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Persuasion Terms
Hines
| Term | Definition |
|---|---|
| Transfer | The act of relating something or someone we like or respect with a product. Symbols are constantly used in this form. |
| Testimonial | The use of well known, respected people to endorse a product or service. |
| Glittering Generalities | A vague word or phrase used to evoke positive feelings rather than to convey information. Also called an empty vessel, a virtue word, or a loaded word. Ex: "Change we can believe in" |
| Plain Folks | The use of everyday people to sell a product or service. Speakers in ads appear to make the person to be one of the people. |
| Bandwagon | Attempts to persuade the target audience to take a course of action, "Everyone else is taking." "Join the crowd." This technique reinforces peoples natural desire to be on the winning side. |
| Name Calling | The use of names that evoke fear or hatred in the viewer. This technique links a person or idea to a negative symbol. |
| Card Stacking | Strategy of showing the product's best features. Telling half-truths and emitting or lying about it's potential problems. |
| Commonplace Assertion | A statement that many people assume to be true, but it can't be proven. Ex: "An apple a day keeps the doctor away." |
| Rhetorical Fallacy | an argument that is not sound but may still be convincing |
| Logical Fallacy | depends upon faulty logic |
| Loaded Term | a term or phrase that has strong emotional overtones and that is meant to evoke strong reactions beyond the specific meaning (e.g., tax relief instead of tax cut, or death tax instead of estate tax) |
| Caricature | a distortion of characteristics or defects of a person or thing, either in a picture or in words |
| Leading Question | a question worded to suggest the desired response (e.g., How are the improved features on our website helping you find information more quickly?) |
| False Assumption | flawed ideas that emerge when a reader pieces information together solely by inference and fails to consider other possible interpretations |
| Incorrect Premise | a faulty idea that is used as the foundation of an argument |
Created by:
lhoule
Popular English Vocabulary sets