What is persuasion? How do authors and advertisers accomplish it?

What is Persuasion? Also called Semantic Slanting Choosing words or images to convince others to think or agree with something

Propaganda The method in which the author passes on persuasive ideas Posters Campaign Speeches Commercials Essays

Argument vs. Counter Argument Argument—the presentation of the idea or point of the author-what is the author persuading people to do/think and why Also known as (AKA): Claim Thesis Statement

Argument vs. Counter Argument “Counter-” means opposite Counter Argument – is the presentation of ideas to convince an audience to do or think the opposite. The Other Side

Bias: Prejudice or partiality when making an argument towards an issue Does not include the counter argument One-sided

Persuasion Techniques

Big Names Important people, celebrities or experts are used to make the argument seem more convincing. Example: Former U.S. president Bill Clinton thinks that junk food should be taken out of school vending machines.

Logos Facts, charts, numbers, and information are used to convince the reader. Example: A Snickers bar has 280 calories and 30 grams of sugar. That’s not very healthy.

Pathos or Emotional Language Words/phrases used to make the reader feel emotions such as happiness, sadness, anger, guilt, etc. Example: Your donation to the SPCA might just get a puppy off the street and into a good home.

Ethos or Credibility Making the reader believe and trust in the author by building credibility. Example: Believe me! I’ve been there before. I’m just like you.

Kairos or Urgency Author convinces the reader that this issue is so important they must act now. Example: This is a one-time offer. You can’t get this price after today.

Research Writer uses reliable, long term research studies to help make the argument seem convincing. Example: A recent study found that students who watch TV during the week don’t do as well in school.

Bandwagon Get “on the bandwagon.” Most people believe this and you should too if you want to fit in. Example: Millions of women are using the new Mineral make-up foundation. You should too!

Testimonial A regular person or celebrity has used a product or agrees with an idea and tells you how great it is.

Plain Folks Appeal Typical people use this product, so we will identify it with the common people from everyday walks of life – its “All American.” Example: An ordinary looking family sits together at a table to eat a certain brand of macaroni.

Repetition Repeating images, words or information over and over to persuade the reader. HEAD ON! Apply directly to the forehead! HEAD ON! Apply directly to the forehead! HEAD ON Apply directly to the forehead.

Compare & Contrast Placing two objects or issues side by side to make one look better than the other.

Name Calling Negative words used to create an unfavorable opinion of the competition.

Faulty Cause and Effect or Fallacy Use of product is credited for creating a positive (or sometimes negative) result. Example: Using credit cards will result in debt that will restrict you for the rest of your life.

Appeal to Prestige The item or idea offers a higher status if used or purchased. Example: If you buy these watches, you will be beautiful and sophisticated like us.

Slogan A catchy phrase, statement or jingle often used to sell a service or a product.

Glittering Generalities Words that “glitter” by seeming to be very positive, but do not offer any real information.