02 Techniques of Exploitation
Speakers using these techniques exploit the suspected weaknesses of the
listener. The speaker in each example ignores their own preferences and morals
to prey on those of their audience. More than most of the other techniques, these
are found in commercials and ads. (What does that say about the advertising
industry?)
Examples can sound similar in their wording or the format of the given
statements; however, you must remember that it is the selling point—how are you
helping the speaker—that is the most important part of an example and not how
the speaker states their message.
1. Appeal to Pity
This technique is an attempt by the speaker to make the listener feel sympathetic
towards the speaker or a group that the speaker represents. Sometimes, emotional
terms are used to arouse strong feelings for the object of sympathy.
Example:
Moguku tries so hard every day to feed his brothers and sisters after the loss of their
parents. Will you help Moguku by donating to aid starving children in Africa?
2. Appeal to Flattery
The listener is complimented on their appearance or personality traits, and the desired
result is that the listener will be more inclined to buy into the offer made to them.
Example:
Salesman to a lady walking past his stand in the mall: “Hello, ma’am. Might I interest
you in some moisturizer to accentuate your already lovely hands?”
3. Appeal to Ridicule
The speaker makes fun of their opponent or an opposing viewpoint in an attempt to win
an argument. Ideally, no one will want to join the side of the person made to look foolish.
Often, the speaker will employ sarcasm to ridicule the other party.
Example:
Candidate during a presidential debate: “Sure, my opponent presents some good ideas
—If we were still living in the 18th Century. What we really need are modern proposals,
not outdated, archaic practices from yesteryear.”
4. Appeal to Prestige
A person will gain or improve social status by doing what the speaker wants. The
listener is offered the chance to “be somebody” by following along.
Example:
You have been invited to join the exclusive Science Honor Society. Membership allows
you to enter your work into official Science Honor Society Expos, where top scientists
from all over the world gather to see new developments and projects. Please send your
$20 entry fee to the address provided in this letter.
5. Appeal to Prejudice
By using the listener's bias for or against something, the speaker tries to gain approval.
Some forms of prejudice include racism, sexism, ageism, political difference, religious
intolerance, geographical discrimination, social classes, special interest groups, etc.
Example:
Rally at a Jewish community center: “You can’t vote Frederick Eichmann into the
position of governor. After all, he was in the Nazi organization Hitler Youth.”
6. Bargain Appeal
The ad or salesperson tries to persuade their audience with the idea of saving money;
however, the audience does not know enough about the sale to determine its worth.
Example:
Buy two tickets to this Sunday’s Monster Truck Rally and you’ll receive VIP seating for
free. Act now!
7. Folksy Appeal
The speaker promotes themself or their product in a neighborly or intimate manner with
the audience. The speaker portrays themself or their group as a member of the family,
“one of the guys,” etc., to put the listener at ease.
Example:
Ad: “State Farm Insurance is always there when you need us. We’re always willing to
lend a helping hand, just like a good neighbor.”
8. Join the Bandwagon Appeal
The speaker tries to convince you to do something by asserting that it is popular or
implying that everyone else is doing it. Claiming that an event has limited availability or
that a show is a new “hit” series implies that numerous people are participating.
Example:
Mom, I want to get the new Nintendo game, because all my friends already have it.
9. Appeal to Practical Consequences
The listener is shown that if they do or fail to do something, then they will face a good or
bad consequence. If the consequence mentioned is not gaining prestige, saving money,
helping someone less fortunate, or becoming part of the “in” crowd, then it fits into this
“catch-all” technique.
Example:
Ad: Vote against the new property bill and stop the government from taking your houses
and cars without warning!
10. Passing from the Acceptable to the Dubious
The speaker or ad first presents a series of acceptable statements. Then, a statement is
given at the end of the argument that has a loose correlation to the prior statements,
which subtly supports the speaker's opinion or product. The audience is expected to
accept the concluding statement without a definitive connection to the original remarks.
Example:
Ad: Everybody likes to eat. Everybody wants to eat. Everybody needs to eat. Eat at
Rally's.
03 Techniques of Form
Probably one of the most difficult sections in Propaganda.There are many ways
to confuse one technique with another and subtle differences between some of
the techniques, which is what makes them challenging.
In this section, it is useful to know if the speaker is talking about a collective, an
individual, an event, a general belief, etc.; however, what is most important to
know is the thought process of the speaker. What pattern did they use to form
their final conclusion?
1. Concurrency
Any two events occur simultaneously, so it is assumed one happened because of the
other. A is present along with B; therefore A is the cause of B.
Example:
Troy was in the computer lab when the monitor was cracked. The administration should
make him pay for a replacement.
2. Post Hoc
One event takes place and is followed by a second. A conclusion is proposed that the
first event caused the second event. A precedes B; therefore A is the cause of B.
Example:
In the winter of 2004, it snowed in New Orleans on Christmas day. The next summer,
we were hit by Hurricane Katrina. I hope it never snows on Christmas ever again.
3. Selected Instances
The speaker holds a certain position and then cites one or more situations or examples
that support their opinion, while deliberately ignoring any evidence that contradicts
them. (Assume the speaker is justifying a prior belief unless it is clear they just formed
it.)
Example:
Boss to an employee: “Contrary to what you believe, this company is running smoothly.
Just look at Pam, Jeff, and Sarah. They're always on task and complaint-free.”
4. Hasty Generalization
An unbiased speaker witnesses one or a series of events and quickly forms an opinion
without investigating enough examples to draw a good conclusion.
Example:
The student to a teacher: “I asked a few of my classmates about their grades on the
test. They all replied by telling me about their failing grades. We don’t have to have a
retake since everyone else failed the test, do we? I did fairly well on it.”
5. Faulty Analogy
A comparison is made between two or more items with a shared similarity, so the
speaker assumes they must be alike in another way. A is like B in respect c; therefore A
is like B in respect d. Also, A is c and B is c; therefore A is B.
Example:
Manager of Burger King: “I see you have a letterman jacket. Are you an athlete? The
last athlete I hired was a terrible fry cook. Sorry, there is no way you're getting this job.”
6. Composition
The speaker suggests that because several distinct parts of a collective unit (group,
team, company, etc.) possess a certain good quality, the entire group has that same
quality. A is part of B and A is c; therefore B is c.
Example:
There’s no way the USA can lose the 2010 FIBA World Cup. We have the 2009-2010
NBA Scoring Champion, Kevin Durant; the starting forward of the 2010 NBA Finals
Champion LA Lakers, Lamar Odom; and last season’s rookie of the year, Derrick Rose.
7. Division
Because an organization as a whole is good or bad, the individual members must also
be equally good or bad. A is part of B and B is c; therefore A is c.
Example:
Tim Tebow was on the national championship team from Florida in 2008; he will be the
best choice of any player in this year’s draft.
8. Non Sequitur
The speaker makes one or more fairly logical statements, but the concluding statement
does not reasonably follow the original premise(s). Any examples that cannot be
classified under a more specific technique will fall into this “catch-all” category.
Example:
Our new neighbors are in their mid-twenties. I’m not looking forward to dealing with the
loud parties until all hours of the night they will have.
