2. Persuasive Appeals Techniques for Persuading An Audience

3. What is a Persuasive Appeal? An argument that a speaker/writer directs toward a certain belief/feeling or attitude that his/her audience holds Allows speaker/writer to tailor his/her argument in the best possible way according to audience’s needs/desires An argument that a speaker/writer directs toward a certain belief/feeling or attitude that his/her audience holds Allows speaker/writer to tailor his/her argument in the best possible way according to audience’s needs/desires

4. Three Types of Persuasive Appeals: BASED ON ARISTOTLE: Appeal to ETHOS Appeal to PATHOS Appeal to LOGOS

5. EMOTIONAL APPEAL -use emotions to persuade -attempt to persuade by making reader/listener feel guilt, love, security, greed, pity, humor, etc. -shown through vivid, emotional language, and sensory details -are dangerous when used as the main support for an argument, they may be masking weak arguments -use emotions to persuade -attempt to persuade by making reader/listener feel guilt, love, security, greed, pity, humor, etc. -shown through vivid, emotional language, and sensory details -are dangerous when used as the main support for an argument, they may be masking weak arguments

6. LOGICAL APPEAL -normally considered most effective appeal -based on logic, facts, and evidence, which is usually considered to be most important to readers/listeners -shown through details, statistics, expert testimony of a credible source, facts, definitions, or witness statements -normally considered most effective appeal -based on logic, facts, and evidence, which is usually considered to be most important to readers/listeners -shown through details, statistics, expert testimony of a credible source, facts, definitions, or witness statements

7. RHETORICAL DEVICES 4 MAIN TYPES LET’S LOOK CLOSER 4 MAIN TYPES LET’S LOOK CLOSER PARALLELISM REPETITION ANALOGY LOADED LANGUAGE

8. PARALLELISM When a writer repeats the same grammatical unit-the same word, phrase, sentence structure, or even paragraph structure to add rhythm or. I have a dream that one day this nation will rise up and live out the true meaning of its creed: "We hold these truths to be self-evident, that all men are created equal." I have a dream that one day on the red hills of Georgia, the sons of former slaves and the sons of former slave owners will be able to sit down together at the table of brotherhood. When a writer repeats the same grammatical unit-the same word, phrase, sentence structure, or even paragraph structure to add rhythm or. I have a dream that one day this nation will rise up and live out the true meaning of its creed: "We hold these truths to be self-evident, that all men are created equal." I have a dream that one day on the red hills of Georgia, the sons of former slaves and the sons of former slave owners will be able to sit down together at the table of brotherhood.

9. REPETITION Expressing different ideas using the same words or images Reinforces concepts and helps to tie the speech together and unify it One hundred years later the negro is still not free. One hundred years later the life of the negro is sadly crippled by the manacles of segregation. One hundred years later… Expressing different ideas using the same words or images Reinforces concepts and helps to tie the speech together and unify it One hundred years later the negro is still not free. One hundred years later the life of the negro is sadly crippled by the manacles of segregation. One hundred years later…

10. ANALOGY Drawing a comparison between unlike things Establishes interest and a relationship that did not previously exist America has given the Negro people a bad check; a check which has come back marked “insufficient funds.” Drawing a comparison between unlike things Establishes interest and a relationship that did not previously exist America has given the Negro people a bad check; a check which has come back marked “insufficient funds.”

11. LOADED LANGUAGE Pathos Emotionally charged language-appealing to the reader’s emotions in order to evoke a sense of action and make them feel a certain way King describes a future America where all people are treated equally. Blacks boys and black girls are the same as white boys and white girls. Pathos Emotionally charged language-appealing to the reader’s emotions in order to evoke a sense of action and make them feel a certain way King describes a future America where all people are treated equally. Blacks boys and black girls are the same as white boys and white girls.

