1. Appealing to an audience - techniques

2. 1. Logical Appeal Using facts, numbers, statistics to reveal a bias.
Speaker must demonstrate that they think clearly and appeal to reason by offering rational ideas.
The goal is to provide proof or apparent proof to the audience.

3. Emotional Appeal
Showing images or using words that appeal to the audience’s emotions.
The goal is to put the audience in a specific frame of mind.

4. HAS THIS HAPPENED TO YOU?
ASPCA Commercials appeal to our emotions of guilt and empathy.

5. Emotion: Frame of Mind Higher Emotions Lower Emotions Love Hope Pity
Empathy
Fear
Anger
Resentment
Greed
Guilt

6. Ethical Appeal How an author builds credibility and trustworthiness.
Writers appeal to our ethical side when they demonstrate values that are important to us. Then, we think they are:
Credible
Like minded
Knowledgeable

7. Examples of values Family Pride Patriotism Education Individuality
Justice
…the list is endless and as unique as the person who cares about them.

8. Other Vehicles of persuasion
Advertisements
Commercials
Politicians
Billboards
Articles
Everything is an argument

9. Glittering Generality
Glittering generality: Name calling in reverse; using positive words to talk about an issue. (Similar to positive connotation).

10. Bandwagon
persuades a person to do, think, or buy something because it is popular or everyone is doing it.
(“Joining the crowd”).

11. Repetition/Rhythm
Using repeated phrases, slogans, or sounds to influence the audience.

12. Figures of Speech – or emotionally loaded language
Metaphor
Simile
Analogy
Personification
Alliteration
Euphemisms
Used to influence emotions or paint a picture.