Out of 25 questions on the Argument and Persuasion Test,

4 questions ask the students to choose either a fact or an opinion. 9 questions ask about these persuasive techniques:

loaded language, transfer,

testimonial, emotional appeal, ethical appeal,

bandwagon appeal, “plain folks” appeal

PERSUASIVE TECHNIQUES

Loaded language uses words with positive or negative connotations (feelings) to stir people’s emotions.

Neutral term “government spending”

Negative loaded language “tax-and-spend politicians borrowing off the backs of our grandchildren”

Positive loaded language “public servants ensuring crucial investments in our essential infrastructure”

Vote for John Adams, the fair, concerned candidate.

The chimps sat in their prisons.

There are THREE questions on the test that are worded like the following example:

1. Which of the following contains loaded language?

A. red fruit, followed

B. forest, world

C. message, encounter

D. shame, deprive

2. Which of the following contains loaded language?

Transfer connects a product, candidate, or a cause with a positive idea or image.

Coke. Open happiness.

Take pride in being an American. Re-elect Governor Frank.

Governor Wallace has the courage to stand up for America. Give him your support.

Testimonial relies on endorsements from celebrities or satisfied customers.

As a well-known television personality, I’ve played a senator on TV, but candidate Amelia Lopez is the real thing!

Bandwagon appeal suggests that a person should believe or do somethingbecause “everyone else” does.

Everyone supports safer streets. Don’t YOU?

Why are more and more millions of Americans turning to Governor Wallace for president?

TurboZoom ... Everyone's got one. Why don't YOU?

Users everywhere agree:  TurboZoom is the best!

Don't be the last one on your block to own a TurboZoom!

“Plain folks” appeal implies that ordinary people are on “our side” or that a candidate is like a regular person

At last, a tax plan created with real families and real budgets in mind.

Emotional appeals use strong feelings, rather than facts and evidence, to persuade.

Appeal to pity:

ASPCA ads : (

Appeal to fear:

from “Daisy,” a 1964 political ad urging voters to vote against Barry Goldwater:

JOHNSON (voice-over): These are the stakes: To make a world in which all of God's children can live, or to go into the darkness. We must either love each other, or we must die.

MALE NARRATOR: Vote for President Johnson on November 3rd. The stakes are too high for you to stay home.

Appeal to Vanity:

Some people think the traffic situation is just fine. But those whoreally understand how the world works know we need a

new bridge.

The FDA made commercials persuading teens not to smoke by appealing to their vanity. In one commercial, a teen girl who

doesn’t have enough money to buy a pack of cigarettes peels off a piece of her cheek as payment. The tag line says: “What do cigarettes cost? Your smooth skin. Smoking causes wrinkles and aging prematurely.”

https://www.youtube.com/watch?v=5oJZm5YBCL0

Ethical appeal / appeal to values taps into people’s values or moralstandards.

Join Americorps and help make a community safer.

Vote for the Ozone Act to help protect the earth.

AUTHOR’S POSITION

One question asks you to choose the author’s position.

Remember that in a persuasive essay, the author takes a position on a specific topic and then gives reasons and evidence to support his position.The position statement typically includes the word should.

These are example position statements:

High schools should start early. High schools should start late.

Immigrants should be allowed to pay in-state tuition.Immigrants should not be allowed to pay in-state tuition.

Disabled athletes should be allowed to compete against able-bodied athletes.

Disabled athletes should not be allowed to complete against able-bodied athletes.

The following are NOT position statements.

Each of these could be used as a reason or evidence to support the position.

Studies show that students are sleep deprived.

An early start to school will allow more time after school for homework, jobs, sports, and chores at home.

Immigrants cannot avoid paying sales taxes, which are the primary source of income for the state.

Disabled athletes have an advantage over able-bodied athletes.

Distinguishing Between Fact and Opinion

A fact is a specific detail that is true based on objective proof, which can be physical evidence, an eyewitness account, or the result of an accepted scientific method.

An opinion is an interpretation, value judgment, or belief that cannot be proved or disproved.

