In this lesson, you will learn aboutdifferent techniques advertisers use topersuade consumers. Why are welearning about advertising in Englishclass? Simple. Because persuasivewriting is advertising! A persuasiveessay is fundamentally just anadvertisement. The more youunderstand about the art of persuasion,the better your “advertisement” will be.In this lesson you will: • Learn about Aristotle’s rhetoric • Learn persuasive techniques • Learn how these elements work together to create persuasion • Analyze persuasion in literature
Have you ever noticed how prevalent the number three is in …. well, ineverything? We have three little pigs, three bears, and three blind mice.Television has proven that there is power in three (remember Charmed?), it gave us the hilarity of The Three Stooges, and it convinced us thatThree’s Company. But three really goes even farther than the consciouschoice of three items.Three even seems to govern our decisions and our moods without ourknowledge. Think about when mom asks you to do something. The firstrequest is calm: “Billy, please take out the trash.” The second request isa bit more insistent: “Billy, did you hear me tell you to take out thetrash?” But generally, if Mom has to ask a third time, it’s just, “BILLY!”and Billy pauses the X-Box and takes out the trash. Three is a magic number!
So what does three have to do with persuasion?Aristotle was intrigued by rhetoric – the ability to seewhat is persuasive in any given case. In his study of the art of rhetoric, he found THREE forms of persuasion: Aristotl e
Logos – the logical argumentPathos – the passionate argument Ethos – the ethical argument Every argument fits into one of these three categories!
Mom, could I please have this new skateboard? Are you kidding me?It would make me REALLY happy (pathos),I’ve already saved up the money (logos), andI’ve ridden enough skateboards to know that the newtruck design makes it safer than my old one. (ethos)
Check out this video fora deeper understandingof the forms of rhetoric.
But the importance of the number three in persuasion doesn’t end there!
There are a number of persuasive techniques that appear in both advertising and composition, but we are going to focus on the techniques that are most effective when used in writing. As you choose the techniques you will use, choose those that are most logical when considering the position you will defend. Each technique has its own strengths, so be sure theUse these techniques choices you make are the best forproperly and you can your argument. Oh, and choose persuade anyone! THREE!
Analogy RepetitionRational Appeal Cause & EffectEmotional Appeal Facts & StatisticsAppeal to Authority Rhetorical Question
One good is worth three hours of discussion. “When the architects of our republic wrote the magnificent words of the Constitution and the Declaration of Independence, they were signing a promissory note to which every American was to fall heir.” ~Dr. Martin Luther King, Jr.Analogy: Drawing similarities between things that are otherwise dissimilar
Be able to defend your arguments in a way. Otherwise, all you have is an opinion.A cell phone can teach yourchild about responsibility, fromtaking care of the gadget to theminutes and text restrictions. Rational Appeal: Argument that appeals to practicality.
The brain responds to anevent more quickly than the thinking brain. Buy American, and Americans work; Buy theirs and … *note, this include a patriotic appeal as well. BONUS!Emotional Appeal: Argument appeals to powerful positive or negative emotions (love , happiness, fear, hatred)
Respect my ! As a student myself, I can attest to the fact that homework causes unduestress on both students and their families. Appeal to Authority: Writer offers argument based on his own authority, credibility, or general character.
Constant carries conviction. “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.” ~Winston Churchill Repetition: When words or sentence structures are repeated for impact.
are stubborn, but are more pliable.Hundreds are injured each year inholiday turkey frying incidents. Facts & Statistics: The argument utilizes exact or approximate facts or figures
are overused, aren’t they? If practice makes perfect, and no ones perfect, then why practice?Rhetorical Question: The argument uses a question that prompts the reader to think, but which the writer does not answer because the answer is usually obvious to the reader
Shallow men believe in luck.Strong men believe in . Studies show that watching the History Channel will positively impact a student’s grade in World Studies. Cause & Effect: The argument demonstrates that two or more things are connected by stating that one causes another.
Read the following essay, then study the analysis chart example on the next slide. At one time the only danger with driving was driving A driver must be completely focused. There are wayitself. Much has changed since the invention of the too many aspects of driving that makes it dangerous.automobile. Now, there are many factors that come into Bringing a cell phone into the mix just makes it ten timesplay such as distracted driving due to alcohol more dangerous; that is distracted driving. So manyconsumption, mobile phone use, and music players, accidents have occurred while a driver was trying totelevisions mounted inside a car, navigation devices and read or send a text message. Driving and texting are noteven access to the internet while driving. One of the things that a person can do simultaneously.most notable and problematic today is texting while Most importantly injury or even death can resultdriving. In the last few years there has been a staggering from people texting while driving. You may hurt yourselfincrease in the number of accidents and deaths due to and you may also hurt others. This has become hugetexting while driving. There are numerous reasons why societal issue. A person’s permanent injury or deathyou shouldn’t text and drive affects more than just that person; it affects his family The number one reason would be because it is now and friends. If you get into a car accident and kill aa law that you cannot text and drive. Currently 30 states person due to texting while driving, the consequenceenforce this law. Someone who is caught breaking this could be harsh. Not only could you go to jail, but youlaw could potentially pay a fine up to $150 with a point would also have to live with that guilt for the rest of youron their license or worse, arrested. Perhaps needing the life.assistance of a GA accident attorney who is an expert in No text is worth more than a life. If you or a lovedtexting and driving law questions. one has been a victim of a texting while driving accident A text message is meant to be read at your you already know this. If you haven’t been touched by aconvenience. If the text was that important the person texting and driving accident, it may only be a matter ofwould have just called you instead. There is no need for time unless people stop taking the chance.you to read your text message at the very moment. Saveit for when you reach your location.
Analysis chartThesis statement: There are numerous reasons whyyou shouldn’t text and drive.Persuasive Ethos Pathos LogosTechniqueRational Appeal Texting and driving is against the LawEmotional Appeal Fear: you could die or hurt someone elseFacts & Statistics 30 states enforce a texting law. Fines of up to $150Appeal to Authority As a teenage driver myself, I’ve seen it.
Now it’s your turn!Your assignment:• Go to doc sharing and locate the Persuasive Analysis Chart document. Download your choice of file types (pdf or Word document)• Review “Sinners in the Hands of an Angry God.• Complete the chart with as many examples as you can find in the piece.• Submit your final chart to the dropbox for this lesson.