The Art of Persuasion

Objective I can identify persuasive vocabulary, like bandwagon (peer pressure), testimonials, or emotional appeal (loaded words) which are used to influence readers’ opinions. Today you will learn three types of persuasive vocabulary, their definitions, and examples of each.

The Art of Persuasion First, what is it? Persuasive text is a type of writing intended to convince the reader to think, act, or feel a certain way about something. Effective persuasion appeals to both the intellect (mind) and emotions (heart). Other forms of the word: persuade, persuasive

Essential Questions What is persuasive vocabulary? How is it used? What is the difference between the persuasive vocabulary styles?

I persuaded my mother to let me spend the night at my friend’s house. Warm up Divide slate in half. Label left synonyms and the right side antonmys. I persuaded my mother to let me spend the night at my friend’s house. Write words that mean the same as persuade under synonym, and words that mean the opposite under antonym.

The Art of Persuasion I persuaded my mother to let me spend the night at my friend’s house. Synonyms: Convince, ask, sway, influence, win over Antonyms Beg, whine, demand, order, insist

There are many techniques, or ways, to persuade someone. Bandwagon (Peer Pressure) Testimonial Emotional Appeal Loaded Words = Descriptive Words Exaggeration = Stretching the Truth

Bandwagon = Peer Pressure The bandwagon technique convinces the reader that everybody else is doing it and they need to belong in the group. It works on the fear of not “being cool” or “doing what everyone else is doing.”

Bandwagon Examples Your Grandpa does it… Your Mom does it… Even your boss does it.

Well, I guess I will have a cigar too. Bandwagon Examples Well, I guess I will have a cigar too.

Bandwagon Examples “I want to be a Kid!” Choosy moms choose Jif!

Testimonial The testimonial technique tries to convince the reader by using a famous person or someone who looks normal. The testimonial tries to connect the writer’s opinion to the reader’s feeling about this person.

Testimonial Examples What he says about the SUBWAY® brand: "The SUBWAY® chain helped save my life over and over. I can't ever repay that."

Testimonial Examples “I’ve lost 75 pounds on Jenny Craig! Have you called Jenny Craig yet?”

Testimonial Example Kid Tested. Mother Approved.

Emotional Appeal = Loaded Words = Descriptive Words The writer uses emotional appeal by using words that make the reader feel strongly about the topic. The writer usually appeals to: Fear, anger, empathy or joy. The words the writer uses are called loaded words.

Emotional Appeal Example It is imperative that airports have metal detectors. Someone could be hiding a weapon and a massacre could happen. What emotions are evoked by this ad?

Emotional Appeal Example For just $0.70 a day, you can make a difference in a child’s life. What emotions are evoked by this ad?

Loaded Words = Descriptive words The loaded language technique uses words that cause a strong feeling. Once the reader is feeling strongly, he or she may be more likely to agree with the writer. What is the loaded word in this ad? What feeling does it make the reader have?

Loaded Words When a mother reads the word “groovy” in this ad for a popular kids’ lunch box food, what emotion do you think she will feel? What could this feeling make her want to do?

Exaggeration Exaggeration persuades audiences by “stretching the truth” and making things seem believable which are more unlikely to happen. (Example: If you buy these shoes, they will make you fly!)

Examples of Exaggeration using an Advertisement Endless Ocean for the Nintendo Wii Come explore Endless Ocean! The relaxed and calm atmosphere of the game gives divers the freedom to explore special locations such as shipwrecks and underwater ruins, discover and interact with sea-life, complete fish logs or simply relax in the soothing environment. In the ad above, “ ‘explore Endless Ocean’, ‘freedom to explore’, ‘discover and interact with sea-life’, and ‘simply relax’,” are examples of exaggeration.

Conclusion The __________________ technique (or _______ _________) is effective by persuading the reader to believe that “everyone else is doing it” or “everyone else is using it (product).” The __________________ technique uses words or quotations from an ordinary person or a celebrity that supports the writer’s argument/position. _______________ __________ (or ___________ _______) techniques can be extremely effective in persuading the reader to act on a feeling. As readers & writers of persuasive text, we must learn to recognize various techniques in order to understand the writer’s position. If we focus on the facts instead of the feelings, we will make a better decision about the writer’s opinion.

Conclusion The Bandwagon technique (or Peer Pressure) is effective by persuading the reader to believe that “everyone else is doing it” or “everyone else is using it (product).” The Testimonial technique uses words or quotations from an ordinary person or a celebrity that supports the writer’s argument/position. Emotional appeal techniques (or Loaded Words) can be extremely effective in persuading the reader to act on a feeling. As readers & writers of persuasive text, we must learn to recognize various techniques in order to understand the writer’s position. If we focus on the facts instead of the feelings, we will make a better decision about the writer’s opinion.