Rhetoric and Persuasion

1. Rhetoric and Persuasion

2. What is rhetoric? • A way to manipulate language to convey a message. • There are many forms, but we will focus on three different types: • Alliteration • Repetition • Analogy

3. Alliteration • Repetition of sounds. • Used for emphasis • Example • “Bipartisan Plan for Budget Deal Buoys President.” • Why might alliteration influence us?

4. Repetition • Repeat the same words or phrase. • Can emphasize a point, give a sense of order, and even comfort. • "What lies behind us and what lies before us are tiny compared to what lies within us.” (Emerson) • "We shall fight on the beaches, we shall fight on the landing grounds, we shall fight in the fields and in the streets, we shall fight in the hills, we shall never surrender.“ (Churchill) • “Words, words, words.” (Hamlet)

5. Analogy • A comparison between two things or ideas. • "If you want my final opinion on the mystery of life and all that, I can give it to you in a nutshell. The universe is like a safe to which there is a combination. But the combination is locked up in the safe."(Peter De Vries, Let Me Count the Ways. Little Brown, 1965)

6. Your Turn • Write a hypothetical letter to your parents, trying to convince them to let you do/have something. Use the rhetorical devices we just discussed. • The request can be totally reasonable or completely crazy—just be sure to present your case using at least one rhetorical device. • At the bottom, identify the rhetorical device you used.

7. Persuasion • Persuasion: the process of influencing people, changing their opinions, or convincing them to act in some way. • Argument: writing or speech that expresses a position and supports this position with reasons and evidence • Claim: the writer’s or speaker’s position on an issue • Support: reasoning or factual evidence which support a claim

8. Persuasive Techniques • Appeals by association • Emotional Appeals • Appeal to values • Word Choice

9. Association Bandwagon Appeal • People want to fit in, and the bandwagon appeal takes advantage of this. • It is bad logic, but good psychology. • Examples • “Everyone will be there” • “Don’t be the only one without…”

10. Association Plain Folks Appeal • The writer or speaker presents himself as just another common person who understands and experiences what the common person experiences. • A way to gain trust, especially popular with politicians. Can be in the form of using “common” vocabulary and unrefined speech. • Example: • Bill Clinton eating at Mcdonalds

11. Association Testimonials • Support from a specific person, often a celebrity. • Many people are skeptical of testimonials, but they can have a bigger impact if it is by a celebrity. • Examples: • William Shatnerfor Priceline • Sarah McLachlan for BC SPCA

12. Emotional Appeals • Manipulates emotions rather than presenting a logical argument. • Fear • “If you make this mistake now, it will ruin your chances of happiness” • Pride • “Driving this car will put you ahead of everyone else.”

13. More Emotional Appeals • Flattery/vanity • “Someone as smart as you can see that this is a good idea.” • Pity • “Mrs. Woodward, I studied all week for this test and my mom will ground me if I don’t get an A…” • Spite (bitterness toward a common enemy) • “How can you let this man go after only one year in jail when he ruined this family’s sense of safety for life?” • Other emotions?

14. Appeals to Values • Use people moral values and beliefs to convince them. • Examples • “Recycle. It’s the right thing to do.” • “When I volunteer, I know I am doing good—and you will too.”

15. Word Choice • Loaded language uses highly charged words to affect people’s emotions. Highly negative or positive words which elicit an emotional response. • Example: • When Kraft Foods invented processed cheese in the early 1900s, traditional cheese makers wanted the new cheese to be labeled “embalmed cheese" by law. The U.S. government considered that term to be disparaging, and required that the product be labeled "process cheese.“

16. “glittering generalities” • A glittering generality is a word or phrase that sounds nice and is associated with highly valued ideas and beliefs. • It is used to appeal to positive emotions • Two main qualities: • Vague • Positive connotations • Examples: • Democracy, freedom, the common good, progress, hope, courage, equality.

17. Others • Ad hominem: An attack on the person rather than the real issue. • Example: • The movie is terrible. That actor hates puppies. • Name calling—immediately puts negative associations on the competition • Transfer: an association of one thing with another (can be negative or positive) • Product comparison implies that one product is better than the other. May not actually provide reasons as to why. • Red Herring: A deliberate attempt to divert attention.

18. Your Turn, Again! • Now write another letter to your parents, asking for the same thing, but using persuasive techniques. (You can still use rhetoric if you want, but it is not necessary.) • Use at least TWO persuasive techniques. • At the bottom, identify the persuasive techniques you used.