1. Introduction to Rhetoric and Persuasion
Writing an Argument

2. What is Persuasion
When you are trying to persuade, “you are expressing a point of view and then using logical reasoning to try to get a specific audience to accept that point of view or adopt a course of action” (Writer’s Harbarace Handbook, 2nd edition).
In persuasive writing, it is your goal as the writer to convince your audience to agree with you. Therefore, you must chose a topic about which there is more than one opinion.

3. You Do It All The Time!
If you were persuading your parents to buy you the latest electronic doo-dad, what would you say?
Give me five reasons to buy this for you.

4. How Can You Make Your Argument Effective?
Establishing Common Ground
Developing your Argument
Identifying and Responding to Differing Views
Distinguishing Between FACT and OPPINION
Using the Rhetorical Appeals

5. Common Ground
“No matter how you imagine your audience responding to your argument, you must establish common ground with them, stating a goal toward which you both want to work or a belief, assumption, or value that you both share[. . .]”(WHH).

6. Development
An effective argument is well developed and supported. The topic is presented intelligently and ethically using a balance of fact and opinion, examples and testimony.
An effective argument clearly establishes the thinking that leads to a claim.

7. Example
When one student was working on her argumentative essay, she listed the following reasons for her belief that fair trade coffee should be used by a local coffee house:
The average price of coffee is $12.00/lb, while the average coffee farmer is only paid cents/lb.
The average latte costs $3.50, while the average coffee farmer makes $3.00/day.
The coffee house in town claims to support responsible environmental and economic practices, so the coffee house should only use fair trade coffee.

8. Differing Views
“In order for your argument to be convincing, your audience must realize that you are knowledgeable about points of view other than your own”.
“The most common strategy for addressing differing points of view is referred to as refutation. In the refutation, you introduce these diverse views and then respectfully demonstrate why you disagree with each of them”.
“When you find yourself agreeing with a point raised on another side of the issue, you can benefit from offering a concession. By openly admitting that you agree with opponents on one or more specific points, you demonstrate that you are fair minded and at the same time increase your credibility” (WHH).

9. Fact and Opinion
To make your argument effective, you must incorporate both fact and opinion into your writing. Facts are significant only when they are used responsibly to support a claim. Opinions only when they are supported by facts.
“Facts are reliable pieces of information that can be verified through independent sources or procedures.”
“Opinions, on the other hand, are assertions or inferences that may or may not be based on facts.”
Fact: Milk contains calcium.
Opinion: More people should drink milk.

10. Rhetoric
Rhetoric is the art of using language effectively and persuasively.
Effective language appeals to the audience using several different approaches. This is because people do not believe or act on the basis of fact alone. If we did, we wouldn’t do things that we know are dangerous, like driving too fast. We base our actions and beliefs on our own experiences, concerns, and needs.
There are three classic rhetorical appeals you should utilize in your persuasive writing.

11. Ethos Ethos is the ethical appeal.
It establishes the writer’s credibility or trustworthiness.
It demonstrates your goodwill toward the audience and their needs and concerns, your knowledge of the subject being discussed, and your character.

12. Pathos Pathos is the emotional appeal.
Pathos is used to stir the emotions of the audience to establish empathy and understanding.
As a writer, you should be careful not to attempt to use pathos to manipulate an audience in a dishonest way. They will catch on, and your credibility will be ruined.

13. Logos Logos is the logical appeal.
It demonstrates your ability to use reason and evidence (facts, statistics, comparisons, anecdotes, expert opinions, and personal experiences) to support your argument.

14. Some Examples
Watch the following advertisements, and evaluate how each one uses the rhetorical appeals, establishes common ground, and uses clear facts to persuade you.
Cite specific examples of ethos, pathos, and logos.