The Power of Language
and Persuasion
What is it? How do we alleviate injustice? What does it
have to do with English/Writing? How can writing
influence, change...
What do you feel strongly about? Is
there a wrong that you feel should
be made right?
Human rights?
Animal rights?
The env...
http://www.youtube.com/watch?v=d6wRkzCW5qI
Persuasive
Techniques
What convinces you that something is
worthy of your time and dedication?
How do you know something i...
Pathos
•Appealing to human
nature and
emotion/pity
•People are
vulnerable when they
are exposed to things
that make them f...
Ethos

•Appealing to character
and ideals
•The speaker’s authority
and trustworthiness
(using credible source
material)
•Q...
Logos
•Appealing to logic –
facts, statistics,
research
•Your argument has to
make sense and
follow a progression
•Use of ...
Bandwagon
Stresses popularity of
the product
Viewers buy because
they want to fit in
If everyone’s buying it,
it must be g...
Testimonial or Celebrity
Endorsement
Picture or statement from a
famous person
Viewers associate the product
with the cele...
Transfer
Associating love,
respect or admiration
we have for a person
or symbol, and
transferring it to a
product.
Viewers...
Transfer examples
Put a picture of a flag on a
company logo or package
product feel patriotic; buy
American and support t...
Purr Words…
glittering generalities
Words have no specific meaning,
but sound good
Words make product seem more
desirable
...
Name-Calling
Give someone or
something a ‘bad name’
so others will dislike him
or it
Viewers will dislike and
distrust the...
Security (fear)
Draws on viewers fears
by telling them their
jobs or lives are in
danger
Makes viewers feel
unsafe
Viewers...
Audience Awareness
• Those skilled at persuasion know how to
target their audiences and use appropriate
persuasive techniq...
Making Connections
What is your favorite jingle?
What slogan for a product do you find
yourself saying?
What TV commercial...
Reflection
“Persuasion is all around you”

In addition to TV commercials, where else do
you see persuasion all around you?...
Persuasive writing
Persuasive writing
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Persuasive writing

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Persuasive writing

  1. 1. The Power of Language and Persuasion
  2. 2. What is it? How do we alleviate injustice? What does it have to do with English/Writing? How can writing influence, change, or increase awareness of justice or injustice in your world? How is justice different than revenge? Is it? Justice
  3. 3. What do you feel strongly about? Is there a wrong that you feel should be made right? Human rights? Animal rights? The environment? Politics? Education?
  4. 4. http://www.youtube.com/watch?v=d6wRkzCW5qI
  5. 5. Persuasive Techniques What convinces you that something is worthy of your time and dedication? How do you know something is a good product?
  6. 6. Pathos •Appealing to human nature and emotion/pity •People are vulnerable when they are exposed to things that make them feel strongly – more likely to believe you
  7. 7. Ethos •Appealing to character and ideals •The speaker’s authority and trustworthiness (using credible source material) •Question someone’s morality – make them feel as if they are wrong in not siding with you (politely)
  8. 8. Logos •Appealing to logic – facts, statistics, research •Your argument has to make sense and follow a progression •Use of evidence and facts, not opinion or hypothetical situations •NO “what ifs”
  9. 9. Bandwagon Stresses popularity of the product Viewers buy because they want to fit in If everyone’s buying it, it must be good
  10. 10. Testimonial or Celebrity Endorsement Picture or statement from a famous person Viewers associate the product with the celebrity Viewers like the product because they like the celebrity
  11. 11. Transfer Associating love, respect or admiration we have for a person or symbol, and transferring it to a product. Viewers think if they buy the product, they’ll get the feelings associated with it
  12. 12. Transfer examples Put a picture of a flag on a company logo or package product feel patriotic; buy American and support the troops Car ad shows cute girl in the passenger seat buy the car, get the girl, too. Soap ad under a waterfall  feel cool and fresh
  13. 13. Purr Words… glittering generalities Words have no specific meaning, but sound good Words make product seem more desirable Words appeal to emotion rather than reason
  14. 14. Name-Calling Give someone or something a ‘bad name’ so others will dislike him or it Viewers will dislike and distrust the person/product Viewers question the value / honesty / worth of the person or product
  15. 15. Security (fear) Draws on viewers fears by telling them their jobs or lives are in danger Makes viewers feel unsafe Viewers believe product will protect them.
  16. 16. Audience Awareness • Those skilled at persuasion know how to target their audiences and use appropriate persuasive technique for each person or group. Who’s the audience?
  17. 17. Making Connections What is your favorite jingle? What slogan for a product do you find yourself saying? What TV commercial has influenced you to make a purchase?
  18. 18. Reflection “Persuasion is all around you” In addition to TV commercials, where else do you see persuasion all around you? Is that persuasion influencing you or your family in any way? Explain.

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