Rhetorical Appeals

Propaganda
• Contains elements of ethos, pathos and logos
• Used to persuade people to think and act in specific ways
• “Propaganda” has a slightly negative connotation, but it can be used
to promote positive social change and worthy causes.
• A clear case of “knowledge is power” – when we understand how
language and images are being used, we are better able to make
decisions based on reason.
What is propaganda?
•  A form of communication that is aimed
at influencing the attitude of a community toward
some cause or position by presenting only one side
of an argument.
• Propaganda is usually repeated and dispersed over
a wide variety of media in order to create the
chosen result in audience attitudes.
Testimonial/ Endorsement
• Celebrity endorsement of a philosophy, movement or
candidate.
• In advertising;
• athletes are often paid $$$ to promote sport shoes, equipment
and fast food
• In politics:
- Movie/TV stars, rock stars and athletes lend a great deal of
credibility and power to a political cause or candidate
Fear
• Very popular among political parties in the US.
• To present a dreaded circumstance and usually
follow it up with the kind of behavior needed to
avoid that horrible event.
• “This is your brain (image of an egg). This is your brain on drugs
(image of the egg being cracked into a hot frying pan).”
Fear
Loaded Words
• Words that are slanted for or against the subject.
Examples:
• war – limited police action
• conquest – liberation
• famine – widespread hunger
• pestilence – outbreak
• death – casualties
Transfer
• Uses words, images or symbols that arouse
emotions and connect the viewer’s emotion to
the product being sold.

• A tire dealer places red, white and blue banners

throughout his store, or a political activist closes his
speech with a prayer.
Transfer
Glittering Generalities
• Closely related to TRANSFER
• Using simple phrases that sound good but
have no real value or meaning in the context
they are being used.
• Example words:
• democracy, family values, rights, civilization,
“American”
• Words are used, but does not go into detail on
how that word is true.
Glittering Generalities
Name-Calling
• Uses derogatory implications or innuendoes to turn
people against something.

• Burger King implies that its flame-broiled burgers are

superior to the other fast-food companies, specifically
McDonald’s.
Name Calling
Plain Folks
• Works by suggesting that everyday things are superior
to special or extravagant things.
-Country Time lemonade sells itself as simple and
therefore valuable — a return to the “good old days”
when plain folks and simple ways were important.
 Plain Folks

With a little transfer thrown in 

Snob Appeal
Plays on our desire for fancy items and the “good life.”

• Video shows the glassware to call a cat to a Fancy Feast

dinner.
Snob Appeal
Repetition

• Repeats products, services or position

several times
• Slogans & Jingles
• McDonalds:
• Burger King:
• Lerner and Rowe:
Repetition & Transfer
Rhetorical Question
• Asks a question in which no response is expected
or desired because the answer is obvious.
• The question is used for effect or is used to
emphasize a point.
• “Do you want to save 15% or more on car
insurance?”
PRACTICE:
What type of propaganda technique is used in the following ad?
A. Bandwagon
B. Loaded Words
C. Testimonial
D. Name-Calling
E. Plain Folks
F. Snob Appeal
G. Logical Fallacy
H. Transfer

B. Loaded words
What type of propaganda technique is used
in the following ad?
A. Bandwagon
B. Loaded Words
C. Testimonial
D. Name-Calling
E. Plain Folks
F. Snob Appeal
G. Logical Fallacy
H. Transfer

C. Testimonial
C. Testimonial
Loaded Words
What type of propaganda technique is used in the
following ad?

A. Bandwagon
B. Loaded Words
C. Testimonial
D. Name-Calling
E. Plain Folks
F. Snob Appeal
G. Misuse of Statistics
H. Transfer

A. Bandwagon
What type of propaganda technique is used in the
following ad?
A. Bandwagon
B. Loaded Words
C. Testimonial
D. Name-Calling
E. Plain Folks
F. Snob Appeal
G. Misuse of
Statistics
H. Transfer

Loaded Word