Persuasion

1. Persuasion Appeals, Techniques & Examples

2. Aristotle’s Appeals The three aims of persuasion…

3. The Greek philosopher Aristotle divided the ways of persuasion into three types: ETHOS, PATHOS, and LOGOS

4. When an author is trying to persuade a reader, listener, or viewer they may use one of the three appeals or a combination of all three

5. ETHOS • Think of the word: “ethics” or “ethical” • This is referring to credibilityand character • We tend to believe people whom we respect and trust

6. ETHOS • Is the author or speaker an expert in their field? Should they know what they’re talking about based on their experience(s)? • Is the author or speaker a “good person” due to a reputation that they have outside of this topic? Do they reflect strong morals/ virtues? • If the author is basing their argument on these factors, then they are using: ETHOS

7. For example… • Lipitor Commercial • Which elements of this Lipitor commercial show the use of ETHOS???

8. And… • Nike Commercial • Which elements of this Nike commercial show the use of ETHOS???

9. And… • Loreal Commercial • Which elements of this Loreal commercial show the use of ETHOS???

10. Finally… • Christian Business Commercial • Which elements of this Christian business commercial shows elements of ETHOS???

11. Pathos • Think of the word “pathetic” – meaning “to pity” or “to cause sympathy” or the word “empathy”—feeling what others feel • Pathos deals with the EMOTIONS • The purpose of pathos is to connect the audience with the emotions of the author • It will often use emotional language, vivid sensory details, images, narrative

12. Pathos • People are said to “run on their emotions” • Emotions are often what drives us, therefore PATHOS has been said to be the MOST persuasive appeal • It’s difficult not to be “sucked in” when PATHOS is being used because humans are naturally sympathetic

13. For Example… • Animal Cruelty Commercial • What in this SPCA commercial shows elements of PATHOS???

14. And… • Cheerios Commercial • What elements of PATHOS are shown in this Cheerios commercial???

15. Finally… • Allstate Commercial • What elements of PATHOS are shown in this Allstate commercial?

16. Logos • Logos = “Logic” or “Logical” • Logos creates an argument that makes sense!!! (uses the brain, instead of emotions, like Pathos) • It may use FACTS (statistics, data, results, charts); it may use QUOTES from credible sources, or it just may use plain LOGIC (it adds up)

17. Logos • A good, sound argument cannot exist without LOGOS • If an argument is based just on PATHOS or just on ETHOS – the argument is flawed • The audience should ask themselves: Why did the author rely on emotions or ethics and not provide facts??? The answer is most likely that the facts don’t exist or they are weak!! • LOGOS is the foundation of a good argument

18. For Example… • Anti-Smoking Commercial • What elements of LOGOS are shown in this anti-smoking commercial???

19. NOW What??? • As we continue looking at persuasion you will need to identify which appeal(s) are being used. • By being able to identify the author’s use of appeals, you will be able to analyze their argument more effectively

20. Devices of Persuasion Now that we know the basic methods, lets look at how these can be used!

21. Disclaimer! • The following examples will be explained using sports analogies to aid in understanding the persuasive techniques used. • All sports analogies are a product of Ms. G’s mind, and while she’s opinionated, none of the statistics explained here are factual *Except for the Yankees winning the World Series this year…that’s true 

22. Concessions • Admitting or acknowledging the other side as having a true, just, or proper argument • You are “conceding” that they have a point (which goes against what you are trying to prove)

23. Concession Example • The Yankees are the best team in baseball, and they are going to win the World Series,even though the Mets have the best pitching staff this year. • The Concession is that another team (the Mets) have a better pitching staff than the Yankees—I’m acknowledging the other side (but, of course, it isn’t true)  - My Point- Concession

24. Refutations • Denial of the truth/accuracy of the other side. • “Refute” the other side’s point with your own facts/statistics • Point out their argument (concession), then prove their argument is wrong • Formula: Concession+ “But,” “However,” “Although”…

