1. EMOTION, LOGIC, CHARACTER THE ELEMENTS OF PERSUASION!!

2. ELEMENTS OF PERSUASION Emotion Character/ Believability Logic/Facts

3. EMOTION Why is it important to use emotion in your arguments? What kinds of decisions do we make in our lives based on the way we feel? -What kind of car do we drive? -Where do we choose to live? -What products are we going to buy? -What charities do we choose to support? -How are we involved in other people’s affairs? -Who are we friends with?

4. EMOTION  How can you use emotion to build a bridge between yourself and your audience? Assure your audience that you understand their experiences Help your audience identify with your experiences Help your readers better understand you if they immediately disagree with you

5. HOW DOES THIS APPEAL TO EMOTION?

7. EMOTION Careful not to OVERUSE emotion as a persuasive technique… You don’t want to play puppet master with people’s emotions when you write arguments, but it’s a good idea to spend some time early in your writing or designing process thinking about how you want readers to feel as they consider your persuasive claims.

8. LOGIC AND FACTS Aristotle claimed that every argument can be reduced to two basic components: Statement + Proof “Facts are stubborn things.” - John Adams (That’s why they make such strong arguments.)

9. LOGIC AND FACTS There are some claims we can make based on clear reason and common sense: “We’d better cancel the picnic because it’s going to rain.” But what about a statement like this: It’s time to make all public toilets unisex because to do otherwise is discriminatory. The more complex the argument, the more likely it is that you will have to provide detail for your audience.

10. CHARACTER Appeals or arguments about character are often based on claims such as the following: AUTHORITY - A person (or group) does or does not have the authority to speak to this issue. CREDIBILITY - A person is or is not trustworthy or credible on this issue. MOTIVES - A person does or does not have good motives for addressing this subject.

11. CHARACTER Consider your teacher(s). Assess each of these elements. Authority Credibility Motives

12. CHARACTER What are good ways to establish credibility? Factual support Connecting your own beliefs and values to core principles that are well-established Use language that shows respect for readers/listeners How you present yourself physically (dress, grooming, etc.)

13. CHARACTER What arguments, campaigns or products might benefit from the following celebrities’ endorsements? Oprah Winfrey Nicki Minaj LeBron James