PSA: Public Service Announcements for The Crucible: Persuasion

The Language of the Image: 24 Persuasive Techniques

1. Symbols: Persuading through the use of idea-conveyances.

• (an American flag on a lapel pin) that associate
• one thing (a politician) with another (support for his speeches or policies).

Symbols are often phrases:

• (“Just Do It”)
•  images (the famous “Earth seen from space” photo)
• graphic brands (McDonald’s Golden Arches)
• or icons (well-known politicians, athletes, or artists).

​Symbols are rarely used by accident or chance; they are usually employed very carefully.

 

2. Big Lie: Persuading through dishonesty; not telling the truth about X. An easy technique to spot in:

• advertising (“Smoking makes you glamorous,” “Drinking makes you cool”).

Sometimes harder to:

• spot in political propaganda. This is where reading a variety of independent media sources comes in handy.

 

3. Flattery: Persuading by complimenting insincerely or excessively. Advertisers use this technique all the time:

• (“You deserve a break today”)
• television programs (including so-called “reality TV”) uses this technique in a more subtle way, suggesting that the audience is more smart, cool, etc. than people on the screen.

 

4. Hyperbole: Persuading by making exaggerated claims. Found all the time in advertising media and often in political propaganda.

 

5. Bribery: Persuading through the offering of a bribe—money, favors, savings, or a little something extra.

Advertisements use this technique all the time

• (“Act now and we’ll throw in extra X or save you Y dollars.”)

 

6. Bandwagon: Persuading by insisting that “everyone’s doing X.” Works in both advertising and political \     propaganda.

 

7. Scapegoating: Persuading by blaming problems on one individual or group (The Nazis blaming Jews, for example, for Germany’s problems during the 1930s).

 

8. Simple Solutions: Persuading by offering a simple solution to either a manufactured or more complex problem. (“Take these pills and lose all the weight you need!” What about a responsible diet, regular exercise, the influence of genetics on one’s weight, and a healthy sense of individual self-esteem despite being larger than some?)

 

9. Rhetorical Questions: Persuading through the asking of questions designed to provoke further exploration or generate a certain predicted response. (“Do you want greasy hair?” “Why did politician X lie about Y”?)

 

10. Straw Man: Persuading by setting up your opponent’s argument and then knocking it down with your own argument.