Persuasive Techniques
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Transcript Persuasive Techniques
PERSUASIVE TECHNIQUES
English II
HOW ARE YOU INFLUENCED BY YOUR
SURROUNDINGS?
WHO HAS AUTHORITY OVER YOU?
HOW CAN YOU PERSUADE OTHERS TO
SEE THINGS FROM YOUR PERSPECTIVE?
Why do I care?
Elements to Consider…
Issue—what is the issue at hand?
Context—what is the situation? Are there particular
elements to the situation that influence decisions?
Audience—who is being persuaded?
Authority—what is the relationship between the
persuader and the individual being persuaded?
TYPES OF APPEALS
LOGICAL, EMOTIONAL, AND ETHICAL APPEALS ARE USED ROUTINELY
IN ADVERTISINIG, POLITICS, AND DAILY INTERACTIONS.
LOGICAL APPEAL
Logical appeals are generally based on sets of
assumptions. Logical appeals provide rational
arguments to support the writers’ claims and are
supported with objective evidence.
We Are Marshall
What is the assumption?
What is the rational argument?
What is the objective evidence?
http://www.youtube.com/watch?v=6LYhQE
OMOQ4&feature=related
Emotional Appeal
Appeals to emotion are often based on specific
examples of suffering or potential threats. Emotional
appeals can also include “loaded language”—language
that is rich in connotations and vivid images.
Animal Rights Commercial
Specific Example
Loaded Language
How is a message intended for a broad audience
narrowed down to influence individual people who
are watching at home?
http://www.youtube.com/watch?v=9gspElv
1yvc&feature=PlayList&p=BDDBF2D51533
C085&playnext=1&playnext_from=PL&ind
ex=65
Ethical Appeal
Ethical appeal is based on shared moral values.
They call forth the audience’s sense of right,
justice, and virtue.
School Ties
What is the moral value?
How is the emphasis on relationship especially
important here?
How do persuasive techniques address lack of
balance in relationships?
http://www.youtube.com/watch?v=_9NyfV1
QsrU
STYLES OF PERSUASION
Elevated Language
Formal words and phrases can lend a serious
tone to a discussion.
Remember the Titans
How is elevated language used in this clip?
Would the influence have been different if the
language was changed?
How does the style of language influence the
situation?
http://www.youtube.com/watch?v=E_HFCY
z4x6o
Repetition
Repeating a point tells the audience that it is especially
important; repeating a form of expression tells the
audience that the ideas expressed in the same way are
related. Parallelism, a form of repetition, is one way to
use repetition effectively.
“I Have a Dream” speech
How does repetition work differently depending on
the situation?
How does repetition provide unity?
http://www.youtube.com/watch?v=gZLvSnr
6s50&feature=related
FALSE ARGUMENTS &
PROPAGANDA
The intentional use of false arguments to persuade
others is called propaganda.
Stereotypes
An overgeneralization about a group of people
is known as a stereotype.
The Breakfast Club
How does the film trailer exploit the idea of
stereotypes?
http://www.youtube.com/watch?v=dkX8JFKndE
Bandwagon Appeal
Bandwagon appeal plays to your desire to be a
part of the crowd—to be like everyone else and
do what everyone else is doing.
Billy Madison
Why do bandwagon appeals work?
In what situations would bandwagon appeal be
most effective?
http://www.youtube.com/watch?v=PoD9LC
Gsjas
Allusion
An allusion is a reference to another work of
fiction, a film, a piece of art, or even a real
event.
John Travolta “Michael”
To what are the characters referring?
http://www.youtube.com/watch?v=ARI7H5_VhYc&f
eature=related
Generalize
To generalize is to make a broad statement based on one or
more particular observations. Generalizations can be proved
false by only one exception. Since generalizations can be
proved false by a new experience, avoid making
generalizations based on too little evidence.
White Men Can’t Jump
What generalization is being made?
How is generalization similar and different from
stereotyping?
http://www.youtube.com/watch?v=gtYYuHu
CBvQ
Personal Attack
A personal attack is committed when a person substitutes abusive
remarks for evidence when attacking another person's claim or
claims. This line of "reasoning" is fallacious because the attack is
directed at the person making the claim and not the claim itself.
Willie Horton ad
Who is launching the attack? Who is the attack
against?
http://www.youtube.com/watch?v=Io9KMSSEZ0Y
Testimonial
Testimonial: Propagandists use this technique to associate a
respected person or someone with experience to endorse a product
or cause by giving it their stamp of approval hoping that the
intended audience will follow their example.
Jackie Moon Old Spice
http://www.youtube.com/watch?v=hhSisRkXuJY&fe
ature=PlayList&p=F177CDFAB568EA75&playnext
=1&playnext_from=PL&index=19
Transfer
Transfer: Transfer is a technique used to carry over the authority
and approval of something we respect and revere to something the
propagandist would have us accept. Propagandists often employ
symbols (e.g., waving the flag) to stir our emotions and win our
approval.
Patton speech
What is the speaker trying to pitch? What is the
meaning of the thing the propagandist is trying to
impart? Is there a legitimate connection between the
suggestion made by the propagandist and the
person or product?
http://www.youtube.com/watch?v=uFOxM3UV4Qo
&feature=related
Circular Reasoning
Circular reasoning is the error of trying to
support an opinion by restating it in different
words. You can avoid circular reasoning by
always backing up your opinions with facts.
American Idol
How can circular reasoning work against you?
How can circular reasoning work in your favor?
http://www.youtube.com/watch?v=hP4Cgp
Akt5I&feature=related
COMMON LOGICAL FALLACIES
Non Sequitur (“It does not follow”)
The conclusions do not reasonably follow from
the claim.
Example: “You will do what I say because you
are my wife!'"
Juno
How can non sequitur be effective in a persuasive
argument?
How can non sequitur defer from your argument?
http://www.youtube.com/watch?v=ERcQC
O-WTS4
Post Hoc (“after this, therefore
because of this”)
Non Sequitur of events; A occurs before B.
Therefore A is the cause of B.
The West Wing
What is the risk of using post hoc arguments?
http://www.youtube.com/watch?v=HL_vHDj
G5Wk
Red Herring
A Red Herring is a fallacy in which an irrelevant topic is
presented in order to divert attention from the original
issue. The basic idea is to “win” an argument by leading
attention away from the argument and to another topic.
Boston Legal
How is this technique different in written and spoken
persuasive situations?
What limitations might one consider when
attempting to use red herring as a strategy?
http://www.youtube.com/watch?v=iv3RlhG-9o