Transcript Document

GXEX1406
Thinking and Communication Skills
Identifying Persuasive
Language
Definition
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Persuasive – having the power to influence
others into believing or doing what one
wishes
Persuade – to cause to do something by
reasoning, arguing, begging etc…
Language – the system of human expression
by means of words
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Related terms
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Influence
Induce
Convince
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Why?
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We want to win the arguments
We want people to believe us
We want to prove that we are right
We want to influence other people to accept
our opinion
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Propaganda techniques
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2.
3.
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5.
Vagueness
Ambiguity
Emotive language
Euphemism
Language of advertising
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1. Vagueness
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Words that lack a clear and distinct meaning
A matter of degree; a scale between extreme
generality and extreme specificity
"She is really smart" - General
"She got an A in physics" - Specific
One strategy for clarifying vague language is to ask
and try answer the following questions: Who? What?
Why? Where? How?
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2. Ambiguity
 A word with more than one meaning that is open to
different interpretations; used to represent various
areas of experiences
 We make the mistake of thinking that each word
stands for one distinct area of experience - an
object, thought or feeling.
 "I hope you get what you deserve".
 We may or may not be sure if the speaker is wishing us
well or ill unless the context of the remark make clear his or
her intention.
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3. Emotion language
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Words that is probably stimulate certain
feelings in you
"The pen is mightier than the sword!".
“Kuala Lumpur is so polluted and filthy. Only
idiots would want to live there.”
“She's the most generous, wise, honest and
warm friend that a person could have.”
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4. Euphemism
 The term comes from the Greek word meaning "to
speak with good words" and involves substituting a
more pleasant, less objectionable way of saying
something for a blunt or more direct way.
 “He died”
 We say “He departed his life”
 “Garbage collector”
 We say “Sanitation engineer”
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5. Language of advertising
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Advertisers : to influence people's perceptions,
beliefs and actions
One basic strategy is to associate positive or
negative thoughts and emotions with the product or
service being sold
Many people buy products not because they are
better quality than another, but because of
associations that have absolutely nothing to do with
the products
NOKIA “Connecting people"
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Other techniques
1.
2.
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Stereotyping
Euphemisms
Dysphemisms
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1. Stereotyping
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Convince people that someone has a
particular characteristics because he/she
belongs to a group that has this characteristic
Makes hasty generalizations
Eg : She’s probably a dumb blonde.
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2. Euphemisms
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Substitution of a negative word with another
word with positive connotation
Used in political and social issues to be
politically correct
Eg : instead of anti-abortion,
use pro-life
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3. Dysphemisms
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Substitution of a neutral/positive word with
another word with negative connotation
Used to persuade people to think negatively
about a person, situation or event
Eg : instead of problem or challenge,
use mess
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Examples
Neutral word
Euphemism
Dysphemism
Death penalty
Capital
punishment
Government
subsidized
murder
Rebel
Freedom fighter Terrorist
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Most persuasive words used
in advertising
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Suddenly
Now
Announcing
Introducing
Improvement
Amazing
Sensational
Remarkable
miracle
magic
offer
quick
easy
wanted
bargain
hurry
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10 minutes task
You are selling your house
or flat…
Create an illustrated advert
(persuasive description)
that you could put in the
newspaper or estate
agent’s window or web
page.
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