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Persuasion Is All Around You!
“Can You Hear Me Now?”
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What is persuasion? A means of convincing people:
to buy a certain product to believe something or act in a certain way to agree with a point of view
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How persuasion is used We use persuasion to get people to agree with us. Discussion: Who do we persuade? When? How? Where? We are often persuaded by others. Discussion: Who? When? How? Where?
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Activities All terms marked in red should be added to your vocabulary book. Complete the definition, notes, and examples. For now, leave the picture box blank. Complete all activities marked in purple. Look for question marks. Answer all ?’s with your partner.
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Persuasion in Advertising
Common Techniques: Slogan Repetition Bandwagon Testimonial Expert Opinion
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Slogan Slogan: A catchy phrase or statement often used to sell a service or a product Watch the commercial:
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Repetition Repetition: The name of a product is repeated many times
HEAD ON Apply directly to the forehead HEAD ON Apply directly to the forehead HEAD ON Apply directly to the forehead Watch the commercial:
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Bandwagon Bandwagon: A statement suggesting that everyone is using a specific product, so you should too Watch the commercial:
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Testimonial Testimonial: A well-known person supports a product or service Watch the commercial:
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Expert opinion 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” Watch the commercial:
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Quick review Slogan Repetition Bandwagon Testimonial Expert Opinion There are others, too! Watch the video:
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Audience Awareness and Purpose
Advertisers know how to target their audiences use appropriate persuasive technique
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Who’s the audience?
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Audience?
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Audience? Purpose? Persuasive technique?
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Audience? Purpose? Persuasive technique?
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Audience?
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Audience? Purpose? Persuasive technique?
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Relevant facts Advertisers spend about $200 billion a year on TV advertising The average cost for Super Bowl ads is $2.6 million per 30 second spot The average American watches about 24,000 TV commercials a year
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Persuasion in Writing When writing persuasion: Be clear and specific
Use facts and statistics Address the opposition Use Persuasive Appeals Avoid fallacies
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Opposition (a.k.a. Counter Argument)
Opposition (counter argument) includes the arguments another person might have against your position. You have to refute, or “squash,” the opposition to build your argument.
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Persuasive Appeals Logos: Logical appeals Pathos: Emotional appeals
Using logic to convince Facts, statistics, examples Pathos: Emotional appeals Using emotion to convince Heart-felt stories and examples Ethos: Ethical appeals Using ethics to convince “Right” vs. “Wrong” Follow an authority or expert Watch the video:
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Fallacies A fallacy is a false argument. 1. Watch the video:
Misinterpreting facts Serious errors in logic Making connections that aren’t true 1. Watch the video: 2. Add the three fallacies to your vocabulary book under “notes”.
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Organizing Persuasion
Think about the best way to organize your persuasive writing. Option 1 Introduction Point 1 Opposition 1 Point 2 Opposition 2 Point 3 Opposition 3 Conclusion
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Organizing Persuasion
Option 2 Introduction Point 1 Point 2 Point 3 Opposition Conclusion
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Persuasion in Research
When doing research: Watch for bias Determine facts from opinions Use Primary Sources and Secondary Sources
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Bias A bias is a belief that is narrow-minded
Belief that your idea is better than someone else’s Judgment based on a personal point of view Inability to see another point of view
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Fact vs. Opinion Fact Opinion Take the quiz:
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Primary vs. Secondary Sources
Primary sources are created at the event and by people involved. They are first-hand. Autobiography Journal entry Photograph Secondary sources are created after an event by people who collect information later. They are second-hand. Biography Textbook entry Student essay 1. Watch the video at 2. Take the quiz at
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Topic Ideas
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Adapted from… Jennifer Bernhard Literacy Specialist Clark County Schools
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