1. Elements of an Argument and Persuasive Techniques
Review and Quiz

2. What should you be able to do?
Identify persuasive techniques and make inferences about the effect it has on the piece.
Identify and make inferences about the author’s claim and the type of support he/she uses.
Identify and make inferences about the way an author organizes his argument.
Example: Claim followed by research to prove it.
Or: Background information first, then claim.

3. EXAMPLE STAAR QUESTIONS
Claim: The author of this persuasive selection thinks that…
The author uses the first paragraph mostly to…
The author supports each argument with…
Which idea from paragraph 1 does the author base on an assumption?

4. Quick Review: Elements of an Argument
CLAIM
SUPPORT
COUNTERARGUMENT

5. claim The writer’s position on an issue or problem
Example: I believe teenagers in Brownsville should have a curfew at 10 o’clock p.m.
The writer will spend the entire essay/editorial etc. supporting the claim that teens should have a curfew.
He will use evidence to back it up.
To find claim, ask yourself, “What am I being asked to do or think?”

6. What is the claim of this ad?
Uncle Sam wants people (everyone really) to help in the war effort.
“You should help in the war effort.”

7. Support
Evidence or reasons provided by the writer in order to support his claim
Example:
Claim  Teens should have a curfew.
Reason 1: Too many teens are getting into trouble past 10 p.m.
Evidence to prove Reason 1: 53% of reported vandalism by teens occurred after the hours of 10 p.m. according to the police department.

8. How is it organized?
Claim: Teens should have a night time curfew of 10 p.m.
Reason 1: Teens get into trouble when they are out too late.
Evidence (Statistics): 58% of all reported vandalism by teens occurs after 10 p.m.
Evidence (Example): Last week, three teenagers were caught stealing alcohol from a supermarket at midnight.
Reason 2: Curfews keep our children safe in their homes.
Evidence (Anecdote): Little JoAnn was mugged just outside of the mall as she was leaving the movie theatre.

9. example Example of an actual United Way Volunteer Ad
What is the claim? Why should you volunteer?

10. Types of Support Examples: Statistics: Numbers, Charts, Graphs
98% of people in Brownsville are Hispanic
Only 25% of people in Brownsville ages have graduated from college.
Hispanics are more likely to become diabetics than any other group.
Quotations: words that experts or others say
Dr. Shultz says, “Wearing diabetic shoes is absolutely necessary for diabetics.”

11. Types of Support Facts: Things that can be proven
Our community center offers several after school options for our teens
Anecdotes: Small stories of instances with the product.
Little Jose went to Champion Soccer Camp last summer and came back a soccer super star!
A mother used a certain cleaning product and her house has never been cleaner!

12. Counterargument
The opposing viewpoint. The opposite idea from what the writer is trying to prove. Example: “Giving teenagers a curfew will keep our kids from learning personal responsibility.” The BEST arguments anticipate (already know, or await anxiously) what the counterargument is, so they will address it and try to prove it wrong.

13. Immigration Debate Immigration is dangerous for the country.
Immigrants are workers who only try to make a living.

14. PERSUASION TECHNIQUES
Appeals by Association
Bandwagon
Snob Appeal
Testimony
Emotional Appeals
Appeal to Pity
Appeal to Fear

15. bandwagon
Tries to convince you that you will be left out if you do not participate
EVERYBODY’S DOING IT!

16. Snob Appeal
Appeals to those who want to feel important and rich. Items with SNOB APPEAL are not widely used and cannot be afforded by everyone, which makes them so enticing.
Discuss with your group how this ad for a Louis Vuitton bag is Snob Appeal.

17. Testimony
Uses the endorsement of an expert or famous person to encourage people to be like them.
“Wolverine drinks milk, so you should too!”

18. Emotional Appeals Appeal to Pity Appeal to Fear
Try to make you feel sorry for something or someone in order to motivate you to do something about their suffering.
Example:
Animal shelter commercials, “In the arms of the angel”
Orphanage commercials
Appeal to Fear
Try to scare you into doing or not doing something.
Purchasing a certain gas mask in case of a terrorist attack.

19. Appeal to fear
Makes people afraid for their health, safety and security

20. Appeal to fear

21. Appeal to Pity Taps into people’s compassion for others
Please help these defenseless puppies and kittens. They need a home. Everyone deserves a second chance.

22. GET READY FOR THE QUIZ
WOOOOOO!!!!!!!

23. What is the claim of this ad?
Stop pouring, start cleaning.
Tide gives you 6x the cleaning power than the other brand.
The other brand wastes too much water.
Answer: Tide gives you 6x the cleaning power.
What is the claim of this ad?

24. Statistics Facts Quotations
What type of suppport does this ad offer when it says, “Eco-Shape bottle with less plastic, 30% less plastic in fact than that average bottle.”
Statistics
Facts
Quotations

25. What type of appeal is used?
Bandwagon
Appeal to Pity
Appeal to Fear

26. The purpose of this ad is to…
Remind people that drinking and driving has negative consequences.
b. Show people the improvements in synthetic limbs.
c. Persuade people to purchase a BMV brand car.

27. What is the effect of linking Wolverine to drinking milk?
It claims that milk is popular, along with Wolverine.
It encourages young people to drink milk by associating it with a character they love.
It shows that Wolverine knows facts about milk, so kids should too.

28. #6
The words on the ad says, “Milk has protein to help build muscle and a unique mix of nutrients to help you refuel.”
Why would the advertisers include this information?
To show that Wolverine is a smart character who knows about nutrition.
To explain the differences between drinking milk and just water after a work out.
To explain that there are also health benefits of drinking milk.

29. homework
Find an AD online, in a newspaper or in a magazine. (You may also print it out or it to me if needed.)
It must use one of the appeals:
Appeals by Association
Bandwagon
Snob Appeal
Testimony
Emotional Appeals
Appeal to Pity
Appeal to Fear
Identify what type of appeal is being used and explain it.
Due Friday, February 1st!