Persuasion Key Elements

1. Persuasion Key Elements Persuasive Appeals- methods used to convince people to agree with a position- like using emotions, logic, urgency, or ethics. Claim-Stating your argument in a thesis. Example: Dark chocolate is a healthy snack because of its antioxidants.

2. Persuasive Elements • counterargument: an argument opposed to your thesis, or part of your thesis. It expresses the view of a person who disagrees with your position. • propaganda: attempts to influence ideas or opinions dishonestly using faulty reasoning or other persuasive appeals • author’s bias:an inability or unwillingness of an author to look at all sides of an issue

3. Propaganda= Faulty Reasoning • Faulty Reasoning- flawed thinking or thinking that has errors in it that lead to incorrect conclusions • Either/Or Fallacy- saying there are only two choices when there are actually more

4. Propaganda= Faulty Reasoning • Transfer-connecting products to ideas that make the audience feel good but that don’t necessarily have much to do with the product. • Faulty Cause and Effect- believing that because one event came before another, the first event caused the second event to happen

5. Legitimate Persuasion or Propaganda?(depends on the logic) • Bandwagon- talking about how many other people use a product or act a certain way, making the viewer want to be part of the “in crowd” (can either be legitimate persuasion or propaganda depending on the logic) • Repetition- repeating an idea or a phrase over and over so that it sticks in the viewer’s head

6. Persuasion or Propaganda? • Testimonial- A famous or important person says that he/she uses a particular product, so the viewers and listeners should, too- regardless of whether the product is good. • Exaggeration-overstating a point

7. Words Persuade • Denotation- the literal or dictionary meaning of a word • Connotation- thoughts, feelings, and mental pictures that a word brings to mind • (positive/negative) • Semantic Slanting- using words with very positive or negative connotation to describe something in order to convince an audience. • Slang- highly informal language that is not considered standard usage

8. Logos- Logical/Rational Appeal Appeals to the head rather than the heart. Facts, numbers, and hard evidence can be very convincing. Example: A Snickers bar has 280 calories and 30 grams of sugar. That’s not very healthy.

9. Ethos- Ethical Appeal Making readers trust the writer and believe that his/her position is the “right thing to do.” Examples- References to family, beliefs, character, people who the audience looks up to; this also includes proving oneself as a credible person

10. Pathos- Emotional Appeal Getting people to feel happy, sad, or angry can help your argument. Example: Your donation might just get this puppy off the street and into a good home.

11. Kairos- Appeal to Urgency Try to convince your audience that this issue is so important they must act now. Example: This is a one-time offer. You can’t get this price after today.