On the BACK of note card from yesterday

Explain what makes advertising slogans powerful. Is it words? Elaborate. Use an example from yesterday’s worksheet.

PersuasionPersuasion

Putting Power into YOUR Putting Power into YOUR WordsWords

PersuasionPersuasion

Writing or speech meant to get Writing or speech meant to get readers or listeners to think or act in readers or listeners to think or act in a certain way. a certain way. – Appeals to emotions or reasonAppeals to emotions or reason– Offers opinionsOffers opinions– Urges actionUrges action– Backed up with evidence and supportBacked up with evidence and support

Persuasive TechniquesPersuasive Techniques

The Greek philosopher Aristotle The Greek philosopher Aristotle believed that there were three basic believed that there were three basic ways to ways to persuadepersuade an audience: an audience: ethosethos, , logoslogos, and , and pathospathos. .

EthosEthos: : The Writer’s The Writer’s Character or ImageCharacter or Image

Greek for “custom; habit”Greek for “custom; habit” Established by Aristotle as the Established by Aristotle as the knowledge or knowledge or

expertiseexpertise a person appears to have about the a person appears to have about the subject. subject.

Writer’s ethos is created largely by Writer’s ethos is created largely by word choice word choice and styleand style.—This does not mean going through the .—This does not mean going through the thesaurus to find difficult and unusual words. It thesaurus to find difficult and unusual words. It means using what you know to create an means using what you know to create an academic paper with a formal wording and styleacademic paper with a formal wording and style..– Things to think about—Things to think about—

What kind of image do you want to project to the audience?What kind of image do you want to project to the audience? What can you do to help project this image?What can you do to help project this image? What words or ideas do you want to avoid?What words or ideas do you want to avoid? What effect do misspelled words and grammatical errors What effect do misspelled words and grammatical errors

have on your image?have on your image?

Logos:Logos: Logical Arguments Logical Arguments Greek for “logic, thought, word” etc.Greek for “logic, thought, word” etc. If…then syllogisms (deductive reasoning)If…then syllogisms (deductive reasoning)

– ex. All men are mortal. Socrates is a man. Therefore, Socrates ex. All men are mortal. Socrates is a man. Therefore, Socrates is mortal.is mortal.

Usually based on probabilities rather than certain Usually based on probabilities rather than certain truth.truth.

Persuasion to a large extent involves convincing Persuasion to a large extent involves convincing people to accept our assumptions as probably truepeople to accept our assumptions as probably true——preparing the audience to accept your own contrary preparing the audience to accept your own contrary positionposition– ex. ex. IfIf students were required to spend two years in the students were required to spend two years in the

military after graduation military after graduation thenthen they would be more productive they would be more productive members of society because they would learn discipline and members of society because they would learn discipline and responsibility as well as appreciation for liberties often taken responsibility as well as appreciation for liberties often taken for granted. for granted.

**NOTICE: this is a “probability” but the writer never **NOTICE: this is a “probability” but the writer never questions themselves by saying “probably.” Half of questions themselves by saying “probably.” Half of persuasion is convincing the audience that you are persuasion is convincing the audience that you are the authority.**the authority.**

Pathos:Pathos: The Emotions of The Emotions of the Audiencethe Audience

Emotional appeal can be accomplished in a multitude Emotional appeal can be accomplished in a multitude of ways:of ways:– by metaphor or story telling or by metaphor or story telling or imageryimagery– by a general passion in the delivery and an overall amount of by a general passion in the delivery and an overall amount of

emotional items in the text of the speech, or in writing. emotional items in the text of the speech, or in writing. The use of emotional appeals to alter the audience's The use of emotional appeals to alter the audience's

judgment. A common use of pathos in argument is judgment. A common use of pathos in argument is creating a sense of rejection if the audience doesn't creating a sense of rejection if the audience doesn't agree. agree.

Many refer to Pathos as the "band-wagon" appeal, or Many refer to Pathos as the "band-wagon" appeal, or trying to convince the audience to join in on the trying to convince the audience to join in on the speaker's belief. speaker's belief.

This is a major theme used in any form of propaganda This is a major theme used in any form of propaganda (everyone believes in this so you should too)(everyone believes in this so you should too)

Warnings For PersuasionWarnings For Persuasion

logical fallacy: logical fallacy: – attacking the reader instead of the idea. attacking the reader instead of the idea.

Used often in politics: examples? This can be as Used often in politics: examples? This can be as dissuasive as persuasivedissuasive as persuasive

– FAULTY logicFAULTY logic too much Writer’s pathos: it is often difficult too much Writer’s pathos: it is often difficult

to separate your own emotions and write to separate your own emotions and write from outside yourself. If you are too from outside yourself. If you are too emotional you lose the ethos/logos that are emotional you lose the ethos/logos that are necessary for a truly effective persuasive necessary for a truly effective persuasive piecepiece

IntroductionIntroduction

Hook-grab the readerHook-grab the reader Background-establish your ethos Background-establish your ethos

(authority)(authority) Thesis-present your logical argument Thesis-present your logical argument

– What is your EQ?What is your EQ?– How many reasons do you need? How many reasons do you need?

Body ParagraphsBody Paragraphs

Maintain your ethos with good structure Maintain your ethos with good structure by starting each paragraph with a TOPIC by starting each paragraph with a TOPIC SENTENCE and using good TRANSITIONSSENTENCE and using good TRANSITIONS

Present your logical arguments with Present your logical arguments with specific examples that appeal to both specific examples that appeal to both REASON and EMOTION!REASON and EMOTION!

Explain your examples to fully develop Explain your examples to fully develop your ethos/authorityyour ethos/authority

Conclude to maintain structureConclude to maintain structure

ConclusionConclusion

Maintain ethos with restatement rhetorical Maintain ethos with restatement rhetorical device—what are you restating? What is this device—what are you restating? What is this also appealing to? also appealing to?

Maintain your audience interest and try to Maintain your audience interest and try to persuade them by drawing conclusions about persuade them by drawing conclusions about why they should now be of your opinion. Try why they should now be of your opinion. Try to avoid phrases like “this paper has proved” to avoid phrases like “this paper has proved” or “You should now see”. or “You should now see”.

Bring the paper to a close—refer back to Bring the paper to a close—refer back to hook for cyclical structure. hook for cyclical structure.

Good luck!Good luck!

Questions?Questions?