Tools of Persuasion

1. Look at the title and picture below. Think about why your teacher chose this picture. Be prepared to explain what persuasion means (in your own words). Also, be ready to explain why understanding persuasion is important. Tools of Persuasion

2. Tools of Persuasion • Logical Arguments • Usually problem and solution or cause and effect- gives “common sense” reasons “The town needs money. A skating rink will bring in money. Therefore, we should build a rink.”

3. Tools of Persuasion • Statistics • Uses numbers and percentages to back up an argument “Eighty percent of the voters support a rink.”

4. Tools of Persuasion • Expert Opinions • Quotes or cites an expert or authority on the topic “Professor Irving Hud argues that public recreational facilities will improve business in our town.”

5. Tools of Persuasion • Personal Observations • Personal anecdotes (very short stories) or things you notice that help support your argument “Every day, I see kids hanging out with nothing to do. A skating rink will give them an outlet.”

6. Tools of Persuasion • Charged Language and Striking Images (Slanted Words) • Uses words packed with emotion or imagery to make people feel a certain way. “Our ‘sleepy little town’ is starting to wake up. We can turn over and go back to sleep—or we can get up and do what needs doing.”

7. Tools of Persuasion • Endorsement • The use of a famous person to “prove” something is good “Tony Hawk owes much of his success to the little skating rink in his hometown.”

8. Tools of Persuasion • Card Stacking • Emphasizes only one side of an argument and overlooks others “The skating rink will generate money, provide a hangout for teens, and will bring in more people from other nearby cities. That will help other business, too, such as restaurants.” (Only the POSITIVE is stated- what are some negatives?)

9. Tools of Persuasion • Air and Rebut the Other Side’s Point of View • The opposite argument is presented, but it is then proven wrong or argued against “Mayor Quincy suggests that a skating rink will be too expensive, but with all of the teenagers in the town, it would pay for itself within five years.”

10. Tools of Persuasion • Bandwagon • Suggests “everyone else” or everyone of importance agrees “All major cities and many growing towns have built rinks. Do we want to be left behind?”

11. Tools of Persuasion • Plain Folks • speakers attempt to convince their audience that they, and their ideas, are "of the people." “I know I am just a typical middle school student, but I speak for us all when I say: Please build a skating rink. That is all that we really want.”

12. Tools of Persuasion • Shock Tactics and Fear • Purposely scaring an audience to make them agree with the writer’s point of view Without a skating rink, teenagers with nothing to do will start drinking, using drugs, or doing other harmful behaviors because they are bored.

13. Association • Association • tries to link a product, service, or idea with something already liked or desired by the target audience, such as fun, pleasure, beauty, security, intimacy, success, wealth, etc. Remember the joys of your youth, hanging out with your friends and having fun? A skating rink would allow the younger generation to make such wonderful memories.

14. Logical Arguments Statistics Expert Opinions Personal Observations Charged Language/Slanted Words Endorsement Card Stacking Air and Rebut Bandwagon Plain Folks Ten Tools of Persuasion