ARGUMENT & PERSUASION

1. ARGUMENT & PERSUASION

2. Is this what you mean by argument?

3. What are the purposes of argument writing? • To change the reader‘s point of view • To bring about some action on the reader’s part • To ask the reader to accept the writer’s point of view on a concept, issue, or problem

4. Basic Parts of an argument • Claim: the writer’s position on an issue • Reasoning/Evidence: statements made to support the claim • Explanation (warrant) • Conclusion

5. Whenever you read an argument or see an advertisement, you must ask yourself, ”Is this persuasive?” And if so, “HOW am I being persuaded?” 

6. THERE ARE SEVERAL WAYS TO APPEAL TO AN AUDIENCE.  AMONG THEM ARE APPEALS TO LOGOS, ETHOS & PATHOS. 

7. LOGOS • the appeal to logic, means to convince an audience by use of logic or reason. • Education causes audiences to be more skeptical of emotional arguments and more receptive to logos (logic)

8. Logos: • The Greek word logos is the basis for the English word logic.    • Logos refers to any attempt to appeal to the intellect, the general meaning of "logical argument."  • Everyday arguments rely heavily on ethos and pathos, but academic arguments rely more on logos: there will be logical chains of reasoning supporting all claims.

10. ETHOS • Or the ethical appeal, means to convince an audience of the author’s credibility or character.

11. Ethos:  • means to convince an audience of the author’s credibility or character. • Ethos is related to the English word ethics and refers to the trustworthiness of the speaker/writer.  • Ethos is an effective persuasive strategy because when we believe in the speaker, we are more willing to listen to what s/he has to say.

12. Example

13. PATHOS • to persuade an audience by appealing to their emotions. • They are often direct, simple, and very powerful

14. Pathos: • Pathos is related to the words pathetic, sympathy and empathy.  • Whenever you accept a claim based on how it makes you feel without fully analyzing the rationale behind the claim, you are acting on pathos- emotions: love, fear, patriotism, guilt, hate, joy etc.

15. Pathos example

16. Advertisers also use persuasion techniques to influence audiences. These fall under the categories of ethos, logos, and pathos, but in advertising they sometimes have different names. It is important to recognize persuasion techniques because once you know how you are being persuaded, you can make an objective decision.

17. Logos: Facts and Figures • This technique uses statistics and objective factual information to prove the superiority of the product. • commercial

18. Ethos: Testimonial • This technique uses the influence of experts, celebrities, or customers to endorse ideas and products.

19. Pathos:Bandwagon • This technique tries to persuade everyone to join in and do the same thing. It is based on the desire that most people have to “join the crowd” and to avoid being “outside of the group.”

20. Generalizations: a general statement that sounds authoritative; applying knowledge of a few examples to a much larger category

21. Pathos: Emotional appeal • This technique uses strong words or imagesto appeal to the audience’s emotions

22. Pathos: Wit and Humor attracts customers to products by diverting their attention by giving them a reason to laugh or be entertained