PERSUASION

Understanding the Art of Persuasion

JOURNAL ENTRY
How do we get what
we want? How do we convince others to give in to us?

iMac, iPod, iPhone...uWant, uBuy.

What IS persuasion?
Write a definition in your notes.

In groups, create a graffiti wall of your

ideas. Write down words, images, ideas that define PERSUASION

Persuasion

Purpose: To convince your audience to

buy what youre selling. To INFLUENCE their decision.

Key: To convince them that your idea,

belief, or opinion is right.

STEP #1:

Take a STANCE on an issue you already

know about--THIS IS YOUR CLAIM (yes, write this down)

Maybe you want to convince your audience...

That Jersey Shore was the worst

idea. EVER.

or...
how Facebook brings us together...

or pulls us apart.

 self-explanatory...or not? TEAM

JACOB VS TEAM EDWARD

 Why education really does matter...

Persuasion Step #2
Audience will NOT just go along with your
CLAIMS.

A CLAIM
doesnt mean much without EVIDENCE (step 2).

In Persuasion...
CLAIMS are generally based on
OPINION, as it is your belief or idea . Think of it as your PERSONAL THESIS or S in SEXXI--You need to BACK it up.

THREE PERSUASIVE APPEALS

LOGOS (Logical
appeal)

PATHOS (Emotional
appeal)

ETHOS (Appeal to
credibility)

discovered by Greek philosopher ARISTOTLE having observed speakers at parliament

PERSUASIVE APPEAL 1
LOGOS (Logical appeal)-argument
based on FACT, STATISTICS, RESEARCH or EXPERT OPINION.

PERSUASIVE APPEAL 2
PATHOSEmotional Appeal. Pull on heart strings or target emotions to receive an emotional RESPONSE.

PERSUASIVE APPEAL 3
ETHOS. Appeal to credibility.
Company/Speaker/Writer establishes him/herself as a good source of information, reliable, trustworthy.

REVIEW...and then PRACTICE.

What is persuasion?

What are three persuasive appeals?

PRACTICE.

Fill out the worksheet provided after

looking at various advertisements.

Advertisement #1

Salma Hayek, celebrity!

Product:

Company:
Claims made about product:

Appeals used:

Brief explanation:

Advertisement #2

QuickTime and a H.264 decomp resso r are neede d to see this picture.

Product: Claims made about product: Appeals used:

Company:

Brief explanation:

Advertisement #3

QuickTime and a H.264 decomp resso r are neede d to see this picture.

Product: Claims made about product: Appeals used:

Company:

Brief explanation:

Advertisement #4

Product:
Company: Claims made about product:

Appeals used:

Brief explanation:

Homework: 1. Find your own ad and analyze for persuasive appeals

Be sure to keep the advertisement or explain if you used a television commercial.

Persuasion vs. Argument

Lets get to the CORE of learning ;)

What is ARGUMENT?
TELL A STORY OF A RECENT ARGUMENT
WITH A FRIEND OR FAMILY MEMBER. Write it out in notebook.

Share your story.

This kind of argument?

What IS an argument?
Persuasion is a broad term, which includes
many tactics designed to move people to a position, a belief, or a course of action

Argument is a specific kind of persuasion

What is Argument?

 An argument involves the process of

What is ARGUMENT?

establishing a claim and then proving it with the use of logical reasoning, examples, and research (what appeal is this?)

Five parts of argument

The reader asks, What do you think? / You answer by making a
Claim.

The reader asks, Why do you think that? / You answer by giving
your Reasons.

The reader asks, How do you know? / You answer by citing

your Evidence.

The reader asks, What makes you think that your reasoning is
good? / You answer by stating the Warrants you hold to be true.

The reader asks, What other claims (counterclaims) could be

made? /You answer by offering an Acknowledgment and/or a Response to the opposition

READ THE DEFINITIONS. DONT LOSE THAT PAPER.

in Academic writing:
KEEP IT SEXXI CLAIM-- (S) statement of claim Reasons-(E) Elaboration of ideas

EVIDENCE- (XX) clarify and defend claims with

evidence

Counterclaims- anticipate and address the readers

concerns and counterclaims (XX)

provide clear and effective conclusions/insight(I)

Argue BOTH sides

An argument concerns an issue about
which people, quite reasonably, hold different views.

Other views are not necessarily wrong just different.

RECOGNIZE that opposing views exist

and counter these views tactfully

PROS and CONS

PERSUASION VS. ARGUMENT

How is persuasion DIFFERENT from

argument? How are they similar? Write your response in your notebook.