Transcript The Power of Persuasion

The Power of Persuasion
Argument and Persuasion
Argument
= a claim supported by reasons
and evidence
Sound arguments appeal to LOGIC, not
EMOTIONS.
Elements of an Argument
Claim

The writer’s position on a
problem or issue. The claim
might be stated directly or
indirectly.

Direct: Vitamins are good for
you.

Indirect: Take your vitamins –
feel the difference.
Support

The reasons and evidence
that back up the claim.

Support can include facts,
statistics, examples, and
quotations from experts.
Persuasive Techniques
Appeals
by Association
Appeal to Values
Emotional Appeals
Bandwagon Appeal
(Appeals by Association)
Taps
into
people’s desire
to belong
 Example:
Millions of
teens have made
City Jeanz part of
their wardrobe.
What are you waiting
for?
Snob Appeal
(Appeals by Association)
Taps
into
people’s need to
feel superior to
others
 Example:
Join the
Brookside Club for
Seasoned Skiers –
because you’re
way beyond the
beginner slopes.
Testimonial
(Appeals by Association)
 Relies
on the backing
of a celebrity, an
expert, or a satisfied
customer
 Example:
As a
supermodel, it’s
important for me to
have a great smile.
Brite Strips whiten
your teeth without
the wait.
Transfer
(Appeals by Association)
 Connects
a
product, a
candidate, or a
cause with a
positive image or
idea
Example:
Vote
for cleaner air.
Vote for Tony
Leonard.
Ethical Appeal
(Appeal to Values)
 Tries
to gain moral
support for a claim
by linking the claim
to a widely
accepted value
 Example:
If you
believe that every
child deserves a
good education,
support the Great
Minds Organization.
Appeal to Fear
(Emotional Appeals)
 Makes
people feel
as if their safety,
security, or health
is in danger
 Example:
How clean
are the hotel rooms
you’re staying in?
You’ll be shocked by
what our
documentary
reveals.
Appeal to Pity
(Emotional Appeals)
Taps
into
people’s
compassion for
others
Example:
For the
cost of one cup
of coffee a day,
you could save a
life.