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Persuasive Writing

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					          Propaganda and Persuasive
         Techniques in Advertisements
GLE 0801.5.4 Analyze written and oral communication for persuasive devices.
GLE 0801.5.5 Identify and analyze premises, including false premises.
GLE 0801.7.1 Analyze media for their ability to inform, persuade, and entertain.
GLE 0801.7.2 Examine the relationship between the visual (e.g., media images, painting, film, graphic arts) and the verbal
  in media.
GLE 0801.7.3 Recognize how visual and sound techniques and design elements (e.g., special effects, camera angles,
  music) carry or influence messages in various media.
 SPI 0801.3.2 Identify the targeted audience for a selected passage.
 SPI 0801.5.4 Identify examples of persuasive devices (i.e., bandwagon, loaded words, testimonial, name-calling,
   plain folks, snob appeal).
 SPI 0801.5.8 Identify instances of bias and stereotyping in print and non-print texts.
 Check for Understanding 0801.5.11 Identify and analyze the persuasive devices used in written and oral communication
   (e.g., bandwagon, loaded words, testimonial, name-calling, plain folks, snob appeal).
 Check for Understanding 0801.5.13 Analyze examples of concepts of stereotyping and bias in text.
 Check for Understanding 0801.7.2 Identify, analyze, and discuss the relationship between the visual (e.g., media
   images, painting, film, graphic arts) and the verbal in media and explain how the elements support or conflict with
   each other.
 Check for Understanding 0801.7.3 Identify visual and sound techniques and design elements (e.g., special effects,
   camera angles, lighting, and music in television or film or layout, pictures, and typeface in newspapers, magazines,
   and print advertisements) in various media, and explain how they carry or influence messages.
           Propaganda
      Techniques used to influence opinions,
         emotions, attitudes or behavior.

  The     purpose is to benefit the sponsor.

It   appeals to the emotions not the intellect.
        It can be negative or positive.
          The purpose is to persuade.
    Characteristics of Propaganda
 In advertising the purpose is to claim
  “superiority” in order to sell product.
 Weasel Words - modifiers that look substantial
  but are meaningless.
 Makes audience believe in something or want to
  do something.
      Recognizing Propaganda
           Techniques
 Bandwagon
 Testimonial
 Plain Folks
 Patriotism
 Glittering Generalization
 Transfer
 Name-Calling
     Bandwagon
  persuasive technique that invites you to join the
  crowd.
 Everybody’s doing it!
 Often uses weasel words



                        Everyone in Auburn is
                        supporting Bob Riley. Shouldn’t
                        you be part of the winning
                        team?
          Testimonial
   Statement endorsing an idea/product by a prominent
    person.
   Product does not have to be related to “star’s” field.
   Commonly uses musical artists, sports giants,
    actors/actresses
               Plain Folks
 Identifies product/idea with a locality or country
 Practical product for ordinary people.




                         Like a good neighbor…
                Patriotism
 Purchase will display love of country.
 Person will financially help the country.




                        …built   American tough
       Glittering Generalization
 Connotation implied to
  create “positive” impact.
 Statement jumps from a
  few cases to all.
 “Glittering” because it’s
  falsely attractive
 Often used by politicians
 Uses a “positive”
                               Have it
  connotation to encourage    your way!
  audiences to accept the      This slogan implies
  product or person without    “choice” which is a
                               founding principle
  examining the evidence.      of democracy.
                        Transfer
Positive feelings/desires are connected to a product/user.
Transfers positive feelings we have of something we know
                  to something we don’t.
       This technique relies heavily on symbolism.

    *Love/ Popularity    *Fame    *Wealth       *Power




                                  During the Kerry vs. Bush
                                  campaign an e-mail through the
                                  internet showed similar physical
                                  characteristics between John
                                  Kerry and Frankenstein.
            Name - Calling
   A way of smearing an
    opponent
   Intent is to damage
    opponent
   It also arouses suspicion
    of opponent
   Intention is to create a
    seed of doubt
   Used by politicians and     In a campaign speech to a
                                logging company, the
    product companies           Congressman referred to his
                                environmentally conscious
                                opponent as a "tree hugger."

				
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posted:6/14/2013
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