1. Persuasive Techniques
Class Notes

2. Introduction
When an author writes to persuade, he or she wants to convince the reader to think or act in a certain way.
In order to convince you to agree with his or her position, the author will use a combination of logic and emotion.

3. Logic
Examples of logical appeals include: facts, statistics, researched evidence, and other verifiable information from expert resources.
Logical appeals are hard to argue against when they are valid.
Logic appeals to your head.

4. Emotion
Emotional appeals can be very persuasive, but they can be abused.
Emotions appeal to your heart.
The way an author uses logic and emotion to influence a reader affects their credibility, reliability, accuracy, and validity.

5. Bias
An inclination of temperament or outlook; a personal and sometimes unreasoned judgment.
Ex: I once had a bad experience when I was little, and now I will not eat or even consider eating food made with mushrooms.

6. Propaganda
The spreading of ideas, information or rumor for the purpose of helping or injuring an institution, a cause or a person.
Example

7. Glittering Generalities
People are persuaded by specially chosen words that can have many different positive or negative meanings because the words are deliberately linked to widely and highly valued concepts.
Words with virtue/respect include: civilization, good, proper, right, patriotism, motherhood, science, health, love…
A patriotic cause…
A good and just law…

8. Transfer
People are persuaded to buy a product or service because it is associated with something/someone attractive or respectable.
Doctors say that Brand X is the best pain reliever that you can buy without a prescription.
Builds on our respect of doctors’ knowledge to get up to buy the product. The respect for doctors transfers to the product.

9. Testimonial
People are persuaded to buy a product or service by its connection to a famous or respectable person through quotations or endorsements.
Jessica Simpson for acne medicine.
Tiger Woods for Wheaties.

10. Bandwagon
People are drawn to a cause or agree to join an organization or club that is popular because they are persuaded to “follow the crowd” rather than use “evidence” to justify their choice.
Everyone else is doing it and so should you.

11. Bait and Switch
People are attracted by the advertisement of a low-priced product or service but are then encouraged to buy a higher-priced one.
I see you like Clearasil facial wash.
You should really try the moisturizer as well.
That shirt looks great on you!
Did you see the pants that go with it? Wouldn’t these shoes also look great with that outfit?
Isn’t this car great? What a price?
Wouldn’t you like the optional 5-disc CD player and a TV, DVD player, and gaming system too?

12. Emotional Word Repetition
People are conditioned to remember or persuaded to buy a product or service by repetition of the name of the product or service.

13. Bandwagon, Testimonial, or Transfer?

14. Bandwagon, Testimonial, or Transfer?

15. Bandwagon, Testimonial, or Transfer?

16. Bandwagon, Testimonial, or Transfer?

17. Which types of persuasive techniques are used?
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18. Assignment Read the article: “Zoos Connect Us to the Natural World”
ONLY COMPLETE THE DURING READ CHART.
Look for 4 examples of emotional appeals and 4 examples of logical appeals.
You are not looking for bandwagon, transfer, testimonial, etc.
Logic= Facts/statistics/evidence
Emotion= Emotional words/examples