The amount of fact and opinion in a piece of writing varies, depending on the author’s purpose.

When an author’s purpose is to inform, he or she will rely mainly on facts. For example, news articles, textbooks, and medical research are supposed to

be as factual as possible.

On the other hand, editorials, advertisements, and fiction often mix fact and opinion. The main purpose of these types of writing is to persuade or

entertain.

An opinion can often be identified because the sentence contains biased words that express opinions, value judgments, and interpretations. Often they are full of emotion.

Examples of Biased Words

awful best favorite great more terribleamazing better frightful hope most unbelievablebad difficult fun horrible right uglybeautiful exciting good miserable spectacular very

Sometimes an author will use words that qualify an idea. A qualifier may express an absolute, unwavering opinion using words like always or never. Other times a qualifier expresses opinion in the form of a command as in must or should.

Words that Qualify Ideas

all could likely never possibly shouldalways every may often possible sometimesappear has/have to might only probably thinkbelieve it is believed must ought to seem usually

Although opinions cannot be verified for accuracy, writers should, nevertheless, back their opinions with evidence, facts, and reason - by whatever information supports the opinion and convinces the reader that it is a valid opinion.

A valid opinion is one in which the writer's support for his or her opinion is solid and persuasive, and one in which the writer cites other respected authorities who are in agreement. If a writer presents an extreme or unconvincing opinion, the reader should remain wary or unconvinced.

NOTE: Many statements include both facts and opinions. The part of the sentence that includes a biased word may be an opinion about another part of the sentence that is a fact.

Example: Even though actor Bruce Willis has a receding hairline, he is still very handsome.

Explanation: The first part of the sentence is a fact that can be proven by research.However, the second part of the sentence is an opinion about his

appearance.

Label each of these statements as fact or opinion:

1. The city council is pressing the mayor to make a difficult choice about an old orphanage.

2. Councilman Freeman made the right decision when he voted against the latest street project.

3. I hope he makes the right decision about the orphanage.

4. Some citizens on the south side of the city are excited that the council will consider allowing a restaurant to build on the site of the orphanage.

5. It’s hard to have the same excitement about another chain restaurant in an area already filled with restaurants.

6. It’s a great idea to keep the orphanage because it is an historic building.

7. The orphanage was constructed in 1911 and was in operation until 1990.

8. Citizens should contact their councilperson about this issue.

9. The mayor and three councilmembers voted against the project to demolish the shuttered orphanage and replace it with a restaurant.

10. Because five councilmembers voted for demolition, the orphanage will be torn down on July 12.

11. The five councilmembers made a good decision when they voted to tear down the orphanage.

12. The orphanage has not been used since 1990, and it needs repairs to its roof, windows, plumbing, and electrical system.

13. When the orphanage was first built, it was a spectacular sight.

14. However, it’s clear that it is time for the orphanage to make way for progress.

Label each of these statements as fact or opinion:

The words highlighted in yellow indicate opinion words.

1. The city council is pressing the mayor to make a difficult choice about an old orphanage.

2. Councilman Freeman made the right decision when he voted against the latest street project.

3. I hope he now will vote to keep the orphanage.

4. Some citizens on the south side of the city are excited that the council will consider allowing a restaurant to build on the site of the orphanage.

5. It’s hard to have the same excitement about another chain restaurant in an area already filled with restaurants.

6. It’s a great idea to keep the orphanage because it is an historic building.

7. The orphanage was constructed in 1911 and was in operation until 1990.

8. Citizens should contact their councilperson about this issue.

9. The mayor and three councilmembers voted against the project to demolish the shuttered orphanage and replace it with a restaurant.

10. Because five councilmembers voted for demolition, the orphanage will be torn down on July 12.

11. The five councilmembers made a good decision when they voted to tear down the orphanage.

12. The orphanage has not been used since 1990, and it needs repairs to its roof, windows, plumbing, and electrical system.

13. When the orphanage was first built, it was a spectacular sight.

14. However, it’s clear that it is time for the orphanage to make way for progress.