Paper 1 Persuasive Techniques Flashcards
(13 cards)
What is Problem and Solution? What is its intended effect?
The advertisement first creates a problem and then presents a solution to it.
Effect: To blur the lines between what readers want and what they need, convincing them of problems that don’t necessarily exist.
What is the Bandwagon Effect? What is its intended effect?
To appeal to the subject by making them want to join the crowd (peer pressure).
Effect: Convinces the subject that since everybody is doing it, they will be left out if they do not.
What is a Testimonial device?
What is its intended effect?
Quotations or endorsements from users of the product
Effect: A personal story about product satisfaction is more likely to resonate with readers.
What is Synthetic Personalization? What is its intended effect?
Addressing a mass audience as individuals.
Effect: Makes the readers feel important by establishing a sense of simulated intimacy between themselves and the brand, allowing them to connect in a deeper way. Thus enhancing the author’s persuasive intention.
Example: Addressing the audience as “YOU”
What is Association? What is its intended effect?
Placing the product next to items to associate them with the values that those things represent
Effect: Readers associate the product with whatever is placed beside that product and whatever values those things represent.
What is Irony? What is its intended effect?
When one says the opposite of what they mean.
Effect: Brings depth, insight and creativity in the text and brings complexity to the narrative structure. Often used for the purpose of capturing attention and making the text more memorable. Can also be used to introduce humorist elements/tone to the text.
What is Glittering Generalities? What is its intended effect?
Making vague and empty promises and using positive language to describe a small idea
Effect: It evokes positive feelings and associations with an object and attracts general approval for an idea
What is Assertion? What is its intended effect?
Enthusiastic or energetic statement that is presented with no supporting ideas (might be false)
Effect: Such enthusiastic statements cause the reader to believe the idea without any second thoughts.
What is a False Dilemma? What is its intended effect?
When only two choices are presented yet more exist
Effect: A logical fallacy that presents only a “black and white” kind of thinking when there are actually many shades of grey. The reader is made to choose between only two things and hence their options are limited
What is the Plain Folks appeal? What is its intended effect?
When the speaker presents themselves as a common person
Effect: It allows the audience to relate with the speaker as they think that the speaker empathises and understands their thoughts and feelings.
What is the Name Calling? What is its intended effect?
Using derogatory words to describe an enemy
Effect: Attempts to arouse prejudice among the public by labelling the target something that the public dislikes
What is Selective Omission? What is its intended effect?
Only presenting information that is positive to an idea
Effect: It attempts to persuade and influence the audience about one side by suppressing the other
What is Commodification? What is its intended effect?
Converting human, social or cultural values to goods and services
Effect: Conveying values through products allows the creator to draw consumer attention to their market offering
