The Power of Persuasion Copyright 2006 IRA/NCTE. All rights reserved. ReadWriteThink.org materials may be reproduced for educational purposes. Images ©2006 Microsoft Corporation. All rights reserved.

Claim Example: I am going to convince you that chocolate is a healthy snack! State your argument.

Big Names Example: Former U.S. president Bill Clinton thinks that junk food should be taken out of vending machines. Important people or experts can make your argument seem more convincing.

Logos: Reason (logos)- Concrete, specific data –The Greek word logos is the basis for the English word logic. –Logos refers to any attempt to appeal to the intellect, the general meaning of "logical argument." –Everyday arguments rely heavily on ethos and pathos, but academic arguments rely more on logos: there will be logical chains of reasoning supporting all claims.

Logos Example: A Snickers bar has 280 calories and 30 grams of sugar. That’s not very healthy. Facts, numbers, and information can be very convincing.

Pathos: Emotion (pathos) – emotional appeal –Pathos is related to the words pathetic, sympathy and empathy. –Whenever you accept an claim based on how it makes you feel without fully analyzing the rationale behind the claim, you are acting on pathos. –They may be any emotions: love, fear, patriotism, guilt, hate or joy.

Pathos Example: Your donation might just get this puppy off the street and into a good home. Getting people to feel happy, sad, or angry can help your argument.

Ethos: Ethics (ethos) – trust the writer –Ethos is related to the English word ethics and refers to the trustworthiness of the speaker/writer. –Ethos is an effective persuasive strategy because when we believe that the speaker does not intend to do us harm, we are more willing to listen to what he or she has to say. –When a judge comments on legal precedent audiences tend to listen because it is the job of a judge to know the nature of past legal cases.

Ethos Example: Believe me! I’ve been there before. I’m just like you. If people believe and trust in you, you’re more likely to persuade them.

Kairos In Greek mythology, Kairos, the youngest child of Zeus, was the god of opportunity. The opportune time and/or place, the right or appropriate time to say or do the right or appropriate thing. Involves the “must act now” idea

Kairos Example: This is a one-time offer. You can’t get this price after today. Try to convince your audience that this issue is so important they must act now.

Research Example: A recent study found that students who watch TV during the week don’t do as well in school. Using reliable research can help your argument seem convincing.

Common persuasive techniques often used in advertising Slogan Repetition Bandwagon Testimonial Emotional Appeal Expert Opinion

Slogan A catchy phrase or statement often used to sell a service or a product “Can you hear me now?”

Repetition: The name of a product is repeated many times HEAD ON Apply directly to the forehead

Bandwagon A statement suggesting that everyone is using a specific product, so you should too

Testimonial A well-known person supports a product or service

Emotional Appeal A person is made to have strong feelings about a situation or product

Expert Opinion Experts approve this product, so you should use it “Four out of five dentists recommend sugarless gum for their patients who chew gum”

Who’s the audience?

Audience?

Purpose? Persuasive technique?

Audience? Purpose? Persuasive technique?

Audience?

Purpose?

Audience? Purpose?

Audience? Persuasive technique? Purpose?

Audience? Persuasive technique?