Rhetorical Strategies: convincing others your argument is the best argument (whether it is good or not)

Aristotle: 384 B.C. – 322 B.C. Greek Philosopher; coined the term ‘Rhetoric’: convincing by using all means of persuasion Ethos: “moral rightness” argument Logos: reasonable/logical argument Pathos: passionate/emotional argument Change My Mind. 2 March 2011. PBS.org. 2 February 25. <http://westernreservepublicmedia.org/changemymind/overview.htm>

Credibility: the quality, capability, or power to elicit belief (the source is trustworthy enough to be believable) Things to consider: Company advertising? Are they trustworthy? “Blanket” statements or clear-cut arguments? If there is a person in the ad, is that person an expert in the field? Which ad is credible and why? Images obtained from google and bing.com

Appeal to Authority: Calls on an expert to provide credibility or importance Images obtained from google.com and bing.com

Appeal to Emotion: uses emotionally sensitively charged language or images Images obtained from google.com and bing.com

Appeal to Ethics: presents the writer or speaker as a person of good sense, good moral character and good intentions Images obtained from google.com and bing.com

Appeal to Logic: provides rational arguments to support one’s claims using facts, figures and statistics

Bandwagon: Tries to convince by saying something is good because “everyone is doing the same Images obtained from google.com and bing.com

Card Stacking: leaves info out that is necessary for the audience to make a decision; favors a particular viewpoint by ignoring or denying arguments that go against Images obtained from google.com and bing.com

Endorsement/Testimony: uses a popular figure to endorse a product, service or cause Images obtained from google.com and bing.com

Exaggeration: overstates the effectiveness or importance of a product Images obtained from google.com and bing.com

Euphemisms: substitutes an agreeable or inoffensive expression for one that may offend or suggest something unpleasant Images obtained from google.com and bing.com

Fear: presents a dreaded circumstance and usually follows with the kind of behavior needed to avoid that horrible event Images obtained from google.com and bing.com

Glittering Generality: uses slogans or simple phrases that sound good but provide little or no information due to vagueness or the positive connotations of the words

Name Calling: uses derogatory implications or innuendoes to turn people against something Images obtained from google.com and bing.com

Plain Folks Appeal: works by suggesting that everyday things are superior to special or extravagant things Images obtained from google.com and bing.com

Repetition: repeats product, service or position several times

Rhetorical Questions: asks a question that there is no response for (answer is obvious). Question is used to emphasize a point.

Selective Connotation/Word Choice: chooses words that will influence audience’s perception of an item or issue Images obtained from google.com and bing.com

Sex Appeal: uses beautiful and sexy people to sell their stuff Images obtained from google.com and bing.com

Scientific Approach: uses tests, statistics and science sounding jargon or diagrams to lend credibility to something Images obtained from google.com and bing.com

Snob Appeal: Plays on our desire for fancy items and “the good life” Images obtained from google.com and bing.com

Something for Nothing: belief that most people are seeking a “good buy” or “something for nothing” Images obtained from google.com and bing.com

Transfer: uses words, images or symbols that arouse emotions and connects the viewer’s emotions to the product being sold Images obtained from google.com and bing.com

Urgency/Call to Action: creates the impression that you must act fast Images obtained from google.com and bing.com