Persuasion

When running for office of any kind, it is important to utilize the media.
In today's society media is huge and possibly the best way to get your message heard.
Types of Persuasion Techniques
There are 8 types of persuasion used to influence an audience.
1. Testimonial
An endorsement from a celebrity or other well-known person
2. Transfer/Transference
An ad that uses popular symbols or images to create a positive feeling for the candidate
An ad that uses negative images or symbols to create a negative feeling about the opponent.
3. Citing Statistics/Card Stacking
Use of statistics, data, and facts to make a person or product sound better.
Card stacking is the omission of facts or the numbers are used in a misleading way
4. Name Calling/Mudslinging
An ad that attacks or makes insulting statements about the opponent.

Persuasive Techniques and Political Advertisement

Ex: The Kardashians supporting Hillary.
Ex: An ad calling Trump racist, sexist, dumb, unfit to lead, etc.
Ex: Use of patriotic music, images of family/children and popular pastimes to create
happy/positive feeling.
Ex: 83% of the time Barney Stinson uses 83% as a statistic, he is correct.
5. Plain Folks
An ad that makes the candidate seem like "just one of the people" or average.
Used to make them easier to relate to.
Ex: Blank's a father too! He worries about his son's education just like other parents.
Ex:
Ad where candidate appears with no jacket, sleeves rolled up, in a sweater, etc.
Candidates doing everyday tasks: shopping, talking to neighbors, playing with kids.

Another example is when the candidate does not appear, but average people speak in their
behalf. Negative view is when interveiwees are critical of the candidate.
Glittering Generalities
When an ad uses vague words to appeal to a bigger group of users.
Ex: "Saving our schools" "Making America Great" etc.
6. Bandwagon
Everyone's doing it!
Monkey see monkey do mentality.
Ex: Big groups greeting/supporting a candidate. Big groups endorsing a candidate.
7. Contrast
Use of positive images next to negative images of ones candidacy
Ex: split screen shots of the candidates, one with an X over the face or a voice comparing
the two candidates.

Types of Message:
Logical argument
: trying to establish truth versus lies with facts
Ad hominem attack
: attack of traits to invalidate the opponent
Positive image
: portraying oneself in a positive light
Emotional appeal
: attempt to gain support through appealing to the emotions