1. Argumentation PPT: Persuasive Techniques
Argumentation PPT: Persuasive Techniques
commonsenseatheism.com

2. Table of Contents Ethos Logos Pathos Fallacies: Non Sequitur
Ethos
Logos
Pathos
Fallacies:
Non Sequitur
Hasty Generalization
Red Herring
Bandwagon
Begging the Question
Ad Hominem
Was Kanye persuasive?

3. Three Persuasive Appeals
Ethos: persuasion based on trustworthiness, character, or morality
Ex. trusted doctor or an honest policeman
Logos: persuasion based on the logic, reasoning, or data of a situation
Ex. Ad for medicine
Pathos: persuasion based on emotions or strong feelings
Ex. Ad for starving children overseas

4. Ethos
Effective speakers know the ethical or moral issues connected to a situation.
Ethos is exemplified in a sincere, or authentic, presentation.
Ethos occurs when an individual refers to the audience’s moral, religious, or humanitarian standards.
Ethos is exemplified by correct grammar and appropriate language.
Stereotypically, nurses
represent ethos.
Used car salesmen
stereotypically lack ethos.

5. Ethos, Con’d Advantages to ethos: Potential disadvantages to ethos:
Demonstrates the presenter’s credibility
Demonstrates respect for the audience
Potential disadvantages to ethos:
Use of ethos may only appeal to a specific group.
Teachers are commonly
known for representing ethos

6. Logos
A logical, well-constructed argument will often compel people to rationally make a specific decision.
Logos is used when a speaker refers to specific data or statistics.
Logos is referenced through the use of jargon (specialized vocabulary).
Logos is apparent through the incorporation of quotes or examples.
Car salespeople often
list statistics to customers.
Apple Store employees often
use jargon in a sales pitch.

7. Logos, Con’d Advantages to logos: Potential disadvantages to logos:
Logos evokes a reasoned, and well-thought response.
Potential disadvantages to logos:
Logos demands a high degree of audience attention.
Logos also demands a degree of specialized knowledge.
Professor Stephen Hawking is
known for his impressive use of logic.

8. Pathos
If emotions are used wisely, they can effectively compel people.
Pathos relies upon the use of passionate, emotional language.
Pathos includes vivid descriptions.
Pathos involves compelling narrative.
Speakers may use emotions – like fear or guilt – to appeal to an audience.
Oprah effectively uses pathos
as a persuasive technique.

9. Pathos, Con’d Advantages to pathos: Potential disadvantages to pathos:
Pathos leads to an emotional response, which often generates action.
Potential disadvantages to pathos:
Action resulting from pathos may be short-lived.
Pathos can often backfire and lead to disastrous results!
Teens and parents often use
pathos – with hurtful results!

10. Fallacies
In an effort to persuade individuals, false arguments are often made. Here are a few fallacies:
Non Sequitur
Hasty Generalization
Red Herring
Bandwagon
Begging the Question
Ad Hominem

11. Non Sequitur
Definition: A false argument that suggests a cause and effect that aren’t necessarily linked
Ex. Since Sally is from California, she must be very liberal.
Ex. Since Tom attends SPHS, his parents must be wealthy.

12. Hasty Generalization
Definition: a false argument that draws conclusions from too little evidence; a generalization cannot be made from a few instances
Ex. All Arab Americans are terrorists.
Ex. It’s not safe to travel after 9/11.

13. Red Herring
Definition: diverting the attention from an issue by bringing up an irrelevant point
Ex.
Q: Why doesn’t Sandra work here anymore?
A: I heard she was fired from her previous job.
Q: Did Tom do well on the vocab. test?
A: I heard that he had trouble with reading.

14. Bandwagon
Definition: an appeal based on the popularity or broad appeal of an item/activity.
Ex. IPhones must be great because everyone has them!
Ex. Marijuana must be fine because so many teens use it!

15. Begging the Question
Definition: Assuming that audience members share the same beliefs with the arguer when, in fact, they don't.
Ex. Statements which begin: “Everyone knows,” “We all agree,” or, “It’s obvious that.”
Of course we DON’T all
think and feel the same way!

16. Ad Hominem
Definition: The strategy of focusing on the personality or character of an opponent rather than on the topic of discussion
Ex.
Q: How do you feel about Obamacare?
A: I can’t trust anything Obama does! Did you know he’s not a citizen?

17. Work Cited
Callaway, Michael. Fallacies in Arguments. Dept. of Rhetoric
and Composition, Arizona State University. 1 Jan 2008.
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