12. Persuasive Appeals Gone Bad= Propaganda Techniques Sometimes writers use propaganda techniques to intentionally mislead their audience in order to sell an idea or project. A logical fallacy is an invalid/illogical argument Sometimes writers use propaganda techniques to intentionally mislead their audience in order to sell an idea or project. A logical fallacy is an invalid/illogical argument

13. Types of propaganda Techniques/Logical Fallacies Name Calling Bandwagon Testimonial Repetition Sweeping Generalization (Stereotyping) Glittering Generalities Plain Folks Snob Appeal Sex Appeal Facts and Figures Magic Ingredients Magic Words Humor Fear

14. Logical Fallacy/propaganda Technique #1= Name Calling Name calling= attacking a person instead of an issue Used frequently in political campaigns Gives a bad name to an opponent or product (often without any proof) Name calling= attacking a person instead of an issue Used frequently in political campaigns Gives a bad name to an opponent or product (often without any proof)

15. Logical Fallacy/propaganda Technique #2= Bandwagon A bandwagon appeal tries to persuade the reader to think, do, or buy something because it is popular or because “everyone” is doing it. Examples: Four out of five people use Colgate Toothpaste. Over 2 Billion Served at McDonalds...." A bandwagon appeal tries to persuade the reader to think, do, or buy something because it is popular or because “everyone” is doing it. Examples: Four out of five people use Colgate Toothpaste. Over 2 Billion Served at McDonalds...."

16. Logical Fallacy/propaganda Technique #3= Testimonial A testimonial attempts to persuade the reader by using a famous person to endorse a product or idea Also known as celebrity/famous propaganda A testimonial attempts to persuade the reader by using a famous person to endorse a product or idea Also known as celebrity/famous propaganda

17. Logical Fallacy/propaganda Technique #4= Repetition Repetition attempts to persuade the reader by repeating a message over and over again. Repetition CAN be an effective persuasive technique when combined with other elements of a solid argument, but relying ONLY on repeating an idea is never very convincing Repetition attempts to persuade the reader by repeating a message over and over again. Repetition CAN be an effective persuasive technique when combined with other elements of a solid argument, but relying ONLY on repeating an idea is never very convincing

18. Logical Fallacy/propaganda Technique #5= Stereotyping Stereotyping makes an oversimplified statement about a group based on limited information. Attacks or make assumptions about one group of people Stereotyping makes an oversimplified statement about a group based on limited information. Attacks or make assumptions about one group of people

19. Logical Fallacy/propaganda Technique #6= Glittering Generalities Glittering generalities use vague, sweeping statements (often slogans or simple catch phrases) Typically used in politics; they appeal to honor, glory, love of country, desire for peace, freedom, and family values They sound great, but you don’t always know what they mean Glittering generalities use vague, sweeping statements (often slogans or simple catch phrases) Typically used in politics; they appeal to honor, glory, love of country, desire for peace, freedom, and family values They sound great, but you don’t always know what they mean

20. Logical Fallacy/propaganda Technique #7= Plain Folks Uses images of people "just like you.” Appeals to ordinary people because of the use of dress, speech, or action Often used in politics and advertising to show the “leader” is simple, just like you Uses images of people "just like you.” Appeals to ordinary people because of the use of dress, speech, or action Often used in politics and advertising to show the “leader” is simple, just like you

21. Logical Fallacy/propaganda Technique #8= Snob Appeal Snob appeal plays on our desire for fancy things and the "good life." Examples include jewelry, expensive cars, perfumes, designer clothing and accessories are often marketed using snob appeal. Snob appeal plays on our desire for fancy things and the "good life." Examples include jewelry, expensive cars, perfumes, designer clothing and accessories are often marketed using snob appeal.

22. Logical Fallacy/propaganda Technique #9= Sex Appeal Sex appeal uses sex to sell a product or idea. Examples include beer commercials, car ads, or rock videos (to name a few.) Sex appeal uses sex to sell a product or idea. Examples include beer commercials, car ads, or rock videos (to name a few.)

23. Logical Fallacy/propaganda Technique #10= Facts and Figures Uses statistics and factual information is used to prove why the product is the best Logical approach to advertising and persuasion Uses statistics and factual information is used to prove why the product is the best Logical approach to advertising and persuasion