1. PERSUASION
English Quarter 3

2. PERSUASION The art of changing people’s feelings, opinions, or actions
Whether you know it or not, you are constantly being persuaded
To do this effectively, writers/speakers…
* Use compelling language
* Enhance strong arguments
* Mask weak arguments
* Use persuasive techniques

3. PERSUASIVE TECHNIQUES
Appeals to Association
Appeals to Emotion
Appeals to Values

4. Appeals to Association
Bandwagon Appeal
Bandwagon taps into people’s desire to belong.
Try the newest style that everyone is wearing!.
“Plain Folks” Appeal
Speaker presents himself as a common person who understands your concerns
Born and raised in Sioux City, Senator Jacobs knows what it means to work hard for a living
Testimonial
Endorsements from well-known people or satisfied customers.
As an Olympic Athlete, I need to be at my best. That’s why I eat Wheaties!
Transfer
Connects a product, candidate, or cause with a positive image or idea
Freedom, comfort , and peace of mind are just a drive away in a Jeep!

5. Appeals to EMOTION Appeal to Fear Appeal to Vanity Appeal to Pity
Use of words and images that evoke strong feelings of pity.
For just a dollar a day, you can save a dying child’s life.
Appeal to Fear
Use of words and images that evoke strong feelings of fear.
Who will care for your kids when you die? Take out a life insurance policy today.
Appeal to Vanity
Appeals to a person’s desire to have the best/ be the best.
Sony’s exclusive infinite picture technology is like nothing you’ve experienced before in a 3D television. Shop Best Buy today, and be the first own one.
Appeal to Humor
Humor puts the audience in a good mood and makes them more open to the speaker’s message.
The audience then associates the product with the good feeling.

6. Appeal to Values Taps into a person’s values or moral standards.
Ethical Appeal
Taps into a person’s values or moral standards.
Volunteer today…it’s the right thing to do.