identify these in the arguments and critical reviews that you read
TRANSCRIPT
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Persuasive Techniques
Identify these in the arguments andcritical reviews that you read.
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Specifically, use these ideas when completing the “Deconstruction of Argument” column on your “Noticings” chart when you’re reading critical reviews.
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Calls on an expert (individual, group, or other source) to provide credibility or importance to a product, service, or position.
Example:A dentist promotes a certain brand of toothpaste.
Appeal to authority
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Uses emotionally charged language or images.
Example:The audience is shown pictures of devastation caused by natural disasters and asked to support relief efforts.
Appeal to emotion (pathos)
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Positions the writer or speaker as a person of good sense, good moral character, and good intentions.
Example:A political candidate says he refuses to mud-sling and prefers to talk about the issues instead.
Appeal to ethics (ethos)
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Provides rational arguments to support one’s claim, using facts, figures, and statistics.
Example:Facts are given that support the need to reduce traffic fatalities.
Appeal to logic (logos)
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Now we’re going to look at examples of specific persuasive techniques beyond the “big three” of ethos, pathos, and logos.
Specific persuasive techniques
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Uses a popular figure such as a celebrity to endorse a product, service, or cause.
Example:Celebrities with beautiful complexions endorse Proactive.
Endorsement/testimonial
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Overstates the effectiveness or importance of a product.
Example:An anti-wrinkle cream promises to take off 10 years in one night.
Exaggeration
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Substitute an agreeable or inoffensive expression for one that may offend or suggest something unpleasant.
Example:Using the clause “we are experiencing heavy casualties” to mean that people are dying.
Euphemisms
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Uses slogans or simple phrases that sound good but provide little or no information because of the vagueness of the message or the positive connotations of the words.
Example:A politician states, “A vote for me is a vote for peace.”
Glittering generalities
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Suggests that everyday things are superior to special or extravagant things.
Example:Country Time lemonade sells itself as simple and therefore valuable—a return to the “good old days” when plain folks and simple ways were important.
Plain-folks appeal
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Repeats name of product, type of service, or position several times.
Example:“Head On—apply it directly to your forehead. Head On—apply it directly to your forehead. Head On—apply it directly to your forehead.”
Repetition
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Asks a question for which no response is expected or desired (the answer is obvious). The question is used for effect or is used to emphasize a point.
Example:“Can we continue to allow our troops to die?”
Rhetorical question
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Uses beautiful and sexy people to sell something.
Example:A handsome man promotes using a Gillette razor.
Sex appeal
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Plays on our desire for nice things and the “good life.”
Example:Commercial shows a cat eating Fancy Feast out of a crystal dish.
Snob appeal
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Uses words, images, or symbols that arouse emotions, thus connecting viewer’s/listener’s emotion to the product being sold.
Example:A car dealer places red, white, and blue banners in the showroom; or a political candidate closes a speech with a prayer.
Transfer
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Creates the impression that you have to act fast.
Example:“Order now! Supplies are limited!”
Urgency
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Chooses words that will influence the audience’s perception of an item or issue.
Examples:“pro-life” vs. “anti-abortion”“pro-choice” vs. “pro-abortion”“same-sex marriage” vs. “gay marriage” vs.
“marriage equality”
Word choice