Persuasion Analysis |
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| The 30-Second-Spot Quiz | This 1-2-3-4-5 pattern of the pitch (a mnemonic "fingertip formula") is the easiest starting point to recognize the underlying structure of ads. (See also, at bottom, What's in it for me?) | ||
| Suggestions:
How to Analyze Ads Suggestions: Why Analyze Ads |
Companions to "30-Second-Spot Quiz" (and others)
with general advice about the process of analysis, and a rationale about the purpose of analysis. |
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| The ABCs of TV Ads | Linked online to 26 related pages (each with several sub-topics): greater coverage; useful to divide material to classroom sub-groups. |
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| What's Wrong with Advertising? | Harms: intrusion, deception, offensive, family stress, materialism, social justice, environmental problems. | ||
| The Intensify/Downplay Schema | Overview: a comprehensive taxonomy: People intensify by means of repetition, association, composition; and downplay by means of omission, diversion, confusion. (All other items here derive from these premises.) |
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| Questions You Can Ask About Advertising | 200+ prompter questions about ads, using the pattern of the Intensify/Downplay schema. | ||
| Questions You Can Ask About Political Rhetoric | 200+ prompter questions about political rhetoric, using the pattern of the Intensify/Downplay schema. | ||
| Why Analyze Political Rhetoric? | Rationale: Ignorance and apathy are dangerous to a democracy. | ||
| Not-So-Great Expectations | Wider Context: Conservatives & Liberals in action in an election campaign. | ||
| Images & Issues | Election Rhetoric: the basic claim is "I am competent and sincere; from me, you'll get more good and less bad." |
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| The Bully Pulpit | Unlike TR in 1909, a modern Prez has more concentrated power, sophisticated tools. (some basics) | ||
| Common Complaints | "Politicians are always promising... saying the same things... etc." | ||
| The Pep Talk | The 4-part pattern of "Cause Group" rhetoric which seeks committed, collective action. | ||
| War Propaganda | Basic, predictable language patterns of war propaganda | ||
| Benefit-Seeking Behaviors | Emphasizes our own role in the persuasion
transaction: All people seek to keep and to get the "good"-- and to avoid and to get rid of the "bad." |
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| Benefit-Promising Behaviors | Persuaders intensify their own "good" and downplay
their own "bad"; in aggression, they also intensify others' "bad" and downplay others' "good." |
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| Counter-Propaganda Axioms | Two common-sense strategies to counter a propaganda blitz:
Axiom #1: When they intensify, downplay. Axiom #2: When they downplay, intensify. |
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| What's in it for me? | Advertising: Basics of benefit-seeking and target audiences,
perhaps appropriate for younger students. This might be a starting point, then followed up by the "30-Second-Spot Quiz." (Check both!) |
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| Persuasion Analysis http://faculty.govst.edu/pa/index.html |
© Hugh Rank, 2008. Permission granted pro bono publico to teachers to reprint teaching aids, free. See the website for further explanations and examples. |