Persuasion Is All
Around You!
What is persuasion?
A means of convincing people:
 to buy a certain product
 to believe something or act in a certain way
 to agree with a point of view
Common Propaganda Techniques
Used In Advertisement
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Testimonial
Transfer
Bandwagon
Personal Attack
1. Testimonial
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Using the words of a famous person to
persuade you
“Got Milk?”
Sports figures promoting athletic gear, sports
drinks, or shoes.
2. Transfer


Using the names or pictures of famous
people, but not direct quotations, to
persuade you
Using the product will make you look or feel like
the people in the ad
3. Bandwagon
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Persuading people to do something by letting
them know others are doing it
Gives the impression that you will be left out if you
don’t do what you are being persuaded
Key words: Everyone, all, many
Example: “See why so many women have switched”
(shampoo advertisement)
4. Personal Attack


An attempt to persuade a reader to support
one idea or product by attacking a
competing idea or product
Example: Paper towel commercials (Bounty vs.
another paper towel maker)
Let’s See What You’ve Learned!
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Number your ½ sheet of paper from 1-7.
Identify the propaganda techniques being used
in the following ads.
Remember your choices: testimonial, transfer,
bandwagon, and personal attack.
What propaganda technique is being
used?
What propaganda technique is being
used?
What propaganda technique is being
used?
What propaganda technique is being
used?
What propaganda technique is being
used?
What propaganda technique is being
used?
What propaganda technique is being
used?
Common Persuasive Techniques
Used In Writing
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Repetition
Allusion
Logical Appeal
Emotional Appeal
Ethical Appeal
1. Repetition

Repeating a word or phrase multiple times
throughout the writing for emphasis.

Example: Hunger. It affects all of us at some
point in the day. Hunger. Our growing bodies
need fuel to help us function. Hunger. It is
keeping many of us from achieving our best in
school.
2. Allusion

An allusion is a brief reference to some
thing, person, or idea the audience would
respect, helping credibility.

Example: Allusions to the Bible may get a
Christian's support.
3. Logical Appeal
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An appeal to a reader's sense of logic, and
what "makes sense."
Uses lots of evidence (FACTS)
Example: If an individual on a diet wants to eat
chocolate, then the logical choice would be a
low-fat or sugar-free chocolate bar.
4. Emotional Appeal

Using details to create an emotional
response from the reader (pity, disgust, fear,
anger, etc.)

Example: Donating only $20 a month can help
feed a starving family of four in Africa.
5. Ethical Appeal
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When the writer tries to persuade the
audience to respect and believe him or her.
Through TONE an author's attitude toward
his/her audience and subject becomes clear.
Example: You know it’s the right thing to do;
vote now for the candidate with the most
experience.
Let’s See What You’ve Learned!



Number your ½ sheet of paper 1-5.
Identify the persuasive techniques being used in
the following ads.
Remember your choices: repetition, allusion,
logical appeal, emotional appeal, and ethical
appeal.
What persuasive technique is being
used in this advertisement?
HEAD ON Apply
directly to the
forehead
HEAD ON Apply
directly to the
forehead
What persuasive technique is being
used in this advertisement?
What persuasive technique is being
used in this advertisement?
What persuasive technique is being
used in this advertisement?
“Four out of five dentists recommend sugarless
gum for their patients who chew gum.”
What persuasive technique is being
used in this advertisement?