1. Persuasive Appeals

2. Methods used to convince people to agree with a position. Methods used to convince people to agree with a position. There are several different types of persuasive appeals. There are several different types of persuasive appeals.

3. 3 Primary Forms of Appeal Logical Appeal (logos) Logical Appeal (logos) Emotional Appeal (pathos) Emotional Appeal (pathos) Ethical Appeal (ethos) Ethical Appeal (ethos)

4. Logical Appeal (Logos) An appeal to reason The author appeals to the “head” rather than the “heart” Uses logic, facts, statistics, or other types of hard evidence

5. Emotional Appeal (Pathos) The author tries to appeal to the reader’s “heart” or emotions in an effort to get the reader to care about an issue/problem. The author may “put a human face” on facts and figures The author may try to “inspire” the reader

6. Ethical Appeal (Ethos) The author appeals to the reader’s sense of right and wrong or to the writer’s claim to be a good and moral person who can be trusted Focus on one or more of the following: Community Community Home Home Family Family Parenthood Parenthood Religious/spiritual beliefs Religious/spiritual beliefs Character Character Responsibility Responsibility Public service Public service

7. Which persuasive appeal is used in each of the following? Vote for John Doe for Congress because… A. He is a good family man and a churchgoer. B. He is tough on law and order, so your family won’t have to live in fear. C. He is an experienced legislator who has served two terms as a state senator.

8. Propaganda The use of persuasive techniques in order to get people to believe, act, or vote in a certain way The use of persuasive techniques in order to get people to believe, act, or vote in a certain way

9. Testimonial getting celebrities to say they like a product or candidate or issue getting celebrities to say they like a product or candidate or issue

10. Snob Appeal when words flatter a consumer or voter by making him think he’s special or elite when words flatter a consumer or voter by making him think he’s special or elite

11. Stereotype over-simplified mental pictures of an entire group over-simplified mental pictures of an entire group

12. Glittering Generalities using vague but positive words to shed a positive light on a topic or issue using vague but positive words to shed a positive light on a topic or issue

13. Bandwagon peer pressure in order to sway your wallet or vote peer pressure in order to sway your wallet or vote

14. Scientific/Expert Slant getting experts to give their opinion getting experts to give their opinion

15. Name-Calling shedding a negative (and not always factual) light on an issue or product shedding a negative (and not always factual) light on an issue or product

16. Plain Folk words that make the speaker seem like “one of us” or like a regular person words that make the speaker seem like “one of us” or like a regular person

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18. Rhetorical Devices Repetition Repetition Parallelism Parallelism Rhetorical Question Rhetorical Question Periodic Sentence Periodic Sentence Anticipate and Counter Opposing Arguments Anticipate and Counter Opposing Arguments Figurative Language Figurative Language Memorable Conclusion Memorable Conclusion

19. Repetition Restating an idea using the same words

20. Parallelism Repetition of a grammatical structure

21. Rhetorical Question A question with an obvious answer that is asked to move the audience into a particular way of thinking

22. Periodic Sentence A sentence constructed so that the main clause comes at the end of a series of subordinate clauses. The purpose of this is to build tension in the audience before delivering the intended message.

23. Anticipate & Counter Opposing Arguments Strategy in which a speaker anticipates how his/her opponent will respond and provides a counterargument before the opponent has a chance to oppose

24. Figurative Language Language that is not meant to be taken literally Simile Simile Metaphor Metaphor Personification Personification Strong sensory imagery can also be used to persuade

25. Memorable Conclusion Providing a strong ending in order to leave the audience with a lasting memory of what they have just heard/read

26. Persuasive Technique Example Parallelism “…to know the whole truth; to know the worst and to provide for it.” Rhetorical Question “Is this the part of wise men…?” Figurative Language (allusion) “”…listen to the song of that siren till she transforms us into beasts.” “Speech to the Virginia Convention” T-Chart of Persuasive Techniques