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Complete the Animal Farm : Chapter 3 Notes while viewing this PowerPoint!

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Propaganda

Manipulation & Persuasion

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Propaganda: Defined

Definition: Manipulation through images and words
Propaganda blurs truth and fiction to persuade people to follow a particular belief, person, or idea

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Common Uses

During wartime, to build mistrust and hatred, and to dehumanize the enemy
During commercials to make you feel like you must buy a product
During elections to make you mistrust (or trust) a candidate
Satirical pieces to make something or someone look ridiculous

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Types of Propaganda

Bandwagon Effect: makes the appeal that “everyone else is doing it, and so should you”
Name Calling: links a person, or idea, to a negative symbol

Examples: commie, yuppie, hypocrite

Transfer: links a person or idea to something respected and revered in order to transfer that positive image
Fear: Plays on deep-seated fears; warns the audience that disaster will result if they do not follow a particular course of action

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Types of Propaganda

Plain Folks: attempt to convince th audience that a prominent person is “of and for the people”
Bad Logic: (aka slippery slope) an illogical message is manipulated deliberately to promote a cause. Asserting that a relatively small first step leads to a chain of events culminating in some significant (usually negative) effect
Unwarranted Extrapolation: making huge predictions about the future on the basis of a few small facts. An act inferring an unknown from something that is known.
Glittering Generalities: use of virtue words; the opposite of name-calling, i.e. links a person, or idea, to a positive symbol.

Examples: democracy, patriotism, family

Testimonial: a public figure or influencer endorses a product, a policy, or a political candidate

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Wartime Propaganda

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Commercial Propaganda

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Political Propaganda

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Methods of Propaganda

Ethos

Logos

Pathos

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Ethos, Logos, Pathos: Origins

Aristotle was a Greek philosopher who lived in the 4th-century BCE. He was an influential thinker and wrote on many subjects – from logic and ethics, to biology and metaphysics. One area, in which Aristotle was particularly interested, was rhetoric. That is, the art of persuasive speaking or writing. He even wrote a whole book entitled On Rhetoric in which he explains his theories of persuasive language and speech.

Most significantly, in this work he expounds on the concepts of ethos, logos and pathos, as tools for persuasive language. A lot can be learned about the art of persuasion from these three concepts, and once understood, they can be easily applied to our own persuasive speaking and writing.

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Ethos

Ethos is a Greek word meaning ‘character’. In terms of persuasive language, it is an appeal to authority and credibility. Ethos is a means of convincing an audience of the reliable character or credibility of the speaker/writer, or the credibility of the argument.

It is an important tool of persuasion because if you can get your audience to see you (or your argument) as credible and trustworthy, it will be much easier to persuade them.

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Is it Ethos?

Directions: For each of the following, identify whether or not ethos is used.

“You should definitely get help with your debt, & I say that as somebody with over

30 years experience of debt counseling.”

Yes

“As your father, I love you and only want the best for you. Therefore when I ask you not to go, please listen to me.”

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Is it Ethos?

Directions: For each of the following, identify whether or not ethos is used.

“Someone told me that it was good.”

Yes

“The research – conducted by professors at Harvard University – suggests that you should learn a second language.”

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Pathos

Pathos is a Greek word meaning ‘suffering’ or ‘experience’, and it is used in persuasive speech as an appeal to the emotions of the audience. Pathos is the way of creating a persuasive argument by evoking an emotional response in the audience/reader.

You can use pathos when trying to persuade by appealing to an audience’s hopes and dreams, playing on their fears or worries, or appealing to their particular beliefs or ideals.

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What is the Emotional Appeal?

Directions: For each of the following, explain how pathos is used (you must identify the emotional appeal).

“Don’t be the last person to get one. You don’t want to be the laughing stock of your school!”

sense of pride

fear / love for family

“If you don’t purchase this life insurance, and something happens to you, how will your family survive?”

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What is the Emotional Appeal?

Directions: For each of the following, explain how pathos is used (you must identify the emotional appeal).

“We have been mistreated, abused and oppressed. They have benefited from our suffering and we must act now!”

anger

patriotism / pride in one’s country

“We live in a great democracy. So donate now and support the troops who are protecting our freedom.”

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Logos

Logos is a Greek word meaning ‘a word’ or ‘reason’. In rhetoric, it is an appeal to logic and reason. It is used to persuade an audience by logical thought, fact, and rationality.

Logos can be a useful tool of persuasion because if you can ‘prove’ an argument through logical and sound reasoning, your audience is more likely to be persuaded.

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Is Logos Being Used Effectively?

Directions: For each of the following, explain whether or not you think that logos is being used effectively.

“I need new jeans. Everyone in my class has new jeans.”

Not logical or convincing - contains hyperbole, doesn’t establish need

“All men and women will die. You are a man. Therefore, you will die one day.”

Yes

Contains true, accurate statements which logically follow one another

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Is Logos Being Used Effectively?

Directions: For each of the following, explain whether or not you think that logos is being used effectively.

“Everyone has children. Therefore, everyone needs to think about the schooling of his or her children.”

The initial premise is untrue - not everyone has children. It makes the rest of the argument illogical

“You don’t need to jump in front of a train to know it’s a bad idea; so why do you need to try drugs to know if they’re damaging?”

Yes

Contains sound and convincing logic

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Is it Ethos, Pathos, or Logos?