Persuasion

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Persuasion
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Points were going to cover

• Aristotelian Rhetoric
• Appealing to Readers Values
• Benefits, Not Features
• Calls To Action

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Aristotelian Rhetoric

• Ethosethical/personal appeal
• Logoslogical appeal
• Pathosemotional appeal

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Identifying Appeals

• www.savechildren.net

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Appeal to the readers values

• Your values might not be the same as your
  readers. Make sure you appeal to the readers
  values.
  
• Ex Chevelle and Ruthanns letter to the
  principal
  
• Jay Cooks email with me

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Lets say you want to go to grad school. What
values would you guess these audiences have?

• Your professor who will write you a rec letter
• The program where you will apply
• Your mother
• Your girlfriend or boyfriend who will move across
  the country with you
  

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A feature is NOT a benefit.

• You must translate features into benefits until
  the benefit is obvious to everyone in your
  audience.
  
• Ex bag
• lipstick

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Big Problem in Tech Comm

• Thinking that features are benefits.
• But theyre notexcept to certain audiences.

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Healthy Back Bag
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Lipsticks

• Use benefits of features and appeals to the
  users values.
  
• Price conscious
• Fashion conscious
• Busy

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Calls-To-Action

• Try to avoid Call me if you have any
  questions.
  
• That only works when you are providing
  information you dont think theyll have
  questions about.
  
• For anything else, if you want them to do
  something, be specific about what they need to
  do.

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Cars Exercise

• Write a short paragraph advertising your chosen
  car to
  
• A 22-year-old male engineer who is interested in
  mechanical power
  
• A 30-year-old woman who is interested in safety,
  economics, and looks
  
• A 45-year-old couple who are interested in power,
  safety, looks, and investment