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

2. 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

3. 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?

4. 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.

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

6. Slogan
Slogan: A catchy phrase or statement often used to sell a service or a product
Watch the commercial:

7. 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:

8. Bandwagon
Bandwagon: A statement suggesting that everyone is using a specific product, so you should too
Watch the commercial:

9. Testimonial
Testimonial: A well-known person supports a product or service
Watch the commercial:

10. 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:

11. Quick review
Slogan
Repetition
Bandwagon
Testimonial
Expert Opinion
There are others, too!
Watch the video:

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

13. Who’s the audience?

14. Audience?

15. Audience?
Purpose?
Persuasive technique?

16. Audience?
Purpose?
Persuasive technique?

17. Audience?

18. Audience?
Purpose?
Persuasive technique?

19. 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

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

21. 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.

22. 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:

23. 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:
2. Add the three fallacies to your vocabulary book under “notes”.

24. 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

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

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

27. 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

28. Fact vs. Opinion Fact Opinion Take the quiz:

29. 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
2. Take the quiz at

30. Topic Ideas

31. Adapted from…
Jennifer Bernhard Literacy Specialist Clark County Schools