Identifying Persuasive Language GXEX1406 Thinking and Communication Skills Identifying Persuasive Language

Definition Persuasive – having the power to influence others into believing or doing what one wishes Persuade – to cause to do something by reasoning, arguing, begging etc… Language – the system of human expression by means of words GXEX1406 Thinking and Communication Skills – Week 11 Identifying Persuasive Language

Related terms Influence Induce Convince GXEX1406 Thinking and Communication Skills – Week 11 Identifying Persuasive Language

Why? We want to win the arguments We want people to believe us We want to prove that we are right We want to influence other people to accept our opinion GXEX1406 Thinking and Communication Skills – Week 11 Identifying Persuasive Language

Propaganda techniques Vagueness Ambiguity Emotive language Euphemism Language of advertising GXEX1406 Thinking and Communication Skills – Week 11 Identifying Persuasive Language

1. Vagueness Words that lack a clear and distinct meaning A matter of degree; a scale between extreme generality and extreme specificity "She is really smart" - General      "She got an A in physics" - Specific           One strategy for clarifying vague language is to ask and try answer the following questions: Who? What? Why? Where? How? GXEX1406 Thinking and Communication Skills – Week 11 Identifying Persuasive Language

2. Ambiguity A word with more than one meaning that is open to different interpretations; used to represent various areas of experiences We make the mistake of thinking that each word stands for one distinct area of experience - an object, thought or feeling. "I hope you get what you deserve". We may or may not be sure if the speaker is wishing us well or ill unless the context of the remark make clear his or her intention. GXEX1406 Thinking and Communication Skills – Week 11 Identifying Persuasive Language

3. Emotion language Words that is probably stimulate certain feelings in you "The pen is mightier than the sword!". “Kuala Lumpur is so polluted and filthy. Only idiots would want to live there.”     “She's the most generous, wise, honest and warm friend that a person could have.” GXEX1406 Thinking and Communication Skills – Week 11 Identifying Persuasive Language

4. Euphemism The term comes from the Greek word meaning "to speak with good words" and involves substituting a more pleasant, less objectionable way of saying something for a blunt or more direct way. “He died”               We say “He departed his life” “Garbage collector”     We say “Sanitation engineer” GXEX1406 Thinking and Communication Skills – Week 11 Identifying Persuasive Language

5. Language of advertising Advertisers : to influence people's perceptions, beliefs and actions One basic strategy is to associate positive or negative thoughts and emotions with the product or service being sold         Many people buy products not because they are better quality than another, but because of associations that have absolutely nothing to do with the products NOKIA “Connecting people" GXEX1406 Thinking and Communication Skills – Week 11 Identifying Persuasive Language

Other techniques Stereotyping Euphemisms Dysphemisms GXEX1406 Thinking and Communication Skills – Week 11 Identifying Persuasive Language

1. Stereotyping Convince people that someone has a particular characteristics because he/she belongs to a group that has this characteristic Makes hasty generalizations Eg : She’s probably a dumb blonde. GXEX1406 Thinking and Communication Skills – Week 11 Identifying Persuasive Language

2. Euphemisms Substitution of a negative word with another word with positive connotation Used in political and social issues to be politically correct Eg : instead of anti-abortion, use pro-life GXEX1406 Thinking and Communication Skills – Week 11 Identifying Persuasive Language

3. Dysphemisms Substitution of a neutral/positive word with another word with negative connotation Used to persuade people to think negatively about a person, situation or event Eg : instead of problem or challenge, use mess GXEX1406 Thinking and Communication Skills – Week 11 Identifying Persuasive Language

Examples Neutral word Euphemism Dysphemism Death penalty Capital punishment Government subsidized murder Rebel Freedom fighter Terrorist GXEX1406 Thinking and Communication Skills – Week 11 Identifying Persuasive Language

Most persuasive words used in advertising Suddenly miracle Now magic Announcing offer Introducing quick Improvement easy Amazing wanted Sensational bargain Remarkable hurry GXEX1406 Thinking and Communication Skills – Week 11 Identifying Persuasive Language

10 minutes task You are selling your house or flat… Create an illustrated advert (persuasive description) that you could put in the newspaper or estate agent’s window or web page. GXEX1406 Thinking and Communication Skills – Week 11 Identifying Persuasive Language