1. The Power of Persuasion

2. Writer’s position on a problem or issue.
Claim
Writer’s position on a problem or issue.

3. The reasons and evidence to help prove the claim.
Support
The reasons and evidence to help prove the claim.

4. Types of Support Statistics (% or ratios) Research Examples Facts
Anecdotes (short personal story)
Expert opinions

5. Author’s Point of View
This is the author’s attitude towards the claim. Is the author for or against the issue?

6. Faulty Reasoning
A claim based on information that is incorrect, biased, or that doesn’t make sense.
3 types: Appeals by Association, Emotional Appeals, and Loaded Language

7. Appeals by Association:
Faulty Reasoning
Appeals by Association:
“sell” a product or idea by linking it with someone positive or influential.

8. Faulty Reasoning Appeals by Association
Bandwagon – Taps into people’s desire to belong to a group.
Everyone is seeing the movie, so you should too!

9. Faulty Reasoning Appeals by Association
Testimonial – A celebrity, expert, or satisfied customer backs it.
As the lead singer of Maroon 5, I only buy Space Edge speakers.

10. Faulty Reasoning Emotional Appeals
Using strong feelings rather than facts and evidence to support a claim.

11. Faulty Reasoning Emotional Appeals
Appeal to Fear – Makes people feel as if their safety, security, or health is in danger.
If a hurricane hits tomorrow, if your home ready?

12. Faulty Reasoning Emotional Appeals
Appeal to Vanity – Uses flattery to win people over.
We’re looking for talented athletes like you. Join our club!

13. Faulty Reasoning Emotional Appeals
Appeal to Pity: Makes a person feel sad or sorry about the situation (sympathy)

14. Faulty Reasoning Loaded Language
Relies on words with strong positive or negative associations.

15. Faulty Reasoning Loaded Language
Positive words – Brings to mind something exciting, comforting, or desirable.
Sparkling waters, silky sands, and breezy air all await you at our resort.

16. Faulty Reasoning Loaded Language
Negative words –unpleasant images, experiences, or feelings.
The calves were raised in cramped, filthy stalls.

17. Snob Appeal
Taps into people’s desire to be special or part of an elite group.
Example: Money to burn, but the good sense not to. – Hyundai Equus

18. Humor
Making people laugh and/or feel good about a product. Often gives little information about the product.
Example: Chick Fil A ad with cows stating “Eat More Chicken!”

19. Name Calling
The use of loaded words to create negative feeling about a person, group, or thing.
Example: Only a tree-hugger would try to protect that park from developers.

20. Celebrity Endorsement
A recommendation made by someone who is well-known but not necessarily an authority.
Example: Celebrities use their fame to persuade you to believe in a product, cause, or candidate.

21. Stereotype
Presents a narrow, fixed idea about all the members of a certain group.
Example: No politician can be trusted.