Persuasive Techniques: A Look at Logical Fallacies Created by Jenny Langer Spring 2008 EDTEC 470, SDSU This power point is created for 10th grade English Language Arts students. The slides will cover the various techniques used in persuasive advertising, providing examples for further understanding. At the end of the presentation, students will be able to demonstrate their understanding of logical fallacies through peer and group discussions. Students will also be able to recognize the type of fallacy present in an advertisement. Lastly, students will be able to construct a logical fallacy based upon the red herring fallacy independently.

What is Persuasion? It is the process of gliding people toward the adoption of an idea, action or attitude Often it is illogical and manipulative Thirsty?

Let’s Break it Down… But how do we do that? Good Question! The purpose of persuasion is to convince someone of your point of view. But how do we do that? Good Question!

Logical Fallacy So… Logical = something that is reasonable, (it makes sense) Fallacy = something that is faulty, (a mistake) So… Logical + Fallacy = A Mistake in Reasoning

“Hey, Why are We Learning How to Reason Incorrectly?” Another good question! It’s called logical self-defense. Do you believe everything you read, hear and see? ►

Keep in Mind… You cannot always believe what you hear, what you see, and what you read. Advertisements, movies, commercials, politicians, critics and spokespeople have an agenda in mind as well.

A Bandwagon Fallacy If it’s popular, it must be correct! The name comes from the phrase, "jump on the bandwagon“, a bandwagon being a wagon big enough to hold a band of musicians. In past political campaigns, candidates would ride a bandwagon through town, and people would show support for the candidate by climbing aboard the wagon. It has come to mean joining a cause because of its popularity. If it’s popular, it must be correct!

Lets look at an example of Bandwagon Turn to your neighbor and discuss why this advertisement is an example of Bandwagon Then as a class we will share our ideas Hint: Who is that guy? Students are being asked to participate actively in “Think, Pair, Share”. This activity allows students to think about an issue on their own, work in pairs, to discuss their ideas and then share out as a whole class. I chose this activity because I want students to feel comfortable enough to contribute to the lesson without being put on the spot. This is a great way to get everyone involved.

Red Herring Fallacy Logical maybe…but unrelated The name comes from the sport of fox hunting in which a dried, smoked herring, which is red in color, is dragged across the trail of the fox to throw the hounds off the scent. Logical maybe…but unrelated The argument given uses distraction to avoid the issue

Be Creative!! With your partner, try writing a slogan or drawing an advertisement that uses a Red Herring Fallacy. Here are some ideas you can use: -Increasing the school year to more than 180 days -Serving Krispy Kreme Doughnuts at school * Remember you are trying to convince someone of your view by distracting them using something unrelated. The activity that I chose is a partnered up free write. Students are expected to work together, collaborating their ideas and learning from one another as well being creative and coming up with their own ad slogans or visuals. I chose this activity to help with comprehension. By making their own ads, they are cementing their understanding of the lesson.

Emotional Appeal Buying something will make them feel better. This term refers to manipulating someone by targeting their emotions and feelings. For example, the ad can make viewers feel happy, sad, nostalgic, fearful, angry etc… Buying something will make them feel better.

Ad Hominem “Against the Man” In order to prove your point, you make a personal attack on your opponent or opposing side "She has never run anything. And the idea that she could learn to be President as an internship just doesn't make any sense. I've spent my life running things, I've learned how to run a business.” -Quote from former presidential hopeful, Sen. Mitt Romney attacking Sen. Hillary Clinton

Using Ad Hominem, One Might Argue… “You should buy a Macintosh. They are so much better than PC’s. Besides, Bill Gates is an idiot. Microsoft isn’t so great anyway.”

With Your Partner Examine the ad I am about to show you. Which type of fallacy do you think Coca-Cola is using? And why? In about 10 minutes, we will share our ideas as a class. And Here it is… The students will be participating in another “Think, Pair, Share”. However, this time, they must decide for themselves what fallacy is being used. I chose the ad purposely because I believe that there is more than one possible fallacy being used. My hopes are that students will disagree with their responses and debate the issue further.

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Persuasive Techniques: A Look at Logical Fallacies Created by Jenny Langer Spring 2008 EDTEC 470, SDSU