Section D:
Techniques of Exploitation
0. No Technique
1. Appeal to Pity: "Help
me or something bad will happen to me."
Example: Student to teacher: “Please don’t give me an F! If I bring
that home I’ll be grounded for a month and might even lose my job. Please give
me another chance!”
2. Appeal to Flattery: Unsolicited
compliments to get someone to do something
Example: Form letter received through the mail: “Because you are
one of our most valued customers, we are sending you a 10 days’ trial of a new
product we are introducing to the American market. If not satisfied, return
after the trial period. If satisfied, kindly send payment.”
3. Appeal to Ridicule: Making
fun of or joking about a person or thing
Example: My worthy opponent says that he has gained valuable
experience from his past campaigns. That’s true. He has gained a lot of
experience – a lot of experience in losing.
4. Appeal to Prestige: Offering
the listener a chance to be important or famous
Example: Be the first
kid on your block to play the new fun game Spaz!
5. Appeal to Prejudice: Trying
to persuade someone to do something because of their background or beliefs
Example: During a political campaign, a salesman made a point of
wearing a Republican badge when calling on his Republican clients and a
Democratic badge when calling on Democratic clients.
6. Bargain Appeal: Offering
a chance at a good deal or to save money
Example: There’s no need to shop around wasting gas, time, and
money. Come to us for all your needs at the very lowest prices in town! The
lowest prices anywhere.
7. Folksy Appeal: Trying
to make the listener feel like you are just a "regular person"
Example: Channel 8,
your neighborhood station.
8. Join the Bandwagon: Do
what everyone else is doing, because you don't want to be left out
Example: Everywhere I
look I see maxi-coats this winter. Dad, I’ve just GOT to have one.
9. Appeal to Practical
Consequences: Trying to convince someone to do something to avoid unwanted consequences
Example: Mother to
Son: “John, if you don’t dry the dishes and put them away correctly, you will
not go to the concert.”
10. Passing from the
Acceptable to the Dubious: Beginning with acceptable statements, then
switching to an unrelated statement or argument to get someone to do something
Example: Stay
healthy. Take mild exercise every day. Walk whenever possible. Eat balanced
meals. Get restful sleep on ’Nities Sleep-well Mattress.