25. Refutation Example • The Yankees are the best team in baseball and are going to win the World Series.The Mets have a better pitching staff this year,but the Yankees are undefeated against the Mets, so they will still win in the playoffs. • I concededthat the Mets have a better pitching staff, but refuted that evidence by also adding that the Yankees have only won against that team, negating this concession

26. Rhetorical Devices • Patterns of words/ideas that create emphasis and stir emotions • Used to help persuade the audience to a particular side

27. Repetition • Restating the same idea, using the same words (saying the important parts over and over again to emphasize what you want your audience to remember, or feel • Ex: The big sale is Friday, Friday, Friiiday

28. Parallelism / Parallel Structure • Using the same pattern of words to show that 2 or more ideas have the same level of importance • Repeating a grammatical structure in a sentence. • The words are different, but the type of sentence structure is the same. • Ex: The more we do, the more we can do

29. Restatement • Expressing the same idea, using different words. Ensures that everyone will understand what you are saying, while working in the same was as repetition by getting the importance of your idea across • Ex: Don’t judge someone before you know them…You can’t judge a book by it’s cover

30. Rhetorical Questions • Asking questions for effect—NOT to get answers. Asking a question with an obvious answer gets the audience to think about the answer for themselves • Ex: Can I ask a rhetorical question? Well, can I?

31. Comparisons • Similes • Metaphors • Analogies • Used to show the difference between what you are trying to persuade the audience to believe, and something good / bad that they can relate to • Works like refutations—shows what could be, as opposed to what you are trying to get the audience to want, believe, or do

32. Flattery • Plays right into “pathos”—giving the audience compliments to make them feel good, and agree with you • Ex: When you make that meatloaf it makes me sleep so much better…what are we having for dinner?

33. Damning with False Praise • Intentional use of a positive statement that has a negative implication • Ex:…That through the land they praised her each one…for knowen was the false iniquity (Chaucer)

34. Fallacy • A deceptive, misleading, or unsound argument; misconception • Ex: “Animal experimentation reduces our respect for life. If we don’t respect life, we are more likely to be more tolerant of violent acts”

35. False Dilemma • A type of fallacy • An oversimplification that offers a limited number of options (usually only 2), when in reality, more options are available • Ex: You are going to have to make up your mind…either use your money to buy the cheap iPod or save your money longer to buy the better one later.

36. Reverse Psychology • Getting someone to do or believe what you want them to, by pretending you don’t want them to do it / believe it, or pretending that you want something else even more • Ex: Bill: Don’t you get it…you have to use reverse psychology Bob: That sounds too difficult Bill: Ok, you’re going to lose her Bob: You’re right, I will use reverse psychology

37. Metonymy • When a thing or concept is not called by its own name, but by the name of something intimately associated with it • Ex: The White House asked for air time on Monday night.

38. Non-Sequitur • Doesn’t flow with previous statements • Ex: Steven Johnson grew up in poverty. Therefore, he will make a fine President of the United States.

39. Anaphora • Repetition of introductory words or phrases for effect • Ex: "Here comes the shadow not looking where it is going,And the whole night will fall; it is time.Here comes the little wind which the hourDrags with it everywhere like an empty wagon through leaves.Here comes my ignorance shuffling after themAsking them what they are doing."(W.S. Merwin, "Sire." The Second Four Books of Poems. Copper Canyon Press, 199

40. Paradox • A statement which seems self-contradictory, but which may be true in fact • Ex: I need experience to get a job, but I need a job to get experience.

41. Antithesis • Strongly contrasting words, images or ideas, emphasized by parallel structure. • Ex: “ It was the best of times, it was the worst of time” (Dickens, A Tale of Two Cities).

42. Digression • A temporary departure from the main subject to discuss something else • Ex: When Mrs. Wallace is talking about Julius Caesar and a student asks a question about our AOWs, and she stops to answer it, but then returns to the topic at hand. When she is talking about the AOW, that is the digression.