Persuasion

What is persuasion? The process aimed at changing a person’s attitude or behavior. Often it is illogical and manipulative. Got Milk?

Argument Involves the process of establishing a claim and then proving it with the use of logical reasoning, examples, & research.

Persuasive Speech A speech which has the goal of convincing the audience to accept the speaker‘s point of view.

Advertisements The goal of advertisements is to convince the consumer to purchase a particular product. Advertisers spend about $200 billion a year on advertisements The average cost for a Super Bowl ad is $2.6 million per 30 second spot The average American watches about 24,000 commercials a year.

Modes of Persuasion Ethos—(trustworthiness + similarity + authority + reputation) = credibility of speaker Pathos—emotional appeals Logos—logical appeals

What is Ethos? Trustworthiness—Does the audience believe you are a good person who can be trusted to tell the truth? Similarity—Does audience identify with you? Authority—Do you have authority relative to your audience? Reputation—How much expertise does your audience think you have on this topic?

How to Improve your Ethos Develop your expertise in your topic Highlight ethos in your introduction Analyze & adapt to your audience Tell stories/anecdotes that are consistent with your message Use language familiar to your audience Use visuals/examples which resonate with your audience Use quotes & statistics from well-known reliable sources Refer to people in the audience or common experiences

Pathos/Emotional Appeals The term refers to manipulating someone by targeting their emotions and feelings. For example, the message can make viewers feel happy, sad, angry, fearful, etc.

Want to feel happy? 

Appeal to Fear This technique is very popular among political parties in the U.S. The idea is to present a dreaded circumstance and usually follow it up with the kind of behavior needed to avoid that horrible event.

Bandwagon The name comes from the phrase "Jump on the bandwagon," a bandwagon being a wagon big enough to hold a band of musicians. These messages imply that because everyone else is doing something, you should, too. Capitalizes on the fun of being part of a crowd and the desire to be socially accepted.

Snob appeal Arouses the desire to achieve status or wealth to feel superior

Appeal to Pity Showing an image or telling a story which makes the reader/viewer feel that they should "act now" and do/buy something to make them feel happier

Transfer Attempts to transfer our feelings/emotions (positive or negative) about one thing/person to another thing/person (Flag=patriotism= President Obama)

Celebrity and expert endorsement (both are types of testimonials) An appeal to an improper authority, such as a famous person which appeals to feelings of respect or familiarity with a famous individual. Expert endorsement refers to scientists, doctors, etc. to give reliable advice. Ex: 9 out of 10 dentists choose… Expert testimony may also be considered logos (logical support).

Plain Folks (a type of testimonial) Communicating the message that "we are alike" and "I/we" use this or do this, so you should, too. Appeals to our need to be understood & feel familiar with others Using personal testimonial also increases your ethos.

Loaded Language Consists of strongly positive or negative word connotations, intended to influence an audience’s attitude. Connotation: Emotions and attitudes suggested by a word. Positive Negative Plan Scheme Prosperous Loaded Leisurely Lazy Honest Blunt Assertive Aggressive

Loaded Language Words with positive connotations are called GLITTERING GENERALITIES Examples: golden, mother, home, delightful, scrumptious, and success Words with negative connotations are called SNARL WORDS/NAME CALLING Examples: ugly, unsightly, wrinkles, dirt Words that are qualifiers, unclear, and purposely used to mislead are called WEASEL WORDS Examples: almost, virtually, and close to

Other Emotional Appeals Appeal to humor Appeal to desire/sex Appeal to outrage/anger Appeal to guilt/shame Appeal to flattery Appeal to reciprocation Just about any emotion can be targeted in a persuasive message

1. What emotional appeal? Loaded language

2. What emotional appeal is being used here? Plain Folks

3. What emotional appeal? transfer

4. What emotional appeal? Loaded language/glittering generalities

5. What emotional appeal is being used here? testimonial

6. Which emotional appeal? Appeal to pity

7. What emotional appeal? Bandwagon

8. What emotional appeal? Plain Folks

9. What emotional appeal is being used here? Appeal to fear

10. Appeal? Appeal to fear

11. Appeal? bandwagon

12. Appeal? Snob/testimonial

13. Appeal? testimonial