1. Persuade  Raise your hand if you usually win an argument, any argument — with your classmates, parents, friends, boyfriend/girlfriend, teachers, and so on.  Why do you think you win? What do you do or what techniques do you use to win your arguments?  What is the word for trying to convince someone to change his or her mind about something?

2. PERSUASION Convincing someone to do or believe something.

3. Definition

4. Persuasion  Learning how to persuade someone is a very important skill because whomever you are one day you will find yourself in need to persuade someone in order to reach a goal or to get something that you want.  To get a job.  To get a girlfriend/boyfriend.  To get your parents to buy you something.  To get anything you want, from anyone!  All of these require persuasion.

5. Persuasion  In persuasive you are trying to convince your audience to do (or not to do) something or believe (or not believe) something.  The difference between Argumentation and Persuasion is the purpose, a good argument may be very logical and true, but that doesn’t mean it will persuade someone.

6. Persuasion  Cats make good pets because they are low maintenance, they are easy to potty train and they provide good companionship. LogicalEmotional

7. Know Your Audience: Who do you want to Persuade?  The audience are the people whom you want to persuade.  By keeping your audience in mind, it will influence the language you use and make your arguments more effective.

8. Know Your Audience: Who do you want to Persuade?  Ask yourself these questions about your audience:  Who is your audience?  What do they already know about this subject?  Focus your persuasion towards your audience:  A group of scientists might be more persuaded by facts and numbers.  A group of young parents might be more persuaded by a story of an injured child.  Remember, the audience is usually selfish.  If you can persuade them that your topic personally effects them, they will be more likely to be convinced.

9. The three appeals to the Audience  Ethos: the source's credibility, the speaker's/author's authority  Logos: the logic used to support a claim (induction and deduction); can also be the facts and statistics used to help support the argument.  Pathos: the emotional or motivational appeals; vivid language, emotional language and numerous sensory details.

10. The three appeals to the Audience  Ethos (Credibility), or ethical appeal, means convincing by the character of the author. We tend to believe people whom we respect. One of the central problems of argumentation is to project an impression to the reader that you are someone worth listening to, in other words making yourself as author into an authority on the subject of the paper, as well as someone who is likable and worthy of respect.

11. The three appeals to the Audience  Ethos (Credibility)  Example: Dr. Dean Rippily, a cardiologist at Harvard medical school, stated that Smokers are twice as likely to suffer a stroke as nonsmokers. Stroke is the third most common cause of death in the United States, claiming over 150,000 people every year.

12. The three appeals to the Audience  Logos (Logical) means persuading by the use of reasoning and logical arguments. It involves giving persuasive reasons to back up your claims. Giving reasons is the heart of argumentation, and cannot be emphasized enough.  Logic involves:  Facts  Numbers  Specific examples  Cause and effect

13. The three appeals to the Audience  Logos (Logical)  Example: Lung Cancer causes more deaths than any other kind of cancer among both men and women. A staggering 87% of all cases of the disease are related to tobacco use, which means that this all too common.

14. The three appeals to the Audience  Pathos (Emotional) means persuading by appealing to the reader's emotions. We can look at texts ranging from classic essays to contemporary advertisements to see how pathos, emotional appeals, are used to persuade. Language choice affects the audience's emotional response, and emotional appeal can effectively be used to enhance an argument.

15. The three appeals to the Audience  Pathos (Emotional)  Example:

16. The three appeals to the Audience  Pathos (Emotional)  Example: Every year, tens of thousands of children lose their parents, numerous spouses watch husband and wives suffer horribly painful deaths, and many families lose loved ones due to smoking.

17. Modal Verbs Language Focus

18. Language Focus: Modal Verbs We use modal verbs to try to persuade someone to change their behavior.  An example is when giving advice:  You should give up smoking because it is bad for your health.  or when pointing out that someone has an obligation to do something:  You must help if you see an old person who has fallen on the ground.

19. Language Focus: Modal Verbs Suggestions and advice:  We use should to make suggestions and give advice:  You should send an email.  We should go by train.  We use could to make suggestions:  We could meet at the weekend.  You could eat out tonight.  We use conditionals to give advice:  Dan will help you if you ask him.  Past tenses are more polite:  Dan would help you if you asked him.

20. Language Focus: Modal Verbs Obligation and necessity:  We use must to say that it is necessary to do something:  You must stop at a red light.  Everyone must bring something to eat.  You can wear what you like, but you must look neat and tidy.  I’m sorry, but you mustn’t make a noise in here.  We use had to for this if we are talking about the past:  Everyone had to bring something to eat.  We could wear what we liked, but we had to look neat and tidy.

