Tools of Tools of PersuasionPersuasion

Look at the title and picture below. Look at the title and picture below. Think Think about why your teacher about why your teacher chose this picture. Be prepared to chose this picture. Be prepared to explaiexplain what persuasion means (in n what persuasion means (in your own words). Also, be ready to your own words). Also, be ready to explainexplain why understanding why understanding persuasion is important. persuasion is important.

Tools of PersuasionTools of Persuasion

Logical ArgumentsLogical Arguments Usually problem and solution or Usually problem and solution or

cause and effect- gives “common cause and effect- gives “common sense” reasonssense” reasons

““The town needs money. A skating The town needs money. A skating rink will bring in money. Therefore, rink will bring in money. Therefore, we should build a rink.”we should build a rink.”

Tools of PersuasionTools of Persuasion

StatisticsStatistics Uses numbers and percentages to Uses numbers and percentages to

back up an argumentback up an argument

““Eighty percent of the voters support Eighty percent of the voters support a rink.”a rink.”

Tools of PersuasionTools of Persuasion

Expert OpinionsExpert Opinions Quotes or cites an expert or Quotes or cites an expert or

authority on the topicauthority on the topic

““Professor Irving Hud argues that Professor Irving Hud argues that public recreational facilities will public recreational facilities will improve business in our town.”improve business in our town.”

Tools of PersuasionTools of Persuasion

Personal ObservationsPersonal Observations Personal Personal anecdotesanecdotes (very short (very short

stories) or things you notice that stories) or things you notice that help support your argumenthelp support your argument

““Every day, I see kids hanging out Every day, I see kids hanging out with nothing to do. A skating rink with nothing to do. A skating rink will give them an outlet.” will give them an outlet.”

Tools of PersuasionTools of Persuasion

Charged Language and Striking Charged Language and Striking Images (Images (SlantedSlanted Words) Words) Uses words packed with emotion or Uses words packed with emotion or

imagery to make people feel a certain imagery to make people feel a certain way.way.

““Our ‘sleepy little town’ is starting to wake Our ‘sleepy little town’ is starting to wake up. We can turn over and go back to sleep—up. We can turn over and go back to sleep—or we can get up and do what needs doing.”or we can get up and do what needs doing.”

Tools of PersuasionTools of Persuasion

Endorsement The use of a famous person to

“prove” something is good

“Tony Hawk owes much of his success to the little skating rink in his hometown.”

Tools of PersuasionTools of Persuasion

Card Stacking Emphasizes only one side of an

argument and overlooks others

“The skating rink will generate money, provide a hangout for teens, and will bring in more people from other nearby cities. That will help other business, too, such as restaurants.”

(Only the POSITIVE is stated- what are some negatives?)

Tools of PersuasionTools of Persuasion Air and Rebut the Other Side’s Point

of View The opposite argument is presented, but

it is then proven wrong or argued against

“Mayor Quincy suggests that a skating rink will be too expensive, but with all of the teenagers in the town, it would pay for itself within five years.”

Tools of PersuasionTools of Persuasion

Bandwagon Suggests “everyone else” or

everyone of importance agrees

“All major cities and many growing towns have built rinks. Do we want to be left behind?”

Tools of PersuasionTools of Persuasion

Plain Folks speakers attempt to convince their

audience that they, and their ideas, are "of the people."

““I know I am just a typical middle school I know I am just a typical middle school student, but I speak for us all when I say: student, but I speak for us all when I say: Please build a skating rink. That is all that we Please build a skating rink. That is all that we really want.”really want.”

Tools of PersuasionTools of Persuasion

Shock Tactics and FearShock Tactics and Fear Purposely scaring an audience to make Purposely scaring an audience to make

them agree with the writer’s point of viewthem agree with the writer’s point of view

Without a skating rink, teenagers with Without a skating rink, teenagers with nothing to do will start drinking, using nothing to do will start drinking, using drugs, or doing other harmful behaviors drugs, or doing other harmful behaviors because they are bored.because they are bored.

AssociationAssociation AssociationAssociation

tries to link a product, service, or idea with tries to link a product, service, or idea with something already liked or desired by the something already liked or desired by the target audience, such as fun, pleasure, target audience, such as fun, pleasure, beauty, security, intimacy, success, wealth, beauty, security, intimacy, success, wealth, etc. etc.

Remember the joys of your youth, hanging Remember the joys of your youth, hanging out with your friends and having fun? A out with your friends and having fun? A skating rink would allow the younger skating rink would allow the younger generation to make such wonderful generation to make such wonderful memories.memories.

Ten Tools of PersuasionTen Tools of Persuasion

Logical Logical ArgumentsArguments

StatisticsStatistics Expert OpinionsExpert Opinions Personal Personal

ObservationsObservations Charged Charged

Language/SlanteLanguage/Slanted Wordsd Words

EndorsementEndorsement Card StackingCard Stacking Air and RebutAir and Rebut BandwagonBandwagon Plain FolksPlain Folks