1. How can you change someone’s mind?
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How can you change someone’s mind?
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An exploration into persuasive argument.

2. Toulmin Model of Argumentation:
State your claim: your thesis idea. The thing you want people to either do or believe.
A claim should:
Name the responsible party (who should do it or think it…)
Be an opinion (carefully worded to sound like a fact…)
Be affirmative and positive (no “not” or “never”)
Be controversial – meaning that there must be different ways of understanding/believing the statement
Have only one primary objective – not several goals

3. Toulmin Model, cont.
After stating your claim, you must present EVIDENCE and GROUNDS that prove your claim:
Kinds of evidence:
Interviews, statistics, quotes from knowledgeable people, charts or graphs, surveys, books, online articles, documentaries, newspapers or magazines, and experiments
You must then include a warrant (bridge) after EVERY piece of evidence:
An explanation of why or how your data and grounds and reasoning (evidence) supports your claim – it’s the underlying assumption that connects your evidence to your claim (This evidence clearly proves this claim because _____________.)
THEN give a counterclaim/counter argument: A claim that negates or disagrees with your thesis/claim
This is an anticipation of what your opponent might say in response to your claim!
Rebuttal: THEN you will offer more evidence that negates or disagrees with that counterclaim!
Conclusion wrap it up with a bow on top.

4. Audience Matters! Audience: The WHO you are trying to persuade!
Examples:
Peers
Parents
Teenagers
Elderly
Principal
Teachers
Officers
Boss
Siblings
The WHO shapes the persuasive argument techniques and the evidence we use!

5. Figurative Language – you must use at least one in your speech!
Non-literal language used to create a powerful image in your listeners’ minds – they create a deeper level of understanding
Simile:
A comparison of two different things using “like” or “as”
Often will compare something unfamiliar or abstract with something familiar and concrete
Example: That teacher is as wise as a Greek philosopher
Metaphor:
A comparison of two different things without using “like” or “as”
State that something that is unfamiliar or abstract can actually be understood as something very familiar or concrete
Example: The fading sunset oozed down towards the horizon.
Personification:
Attributing human characteristics to a non-human object
Describe something non-human doing something human-like.
Example: The tired desk groaned beneath the heft of the girthy teacher.
Imagery: Vivid words or phrases that appeal to one or more of the five senses
Example: The girl ran her fingertips across the soft, silky satin fabric and smelled the sweet, floral herbaciousness of the potpourri.

6. Other persuasive techniques: You must use at least one at least twice!
Repetition:
Repeating a word or exact phrase several times
It spotlights the word or phrase and focuses the audience’s attention on that word or phrase
It will sounds like a chorus that you repeat throughout the speech
Restatement:
Repeating an idea or concept but using different words
Useful with difficult or abstract material
Parallelism:
Repetition of a phrase or part of a sentence in the exact same format several times
Should occur in the same part of the sentence (parallel structure.)
Ex: “…and that government of the people, by the people, for the people, shall not perish from the earth.”

7. 3 Primary Means of Persuasion:
Ethos: the trustworthiness or credibility of the writer or speaker or source. “Believe me because I am an expert, and I know what I’m talking about. I’ll show you the way. Trust me. I know what’s what.”
Pathos: appealing to the listener's emotions. Appeal to the audience's sympathies and imagination – make them feel how you need them to feel and picture the situation in a particular way. “Feel how I feel (or want you to feel) about it because it’s the best way.”
Logos: the use of undeniable logic and reasoning. The audience will see the clarity of my claim, the logic of my reasons, and the effectiveness of my supporting evidence. Then s/he won’t be able to see it any differently. I use facts and statistics to back up my claim.