Persuasive TechniquesClass Notes

IntroductionWhen an author writes to

persuade, he or she wants to convince the reader to think or act in a certain way.

In order to convince you to agree with his or her position, the author will use a combination of logic and emotion.

LogicExamples of logical appeals

include: facts, statistics, researched evidence, and other verifiable information from expert resources.

Logical appeals are hard to argue against when they are valid.

Logic appeals to your head.

EmotionEmotional appeals can be very

persuasive, but they can be abused.

Emotions appeal to your heart.The way an author uses logic and

emotion to influence a reader affects their credibility, reliability, accuracy, and validity.

BiasAn inclination of temperament or

outlook; a personal and sometimes unreasoned judgment.

Ex: I once had a bad experience when I was little, and now I will not eat or even consider eating food made with mushrooms.

PropagandaThe spreading of ideas,

information or rumor for the purpose of helping or injuring an institution, a cause or a person.

Example

Glittering GeneralitiesPeople are persuaded by specially

chosen words that can have many different positive or negative meanings because the words are deliberately linked to widely and highly valued concepts.

Words with virtue/respect include: civilization, good, proper, right, patriotism, motherhood, science, health, love…◦A patriotic cause…◦A good and just law…

TransferPeople are persuaded to buy a

product or service because it is associated with something/someone attractive or respectable.

Doctors say that Brand X is the best pain reliever that you can buy without a prescription.

Builds on our respect of doctors’ knowledge to get up to buy the product. The respect for doctors transfers to the product.

TestimonialPeople are persuaded to buy a

product or service by its connection to a famous or respectable person through quotations or endorsements.◦Jessica Simpson for acne medicine.◦Tiger Woods for Wheaties.

BandwagonPeople are drawn to a cause or

agree to join an organization or club that is popular because they are persuaded to “follow the crowd” rather than use “evidence” to justify their choice.

Everyone else is doing it and so should you.

Bait and SwitchPeople are attracted by the

advertisement of a low-priced product or service but are then encouraged to buy a higher-priced one.◦ I see you like Clearasil facial wash.

You should really try the moisturizer as well.

◦That shirt looks great on you! Did you see the pants that go with it? Wouldn’t

these shoes also look great with that outfit?

◦ Isn’t this car great? What a price? Wouldn’t you like the optional 5-disc CD player

and a TV, DVD player, and gaming system too?

Emotional Word RepetitionPeople are conditioned to

remember or persuaded to buy a product or service by repetition of the name of the product or service.

Bandwagon, Testimonial, or Transfer?

Bandwagon, Testimonial, or Transfer?

Bandwagon, Testimonial, or Transfer?

Bandwagon, Testimonial, or Transfer?

Which types of persuasive techniques are used?Video #1Video #2Video #3Video #4Video #5Video #6Video #7Video #8

AssignmentRead the article: “Zoos Connect Us

to the Natural World”ONLY COMPLETE THE DURING READ

CHART.◦Look for 4 examples of emotional

appeals and 4 examples of logical appeals.

◦You are not looking for bandwagon, transfer, testimonial, etc.

◦Logic= Facts/statistics/evidence◦Emotion= Emotional words/examples