name calling / innuendo Appeal to prestige : pity, justice Testimonial Glittering generalities Appeal to snobbery AND Bandwagon Which advertisement from Practice #1 do you think is most effective? Why? Student answers will vary.

3 Practice #2: Read each of the examples below. Explain how at least one persuasive technique is used in each of the examples. STUDENT ANSWERS MAY VARY. EXAMPLES SHOULD BE EXPLAINED AND SUPPORTED. 1. Portion of John s campaign speech for 8 th grade class president: We know that I am the best candidate to serve as the leader of our school because I work hard in class and I stand up for what is right. I am honest, noble, and trustworthy. I will be the reliable leader that you can believe in to create a strong future for our school. With your help, we can have the most incredible year ever! Choose me for class president! Glittering generalities His speech uses words like honest, noble, trustworthy and reliable leader. These words and phrases all sound very positive, but they aren t supported with any data. 2. Unlike the leading national brands, Happy Farms Organics are not filled with dangerous chemicals and toxic GMOs. Our product won t put your baby at risk like others on the shelf today. We care about your child and your family. Name calling or innuendo The ad points out that leading national brands [are] filled with dangerous chemicals and suggests that these products will put your baby at risk.

4 3. Isn t it finally time to step into the digital age like everyone else? Bandwagon Use of the phrase like everyone else suggests that the listener or reader should join the group. 4. According to Dr. Joseph Schmo of Harvard University, adults need at least seven hours of sleep per night in order to be productive during the day. Sleep-a-lot potion will help you get the sleep you need to be incredible! Testimonial and card stacking The doctor s words are used as a testimonial for sleep itself. The ad uses that testimonial and attaches it to the potion without any evidence that the potion actually promotes sleep. Without support, this is card stacking. 5. Four out of five dentists recommend sugarless gum like Trident for their patients who chew gum. Appeal to prestige and card stacking The ad uses the credibility of dentists as an appeal to prestige. The phrase for their patients who chew gum suggests that this may be card stacking as well. Perhaps dentists recommended NO GUM for all patients, but if patients insist on chewing, then dentists suggest sugarless gum.

5 6. Oprah wants you to make 2016 the year of your best body. Join Weight Watchers today! Testimonial The ad tells is that Oprah wants you to join Weight Watchers. She is a famous person suggesting you do something. 7. You want what s best for your family. We want what s best for the planet and for our workers. Do the right thing. Help us take care of you. Choose Simple Sleep Mattresses. This ad appeals to a sense of justice for the planet and our workers and to the love of one s family. Which advertisement from Practice #2 do you think is most effective? Why? Student answers will vary.

6 Practice #3: In advertising, a SLOGAN is a short, memorable phrase for a product or service. Read each of the real slogans below. Explain how at least one persuasive technique is used in each of the examples. 1. Kodak Share moments. Share life. (Possibly) Bandwagon This slogan makes photography an emotional experience of sharing one s life. Repetition of the word share reminds us to connect with other people and implies that other people are already participating, so we want to join in. 2. Marathon Petroleum Fueling the American Spirit Glittering generalities The American Spirit is a glittering generality associated with gas in this slogan. 3. Red Cross The greatest tragedy is indifference. The slogan creates guilt over the tragedy of refusing to care for others. 4. Holiday Inn Pleasing people the world over! Bandwagon If people the world over are pleased by Holiday Inn, then a large group of people support the hotel and the reader/listener may want to join them.

7 5. Coca Cola Open Happiness. The slogan suggests that the product will create happiness. 6. Kitchen Cabinet Kings - Cabinets fit for royalty, but affordable for all! Appeal to prestige, snobbery, plain folks The cabinets are fit for royalty, suggesting an appeal to prestige or snobbery. However, the affordable claim indicates that plain folks can have the item. 7. Hellmann s mayonnaise - It wouldn't be home without Hellmann's. The ideal of home and the positive emotions associated with it are supposedly created by this product. 8. Maybelline cosmetics - Maybe she's born with it. Maybe it's Maybelline. Appeal to snobbery, plain folks The she in the slogan has something extraordinary that one may want to copy. Her elite status is an appeal to snobbery. However, you can be like her by using this product.

8 9. The Home Depot - More saving. More doing. Glittering generalities Saving and doing seem like positive words and ideas. The slogan associates these words with the store. 10. DHL delivery services - We keep your promises. Appeal to emotion This company is promising to uphold your word, your honor, and your integrity. They are equating their service with your ability to keep promises. 11. Matchbox toy cars We sell more cars than Ford, Chrysler, Chevrolet, and Buick combined. Card stacking Bandwagon Technically, this statistic may be true. However, this is meant to be a humorous slogan comparing sales of toy cars to real cars and emphasizing the popularity of Matchbox. Clearly many people have purchased these cars. It s a large group that someone may wish to join. 12. The George Foreman Grill It s so good I put my name on it! Testimonial The slogan itself is a quote from a famous man endorsing the product.

9 COMMERCIAL CHECKUP #1 STUDENT ANSWERS VARY RECALL ANALYZE Who are the characters in the What persuasive technique(s) are used in the How do you know this technique is being commercial? commercial? Describe the conflict. Technique #1: I know it is being used because How is the conflict resolve? Technique #2: I know it is being used because INTERPRET What is the commercial trying to sell? Who is the target audience? EVALUATE Which technique(s) made this commercial effective or ineffective? Why did or didn t the techniques work?

10 COMMERCIAL CHECKUP #2 STUDENT ANSWERS VARY RECALL ANALYZE Who are the characters in the What persuasive technique(s) are used in the How do you know this technique is being commercial? commercial? Describe the conflict. Technique #1: I know it is being used because How is the conflict resolve? Technique #2: I know it is being used because INTERPRET What is the commercial trying to sell? Who is the target audience? EVALUATE Which technique(s) made this commercial effective or ineffective? Why did or didn t the techniques work?

11 COMMERCIAL CHECKUP #3 STUDENT ANSWERS VARY RECALL ANALYZE Who are the characters in the What persuasive technique(s) are used in the How do you know this technique is being commercial? commercial? Describe the conflict. Technique #1: I know it is being used because How is the conflict resolve? Technique #2: I know it is being used because INTERPRET What is the commercial trying to sell? Who is the target audience? EVALUATE Which technique(s) made this commercial effective or ineffective? Why did or didn t the techniques work?

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