Persuasive Techniques in Media Messages
Wendy Nelson and Jennifer Clements,
Library Media Specialists,
First Colonial High School
This work is licensed under CC BY-SA 4.0
Red herring
Example: “In order to look at the problem of global warming, we should consider how cold homeless people get in the winter.”
This technique diverts our attention from a problem or issue by raising a separate issue, usually one where the persuader has a better chance of convincing us. Diversion is often used to hide the part of the story not being told.
Straw man
Example: “My opponent thinks we should reduce our consumption of oil. Clearly he wants to take away your car. A vote for me is a vote for your right to drive!”
This technique builds up an illogical or extreme idea and presents it as something that one’s opponent supports or represents. Knocking down the "straw man" is easier than confronting the opponent directly.
Begging the question
Examples: “Global warming isn’t real because the earth is not getting warmer.”
“Everyone wants the new iPhone because it’s the hottest gadget on the market!”
A claim is made as if it is commonly accepted to be true, but one must accept the premise to be true for the claim to be true. Also known as circular reasoning.
Ethical appeal/�Testimonial
Example: “As a firefighter, I know what it’s like to work in the heat. That’s why I use Acme brand deodorant every day to keep me smelling fresh and feeling dry.”
Media messages often show people testifying about the value or quality of a product, or endorsing an idea. They can be experts, celebrities, or plain folks. This technique works best when it seems like the person “testifying” is doing so because they genuinely like the product or agree with the idea, but often they are being paid.
Emotional appeal/�Association
Example: “Moms everywhere know that simple ingredients and a dash of love make better food than today’s toxic chemicals and over-processing. Feed your family right by buying our product.”
Association can be a very powerful technique. A good ad can create a strong emotional response and then associate that feeling with a brand. This process is known as emotional transfer. Ads use positive associations, fear, humor, sentimental images, and flattery to create emotional appeal.
Logical appeal
Example: “Studies show that 77% of teenagers who vape will go on to abuse illegal drugs.”
This technique appeals to reason or logic, using facts and evidence to convince a reader or listener of the strength of your argument.
Bandwagon
Example: “Do you have YOUR ticket yet? Get one now--�they are selling out fast!! #eventofthedecade”
Many ads show lots of people using the product, implying that "everyone is doing it" (or at least, "all the cool people are doing it"). No one likes to be left out or left behind (FOMO!), and these ads urge us to "jump on the bandwagon.”
Bribery
Example: “Call now and you’ll also receive a free set of knives!”
This technique tries to persuade us to buy a product by promising to give us something else, like a discount, a rebate, a coupon, or a "free gift.” Sales, special offers, contests, and sweepstakes are all forms of bribery. However, part of the sales price actually covers the cost of the bribe.
Beautiful people/�celebrities
These media messages use good-looking people (who may also be celebrities) to attract our attention. This technique is extremely common in ads, which may also imply that we’ll look like the models or be like the celebrities if we use the product.
Cause vs. Correlation
Example: “Babies drink milk. Babies cry. Therefore, the only conclusion we can come to is that drinking milk makes babies cry.”
While understanding true causes and true effects is important, persuaders can fool us by intentionally confusing correlation (things that occur simultaneously or with one following the other) with cause.
Card stacking/�Cherry picking
Example: “There have been three deadly plane crashes this year. Airplane travel is much too dangerous!”
(But actually there have been 55,000 safe flights this year.)
No one can tell the whole story; we all tell part of the story. Card stacking, however, deliberately provides a false context to give a misleading impression. It "stacks the deck," selecting only favorable evidence to lead the audience to the desired conclusion.