Arguments and Persuasion Review
Below are the terms and techniques we have discussed in class.
1. Bias
2. Stereotype
3. Propaganda
4. Target (intended) audience
5. Claim/Argument/Position
6. Support (Strong/Weak)
7. Vague Language
8. Irrelevant Examples and Information
9. Faulty Reasoning
Persuasive Techniques
1. Bandwagon: insists that “everyone else is doing it”; makes you want to be part of the group - “don’t be
the only one left behind”
2. Transfer: Positive words, images, and ideas are used to suggest that the product being
sold is also positive. A textile manufacturer wanting people to wear their product to stay cool during
the summer shows people wearing fashions made from their cloth at sunny seaside setting where
there is a cool breeze.
3. Testimonial: uses a person to show that they use a product or service; sometimes famous people are
used
4. Snob appeal: “only the cool people”; “be one of the few” ; tries to make the consumer feel like they
would using a unique product unlike the mainstream public
5. Repetition: the product name or phrases are repeated 3 or more times
6. Just plain folks: suggests that “we are just like you” so you should act a certain way; opposite of
snob appeal
7. Name-calling: applying a putdown to a person, product or group, even if it is not factual
8. Scientific slant: using scientific terms to persuade you to accept something as being more than what
it really is
9. Hidden message: information that is not immediately noticeable and must be uncovered by the
consumer before it is known; usually through a visual representation
Type of Technique
Bandwagon
Definition
Insists that “everyone is doing
it”; makes you want to be part of
a group
Example
Don’t be the only one left
behind!
9 out of 10 people use our brand
Transfer
Positive words, images, and
ideas are used to suggest
that the product being sold
is also positive
A textile manufacturer wanting
people to wear their product to
stay cool during the summer
shows people wearing fashions
made from their cloth at sunny
seaside setting where there is a
cool breeze
Testimonial
Uses a person to show that they
use a product or service,
sometimes famous people or
experts are used
Jessica Simpson for Proactive
Snob appeal
“only the cool people; “be one of
the few”; “luxury at its finest”;
tries to make consumers feel
like they would be using a better
product than everyone else
Nordstrom vs. WalMart
Repetition
The product name or phrases
are repeated 3 or more times
Head On commercial
Just Plain Folks
Suggests that “we are just like
you” so you should buy our
product
*Opposite of snob appeal
Home Depot commercial
Name-calling
Applying a put-down to a
person, product or group even if
it is not factual
AT &T vs. Verizon
Scientific slant
Using scientific terms to
persuade you to accept
something as being more than it
really is
4 out of 5 dentists would
recommend this toothpaste
Carolina Place Mall vs. South
Park Mall
Politicians show themselves in
plain clothes, playing with kids
Dermatologist recommended
Reduces sun glare by 98%
Hidden Message
Information that is not
immediately noticeable and
must be uncovered by the
consumer before it is known;
usually through a visual
representation
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