Persuasion Is All Around Persuasion Is All Around You!You!

“Can You Hear Me Now?”

What is persuasion?What is persuasion?

A means of convincing people:to buy a certain productto believe something or act in a

certain wayto agree with a point of view

Common persuasive Common persuasive techniques often used in techniques often used in writingwriting

Logical (rational)Emotional appealEthical appealRhetorical devices (question)Parallelism

Purpose?

Logical: builds a well-reasoned Logical: builds a well-reasoned argument based on evidence, argument based on evidence, such as facts, statistics, or such as facts, statistics, or expert testimony.expert testimony.“OnStar service inside your car is better than carrying a cell phone because a cell phone can’t call for you when you’reinjured.”

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...."

Emotional Appeal: attempts to Emotional Appeal: attempts to arouse the audience’s feelings, arouse the audience’s feelings, often by using loaded words that often by using loaded words that convey strong connotations.convey strong connotations.

Writers and

advertisers use many techniques

to convince you to agree with

them or buy their product.

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.

Ethical Appeal: linked to the Ethical Appeal: linked to the audience’s perception of the audience’s perception of the trustworthiness and credibility trustworthiness and credibility of the speaker or writer.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.

Rhetorical questions: asking Rhetorical questions: asking questions for effect, not to questions for effect, not to get answers 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)

Rhetorical Questions continued…

A rhetorical question implies its own answer; it’s a way of making a point. Examples:

“Aren’t 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 aren’t questions in the usual

sense, but statements in the form of a question.

Parallelism: repeating a Parallelism: repeating a grammatical structuregrammatical structureParallelism 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.

Parallelism continued…Parallelism continued…Nouns

Jack eats fish and chicken.Sarah writes poetry and short stories.

VerbsOur 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.

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.

Speech from “Miracle”

http://www.americanrhetoric.com/MovieSpeeches/moviespeechmiracle3.html

Repetition – Parallel StructureGreat moments are born from great opportunity.

And that’s what you have here tonight, boys. That’s what you’ve 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!

Quick reviewQuick reviewLogical (rational)Emotional appealEthical appealRhetorical devices (question)Parallelism