Propaganda/Persuasion
Techniques
How the media influences us
What is propaganda?
• A way to persuade people by using
images and words to achieve a
desired affect or outcome.
Propaganda/Persuasive
Techniques
• Advertisements and other methods of
persuasion (political) may contain rhetorical
fallacies
• Rhetorical Fallacies
– An argument that is not sound but may still be
convincing (if you really think about it, is it
true?)
Ad Hominem
• “ad hominem” means against the man or
against the person (Latin)
• Attack the character or circumstance of “the
other side” in order to distract from the
argument.
• Devalues the argument because of the
person who is making the claim, regardless
of the evidence provided
Ad Hominem Examples
• “We shouldn't be surprised that Senator Smith
supports this new tax - considering how long he
has been working in politics, it would be a shock
if he didn't support it!”
• “John has been proven to be a liar numerous
times, therefore you should reject his testimony
and acquit my client.”
• What are some ad hominem arguments you have
heard or used?
Exaggeration
• An overstatement or excessive
representation of more than is true
– Everyone gets to go to the party except me.
Exaggeration
BIC Razors
Stereotyping
• Generalization that allows everyone who is
given a specific label to also have attributed
to them a set of characteristics
• Can be used to cast a group of people as
“good” or “bad”
Stereotyping
Categorical Claims
• A claim is based on the faulty logic of
relating two things solely because they are
in the same category
• Example: Chihuahuas are good inside dogs.
Rottweilers are dogs; therefore, Rottweilers
would be good inside dogs, too
Categorical Claims
Testimonial
• Famous people, or someone respected or
liked, claims that something is good or
advertises or promotes a product or idea,
even though they may or may not be experts
– and may even be getting paid to
recommend a product or endorse an idea.
Testimonial
Logical Appeals
• Relies on faulty logic, a mistake in
reasoning
• For example: Because everything in
Texas is bigger, you can expect a bigger
salary in Texas
• Also referred to as logos
Logical Appeals
Logical Appeals
Emotional Appeals
• Appeal to the audience’s emotions
• This is usually an unfair appeal because it is
using the reader’s fear, anger, or joy to push
an idea
• Also referred to as pathos
Emotional Appeals
Ethical Appeals
• The author unfairly or unreasonably gives
himself authority
• Relies on celebrities or authorities
• Also referred to as ethos
Ethical Appeals Example
Appeal to Authority
• A writer may mention an important event or
person to lend importance or credibility to
his/her argument.
• Appeals to authority have important and
powerful people supporting the product or
idea.
Appeal to Authority
Example
Scare Tactics
• Informs people that personal danger is
imminent if they do or do not take a
specific action.
Scare Tactics
False Need
• People are persuaded to do something by
letting them know that others are doing it as
well. This technique is contrived peer
pressure – no one wants to be left out or
behind, so they decide they “need”
whatever everyone else has.
False Need
One Final Advertisement…
Things to Remember:
Be sure to consider • Who is the audience for this image?
• Does this image ask the audience to take
action of some sort or just believe a certain
idea?
• What do you think is the author’s/designer’s
purpose for creating this?
• What is the argument this image makes?