Persuasive Strategies

Standard for TodayELA10W2 The student produces persuasive writing that structures ideas and

arguments in a sustained and logical fashion; the student:a. Engages the reader by establishing a context and developing reader interest. b. Develops a controlling idea or formulates an arguable thesis that makes a clear

and knowledgeable judgment. c. Uses specific rhetorical devices to support assertions (i.e., appeal to emotion or

ethical belief, personal anecdote, case study, analogy, and/or logical reasoning).

d. Clarifies and defends positions with precise and relevant evidence (i.e., facts, expert opinions, quotations, or expressions of commonly accepted beliefs).

e. Excludes information and arguments that are irrelevant. f. Organizes points of argument effectively to achieve desired outcome. g. Addresses readers’ concerns, counterclaims, biases, and expectations. h. Achieves closure by summarizing main points of argument

What are Advertisements?

Persuasive writing or advertising attempts to convince the reader to agree with the author’s point of view or to motivate the reader to action.

Target Audience

• The group of people to whom you want to appeal

HOW?

3 Main Types of Strategies

•Logos•Pathos•Ethos

Logos

Example: A Snickers bar has 280 calories and 30 grams of sugar. That’s not very healthy.

Facts, numbers, and information can be very convincing.

The Arctic National Wildlife Refuge provides a safe refuge for 180 species of migratory birds, serves as a birthing ground for one of the hemisphere's largest caribou herds and has been home to the Gwinch'in people for a thousand generations. Ninety-five percent (95%) of Alaska's North Slope is already available to Big Oil, but these companies want it all.

Pathos

Example: Your donation might just get this puppy off the street and into a good home.

Getting people to feel happy, sad, or angry can help your argument.

“America's older citizens have rightly been called the "greatest generation." It is morally unacceptable that the people that built this country -- our senior citizens -- should suffer hunger in a land of plenty, which they helped to create.”

-from America’s Second Harvest program

Ethos

Example: Believe me! I’ve been there before. I’m just like you.

If people believe and trust in you, you’re more likely to persuade them.

Example

• George Foreman’s Grilling Machine!

• Boxer

• Fitness

• Preacher, too!

Ways to use Persuasive Techniques

• Advertisers use different strategies to employ persuasive techniques.

• Think about your favorite commercial.

• What technique is it using?

Celebrity Endorsement/Testimoni

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Example: Former U.S. president Bill Clinton thinks that junk food should be taken out of vending machines.

Important people or experts can make your argument seem more convincing.

Transference

Example: Seeing an orange sunset and chubby children who are drinking Tropicana.

Having a positive emotion andtransferring that feeling to a product.

Bandwagon

Example: The latest in technology is the i-pod 360!

Everyone else is buying it, Wearing it, etc. You should too!

Logical FallacyUsing False or bad logic to convince an

audienceTypes of Logical Fallacies:Red Herring – Introducing another topic to divert attention from the real issue.Attack Ad Hominem – Attacking the person and not the argument. Example: False Causality - Any reasoning that states the cause of a thing is something which is not really its cause (e.g., the error of concluding that an event is caused by another simply because it follows that other).Over Generalization – Reaching a conclusion based on insufficient evidence or a small sample

Repetition

Example: Sunday, Sunday, Sunday!

Repeating something many times during one ad.

Propagandaideas, facts, or allegations spread deliberately to further one's cause or to damage an opposing cause; also : a public action having such an effect

Research/Data

Example: A recent study found that students who watch TV during the week don’t do as well in school.

Using reliable research can help your argument seem convincing.

Enumeration• Listing or numbering ideas

• This logical presentation of information can be convincing because of its strong organization

Anticipation of Opposition

• Some people may present very convincing arguments that are structured in contrast to what the opposition is likely to think or say.

• A counterargument

To do – By the End of Class

Meet with your group and come up with a plan of attack that includes:

• A campaign slogan

• Individual tasks and jobs

• A “To Do List” for your group with dates for completion.

Turn it all in to the basket!