Methods of PersuasionMethods of Persuasion

How do you convince a How do you convince a person or a group of people to person or a group of people to feel, think, or do as you ask?feel, think, or do as you ask?

ArgumentArgument A series of statements in a text designed to A series of statements in a text designed to

convince the reader of somethingconvince the reader of something

WhatWhat the writer/ speaker wants to the writer/ speaker wants to proveprove is called is called thethe positionposition, , assertionassertion, or , or claimclaim

Effective Effective speeches appeal to what is speeches appeal to what is appropriateappropriate for the audience; for example, if for the audience; for example, if you were an African-American speaking to an all you were an African-American speaking to an all white southern audience about civil rights after white southern audience about civil rights after slavery, you would not be accusatory or slavery, you would not be accusatory or judgmental towards them judgmental towards them

ALWAYS think about your audienceALWAYS think about your audience

Rhetorical DevicesRhetorical Devices

A technique that helps a writer A technique that helps a writer support her/his position support her/his position

Appeal to a readers’ or listeners’ Appeal to a readers’ or listeners’ logic, emotions, or ethical beliefs logic, emotions, or ethical beliefs

EthosEthos Ethos is related to the English word ethics and Ethos is related to the English word ethics and

refers to the refers to the trustworthinesstrustworthiness of the speaker/writer.  of the speaker/writer. 

Ethos is an effective persuasive strategy because Ethos is an effective persuasive strategy because when we believe that the speaker does not intend when we believe that the speaker does not intend to do us harm or that we can TRUST the speaker, to do us harm or that we can TRUST the speaker, we are more willing to listen to what s/he has to we are more willing to listen to what s/he has to say.  say. 

For example, when a trusted doctor gives you For example, when a trusted doctor gives you advice, you may not understand all of the medical advice, you may not understand all of the medical reasoning behind the advice, but you nonetheless reasoning behind the advice, but you nonetheless follow the directions because follow the directions because you believe that the you believe that the doctor knows what s/he is talking aboutdoctor knows what s/he is talking about. . 

Methods for EthosMethods for Ethos

Language appropriate to audience Language appropriate to audience

Appropriate level of vocabularyAppropriate level of vocabulary

Correct grammar Correct grammar

Demonstrate an expertise about the Demonstrate an expertise about the topic/ establish your credibility about topic/ establish your credibility about the subjectthe subject

LogosLogos

The Greek word logos is the basis for the The Greek word logos is the basis for the English word logic.  English word logic. 

Logos refers to any attempt to appeal to Logos refers to any attempt to appeal to the the intellectintellect, the general meaning of , the general meaning of "logical argument." Appeals to common "logical argument." Appeals to common sense. sense.

Example: Garbage usually goes into Example: Garbage usually goes into landfills. Of the garbage produced each landfills. Of the garbage produced each year in the U.S., 42% is paper. year in the U.S., 42% is paper.

Methods for LogosMethods for Logos Case Studies:Case Studies: Examples from research Examples from research -Government studies show that collecting and using recycled materials -Government studies show that collecting and using recycled materials

saves energy. saves energy.

Examples:Examples: Specific information about a general idea Specific information about a general idea -For example, recycling could help save some of the fifty thousand trees -For example, recycling could help save some of the fifty thousand trees

that are sacrificed every week to produce Sunday newspapers in the that are sacrificed every week to produce Sunday newspapers in the U.S.U.S.

Expert opinions:Expert opinions: Statements made by a specific authority on a subject Statements made by a specific authority on a subject -Platt of the Institute for Local Self-Reliance states, “Studies have -Platt of the Institute for Local Self-Reliance states, “Studies have

concluded that recycling costs less than traditional trash collection and concluded that recycling costs less than traditional trash collection and disposal.”disposal.”

Facts:Facts: Statements that can be proven true; such as, statistics or Statements that can be proven true; such as, statistics or

numerical informationnumerical information -Garbage usually goes into landfills. Of the garbage produced every year -Garbage usually goes into landfills. Of the garbage produced every year

in the U.S., 42% is paper.in the U.S., 42% is paper.

Rebuttal/ counterargumentRebuttal/ counterargument: to prove something false or someone to : to prove something false or someone to be in error through logical argument or by providing evidence to prove it be in error through logical argument or by providing evidence to prove it wrong wrong

PathosPathos• Pathos is related to the words pathetic, sympathy

and empathy. Appeals to the reader or listener’s emotions.

• Whenever you accept a claim based on how it makes you feel without fully analyzing the rationale behind the claim, you are acting on pathos.  They may be any emotions: love, fear, patriotism, guilt, hate or joy.

  • A majority of arguments in the press/ media are

heavily dependent on emotional appeals.  The more people react without full consideration for the WHY, the more effective an argument can be.

 • Although the emotional appeal can be manipulative,

it is the cornerstone of moving people to action.  Appeals to pathos touch a nerve and compel people to not only listen, but also to take the next step and act in the world.

Methods for PathosMethods for Pathos AnecdoteAnecdote: personal examples/ stories or telling a short story that will make the reader : personal examples/ stories or telling a short story that will make the reader

connect to the subjectconnect to the subject

ParallelismParallelism: the repetition of words, phrases, or sentences that have the same : the repetition of words, phrases, or sentences that have the same structure or a similar idea– it makes lines rhythmic, memorable, and heightens the structure or a similar idea– it makes lines rhythmic, memorable, and heightens the emotional effect emotional effect

Rhetorical questionRhetorical question: Asking the reader a question, without expecting them to answer : Asking the reader a question, without expecting them to answer you back. It is simply made to get the reader/ listener to you back. It is simply made to get the reader/ listener to think or evoke an emotionthink or evoke an emotion

Figurative Language: Figurative Language: Descriptive, paints a picture in the reader’s mind Descriptive, paints a picture in the reader’s mind (simile, metaphor, personification, assonance, and alliteration)(simile, metaphor, personification, assonance, and alliteration)

Emotional tone: Emotional tone: The speaker uses words and pronounces them with the correct emotion

Creating unity among an audience: Creating unity among an audience: To make the audience feel like they are united To make the audience feel like they are united and have a common cause or beliefand have a common cause or belief

Making the problem current and relevant: Making the problem current and relevant: Even if something occurred in the past, Even if something occurred in the past, the writer/speaker is able to make the audience feel as if that problem is important the writer/speaker is able to make the audience feel as if that problem is important todaytoday

Methods of Persuasion Chart

Method Example Why it is effective/ persuasive

Rhetorical question

Ain’t I a Woman? It appeals to the reader’s intellect and emotion