Specific Persuasive Techniques Flashcards
Ad hominem P
Latin for “against the man,” the ad hominem technique responds to an argument by attacking me about it instead of addressing the argument itself. It is also called “attacking the messenger”. It works on the belief that if there something wrong or objectionable about the messenger, the messenge must also be wrong.
Analogy L
An analogy comparison situation with another. A good analogy, where the situations are reasonably similar, can aid in decision-making.
Analogy L
The comparison of one situation to another.
Association
Ethos
A persuasive technique where a product or service is linked with something desired by the audience
Bandwagon
Ethos
Every one is doing it. Jump on
Beautiful people
Ethos
Good looking people attract our eye
Card stacking E
Provides false context to give a misleading interpretation
Celebrities
Ethos
Famous people give testimonies
Experts
Ethos
Give information that common people don’t normally know
Explicit claims L
Something clearly expressed or demonstrated
Extrapolation P
Big conclusions based on minimal amounts of facts
Fear P
Uses something feared or disliked and promotes a solution
Glittering generalization E
“Virtue words” like civilization, democracy, freedom, patriotism, etc. in hopes that the deep facts won’t be examined.
Humor L
Funny phrases or things that are hoped to be associated with a brand.
Intensity L
Hyping a product up by making it seem like the best thing on the market
Nostalgia L
Likes to reference times when it was supposedly better life was simpler and bring back the good old days
Plain folks
Ethos
Many people believe a regular person more than an intellectual or highly paid celebrity is usually used to sell every day products like laundry detergent
Repetition P
Advertisers use repetition in to ways, within an ad or advocacy message words or sounds or images may be repeated to reinforce the main point
Rhetorical questions P
The correct answer is obvious
Scapegoating E
Blames a problem on one person to group race religion etc. some people for example claim that undocumented illegal immigrants are the main cause of unemployment in the US
Scientific evidence E
Uses the parabola of science to prove something at off of work because many people trust science and scientists
Simple solution P
Problems often have many causes and they are not easy to solve these realities create anxiety for many of us persuaders offer relief by ignoring complexity and proposing a simple solution
Slippery slope L
Instead of predicting a positive future it warns against a negative outcome at argues against an idea by claiming it’s just the first step down a slippery slope toward something the target audience opposes
Testimonial
Ethos
People testifying about the value or quality of a product or endorsing an idea they can be expert celebrities or plain folks we tend to believe them because they appear to be in a neutral third-party
