Persuasive Media

Persuasive Media Persuasive media includes

any text that attempts to sell a product or a service to a consumer.

All persuasive media attempts influence your decisions as a consumer.

Productthe item for sale

Consumerpeople who will buy the product

Purpose of Persuasive Mediato persuade a audience to buy the product or service

Claim

The claim is the core of the argument.

The claim is a statement of opinion advertisers are asking consumers to believe. Example: Duct tape is the

most ingenious and versatile tool ever invented.

Reasons

A reason supports the validity of the claim. Claim: Duct tape is the

most ingenious and versatile tool ever invented.

Reason 1: It’s vital to national security.

Reason 2: It’s a medical miracle.

Reason 3: It’s a fashion statement.

Evidence

The evidence supports or proves that your reasons are legitimate.

Evidence may include facts, statistics, examples, and expert opinions.

FACTS

STATISTICS

EXAMPLES

EXPERT OPINIONS

Facts

Facts are statements we can prove.

Facts do not change.

Opinions

Opinions are value judgments based on personal perception.

Opinions often change.

Persuasive Appeals

PERSUASIVE APPEALS

• An ethical appeal projects an impression that you are someone worth listening to, an authority on the subject, and someone who is likable and worthy of respect.

• One can enhance his/her ethos in various ways—i.e. by wearing a lab coat.

• An emotional appeal (Pathos) attempts to cause an emotional response in the audience.

PERSUASIVE APPEALS

A Logical Appeal (Logos)uses the logic of convincing facts and statistics to persuade the audience.

PERSUASIVE APPEALS

Logical Fallacies

Logical fallacies are persuasive tricks and traps that advertisers use to persuade the audience.

Consumers who see these fallacies when they encounter persuasive media can’t be tricked into buying products.

Ad Hominem

An ad hominem argument attacks the person, not the argument itself.

Straw Man

The straw man argument attacks an argument different from (and weaker than) the opposition's best argument.

Red HerringA red herring diverts

the audience’s attention from the original issue.

The Bandwagon

The bandwagon argument asserts that statement is true because valid because of popular support.

We call this the “everybody is doing it” fallacy.

The Slippery Slope

The slippery slope argument asserts that accepting one position means that you must also accept extreme possibilities.

Tautology (Circular Reasoning)

A tautology is an argument in which the restates the initial premise the conclusion. (A=B therefore A=B)

Argument from Authority

The argument from authority asserts that something is true simply because someone of authority says it is true.

Ad ignorantiam

The ad ignorantium argument asserts that something is true because we don’t know that it isn’t true.

Tu quoque (“You too!”) an attempt to justify wrong action because someone else also

does it

Logical Fallacy

The Plain Folk

The plain folks argument uses everyday people to persuade the audience, someone who can understand and empathize with the average listener's concerns.

Glittering Generalities Glittering generalities are

pretty words that mean nothing. They are so closely associated with highly valued concepts and beliefs that they persuade without offering any supporting information or reasons.

Logical Fallacy

Loaded Language

Loaded language includes words and phases that provoke a strongly positive or negative emotional response in the audience.