Persuasion Is All Around You!

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Persuasion Is All Around You!

• Can You Hear Me Now?

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What is persuasion?

• A means of convincing people
• to buy a certain product
• to believe something or act in a certain way
• to agree with a point of view

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Common persuasive techniques often used in writing
Purpose?

• Logical (rational)
• Emotional appeal
• Ethical appeal
• Rhetorical devices (question)
• Parallelism

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Logical builds a well-reasoned argument based on
evidence, such as facts, statistics, or expert
testimony.
OnStar service inside your car is better than
carrying a cell phone because a cell phone cant
call for you when youre injured.
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Logical appeal in writing-

• A rational appeal against hunting, on the other
  hand, might begin as follows 
• "Every year sportsmen buy their hunting licenses
  and legally kill the state allotted limit of
  animals however, evidence shows that this
  practice must be stopped because the annual
  "harvest" always exceeds the ability of nature to
  replenish the dwindling animal supply...."

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Emotional Appeal attempts to arouse the
audiences feelings, often by using loaded words
that convey strong connotations.

• Writers and advertisers use
  many techniques to convince you
  to agree with them or buy their
  product.

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Emotional appeal in writing-

• If you are writing an essay against hunting, for
  example, an emotional appeal might begin as
  follows 
• "Every year hundreds of bloodthirsty killers go
  out and ruthlessly slaughter thousands of
  innocent, helpless animals...." 
• Obviously, many words in the previous sentence
  are emotionally charged.

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Ethical Appeal linked to the audiences
perception of the trustworthiness and credibility
of the speaker or writer.
Nike combines the images of a young Jackie
Joyner-Kersee with the mature athlete in an ad
that announces Nike's P.L.A.Y. (Participate in
the Lives of America's Youth) campaign, a
campaign sponsored by Nike to promote the
athletic endeavors of young children. Using
Joyner-Kersee's story and image helps add ethical
appeal to the campaign, since she gives testimony
to the importance of athletics in her life.
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Rhetorical questions asking questions for
effect, not to get answers

• A statement suggesting that everyone is using a
  specific product, so you should too

"Aren't you glad you use Dial?Don't you wish
everybody did?"(1960s television advertisement
for Dial soap)
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Rhetorical Questions continued

• A rhetorical question implies its own answer
  its a way of making a point. Examples
• Arent you ashamed of yourself?
• What business is it of yours?
• How did that idiot ever get elected? What is
  so rare as a day in June?
• These arent questions in the usual sense, but
  statements in the form of a question.

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Parallelism repeating a grammatical structure

• Parallelism takes place when two similar phrases
  are joined to make just one sentence.
• For example
• Tom plays the piano. Tom plays the violin.
• Parallelism Tom plays the piano and the violin.

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Parallelism continued
Nouns Jack eats fish and chicken.Sarah writes
poetry and short stories. Verbs Our neighbors
have moved and have sold their house.My sister
walks or rides her bike to work.
Adjectives The class is not only fun but also
helpful.She is not only strong but also fast.
Adverbs Peter drives quickly and
aggressively.They work carefully and
effectively.
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Parallelism continued

• Parallelism can also take place with phrases.
  This type of parallel structure can be more
  difficult to recognize as the sentences are more
  complex.
• Here are some examples
• Having fun is as important as working
  hard. She advised me to get some sleep and take
  some time off work.

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Speech from Miracle
http//www.americanrhetoric.com/MovieSpeeches/movi
espeechmiracle3.html
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Repetition Parallel Structure

• Great moments are born from great opportunity.
  And thats what you have here tonight, boys.
  Thats what youve earned here, tonight. One
  game. If we played em ten times, they might win
  nine. But not this game. Not tonight. Tonight, we
  skate with em. Tonight, we stay with 'em, and we
  shut them down because we can! Tonight, we are
  the greatest hockey team in the world. You were
  born to be hockey players -- every one of ya. And
  you were meant to be here tonight. This is your
  time. Their time -- is done. It's over. I'm sick
  and tired of hearin' about what a great hockey
  team the Soviets have. Screw'em! This is your
  time!! Now go out there and take it!

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Quick review

• Logical (rational)
• Emotional appeal
• Ethical appeal
• Rhetorical devices (question)
• Parallelism