1. Mastering the Art of Persuasion & Recognizing Fallacies

2. What is Persuasion? Writing meant to convince readers to think or act in a certain way Writing meant to convince readers to think or act in a certain way A persuasive writer appeals to emotions or reason, offers opinions, urges action A persuasive writer appeals to emotions or reason, offers opinions, urges action In order to effectively persuade, the writer must back up his or her points with evidence In order to effectively persuade, the writer must back up his or her points with evidence

3. The Rhetorical Triangle Ethos = “ethics” – can you trust the speaker? Ethos = “ethics” – can you trust the speaker? Logos = “logic” – is the argument logical? Logos = “logic” – is the argument logical? Pathos = “sympathy/empathy” – does the speaker stir up emotional feelings? Pathos = “sympathy/empathy” – does the speaker stir up emotional feelings?

4. What does this ad appeal to?

6. How about this one?

7. One more...

8. Literary Devices to Use in Persuasive Writing Restatement Restatement Repetition Repetition Parallelism Parallelism Rhetorical question Rhetorical question Emotive language Emotive language Alliteration Alliteration Assonance Assonance Metaphor Metaphor Simile Simile Personification Personification The rule of “three” The rule of “three” Hyperbole Hyperbole Anecdote Anecdote

9. Watch out for Fallacies in Persuasion!

10. What is a fallacy? A fallacy is usually an error in reasoning based on a misconception or a presumption A fallacy is usually an error in reasoning based on a misconception or a presumption An incorrect argument that is lacking logic and validity An incorrect argument that is lacking logic and validity Let’s look at some different types of fallacies… Let’s look at some different types of fallacies…

12. Bandwagon Appeal Bandwagon Appeal Urging readers/listeners/ viewers to adopt a course of action because “everyone’s doing it” EX: Get this type of phone because all of the cool people have it.

13. Loaded Language Loaded Language Using words with strongly negative or positive connotations EX: to the right 

14. Slippery Slope The arguer claims that a sort of chain reaction, usually ending in with some terrible consequence, will take place but there is really not enough evidence for that assumption The arguer claims that a sort of chain reaction, usually ending in with some terrible consequence, will take place but there is really not enough evidence for that assumption The arguer asserts that if we even take one step onto the slippery slope, then we will end up sliding all the way down to the bottom The arguer asserts that if we even take one step onto the slippery slope, then we will end up sliding all the way down to the bottom EX: If you don’t go to bed early every night, then you won’t get enough sleep, so you won’t do well in class, so you’ll fail out of high school. EX: If you don’t go to bed early every night, then you won’t get enough sleep, so you won’t do well in class, so you’ll fail out of high school.

16. Argument Ad Hominem An attempt to contradict the truth of a claim by pointing out a negative characteristic or unrelated belief of the person supporting it An attempt to contradict the truth of a claim by pointing out a negative characteristic or unrelated belief of the person supporting it EX: He couldn’t possibly be a good president of student council at Mill Creek; he doesn’t even like kittens! EX: He couldn’t possibly be a good president of student council at Mill Creek; he doesn’t even like kittens! EX: There is no way you can fix my car because you’re a woman! EX: There is no way you can fix my car because you’re a woman!

17. Either/Or This occurs when a speaker makes a claim that presents an artificial range of choices. This occurs when a speaker makes a claim that presents an artificial range of choices. For instance, he may suggest that there are only two choices possible, when three or more really exist. For instance, he may suggest that there are only two choices possible, when three or more really exist. Those who use an either/or fallacy try to force their audience to accept a conclusion by presenting only two possible options, one of which is clearly more desirable Those who use an either/or fallacy try to force their audience to accept a conclusion by presenting only two possible options, one of which is clearly more desirable

18. Either/Or continued… The either/or fallacy can also be called a false dilemma The either/or fallacy can also be called a false dilemma EX: Either we build a better school now or our children will never get to go to college. EX: Either we build a better school now or our children will never get to go to college. EX: Are you going to spend the money to buy this new phone or just stay stuck in the 20 th century? EX: Are you going to spend the money to buy this new phone or just stay stuck in the 20 th century?

19. Sweeping Generalization A generalization that fails to include exceptions A generalization that fails to include exceptions EX: EX: The Argument: Cutting people is a crime. Surgeons cut people, therefore, surgeons are criminals. The Argument: Cutting people is a crime. Surgeons cut people, therefore, surgeons are criminals. The Problem: Cutting people is not a crime in certain situations. The Problem: Cutting people is not a crime in certain situations.

20. Sweeping Generalization cont… EX: EX: The Argument: It is illegal for a stranger to enter someone's home uninvited. Firefighters enter people's homes uninvited, therefore firefighters are breaking the law. The Argument: It is illegal for a stranger to enter someone's home uninvited. Firefighters enter people's homes uninvited, therefore firefighters are breaking the law. The Problem: The exception does not break nor define the rule The Problem: The exception does not break nor define the rule

21. So in persuasive writings and advertisements, be sure to look for examples of ethos, logos, and pathos, So in persuasive writings and advertisements, be sure to look for examples of ethos, logos, and pathos, AND be careful for fallacies!