Persuasive techniques What is persuasion? Where do we see persuasion being used? What persuades YOU?

Classic Rhetoric Ethos appeals to ethics as a means of convincing someone of the character or credibility of the speaker EXAMPLE: “FDA approved…” messages Pathos appeals to emotions. EXAMPLE: "There’s no price that can be placed on peace of mind. Our advanced security systems will protect the well-being of your family so that you can sleep soundly at night." Logos appeals to logic or facts EXAMPLE: *Anything that refers to facts, data, or statistics

Take out your persuasive techniques notes and study for your quiz! Take your seat… Take out your persuasive techniques notes and study for your quiz!

Ad Hominem Fallacy involves commenting on or against an opponent to undermine him instead of his arguments EX: Politicians speaking negatively about another politician instead of focusing on the issues at hand.

Appeal to Authority - Using an authority as evidence in your argument when the authority is not really an authority on the facts relevant to the argument.  As the audience, allowing an irrelevant authority to add credibility to the claim being made.

Appeal to Emotion- It is a type of manipulation that addresses your feelings instead of logic.

Appeal to Fear - When fear, not based on evidence or reason, is being used as the primary motivator to get others to accept an idea, proposition, or conclusion.

Bandwagon- This technique tries to persuade everyone to join in and do the same thing.

Black & White Fallacy (or False Dilemma)- When only two choices are presented yet more exist, or a spectrum of possible choices exists between two extremes. These are usually characterized by “either this or that” language, but can also be characterized by omissions of choices. 

Glittering Generalities- A vague word or phrase used to evoke positive feelings rather than to convey information.

Loaded Words- is wording that attempts to influence an audience by using appeal to emotion or stereotypes.

Stereotyping or Name-calling- The general beliefs that we use to categorize people, objects, and events while assuming those beliefs are accurate generalizations of the whole group.

Testimonial An important person or famous figure endorses a product

Transfer Good feelings, looks, or ideas transferred to the person for whom the product is intended