1. The Power of Language
and Persuasion

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. 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. http://www.youtube.com/watch?v=d6wRkzCW5qI

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. 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. 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)

9. 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”

10. Bandwagon
Stresses popularity of
the product
Viewers buy because
they want to fit in
If everyone’s buying it,
it must be good

11. 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

13. 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

14. 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

15. 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

16. 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

17. 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.

18. 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?

19. 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?

20. 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.