Argument and Persuasion

Unit goals:

– Analyze the effect of persuasive techniques.

– Recognize elements of an argumentative

essay.

– Write to persuade.

Elements of an Argument

and

Persuasive Techniques

Warm-up

Think about a time when an advertisement

persuaded you to buy a product. What

influenced your decision to believe that

company’s claims?

The Elements of an

Argument

argument

A claim supported by reasons and

evidence

Appeals to logic, not to emotions

claim

The writer’s position on a problem or issue

Might be stated directly

– “Vitamins are good for you.”

Might be stated indirectly

– “Take your vitamins – feel the difference.”

support

Reasons and evidence that back up the

claim

May include facts, statistics, examples,

and quotations from experts

counterargument

A good argument anticipates what people

with opposing viewpoints might say

Important to counter objections by offering

further evidence to support claim

Persuasive Techniques

These can enhance strong

arguments or mask flaws in

weak ones.

Persuasive Techniques

Appeals by Association

– Bandwagon Appeal

– Snob Appeal

– Testimonial

– Transfer

Persuasive Techniques

Appeal to Values

– Ethical Appeal

Emotional Appeals

– Appeal to Fear

– Appeal to Pity

Word Choice

– Loaded Language

Appeals by Association

Bandwagon Appeal

– Taps into people’s desire to belong

– Example:

Millions of teens have made City Jeans part of

their wardrobe. What are you waiting for?

Appeals by Association

Snob Appeal

– Taps into people’s need to feel superior to

others

– Example:

Join the Brookside Club for Seasoned Skiiers –

because you’re way beyond the beginner slopes.

Appeals by Association

Testimonial

– Relies on the backing of a celebrity, an

expert, or a satisfied customer

– Example:

As a supermodel, it’s important for me to have a

great smile. Brite Strips whiten your teeth without

the wait.

Appeals by Association

Transfer

– Connects a product, a candidate, or a cause

with a positive image or idea

– Example:

Vote for cleaner air. Vote for Tony Leonard.

Appeal to Values

Ethical Appeal

– Tries to gain moral support for a claim by

linking the claim to a widely accepted value

– Example:

If you believe that every child deserves a good

education, support the Great Minds Organization.

Emotional Appeals

Appeal to Fear

– Makes people feel as if their safety, security,

or health is in danger

– Example:

How clean are the hotel rooms you’re staying in?

You’ll be shocked by what our documentary

reveals.

Emotional Appeals

Appeal to Pity

– Taps into people’s compassion for others

– Example:

For the cost of one cup of coffee a day, you could

save a life.

Word Choice

Loaded Language

– Uses words with strongly positive or negative

connotations to stir people’s emotions

– Example:

The alley next to the parking lot is dark and

dangerous. Vote to increase the number of street

lamps in our neighborhood. Residents deserve to

feel safe and protected.