P ERSUASIVE T ECHNIQUES “Change My Mind!”

B ASIC PRINCIPLES In this section, you’ll learn about:  Appeal to Ethics/Morals(ethos)  Appeal to Logic (logos)  Appeal to Emotion(pathos)

A RISTOTLE [384 B. C. TO 322 B. C ] Greek philosopher Student of Plato and the teacher of Alexander the Great Wrote about many diverse subjects including physics, poetry, government, ethics, biology and more Aristotle named three techniques one could employ when trying to persuade someone: Ethos Logos Pathos

E THOS [ ETHICS ] Means that a person is influenced by the writer’s character or image Aristotle called it the “moral rightness” of an argument. Aristotle said that if a speaker has “good sense, good moral character and goodwill,” we are inclined to believe what the person has to say

L OGOS [ LOGIC ] Means an argument based on reason Aristotle saw it as the ability to construct logical arguments and to persuade that your assumptions and solutions are true

P ATHOS [ PASSION ] Use of emotional appeals to get the audience to accept one’s viewpoint A common use of pathos in argument is to create a sense of rejection if the audience doesn’t agree

P ERSUASIVE T ECHNIQUES AND S TRATEGIES Part 1

A PPEAL TO A UTHORITY /E XPERT O PINION Calls on an expert to provide credibility or importance to product, service or position For example: Dentist promotes a certain brand of toothpaste “Four out of five dentists recommend sugarless gum for their patients who chew gum”

A PPEAL TO E MOTION Uses emotionally charged language or images For example: ASPCA/Humane Society commercials Pictures of devastation caused by natural disasters in order to garner support for relief efforts

A PPEAL TO E THICS Positions the writer or speaker as a person of good sense, good moral character and good intentions For example: A political candidate says he refuses to mud-sling and prefers to talk about the issues instead

A PPEAL TO L OGIC Provides rational arguments to support one’s claim using facts, figures and statistics For example: Facts are given that support the need to reduce traffic fatalities

Y OUR T URN ! Smoking is dangerous because cigarette smoke contains over 4,800 chemicals, 69 of which are known to cause cancer. Logic Emotion Authority There is clear evidence that cell phones save lives in emergency situations. My dentist says that I should brush and floss twice daily to help take care of my teeth.

Y OUR T URN ! – F ACEBOOK - THEMED Lady Gaga was more popular than Justin Bieber in 2011 because she had ten million more Facebook fans than Bieber. Facebook, used by millions of people including celebrities like Oprah and Bill Gates, is a reliable way to network. Facebook is slowly eroding your sense of privacy and eventually, you will not mind being monitored without your knowledge. The ability to express yourself freely on Facebook is a right guaranteed by the Constitution. Logic Authority Emotion Ethics

Y OUR T URN ! – SMOD- THEMED We should do away with SMOD because it limits our development of self-expression. A study by the Department of Education showed that student learning increased when the distraction of fashion was removed. How would you feel if you had to wear the same clothes all the time? Ethics Logic Emotion

C REATE Y OUR O WN 1. With a partner, write one persuasive statement for each type of appeal. 2. When you finish, have another group try to identify the type of appeal you used.

P ERSUASIVE T ECHNIQUES AND S TRATEGIES Part 2

B ANDWAGON Attempts to convinced the audience that something is good because “everyone” is doing it (“jumping on the bandwagon”) For example: “Everyone is switching to this cell phone network. Shouldn’t you?”

C ARD S TACKING Leaves out information necessary for the audience to make an informed decision “Stacks the cards” in favor of one’s viewpoint by using only arguments that support a position or by ignoring or denying the arguments against it For example: A newspaper uses a large picture of a smiling spokesperson for an organization that it favors or a less attractive or smaller picture of a person speaking on behalf of a position they do not support

R ECENT “C ARD S TACKING ”

E NDORSEMENT /T ESTIMONIAL Uses a popular figure such as a celebrity to endorse a product, service or cause For example: Celebrities with beautiful complexions endorse Proactive

E XAGGERATION Overstates the effectiveness or importance of a product For example: An anti-wrinkle cream promises to take off 10 years in one night

F EAR Presents a dreaded circumstance and usually follows it up with the kind of behavior needed to avoid that horrible event

P LAIN -F OLKS A PPEAL Works by suggesting that everyday things are superior to special or extravagant things For example: Country Time lemonade sells itself as simple and therefore valuable – a return to the “good old days” when plain folks and simple ways were important

R HETORICAL Q UESTIONS Asks a question in which no response is expected or desired (the answer is obvious). The question is used for effect or is used to emphasize a point For example: “Can we continue to allow our troops to die?”

W ORD CHOICE Chooses words that will influence audience’s perception of an item or issue For example: “The police broke up the angry rioters.” vs. “The police brutally broke up a peaceful protest.” Which favors the police? Which favors the protestors?

S EX A PPEAL Uses beautiful and attractive people to sell you something For example: A handsome man promotes using a Gillette razor

S CIENTIFIC A PPROACH Uses tests, statistics and scientific sounding jargon or diagrams to lend credibility to something For example: A chair is ergonomically designed to fit the contours of your body Any of those “shape up” sneakers

S NOB A PPEAL Plays on our desire for fancy items and the “good life”

S OMETHING FOR N OTHING Belief that most people are seeking a “good buy” or “something for nothing”

U RGENCY / C ALL TO ACTION Creates the impression that you have to act fast For example “Order now! Supplies are limited! Everything must go!”

C OMPREHENSION CHECK Name the technique in each ad. Example: Endorsement (it’s Beyoncé)

Bandwagon (be part of the group)

Scientific Approach (kills germs!)

Fear

Snob Appeal (ooh…shiny)

Exaggeration

Plain-Folks Appeal (simple living)

Card-Stacking (one-sided)

Word Choice