Persuasion Tactics Found in Advertising
Persuasion Tactics Found in Advertising
Objectives
In this lesson, students will examine propaganda techniques in advertisements. Students will: [IS.7 - Language Function]
- identify common propaganda techniques in advertisements.
- analyze the effectiveness of propaganda techniques. [IS.8 - Level 1]
Essential Questions
- How does interaction with text provoke thinking and response?
Vocabulary
[IS.1 - Preparation ]
[IS.2 - ELP Standards]
- Bias: A judgment based on a personal point of view. [IS.3 - All Students]
- Propaganda Techniques and Persuasive Tactics: Propaganda techniques and persuasive tactics are used to influence people to believe, buy, or do something. Students should be able to identify and comprehend the propaganda techniques and persuasive tactics listed below. [IS.4 - All Students] [IS.5 - Struggling Learners]
1. Name-calling is an attack on a person instead of an issue.
2. A bandwagon appeal tries to persuade the reader to do, think, or buy something because it is popular or because “everyone” is doing it.
3. A red herring is an attempt to distract the reader with details not relevant to the argument.
4. An emotional appeal tries to persuade the reader by using words that appeal to the reader’s emotions instead of to logic or reason.
5. A testimonial attempts to persuade the reader by using a famous person to endorse a product or idea (for instance, the celebrity endorsement).
6. Repetition attempts to persuade the reader by repeating a message over and over again.
7. A sweeping generalization (stereotyping) makes an oversimplified statement about a group based on limited information.
8. A circular argument states a conclusion as part of the proof of the argument. [IS.6 - ELL Students]
Duration
60–120 minutes/1–2 class periods
Prerequisite Skills
Materials
- Ad*Access: John W. Hartman Center for Sales, Advertising, and Marketing History. Duke University Library. http://library.duke.edu/digitalcollections/adaccess/.
- Propaganda in Advertising handout (L-L-8-2_Propaganda in Advertising.doc)
Related Unit and Lesson Plans
Related Materials & Resources
The possible inclusion of commercial websites below is not an implied endorsement of their products, which are not free, and are not required for this lesson plan.
- “Propaganda in Advertisements” by Kelli Snyder. Slideshare, 2009.
http://www.slideshare.net/snyderk/propaganda-in-advertisements