propaganda
the spreading of issues, information, or rumors for the purpose of influencing people
persuasive techniques
methods that are meant to convince you to buy products or think or act a certain way
logical appeals
claims supported by valid facts and sound reasoning that much persuasive writing utilizes
claim
states the writer's position on an issue
support
the reasons and evidence used to prove the claim. It can be in the form of facts, statistics, examples, or expert opinions
assumptions
opinions or beliefs that the writer takes for granted
counterargument
used to oppose other viewpoints; it shows that the writer has thought about the other side and answered those concerns
emotional appeals
persuade by stirring up certain feelings in the audience
appeal to pity
makes the audience feel sorry for the subject
appeal to vanity
appeals to the audience's pride in their appearance or status
appeal to fear
persuades by making audience members afraid of certain consequences
appeals by association
techniques that persuade by playing on the audience's desire to fit in, to have a positive image, or be connected to someone they admire
appeal to loyalty
plays on readers' desire to show that they are loyal to a group
plain folks appeal
connects an idea or product to something readers find comforting or familiar
bandwagon appeal
one of the most common appeals by association; it plays on the audience's desire to be "one of the group.
snob appeal
relies on the audience's desire to be special, or part of the "elite
appeal to authority
sometimes called testimonials; it persuades by using celebrities or experts to support a product or an idea
ethical appeals
link specific claims to commonly held beliefs or values, such as duty, justice, or a sense of "what's right
loaded language
use of words with strong positive or negative meanings
purr words
have strong positive connotations, or emotional associations, for readers
snarl words
have strong negative associations for readers
weasel words
have very vague meanings; writers use these to mislead without technically lying
advertiser's message
what the ad says about a product and why consumers should buy it
target audience
a specific group of people that an ad is designed to persuade; the audience usually shares certain features such as age, gender, or lifestyle
production techniques
visuals, music, and sound effects to convey feelings about a product
card stacking
used to slant a message in your favor
name calling
criticizes a person or a product with little or no evidence
testimonial
an expert or famous person supports a product, idea, or another person
transfer
an attempt to transfer a prestigious or positive symbol or image to a product
slogan
short, catchy phrase that is repeated
assumed cause/effect
if you use the product some good thing will happen
product character
a fictional character to represent the product; it can be a cartoon or a real person
product comparison
comparing two or more products to show which is "best
glittering generalities
uses important sounding "glad words" that have little or no real meaning (good, honest, fair, best)
repetition
a product name/candidate/special event is mentioned repeatedly so that consumers will remember it and purchase a product, vote a certain way, or participate
explicit message
the purpose of the product being sold
implicit message
the idea or image that the product is associated with