1. The Power of Persuasion

2. Argument and Persuasion
Argument = a claim supported by reasons and evidence
Sound arguments appeal to LOGIC, not EMOTIONS.

3. Elements of an Argument
Claim
Support
The writer’s position on a problem or issue. The claim might be stated directly or indirectly.
Direct: Vitamins are good for you.
Indirect: Take your vitamins – feel the difference.
The reasons and evidence that back up the claim.
Support can include facts, statistics, examples, and quotations from experts.

4. Elements of an Argument (continued)
Opposing Viewpoint
Counterargument / Rebuttal
Providing an example / detail that opposes your main argument
This makes the reader consider another point of view, but is followed by a counterargument/rebuttal to further support your original argument
Provides evidence explaining why the opposing viewpoint is invalid
Further strengthens your original argument

5. Persuasive Techniques
Appeals by Association
Appeal to Values
Emotional Appeals

6. Bandwagon Appeal (Appeals by Association)
Taps into people’s desire to belong
Example: Millions of teens have made City Jeanz part of their wardrobe. What are you waiting for?

7. Snob Appeal (Appeals by Association)
Taps into people’s need to feel superior to others
Example: Join the Brookside Club for Seasoned Skiers – because you’re way beyond the beginner slopes.

8. Testimonial (Appeals by Association)
Relies on the backing of a celebrity, an expert, or a satisfied customer
Example: As a supermodel, it’s important for me to have a great smile. Brite Strips whiten your teeth without the wait.

9. Transfer (Appeals by Association)
Connects a product, a candidate, or a cause with a positive image or idea
Example: Vote for cleaner air. Vote for Tony Leonard.

10. Ethical Appeal (Appeal to Values)
Tries to gain moral support for a claim by linking the claim to a widely accepted value
Example: If you believe that every child deserves a good education, support the Great Minds Organization.

11. Appeal to Fear (Emotional Appeals)
Makes people feel as if their safety, security, or health is in danger
Example: How clean are the hotel rooms you’re staying in? You’ll be shocked by what our documentary reveals.

12. Appeal to Pity (Emotional Appeals)
Taps into people’s compassion for others
Example: For the cost of one cup of coffee a day, you could save a life.

13. Other tools used to persuade an audience:
Slogan
Specific words, phrases, or images that are spoken or shown over and over again; consumers remember the phrases and associate them with the product
Glittering Generalities
Use of vague words (such as patriotism and freedom) that bring to mind values people agree with; often provided with little or no concrete evidence

14. Other tools used to persuade an audience:
Purr Words
Words used that have positive connotations like “tasty,” “fresh,” or “sensational”; they make a product seem more desirable
Loaded Language
Words used that have strongly positive OR negative connotations to stir people’s emotions
These both appeal to consumers’ emotions rather than their reason.