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WHAT IS A CLAIM?
A claim is a statement (spoken or written) that something is the case.
Ex: He claimed that his grandfather was a
famous actor during the 1950s.
In order for anyone to take your claim seriously, it has to be backed by facts and/or evidence.
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WHAT IS REASONING?
Reasoning is the act of thinking about something in a logical, sensible way.
Ex: He explained his reasoning behind his
decision to quit the team.
In order to persuade or convince someone that your claim or argument is correct, you must provide sound reasoning.
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WHEN YOU THINK OF THE WORD ARGUMENT, WHAT COMES TO YOUR
MIND?
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- An argument is a logical way of presenting a
belief, conclusion, or stance
- A good argument is always supported with
reasoning and evidence
- An argument can be used for many purposes, such as to change the reader’s/listener’s point of view or opinion, or to bring about an action or a response from a reader/listener.
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3 MAIN PURPOSES OF A FORMAL ARGUMENT
1) To change the reader’s/listener’s mind
2) To convince the reader/listener to accept what is written/spoken
3) To motivate the reader/listener to take action, based on what is written/spoken
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WHERE DO WE SEE ARGUMENTS?
You may not realize it, but arguments are commonly seen in advertisements.
- Advertisements attempt to:
1) Persuade an audience to buy a product or service
2) Accept an idea
3) Support a cause
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Several common types of advertisements are:
1) Public-Service Announcements
2) Billboards
3) Merchandise Ads
4) Service Ads
5) Political Campaign Literature
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PERSUASIVE TECHNIQUES
3 FORMAL PERSUASIVE TECHNIQUES:
1.Appeal to Authority- using the opinions of experts and well-known people
2.Appeal to Emotion- using words that convey strong feeling
3. Appeal to Reason- using logical arguments backed by statistics and facts
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PERSUASIVE TECHNIQUES
Persuasive techniques are ways to convince a reader/listener to think, act, or feel a certain way (usually in a way that benefits you or your cause).
There are 6 main persuasive techniques, and while they are often found in advertisements, they should be avoided in formal arguments (e.g. an essay)
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BANDWAGON APPROACH
- Appeals to a person’s desire to belong
Ex: Anyone with any sense will vote for Richard
Rock
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ANTI-BANDWAGON APPROACH
- Encourages or celebrates individuality
Ex: Vote your conscience – an election is not a
popularity contest.
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EMOTIONAL APPEAL
- Evokes people’s fear, anger, or desire
Ex: Without working smoke detectors, your
family is in danger.
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ENDORSEMENT/TESTIMONY
- Employs a well-known person to promote a product or idea
Ex: I use this toothpaste, and it brightens my
movie-star smile.”
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LOADED LANGUAGE
- The use of words that are charged with emotion
Ex: These poor, innocent children are going to
starve unless you donate to our charity.
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HYPERBOLE
- Exaggeration to make a point
Ex: Our candidate does the work of ten people!