1. Contexts and the Rhetorical Triangle
Types of Persuasion
Contexts and the Rhetorical Triangle

2. Audiences and Contexts of Use

3. Audiences and Contexts of Use
Primary, Secondary, Tertiary, Gatekeepers
Profile reader needs, values, and attitudes
Physical, economic, and political contexts

4. Types of Persuasion

5. Types of Persuasion Reasoning-based persuasion Values-based persuasion
Logic
Examples
Evidence – Observations, Facts, Data, Quotes from Experts
Values-based persuasion
Shared ideals
Common goals (different from needs)
Mutual values – Frames and themes
Credibility and relationships

6. The Communication Triangle

7. The Communication Triangle
Author
Audience
Message
Context/Reality/Purpose

8. Small Group Advertisement Analysis
Choose a pair of print advertisements
Profile the audience and list the persuasive elements
Compare: Which is more effective; why?
Briefly present findings to the class

9. Advertisement Analysis
Document your analysis by writing down:
Communication Triangle (Author, Audience, Topic  Message)
Primary, Secondary, Tertiary, Gatekeepers
Audience needs, values, attitudes
Persuasive style: Reasoning and/or Values
Examples of persuasive elements