Persuasion Is All Around You! “Can You Hear Me Now?”

What is persuasion? A means of convincing people: to buy a certain product to believe something or act in a certain way to agree with a point of view

How persuasion is used We use persuasion to get people to agree with us. Discussion: Who do we persuade? When? How? Where? We are often persuaded by others. Discussion: Who? When? How? Where?

Activities All terms marked in red should be added to your vocabulary book. Complete the definition, notes, and examples. For now, leave the picture box blank. Complete all activities marked in purple. Look for question marks. Answer all ?’s with your partner.

Persuasion in Advertising Common Techniques: Slogan Repetition Bandwagon Testimonial Expert Opinion

Slogan Slogan: A catchy phrase or statement often used to sell a service or a product Watch the commercial: https://www.youtube.com/watch?v=gRS4shfH1Pw

Repetition Repetition: The name of a product is repeated many times HEAD ON Apply directly to the forehead HEAD ON Apply directly to the forehead HEAD ON Apply directly to the forehead Watch the commercial: https://www.youtube.com/watch?v=kUEtjcVB_Lk

Bandwagon Bandwagon: A statement suggesting that everyone is using a specific product, so you should too Watch the commercial: https://www.youtube.com/watch?v=mjwUVZHBcoY

Testimonial Testimonial: A well-known person supports a product or service Watch the commercial: https://www.youtube.com/watch?v=1shK-j_u6LI

Expert opinion Expert opinion: Experts approve this product, so you should use it. “Four out of five dentists recommend sugarless gum for their patients who chew gum” Watch the commercial: https://www.youtube.com/watch?v=SG3mbWrNo5Q

Quick review Slogan Repetition Bandwagon Testimonial Expert Opinion There are others, too! Watch the video: https://www.youtube.com/watch?v=ohoXZ6EcneA&feature=related

Audience Awareness and Purpose Advertisers know how to target their audiences use appropriate persuasive technique

Who’s the audience?

Audience?

Audience? Purpose? Persuasive technique?

Audience? Purpose? Persuasive technique?

Audience?

Audience? Purpose? Persuasive technique?

Relevant facts Advertisers spend about $200 billion a year on TV advertising The average cost for Super Bowl ads is $2.6 million per 30 second spot The average American watches about 24,000 TV commercials a year http://television-commercial.net/

Persuasion in Writing When writing persuasion: Be clear and specific Use facts and statistics Address the opposition Use Persuasive Appeals Avoid fallacies

Opposition (a.k.a. Counter Argument) Opposition (counter argument) includes the arguments another person might have against your position. You have to refute, or “squash,” the opposition to build your argument.

Persuasive Appeals Logos: Logical appeals Pathos: Emotional appeals Using logic to convince Facts, statistics, examples Pathos: Emotional appeals Using emotion to convince Heart-felt stories and examples Ethos: Ethical appeals Using ethics to convince “Right” vs. “Wrong” Follow an authority or expert Watch the video: https://www.youtube.com/watch?v=oKtQEnERhSY

Fallacies A fallacy is a false argument. 1. Watch the video: Misinterpreting facts Serious errors in logic Making connections that aren’t true 1. Watch the video: https://www.youtube.com/watch?v=ZPtfwrI2juU 2. Add the three fallacies to your vocabulary book under “notes”.

Organizing Persuasion Think about the best way to organize your persuasive writing. Option 1 Introduction Point 1 Opposition 1 Point 2 Opposition 2 Point 3 Opposition 3 Conclusion

Organizing Persuasion Option 2 Introduction Point 1 Point 2 Point 3 Opposition Conclusion

Persuasion in Research When doing research: Watch for bias Determine facts from opinions Use Primary Sources and Secondary Sources

Bias A bias is a belief that is narrow-minded Belief that your idea is better than someone else’s Judgment based on a personal point of view Inability to see another point of view

Fact vs. Opinion Fact Opinion Take the quiz: http://www.softschools.com/quizzes/language_arts/fact_or_opinion/quiz1329.html

Primary vs. Secondary Sources Primary sources are created at the event and by people involved. They are first-hand. Autobiography Journal entry Photograph Secondary sources are created after an event by people who collect information later. They are second-hand. Biography Textbook entry Student essay 1. Watch the video at https://www.youtube.com/watch?v=g0plq2E9ZjQ. 2. Take the quiz at http://www.quia.com/rr/107632.html.

Topic Ideas http://teacherweb.com/FL/DanielJenkins/MsWimberly/h6.aspx

Adapted from… Jennifer Bernhard Literacy Specialist Clark County Schools Jennifer.bernhard@clark.kyschools.us