THE ART OF PERSUASION

PERSUASION To cause (someone) to do something by means of argument, reasoning or entreaty (request).

PERSUASION To win over (someone) to a course of action by reasoning or inducement (influence).

PERSUASION To make someone believe something; to convince someone.

3 Kinds of Arguments ETHOS Logos pathos

ethos Appeals to sense of ethics and morals Right or wrong

ethos It’s not right to steal. If you smoke, you are also risking the health of those around you Cheating is morally wrong.

logos Appeals to sense of logic. Use reason.

logos When people steal, it forces store owners to raise prices to cover the cost, and everyone suffers. If you cheat, you don’t learn what you need to learn, so you are actually cheating yourself

pathos Appeals to feelings and emotions

pathos I don’t want you to die—so please don’t smoke! (guilt) If you cheat, your guilty conscience will keep you awake at night! If you cheat, you might get caught! (fear)

PERSUATION TECHNIQUES TOOLS FOR PERSUASION

FACTS BITS OF INFORMATION THAT CAN BE PROVEN Last year, 2 million people died from smoking

examples My Aunt Sally was a victim of smoking. She died of lung cancer.

Expert opinions Beliefs by someone who is considered an expert in the field The Surgeon general of the United States has warned against the dangers of smoking.

logic A series of thoughts that lead to a conclusion It is easy to see how years of filling your lungs with hot smoke can ruin your health.

Emotional appeals Build on a person’s feelings So, please, don’t smoke. If you can’t quit for yourself, quit for the people who love you.