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Writing persuasive rhetoric
Writing persuasive rhetoric
Writing persuasive rhetoric
Writing persuasive rhetoric
Writing persuasive rhetoric
Writing persuasive rhetoric
Writing persuasive rhetoric
Writing persuasive rhetoric
Writing persuasive rhetoric
Writing persuasive rhetoric
Writing persuasive rhetoric
Writing persuasive rhetoric
Writing persuasive rhetoric
Writing persuasive rhetoric
Writing persuasive rhetoric
Writing persuasive rhetoric
Writing persuasive rhetoric
Writing persuasive rhetoric
Writing persuasive rhetoric
Writing persuasive rhetoric
Writing persuasive rhetoric
Writing persuasive rhetoric
Writing persuasive rhetoric
Writing persuasive rhetoric
Writing persuasive rhetoric
Writing persuasive rhetoric
Writing persuasive rhetoric
Writing persuasive rhetoric
Writing persuasive rhetoric
Writing persuasive rhetoric
Writing persuasive rhetoric
Writing persuasive rhetoric
Writing persuasive rhetoric
Writing persuasive rhetoric
Writing persuasive rhetoric
Writing persuasive rhetoric
Writing persuasive rhetoric
Writing persuasive rhetoric
Writing persuasive rhetoric
Writing persuasive rhetoric
Writing persuasive rhetoric
Writing persuasive rhetoric
Writing persuasive rhetoric
Writing persuasive rhetoric
Writing persuasive rhetoric
Writing persuasive rhetoric
Writing persuasive rhetoric
Writing persuasive rhetoric
Writing persuasive rhetoric
Writing persuasive rhetoric
Writing persuasive rhetoric
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Writing persuasive rhetoric

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  • The text on the image showing a group of people with one person excluded is a clear example of the bandwagon technique.
  • The text on the image showing a group of people with one person excluded is a clear example of the bandwagon technique.
  • This technique might be used more than any other.
    Are you less patriotic if you don’t buy American goods? Can a Lexus make you happier than a Honda?
    Playing to people’s emotions might get them to purchase products or services they might not otherwise buy.
  • This technique might be used more than any other.
    Are you less patriotic if you don’t buy American goods? Can a Lexus make you happier than a Honda?
    Playing to people’s emotions might get them to purchase products or services they might not otherwise buy.
  • Who is Burger King taking a shot at here? Who is well known for having a secret sauce in their hamburgers? (McDonald’s)
  • Who is Burger King taking a shot at here? Who is well known for having a secret sauce in their hamburgers? (McDonald’s)
  • The Pepsi Taste Test Challenge is a perfect example of this.
  • Transcript

