Persuasion

1
Persuasion

• Understanding the Elements of Persuasion for
  Writing, Speaking, and Debating.

2
What is persuasion?
3
Persuasion begins with a claim

• Claim the main point or argument
• Thesis statement
• Contention

4
Elements of persuasion and argumentation

• The basics of classical argument are the three
  types of appeals.
• Aristotle held that there were three ways to go
  about persuading an audience regarding a point.
• These three appeals are the appeal to reason
  (logos), the appeal to the speakers character
  (ethos), and the appeal to the audiences
  emotions (pathos).

5
Pathos (appeal to emotion)

• In using this appeal, the writer tries to gain
  the audiences assent to the point being made by
  making them either feel good about accepting the
  argument or feel bad about not accepting the
  argument-or both. This type of appeal is
  especially effective with calls to some sort of
  action think of the TV ads asking you to send
  money to support impoverished children in a
  foreign country. These ads try to make you feel
  bad for these children and feel guilty that you
  are more fortunate than they are then they give
  you a way out of that sadness and guilt you can
  donate money to help one (or more) of these poor
  children get healthcare and education.

6
Ethos (appeal to the speakers character )

• Ethos, the appeal to the speakers character is
  the attempt to gain the audiences support for
  the writers argument through portraying the
  writer as the type of person the audience would
  be likely to listen to and believe. It is the
  appeal that says, Look at me, Im a good person
  or Im just like you and so you should listen
  to me.

7
Logos (appeal to reason)

• Logos is the appeal to reason (logiclogosget
  it?). The appeal to reason is exactly that the
  writer illustrates why the position taken is
  logical in light of the evidence (using numbers,
  facts, statistics, data, etc.).
• RESEARCH!!!

8
Build a Sense of Urgency

• Make your audience believe action needs to be
  taken immediately, before it's too late.

9
What else do you think is persuasive?
10
Links to advertisements

• http//www.youtube.com/watch?v9gspElv1yvc
• http//www.youtube.com/watch?vq-jOjK003Yk
• http//www.youtube.com/watch?vgNsqVNqIGj4
• http//www.youtube.com/watch?vW2Rrw1AFejo
• http//www.youtube.com/watch?vc9fDpfsorcwfeature
  related

11
The Assignment

• Find two commercials to analyze.
• Describe the elements of persuasion that are used
  in the commercials. Be specific. This should be
  written in paragraph form.
• Be prepared to present your work to the class.