1. Argumentation & Persuasion
Convincing others of your opinion

2. Facts and logic Emotion and rhetoric
There are two main methods of convincing a person of your opinion: you can win them over with facts and logic or you can win them over with rhetoric and emotion.
Emotion and rhetoric

3. Argumentation (logic) Persuasion (emotion)
Now, very few authors stick strictly to one method or the other. Usually, a good essay uses a combination of both argumentation (or logic) and persuasion (or emotion).

4. Argumentation Logic Implies respect
Considers the reader capable of independent thought
Assumes the reader will respect the writer’s thoughts if presented in a logical manner
Writer and reader are partners
Reader considers argument with a more open mind
Two opposite forms of logic that can be used: deduction and induction

5. Deduction
Accepts a general principle as true, then applies it to specific cases
Logicians use a process called a “syllogism”

6. Major premise: All humans are mortal.
Minor premise: Socrates is a human.
Conclusion: Socrates is mortal.
Chain of reason is foolproof
Every person known to history has died
Socrates, by every account, was a human not a dog or tree
Logic tells us that if both the major and minor premises are true, then the conclusion will inevitably be true as well

7. But be careful!
Major premise: Progress is good.
Minor premise: The automobile represents progress.
Conclusion: The automobile is good.
Examine the major premise: Is it true that “progress is good”?
What is “progress”? More jobs? More consumer goods? A rising stock market?
Or is these things the opposite of true progress because we are polluting the earth or they are not valuing the true cost of production? Our values will determine what we think of progress.
If we cannot agree on the major premise, then we cannot agree on the minor premise, and the conclusion is faulty.
In the past, society used deduction: the King or Church or our parents told us what to believe, and we simply applied those principles to any problem that presented itself. Nowadays, we tend to question systems of belief.
Problem with deduction: we cannot always agree on the premises.

8. Induction Induction is the opposite of deduction.
First, it observes a specific case, then it formulates a general rule.
This is the basis of the Scientific Method.
Induction has enabled humankind to conquer diseases, invent the computer, and travel to the moon.
It can also produce faulty results!

9. Example #1:
“This marble from the bag is black. That marble from the bag is black. A third marble from the bag is black. Therefore all the marbles in the bag are black.”
The statement above is an example of inductive reasoning. Since the first marble from the bag was black, the second was black, and the third was black, the conclusion reached is that all the marbles in the bag are black. Unless there were only those three marbles in the bag, this conclusion may not be true.

10. Example #2:
“I counted five or six people with green eyes; therefore all of the people have green eyes.”
This statement is an example of inductive generalization which uses evidence about a limited number of things to make an overall assumption of most things of that type. The authentication of this type of a statement depends on the number of things used to make the assumption and the total number of things.

11. Example #3:
“There are 15 clips in the bag; in a random draw 12 are pink. Therefore, all clips in the bag are pink.”
This is a strong inductive statement, as it is logical and the probability of it being true is greater than it being false.

12. Induction is not infallible.
The more proof a writer has makes stronger logic.
However, your conclusion cannot be considered an unchangeable law, but simply an idea with a high degree of truth.
As writers, you may use both induction and deduction in your arguments.

13. Persuasion Attempts to convince the audience through emotion.
Emotional appeals adds to the flavour of the essay.
Purely, logical arguments can be dry to readers.
However, be careful not to abuse or misuse emotional appeals.
Too much emotion can ruin a good essay and insult the reader.

14. Persuasion techniques
Word Choice
Example
Repetition
Slim, thin, skinny
Terrorist or freedom fighter
Choose words that reflect your feelings about the topic.
Don’t abuse the process.
Basis of induction also
Add colour and feeling
Use specific, well-explained examples.
Accidental repetition can be tiresome for the reader.
However, by emphasizing certain words to the reader, the writer can build feelings in the reader.

15. Persuasion techniques
Hyperbole
Analogy & Figure of Speech
Irony
Exaggeration
This can be used in informal or humorous essays: “I’ve eaten a million hamburgers, but this one is the best!”
Avoid using hyperbole in formal or serious essays.
Comparing one thing to another can help readers understand unfamiliar ideas.
Metaphors and similes
Make sure that the comparisons are logical and try to be unique
the expression of one's meaning by using language that normally signifies the opposite, typically for humorous or emphatic effect.
Jonathan Swift’s “A Modest Proposal”
Be careful: sometimes readers can misinterpret the irony

16. Persuasion techniques
Appeal to authority or prestige
Fright
Climax
Using an expert to support your opinion is always strong.
Experts in their fields know the facts and tell the truth.
Avoid using an “expert” speaking on an area outside their expertise.
Make sure your reader knows who your expert is.
Used sparingly, fright can be a powerful technique.
Use facts that are truly scary and don’t exaggerate
Always finish your essay with your strongest argument.
Your conclusion should leave a lasting impression on the reader.

17. In conclusion, use the following techniques to convince:
Argumentation (Logic)
Deduction (general to specific)
Induction (specific to general)
Persuasion (Emotion): 9 techniques