    • 1. Standards for persuasive nonfiction writing    ELACC9-10RI8 – Delineate and evaluate the argument and specific claims in a text, assessing whether the reasoning is valid and the evidence is relevant and sufficient; identify false statements and fallacious reasoning. ELACC9-10W1: Write arguments to support claims in an analysis of substantive topics or texts, using valid reasoning and relevant and sufficient evidence. ELACC9-10W4: Produce clear and coherent writing in which the development, organization, and style are appropriate to task purpose and
    • 2. Essential Question How do persuasive messages shape behaviors, values, and/or beliefs?  As you think about this question, consider persuasive messages that have affected you personally. 
    • 3. Persuasive Rhetoric Changing the minds of others.
    • 4. The Four Elements of Communication Purpose •Audience •Subject •Medium •
    • 5. What is Persuasive Rhetoric? Persuade: to get others to believe or act in a certain way; To win over; To convince  Rhetoric: the art of written or spoken language  PERSUASIVE RHETORIC: the art of persuasion through 
    • 6. There are many reasons people try to persuade others:    Companies use advertisements to persuade consumers to purchase their products. Peers sometimes use persuasion to get others to join them in an activity. People use persuasion to share their ideas when they feel strongly about something and they want others to agree.
    • 7. •What TO DO in persuasive writinG *Be aware of your purpose, audience, subject, and medium *Use persuasive appeals *Use persuasive techniques How you strengthen your argument
    • 8. Plato and Aristotle    Plato had a student named Aristotle. They were both influential Greek philosophers in the 300 BCs. Aristotle identifies three PERSUASIVE APPEALS.
    • 9. Persuasive Appeals  Ethos (Ethical Appeal)  Pathos (Emotional Appeal)  Logos (Logical Appeal)
    • 10. Ethical Appeal (Ethos)    GOAL: Make the audience trust the speaker Based on shared moral values, such as the audience’s sense of justice, right, and virtue Example: Buy Sparkledent! We are the company America has trusted for 98 years!
    • 11. Who does the advertisement want you to trust?
    • 12. Emotional Appeal (Pathos)       GOAL: Tug at the heart strings of the audience. Words or pictures that appeal to the your emotions. They appeal to positive emotions like your desire for success. They can also appeal to negative emotions like fear. They often use emotional words, such as luxury, beautiful, paradise, economical. Example: Save the Children. Feed the Children.
    • 13. Ads with emotional appeal Emotional appeal – injury to healthy images; language
    • 14. Logical Appeal (Logos)    GOAL: Convince the audience by presenting reasonable ideas Advertisers try to convince you to make the right decision, smart decision or best choice in purchasing their product Examples: It makes sense to buy this  Smart moms choose JIF  Save time and money with this  Shop smart, buy here
    • 15. This ad provides a list of logical , wise reasons why you should never start smoking.
    • 16. STOP HERE!!!!!!
    • 17. Persuasive Techniques
    • 18. Persuasive Techniques Bandwagon •Hard Evidence •Compare/Contrast •Repetition • Anecdote •Rhetorical Questions •Language Devices •Slogan •
    • 19. BANDWAGON  In this technique, people persuade others to join them by convincing others that everyone else is doing it, too.
    • 20. For Example:  A friend convinces another friend to go to a party by saying, “Everyone is going to be there! You’ll be laughed at if you don’t go, too!”
    • 21. Example:  Be where the action is. Shop at Hang-out Mall.
    • 22. Hard Evidence– Facts, Figures, and Statistics  In this persuasive technique, numbers, tables, and graphs are used to show statistics of both sides.
    • 23. Hard Evidence Example  An advertisement might read, “This product kills 99% of your germs.” Surveys may be conducted and the results graphed to show people’s opinions. 
    • 24. Hard Evidence Example  This medical company uses statistical evidence to get its point across. …more than 80% of people who get heart attacks have high cholesterol…for 2 out of 3 people…Lipitor lowers bad cholesterol 39-60%...
    • 25. Compare and Contrast Two items are compared to convince that one is better than the other. 
    • 26. Compare and Contrast Example  Many companies compare other brands to prove theirs is better. They may use testimonials, facts and figures, or compare and contrast to get their point across.
    • 27. Repetition    Words or phrases in an advertisement are repeated several times for effect. Repetition gets your attention and stresses a slogan or product Repeating something helps you remember the product or ad
    • 28. Repetitio n  What is repeated in this ad?
    • 29. Example  “Head on, apply directly to the forehead. Head-on, apply directly to the forehead. Head-on, apply directly to the forehead. Head-on, apply directly to the forehead.”
    • 30. Slogan  A catchy phrase
    • 31. Anecdote – a short personal story Example  Proactive or weight loss commercials where real people tell about their struggles
    • 32. Rhetorical Question   A question meant to provoke thought The question is not meant to be answered.
    • 33. Language Devices  Similes, Metaphors, Personification, Etc. simile
    • 34. Language Device: Simile (comparing two unlike things using the words like or as)
    • 35. More Persuasive Techniques Sound Devices (alliteration, consonance, assonance) Triadic structure (3 words, sentences, or clauses organized into groups of three to create a memorable impact) Incentives 
    • 36.   EXAMPLES TRIADIC (THREE) STRUCTURE: YOUR goals, YOUR dreams, YOUR future: We’ll help you get there. For all your mortgage needs: Primary Residential Mortgage, Inc.  INCENTIVES  Sabine’s Enchanted Grooming     New clients: 10% off any service with coupon. Cannot combine with any other discount. Sound devices - ASSONANCE: A Real Deep Clean -- The e and a sounds are repeated for a pleasing and memorable sound quality. CONSONANCE - (Willie’s Carpet Care Commercial and Residential Cleaning)– repetition of c sound are repeated for memorable sound. Sound devices – ALLITERATION: Slide on down to Silly Sam’s Steakhouse
    • 37. Are you an ad detective?  Play this ad detective game!  Look at the following pictures and find the advertisement technique or appeal being used.
    • 38. Bandwagon This persuasive technique tries to persuade everyone to join in and do the same thing.
    • 39. Bandwagon This technique tries to persuade everyone to join in and do the same thing. ANSWER: BANDWAGON
    • 40. Emotional Words Which appeals?
    • 41. Emotional Words Which appeals? ANSWER: PATHOS (EMOTIONAL APPEAL) ANSWER: LOGOS (LOGICAL APPEAL)
    • 42. Name-calling Which persuasive technique is being used? Negative words are used to create an unfavorable opinion of the competition in the viewer's mind.
    • 43. Name-calling Negative words are used to create an unfavorable opinion of the competition in the viewer's mind. ANSWER: COMPARE AND CONTRAST; IT ALSO USES ETHOS TO BRING OUT NEGATIVE EMOTIONS.
    • 44. Compare & contrast Another example of compare and contrast: The viewer is led to believe one product is better than another, although no real proof is offered.
    • 45. A QUESTION IS ASKED TO PROVOKE THOUGHT; IT IS NOT MEANT TO BE ANSWERED Need your check cashed?  Colony Bank now provides check cashing services. 
    • 46. A QUESTION IS ASKED TO PROVOKE THOUGHT; IT IS NOT MEANT TO BE ANSWERED Answer: Rhetorical Question Need your check cashed?  Colony Bank now provides check cashing services. 
    • 47. Which language device is being used?
    • 48. Which language device is being used? ANSWER: SIMILE
    • 49. Sample Letter in Block Format Dear Dr. Yoyvitch and CDC Selection Committee: 123 Winner's Road New Employee Town, PA 12345 March 16, 2001 Ernie English 1234 Writing Lab Lane Write City, IN 12345 Dear Mr. English: The first paragraph of a typical business letter is used to state the main point of the letter. Begin with a friendly opening; then quickly transition into the purpose of your letter. Use a couple of sentences to explain the purpose, but do not go in to detail until the next paragraph. Sincerely, Lucy Letter
    • 50. Sample Letter Format Dear Dr. Yoyvitch and CDC Selection Committee: SS DDRE .’S A DR. Y YO SS DDRE UR A

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