Welcome to Hugh Rank's "Intensify/Downplay Schema"
-- a pattern useful to analyze communication, persuasion, and propaganda.
Recipient of the Orwell Award for "distinguished contributions to Honesty and Clarity in Public Language."
Start with these basic premises:

All people intensify (by repetition, association, and composition) and downplay (by omission, diversion, and confusion) some elements as they communicate in words and nonverbals.


200+ Questions You Can Ask About Advertising
200+ Questions You Can Ask About Political Rhetoric
based on the pattern of the Intensify/Downplay Schema

The Pitch is probably the easiest teaching aid for younger students to start ad analysis. Notice, that it is a smaller part (Intensify / Composition / Structure) of the more compehensive Intensify/Downplay Schema.

See
Techniques

All people are benefit-seekers. Consider these two factors:
1. Our perception of what is "good" and "bad"; and
2. Our possession (whether we have it, or do not have it).

What's in for Me? (Teaching Aid)

See
Benefit-Seeking
Behaviors
All people, in their role as persuaders, are benefit-promisers. Everyone intensifies and downplays some things as they communicate in words and nonverbals. People usually intensify their own good and downplay their own bad. However, in aggression, people also intensify the others' bad and downplay the others' good. See
Benefit-Promising Behaviors
Counter-propaganda is used here to mean an attempt to inoculate or to immunize individuals in advance of any propaganda blitz, or any campaign by any of the organized persuaders: from any advertisers, from any politicians (Left or Right), or from any governments (domestic or foreign). See
Counter- Propaganda
Teaching Aids | Background Essay | Qualifications, Caveats | Not-So-Great Expectations | Home
Classroom teaching aid, pro bono public, from Persuasion Analysis | © 2008 by Hugh Rank | More at http://faculty.govst.edu/pa/index.html