On the BACK of note card from yesterday Explain what makes advertising slogans powerful. Is it words? Elaborate. Use an example from yesterday’s worksheet.

Persuasion Putting Power into YOUR Words

Persuasion Writing or speech meant to get readers or listeners to think or act in a certain way. Writing or speech meant to get readers or listeners to think or act in a certain way. –Appeals to emotions or reason –Offers opinions –Urges action –Backed up with evidence and support

Persuasive Techniques The Greek philosopher Aristotle believed that there were three basic ways to persuade an audience: ethos, logos, and pathos. The Greek philosopher Aristotle believed that there were three basic ways to persuade an audience: ethos, logos, and pathos.

Ethos: The Writer’s Character or Image Greek for “custom; habit” Greek for “custom; habit” Established by Aristotle as the knowledge or expertise a person appears to have about the subject. Established by Aristotle as the knowledge or expertise a person appears to have about the subject. Writer’s ethos is created largely by word choice and style.—This does not mean going through the thesaurus to find difficult and unusual words. It means using what you know to create an academic paper with a formal wording and style. Writer’s ethos is created largely by word choice and style.—This does not mean going through the thesaurus to find difficult and unusual words. It means using what you know to create an academic paper with a formal wording and style. –Things to think about—  What kind of image do you want to project to the audience?  What can you do to help project this image?  What words or ideas do you want to avoid?  What effect do misspelled words and grammatical errors have on your image?

Logos: Logical Arguments Greek for “logic, thought, word” etc. Greek for “logic, thought, word” etc. If…then syllogisms (deductive reasoning) If…then syllogisms (deductive reasoning) –ex. All men are mortal. Socrates is a man. Therefore, Socrates is mortal. Usually based on probabilities rather than certain truth. Usually based on probabilities rather than certain truth. Persuasion to a large extent involves convincing people to accept our assumptions as probably true—preparing the audience to accept your own contrary position Persuasion to a large extent involves convincing people to accept our assumptions as probably true—preparing the audience to accept your own contrary position –ex. If students were required to spend two years in the military after graduation then they would be more productive members of society because they would learn discipline and responsibility as well as appreciation for liberties often taken for granted. **NOTICE: this is a “probability” but the writer never questions themselves by saying “probably.” Half of persuasion is convincing the audience that you are the authority.** **NOTICE: this is a “probability” but the writer never questions themselves by saying “probably.” Half of persuasion is convincing the audience that you are the authority.**

Pathos: The Emotions of the Audience Emotional appeal can be accomplished in a multitude of ways: Emotional appeal can be accomplished in a multitude of ways: –by metaphor or story telling or imagery –by a general passion in the delivery and an overall amount of emotional items in the text of the speech, or in writing. The use of emotional appeals to alter the audience's judgment. A common use of pathos in argument is creating a sense of rejection if the audience doesn't agree. The use of emotional appeals to alter the audience's judgment. A common use of pathos in argument is creating a sense of rejection if the audience doesn't agree. Many refer to Pathos as the "band-wagon" appeal, or trying to convince the audience to join in on the speaker's belief. Many refer to Pathos as the "band-wagon" appeal, or trying to convince the audience to join in on the speaker's belief. This is a major theme used in any form of propaganda (everyone believes in this so you should too) This is a major theme used in any form of propaganda (everyone believes in this so you should too)

Warnings For Persuasion logical fallacy: logical fallacy: –attacking the reader instead of the idea.  Used often in politics: examples? This can be as dissuasive as persuasive –FAULTY logic too much Writer’s pathos: it is often difficult to separate your own emotions and write from outside yourself. If you are too emotional you lose the ethos/logos that are necessary for a truly effective persuasive piece too much Writer’s pathos: it is often difficult to separate your own emotions and write from outside yourself. If you are too emotional you lose the ethos/logos that are necessary for a truly effective persuasive piece

Introduction Hook-grab the reader Hook-grab the reader Background-establish your ethos (authority) Background-establish your ethos (authority) Thesis-present your logical argument Thesis-present your logical argument –What is your EQ? –How many reasons do you need?

Words do/do not have power because… Reason 1 Example Reason 2 Example

Body Paragraphs Maintain your ethos with good structure by starting each paragraph with a TOPIC SENTENCE and using good TRANSITIONS Maintain your ethos with good structure by starting each paragraph with a TOPIC SENTENCE and using good TRANSITIONS Present your logical arguments with specific examples that appeal to both REASON and EMOTION! Present your logical arguments with specific examples that appeal to both REASON and EMOTION! Explain your examples to fully develop your ethos/authority Explain your examples to fully develop your ethos/authority Conclude to maintain structure Conclude to maintain structure

Conclusion Maintain ethos with restatement rhetorical device—what are you restating? What is this also appealing to? Maintain ethos with restatement rhetorical device—what are you restating? What is this also appealing to? Maintain your audience interest and try to persuade them by drawing conclusions about why they should now be of your opinion. Try to avoid phrases like “this paper has proved” or “You should now see”. Maintain your audience interest and try to persuade them by drawing conclusions about why they should now be of your opinion. Try to avoid phrases like “this paper has proved” or “You should now see”. Bring the paper to a close—refer back to hook for cyclical structure. Bring the paper to a close—refer back to hook for cyclical structure.

Good luck! Questions?