Name__________________________________________ Class_____ Date______ P

ersuasive Techniques
Below lists the different persuasive techniques advertisers and campaigns use to convince the audience.

Persuasive
Technique

Definition

Bandwagon

This technique tries to persuade everyone to join in and do the same thing. Jump on the
bandwagon
Example: Everyone is Astoria is behind Gary Johnson for president. Shouldnt you be a
part of this winning team?

Testimonial

An important person or famous figure endorses a product.

Transfer

Transfer uses symbols, quotes, or images of famous people to convey a message not
necessarily associated with them.
Example: After a morning speech to wealthy Democratic voters, Bill Clinton stops by for a
burger, fries, and photo-op.

Fear

The idea is to present dreaded circumstance and usually follow it up with the kind of
behavior needed to avoid the horrible event.

Plain Folks

The candidate or cause is identified with common, ordinary people from everyday walks of
life. The idea is to make the candidate/cause come off as all-American.

Logical
Fallacies

Errors in reasoning that invalidate an argument.

Example: Penguins are black and white. Some old TV shows are black and white.
Therefore, penguins are old TV shows.

Name calling This ties a person or cause to a negative image.

Example: In a campaign speech to a logging company, the Congressman referred to his
environmentally conscious opponent as a tree hugger.

Activity Look at the campaign ads on the class website and identify the persuasive technique used
by the candidate.
Title of Ad

Who created it?

Persuasive technique and why?