Persuasion Techniques Flashcards
Lagos
Logic. Appeal to logic. Facts, statistics, information, quotes from experts.
Pathos
Emotional appeals. Appeal to emotion: Taps into certain emotions, like happiness, sadness, or excitement.
A. Appeal to pity: taps into people’s compassion for others
B. Appeal to fear: Makes people feel as if their safety, security, or health is in danger
Ethos
Ethical appeal. Tries to gain moral support for a claim by linking the claim to a widely accepted value. {if people believe and trust you, you are more likely to persuade them}
Kairos/Exigency
This technique creates the sense of urgency. {ads that say: “For a limited time only!}
Bandwagon
Suggests that everyone is using the product. Taps into people’s desire to belong.
LOADED words
Uses words with strongly positive or negative connotations to stir people’s emotions.
Testimonial/Endorsement Spokesperson
Shows a popular celebrity promoting a product. Consumers transfer their respect or admiration of the celebrity to the product.
Card Stacking
A propagandist uses this technique to make the best case possible for his side and the worst for the opposing viewing by carefully using only the facts that support his side of the argument. This technique leads the audience into accepting their facts as a conclusion.
Humor
Makes the consumer laugh; often gives little information about the product. The ads are memorable.
Individuality
Appeals to consumers’ desire to be different from everyone else; opposite of the bandwagon appeal.
Glittering Generalities
Uses vague words - such as patriotism and freedom - that bring to mind values people agree with; often provides little or no concrete evidence. Consumers accept this information often without questioning why no evidence was given to support the claim.
Pure Words
Uses words that have positive connotations, like ‘tasty’, ‘fresh’, or ‘sensational’. The words make the product seem more desirable.
Snob Appeal
Taps into people’s desire to be special or part of an elite group. Consumer’s associate being special or elite with the product, service, or idea.
Repetition
Uses specific words, images, or phrases that are stated or shown over and over again. Consumer’s remember the phrases and associate them with the product.
Commonplace Assertions
Statements that many people assume to be true but are not necessarily so. Example: Older people need less sleep.
