Persuasive Persuasive Techniques: Techniques:

A Look at Logical A Look at Logical FallaciesFallaciesCreated by Jenny LangerCreated by Jenny Langer

Spring 2008Spring 2008

EDTEC 470, SDSUEDTEC 470, SDSU

What is Persuasion?What is Persuasion?

It is the process of It is the process of gliding people gliding people toward the adoption toward the adoption of an idea, action or of an idea, action or attitudeattitude

Often it is illogical Often it is illogical and manipulativeand manipulative

Thirsty?Thirsty?

Let’s Break it Down…Let’s Break it Down…

The purpose of persuasion is to The purpose of persuasion is to convince someone of your point of convince someone of your point of view.view.

But how do we do that?But how do we do that?

Good Question!Good Question!

Logical FallacyLogical Fallacy

LogicalLogical = something that is reasonable, = something that is reasonable,

(it makes sense)(it makes sense)

FallacyFallacy = something that is faulty, (a = something that is faulty, (a mistake)mistake)

So…So…

Logical + Fallacy = A Mistake in Logical + Fallacy = A Mistake in ReasoningReasoning

““Hey, Why are We Learning Hey, Why are We Learning How to Reason How to Reason Incorrectly?”Incorrectly?”

Another good question!Another good question!

It’s called It’s called

logical self-logical self-defense.defense.

Do you believeDo you believe

everything you read,everything you read,

hear and see? hear and see? ►►

Keep in Mind…Keep in Mind…

You cannot always believe You cannot always believe what you hear, what you what you hear, what you see, and what you read.see, and what you read.

Advertisements, movies, commercials, politicians, Advertisements, movies, commercials, politicians, critics and spokespeople have an agenda in mind as critics and spokespeople have an agenda in mind as

well.well.

A Bandwagon FallacyA Bandwagon Fallacy The name comes from the The name comes from the

phrase, "jump on the phrase, "jump on the bandwagon“, a bandwagon bandwagon“, a bandwagon being a wagon big enough to being a wagon big enough to hold a band of musicians. In hold a band of musicians. In past political campaigns, past political campaigns, candidates would ride a candidates would ride a bandwagon through town, bandwagon through town, and people would show and people would show support for the candidate by support for the candidate by climbing aboard the wagon. climbing aboard the wagon.

It has come to mean joining a It has come to mean joining a cause because of its cause because of its popularity.popularity.

If it’s popular, it must If it’s popular, it must be correct! be correct!

Lets look at an example of Lets look at an example of BandwagonBandwagon

Turn to your neighbor Turn to your neighbor and discuss why this and discuss why this advertisement is an advertisement is an example of example of BandwagonBandwagon

Then as a class we Then as a class we will share our ideaswill share our ideas

Hint: Who is that guy?Hint: Who is that guy?

Red Herring Fallacy Red Herring Fallacy The name comes from the sport of fox hunting in which a dried, The name comes from the sport of fox hunting in which a dried,

smoked herring, which is red in color, is dragged across the trail of smoked herring, which is red in color, is dragged across the trail of the fox to throw the hounds off the scent. the fox to throw the hounds off the scent.

Logical maybe…but unrelatedLogical maybe…but unrelated The argument given uses distraction to avoid the The argument given uses distraction to avoid the

issue issue

Be Creative!!Be Creative!!

With your partner, try writing a slogan With your partner, try writing a slogan or drawing an advertisement that uses or drawing an advertisement that uses a Red Herring Fallacy.a Red Herring Fallacy.

Here are some ideas you can use:Here are some ideas you can use:--Increasing the school year to more than 180 Increasing the school year to more than 180

daysdays-Serving -Serving Krispy Kreme DoughnutsKrispy Kreme Doughnuts at school at school

** Remember you are trying to convince someone Remember you are trying to convince someone of your view by distracting them using of your view by distracting them using something unrelated.something unrelated.

Emotional AppealEmotional Appeal This term refers to This term refers to

manipulating someone manipulating someone by targeting their by targeting their emotions and feelings.emotions and feelings.

For example, the ad can For example, the ad can make viewers feel make viewers feel happy, sad, nostalgic, happy, sad, nostalgic, fearful, angry etc… fearful, angry etc…

Buying Buying something will something will make them feel make them feel better.better.

Ad HominemAd Hominem “Against “Against the Man”the Man”

"She has never run anything. And the idea that she could "She has never run anything. And the idea that she could learn to be President as an internship just doesn't make learn to be President as an internship just doesn't make any sense. I've spent my life running things, I've learned any sense. I've spent my life running things, I've learned how to run a business.”how to run a business.”

--Quote from former presidential hopeful, Sen. Mitt Quote from former presidential hopeful, Sen. Mitt

Romney attacking Sen. Hillary ClintonRomney attacking Sen. Hillary Clinton

In order to prove your point, you make a personal attack on your opponent or opposing side

Using Ad Hominem, One Using Ad Hominem, One Might Argue…Might Argue…

““You should buy a You should buy a Macintosh. They Macintosh. They are so much are so much better than PC’s. better than PC’s. Besides, Bill Besides, Bill Gates is an idiot. Gates is an idiot.

Microsoft isn’t so Microsoft isn’t so great anyway.”great anyway.”

With Your PartnerWith Your Partner

Examine the ad I am about to show Examine the ad I am about to show you. Which type of fallacy do you you. Which type of fallacy do you think Coca-Cola is using? And think Coca-Cola is using? And whywhy??

In about 10 minutes, we will share our In about 10 minutes, we will share our ideas as a class.ideas as a class.

And Here it is…And Here it is…

More Ads for Fun!More Ads for Fun!

Persuasive Persuasive Techniques: Techniques:

A Look at Logical A Look at Logical FallaciesFallaciesCreated by Jenny LangerCreated by Jenny Langer

Spring 2008Spring 2008

EDTEC 470, SDSUEDTEC 470, SDSU