-TE
TlorAGANDA ctINtQurs
lronsfer
Transfer is a method that builds a connectionbetweenthings that
are not logically connected.In advbfising, this connectionis b,rilt
between a product and a positive value. Good listenen demand
that the link betrveenthese,things be supportedby evidehce.
lrtllu:
An advertisementmight show a prosperous,h"ppy,
loving family drinhng a certain brand of milk. The goal of the
transfer technique is to get the viewer to associatethe brand of
milk with prosperity,happiness,and love.
loodedWotds
I,oaded wo_nds6voke,or draw out, very strongpositiveor negative
attitudestoward a person,group, or idea. They can be powerful in
to create bias, a leaning toward a particular point of
their ability
'load"
they carry is connotation, the feelingsor associaview..The
in addition to its denotation, or speciftc
word
evokes,
a
dons
meaning.Good listeners care lly evaluatethe connotationsand
denotationsof words. [SeeChapter 2 for a detailed explanationof
connotationand denotation.]
In discussingassertivebehavior,Nan describesherself
tltlltt:
'pushy,"
"confident,"
'braggart."
Chris as
and Rita as a
as
Although the behaviordescribedis exacdythe same,the useof
loaded words makes Nan's behavior seem positive, Chris's
behaviorseemnegative,and Rita's behaviorseemworst.
lnolionol fppeols
or statements used to arouse emotional
Emotional apF*,
can
appropriately
be
usedin persuasio'n.However,when
reactions,
appeals
distort the truth or provoke irrational desires
emotiond
and fean, they become propagandatechniques. C,ood listenen
respond to emotional appeals but demand support for any
conclusionpresented.
lltllur
To gain support for the local humane society, a
speakermight tell moving storiesabout the diqposalof animab
becauseof limited resturces. Peoplewho want to help animalr
would probably reslnnd emotionallyto thesespeciftcexamples.
ONE BIG HAPPYby Dctorie. 8y pemission of Dcloric ond
Eandwogon
p:oP]"
The bandwagon technique,encouraget
1".,T:.^T::*"
peeror
to substitute
attempts
;;;'-;"" "lseL doingit' Bindwagon
listeners
Good
action.
of "i i*.'".oi
il;;ysis
"#i;il
for the cdl to action'
support
give
i.tit, ,fi"a,f,e speaker
for a proposal
lrlnptl: Someonelaysthat you shouldvote
however'no one menbecauseall your friendsare votingfor it;
tionswhy the proposalis worth supporting'
llome-Cqlling
powerful negative
Name-calling is labeling intended to arouse
*
particulT
feelings.lts pirrposeis to-representa
ry]:"^:"lrg^t":P
claim'
the
support
to
inferior or bad *itftoti pto"idi"g eviience
G;; lilr"*
to backup
r-r. ["fo'J uu"ti andaskforevidence
the speaker'sPosition'
t "ii-lg:
you to vote 3g1t*
trrrrtr: A speakermight as-k
-a
"a
hugger,
tree
warrnonger,"
becausethai candidateis
'a
prePPie,"or'an egghead"'
Curd-Stucking
only,partial
Card-stacking is based on half-truths' It presentsinformationinordertoleaveaninaccurateimpression.Alleffectheir viewpoint'
tive speakersemphasizeinformationthat supports
tthhold judgment-until they hear the supporting
a;d-Iil;"r.
detailsor the casefor the other side'
hasamasseda
[rtlltt: A speakermig\t refer to," ry*ol who
'good
ahbgd
and.
i,,u*"ia"uon-fortune tttrouf
T:,""t .as sinceit
the story
t.L"d*inn"r.""Thi, phrasetells only part of
to becomea
used
person
the
ignores the negativemethods
'?ood
breadwinner"'
StereotYPes
grouP of people
A stereotype is a biased betief about a whole
stereotype
A
18Rore1
U*"a on iniufftcient or irrelevant evidence'
and demand
stereotypes
reject
listeners
Good
the individual.
speciftcinformation
'surely
you don t plan to disElln?tl: A co-workermight say'
Presidentsare
cussthe issuewith the prJsidentof th9 company!
about the
care
to
gain
too interest"a i"-ptnT and personal
problemsof a singleemPloYee"'