1. Identifying Persuasive Language
GXEX1406
Thinking and Communication Skills
Identifying Persuasive Language

2. Definition
Persuasive – having the power to influence others into believing or doing what one wishes
Persuade – to cause to do something by reasoning, arguing, begging etc…
Language – the system of human expression by means of words
GXEX1406 Thinking and Communication Skills – Week 11 Identifying Persuasive Language

3. Related terms Influence Induce Convince
GXEX1406 Thinking and Communication Skills – Week 11 Identifying Persuasive Language

4. Why? We want to win the arguments We want people to believe us
We want to prove that we are right
We want to influence other people to accept our opinion
GXEX1406 Thinking and Communication Skills – Week 11 Identifying Persuasive Language

5. Propaganda techniques
Vagueness
Ambiguity
Emotive language
Euphemism
Language of advertising
GXEX1406 Thinking and Communication Skills – Week 11 Identifying Persuasive Language

6. 1. Vagueness Words that lack a clear and distinct meaning
A matter of degree; a scale between extreme generality and extreme specificity
"She is really smart" - General     
"She got an A in physics" - Specific          
One strategy for clarifying vague language is to ask and try answer the following questions: Who? What? Why? Where? How?
GXEX1406 Thinking and Communication Skills – Week 11 Identifying Persuasive Language

7. 2. Ambiguity
A word with more than one meaning that is open to different interpretations; used to represent various areas of experiences
We make the mistake of thinking that each word stands for one distinct area of experience - an object, thought or feeling.
"I hope you get what you deserve".
We may or may not be sure if the speaker is wishing us well or ill unless the context of the remark make clear his or her intention.
GXEX1406 Thinking and Communication Skills – Week 11 Identifying Persuasive Language

8. 3. Emotion language
Words that is probably stimulate certain feelings in you
"The pen is mightier than the sword!".
“Kuala Lumpur is so polluted and filthy. Only idiots would want to live there.”    
“She's the most generous, wise, honest and warm friend that a person could have.”
GXEX1406 Thinking and Communication Skills – Week 11 Identifying Persuasive Language

9. 4. Euphemism
The term comes from the Greek word meaning "to speak with good words" and involves substituting a more pleasant, less objectionable way of saying something for a blunt or more direct way.
“He died”              
We say “He departed his life”
“Garbage collector”    
We say “Sanitation engineer”
GXEX1406 Thinking and Communication Skills – Week 11 Identifying Persuasive Language

10. 5. Language of advertising
Advertisers : to influence people's perceptions, beliefs and actions
One basic strategy is to associate positive or negative thoughts and emotions with the product or service being sold        
Many people buy products not because they are better quality than another, but because of associations that have absolutely nothing to do with the products
NOKIA “Connecting people"
GXEX1406 Thinking and Communication Skills – Week 11 Identifying Persuasive Language

11. Other techniques Stereotyping Euphemisms Dysphemisms
GXEX1406 Thinking and Communication Skills – Week 11 Identifying Persuasive Language

12. 1. Stereotyping
Convince people that someone has a particular characteristics because he/she belongs to a group that has this characteristic
Makes hasty generalizations
Eg : She’s probably a dumb blonde.
GXEX1406 Thinking and Communication Skills – Week 11 Identifying Persuasive Language

13. 2. Euphemisms
Substitution of a negative word with another word with positive connotation
Used in political and social issues to be politically correct
Eg : instead of anti-abortion,
use pro-life
GXEX1406 Thinking and Communication Skills – Week 11 Identifying Persuasive Language

14. 3. Dysphemisms
Substitution of a neutral/positive word with another word with negative connotation
Used to persuade people to think negatively about a person, situation or event
Eg : instead of problem or challenge,
use mess
GXEX1406 Thinking and Communication Skills – Week 11 Identifying Persuasive Language

15. Examples Neutral word Euphemism Dysphemism Death penalty
Capital punishment
Government subsidized murder
Rebel
Freedom fighter
Terrorist
GXEX1406 Thinking and Communication Skills – Week 11 Identifying Persuasive Language

16. Most persuasive words used in advertising
Suddenly miracle
Now magic
Announcing offer
Introducing quick
Improvement easy
Amazing wanted
Sensational bargain
Remarkable hurry
GXEX1406 Thinking and Communication Skills – Week 11 Identifying Persuasive Language

17. 10 minutes task You are selling your house or flat…
Create an illustrated advert (persuasive description) that you could put in the newspaper or estate agent’s window or web page.
GXEX1406 Thinking and Communication Skills – Week 11 Identifying Persuasive Language