21. Language Focus: Modal Verbs  Look at the following statements. Which statement is the strongest? Which is the least strong? How would you respond to each statement? 1. You could get up early to study for your exam (suggestion) 2. You must get up early to study for your exam (command) 3. You should get up early to study for your exam (advice)

22. Language Focus: Modal Verbs  Fill in each of these spaces with the appropriate modal verb. 1. If you want to stay healthy you _______________ eat healthy food. (advice) 2. You _______________ finish this exercise for homework. (command) 3. If you like, I _______________ help you with your English. (suggestion)

23. Language Focus: Modal Verbs  When trying to persuade, use strong language:  Should  Must  Ought to

24. Research your topic  A persuasive essay must provide specific and convincing evidence. Often it is necessary to go beyond your own knowledge and experience.

25. Support  When you can, use facts as your evidence. Agreed- upon facts give people something to hold onto. If possible, use facts from different angles to support one argument.  "The South, which accounts for 80% of all executions in the United States, still has the country's highest murder rate. This makes a case against the death penalty working as a deterrent."  "Additionally, states without the death penalty have fewer murders. If the death penalty were indeed a deterrent, why wouldn't we see an increase in murders in states without the death penalty?"

26. Use Transitions  Use the last sentence of each body paragraph to transition to the next paragraph.  In order to establish flow in your essay, you want there to be a natural transition from the end of one paragraph to the beginning of the next.  Example: End of first paragraph: "If the death penalty consistently fails to deter crime, and crime is at an all-time high, what happens when someone is wrongfully convicted?"  Beginning of second: "Over 100 wrongfully convicted death row inmates have been acquitted of their crimes, some just minutes before their would-be death."

27. Language Features  Use mainly the present tense.  Use logical and cause and effect connectives.  Use emotive language.  Use technical language.  Use rhetorical questions.  Dare the reader to disagree.  Try to make opinions sound like facts.  Use powerful verbs and strong adjectives.

28. Resources  Forbes: 21 Principles of Persuasion Forbes: 21 Principles of Persuasion  Ask Men: How to Persuade Effectively Ask Men: How to Persuade Effectively  Huffington post: How to Persuade Anyone Huffington post: How to Persuade Anyone  Durhamtech: Ethos, Pathos, and Logos Durhamtech: Ethos, Pathos, and Logos  Read Write Think: Interactives Persuasion Map Read Write Think: Interactives Persuasion Map  Media Literacy Project: Language of Persuasion Media Literacy Project: Language of Persuasion

29. Read the following text, looking for the elements of persuasive writing which we have outlined. Task

30. Calling All Sleepyheads Sleep is important. Nobody fully understands why we need it, but scientists think that the body uses the time to recover and to repair damage. When we fall asleep our heart and breathing rates slow down, muscles relax and our senses rest. If this is the case, are you giving your body enough rest?

31. Lack of sleep means that the body and brain do not work properly. If you don’t go to bed at a reasonable time, you will be sleepy in class and not learn so much. Tiredness means you may not be able to think clearly, and you may also be a danger to other people. Accidents can happen. You will lack energy, and even playing becomes too much of an effort. Is staying up late really worth it?

32. There is some truth in the old saying “Early to bed and early to rise, makes us healthy, wealthy and wise.” Next time you start to argue about your bedtime, remember your body needs a break.

33. Now, let us examine the text together in more detail. How many elements of persuasive writing have you identified in it?

34. Calling All Sleepyheads Sleep is important. Nobody fully understands why we need it, but scientists think that the body uses the time to recover and to repair damage. When we fall asleep our heart and breathing rates slow down, muscles relax and our senses rest. If this is the case, are you giving your body enough rest?

35. Calling All Sleepyheads Sleep is important. Nobody fully understands why we need it, but scientists think that the body uses the time to recover and to repair damage. When we fall asleep our heart and breathing rates slow down, muscles relax and our senses rest. If this is the case, are you giving your body enough rest?

36. Lack of sleep means that the body and brain do not work properly. If you don’t go to bed at a reasonable time, you will be sleepy in class and not learn so much. Tiredness means you may not be able to think clearly, and you may also be a danger to other people. Accidents can happen. You will lack energy, and even playing becomes too much of an effort. Is staying up late really worth it?

41. There is some truth in the old saying “Early to bed and early to rise, makes us healthy, wealthy and wise.” Next time you start to argue about your bedtime, remember your body needs a break.

42. Persuasion Activity  In groups… You will be given a list of 3 arguments and your job is to choose and discuss one of them, then present a persuasive speech to the class.  Each group will have a writer and a speaker. The writer will write down the team's arguments and the speaker will present those arguments in order to persuade the class to believe in the same way.  All members will work together as a team to produce the best persuasive methods for your topic.  You will have 10 minutes to work together.  The speaker will have 2-3 minutes to present.

43. Persuasion Activity  Audience: process the arguments.  What did you learn while listening to each argument?  Was the speaker persuasive?  Why or why not?