The Intensify/Downplay schema is a useful pattern for analyzing communication, persuasion, and propaganda. All people intensify and downplay as they communicate in words, gestures, numbers, and so on. But, "professional persuaders" have more training, technology, money, and media access than the average citizen. The three most common…

Based on the pattern of "the pitch" (Hi/Trust Me/You Need/Hurry/Buy), this sequence of questions can be used to focus on the "skeleton" underneath the surface variations of radio and television commercials, and newspaper and magazine ads. The five questions, which include evaluation criteria, are as follows: (1) What attention-getting techniques…

Recognizing the proliferation of persuasive language in advertising and in politics, this guide explains how to analyze political language for its persuasive techniques and why it is important to do so. The first chapter of the book provides a rationale for analyzing persuasion, and an overview of the book. The remaining chapters explore various…

Intended for any consumer who wishes to be informed and on guard against the persuasive tactics of the media, this book presents a method for analyzing and understanding the basic pattern of persuasion in commercial advertisements. The first chapter explains why it is important and useful to develop this critical skill. The next five chapters…

Describes a new approach to the study of political propaganda, commercial advertising, and other forms of public persuasion. (DD)

Because children are exposed to highly professional sales pitches on television and because the old material produced by the Institute of Propaganda Analysis is outdated and in error, a new tool for the analysis of propaganda and persuasion is called for. Such a tool is the intensify/downplay pattern analysis chart, which includes the basic…

Although it is impossible to know in advance the credibility of political messages, such persuasive discourse can be analyzed in a non-partisan, common sense way using predictable patterns in content and form. The content of a candidate's message can be summarized as "I am competent and trustworthy; from me, you'll get 'more good' and 'less…

Paying less attention to the traditionally taught rational, logical argument analysis format, this book focuses on analysis of the emotional, non-logical persuasive language and techniques often seen in television advertisements. In so doing, readers become more discerning consumers and hone their writing skills. Designed as both a self-study…

This book probes the ways ads persuade people to purchase, and attempts to teach individuals to become more discerning consumers. Critical thinking, when applied to analyzing ads, benefits consumers by helping them recognize patterns of persuasion and sort incoming information in order to get to the hidden message. The book s basic premise is that…