Persuasive writing

The Power of Language and

Persuasion

Justice

What is it? How do we alleviate injustice? What does it have to do with English/Writing? How can writing influence, change, or increase awareness of justice or injustice in your world? How is justice different than revenge? Is it?

What do you feel strongly about? Is there a wrong that

you feel should be made right?Human rights?Animal rights?The environment?Politics?Education?

http://www.youtube.com/watch?v=d6wRkzCW5qI

Persuasive Techniques

What convinces you that something is worthy of your time and dedication?

How do you know something is a good product?

Pathos

•Appealing to human nature and emotion/pity•People are vulnerable when they are exposed to things that make them feel strongly – more likely to believe you

Ethos•Appealing to character and ideals•The speaker’s authority and trustworthiness (using credible source material)•Question someone’s morality – make them feel as if they are wrong in not siding with you (politely)

Logos•Appealing to logic – facts, statistics, research•Your argument has to make sense and follow a progression •Use of evidence and facts, not opinion or hypothetical situations•NO “what ifs”

Bandwagon

Stresses popularity of the product

Viewers buy because they want to fit in

If everyone’s buying it, it must be good

Testimonial or Celebrity Endorsement

Picture or statement from a famous person

Viewers associate the product with the celebrity

Viewers like the product because they like the celebrity

TransferAssociating love,

respect or admiration we have for a person or symbol, and transferring it to a product.

Viewers think if they buy the product, they’ll get the feelings associated with it

Transfer examplesPut a picture of a flag on a

company logo or package product feel patriotic; buy American and support the troops

Car ad shows cute girl in the passenger seat buy the car, get the girl, too.

Soap ad under a waterfall feel cool and fresh

Purr Words…glittering generalities

Words have no specific meaning, but sound good

Words make product seem more desirable

Words appeal to emotion rather than reason

Name-Calling

Give someone or something a ‘bad name’ so others will dislike him or it

Viewers will dislike and distrust the person/product

Viewers question the value / honesty / worth of the person or product

Security (fear)Draws on viewers

fears by telling them their jobs or lives are in danger

Makes viewers feel unsafe

Viewers believe product will protect them.

Audience Awareness• Those skilled at persuasion know how

to target their audiences and use appropriate persuasive technique for each person or group.

Who’s the audience?

Making Connections

What is your favorite jingle?

What slogan for a product do you find yourself saying?

What TV commercial has influenced you to make a purchase?

Reflection

“Persuasion is all around you”

In addition to TV commercials, where else do you see persuasion all around you? Is that persuasion influencing you or your family in any way? Explain.