They only tell us the bits they want us to hear! You get a version of events…not THE version of events - Cherry picking, This appeal tells us that if we REALLY cared about our children (partner, parents, pets, country, environment etc.) then we would do this or not do that - Emotive appeal, We are positioned to see ourselves as part of ‘this side or that side’ and media texts take advantage of this by demonising the ‘other’ - Us and Them, Listing chemicals with scary names seems to really frighten people - Scary words, We are told we should fear intellectuals, doctors, and scientists because ‘no one knows your child like you do’ (certainly not the PHD who has dedicated years to research!) - Anti-intellectualism, In docos (as you saw with ‘Art of Deception’), producers use actors and give them scripts. Couple that with a fancy ‘title’ (like Doctor or Expert etc.) and we totally buy in to what they are saying. - They use actors and scripts, There can be thousands of scientific studies showing one thing, but we find it hard to move past the story we have been told about the ‘friend of a friend’. We don’t see that this could be the one-in-a-million case and take it as the only fact instead. - Anecdotes, Millions of people… Thousands of case studies show… Everyone knows that… - Exaggeration and vague-ery, You make the audience feel as if you are supported by a wealth of evidence but fail to actually produce any of it (probably because it doesn’t exist!) - Incomplete lists, They can be cleverly spun to tell whatever story suits the agenda. Don’t think that, because numbers are used, the text is presenting an objective view. - Statistics (they lie!), The mood is selected by the producers and they queue us in to feel the way they want with ominous sounding music, lighting effects, booming voice overs etc. - Music, sound effects and subliminals,

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