writing persuasive rhetoric

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 audience.

Essential QuestionHow do persuasive messages shape behaviors, values, and/or beliefs?

As you think about this question, consider persuasive messages that have affected you personally.

Persuasive Rhetoric

Changing the minds of others.

•Purpose•Audience•Subject•Medium

The Four Elements of Communication

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 language

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.

•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

Plato and Aristotle

Plato had a student named Aristotle.

They were both influential Greek philosophers in the 300 BCs.

Aristotle identifies three PERSUASIVE APPEALS.

Persuasive Appeals

Ethos (Ethical Appeal)

Pathos (Emotional Appeal)

Logos (Logical Appeal)

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!

Who does the advertisement want you to trust?

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.

Ads with emotional appeal

Emotional appeal – injury to healthy images; language

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

This ad provides a list of logical , wise reasons why you should never start smoking.

STOP HERE!!!!!!

Persuasive Techniques

•Bandwagon•Hard Evidence•Compare/Contrast•Repetition

Persuasive Techniques•Anecdote•Rhetorical Questions•Language Devices•Slogan

BANDWAGON

In this technique, people persuade others to join them by convincing others that everyone else is doing it, too.

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!”

Example:

Be where the action is. Shop at Hang-out Mall.

Hard Evidence– Facts, Figures, and Statistics

In this persuasive technique, numbers, tables, and graphs are used to show statistics of both sides.

Hard Evidence Example

An advertisement might read, “This product kills 99% of your germs.”

Surveys may be conducted andthe results graphed to show people’s

opinions.

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%...

Compare and Contrast

Two items are compared to convince that one is better than the other.

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.

RepetitionWords 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

RepetitionRepetition What is repeated What is repeated

in this ad?in this ad?

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.”

Slogan

A catchy phrase

Anecdote – a short personal story

Example Proactive or weight loss commercials where

real people tell about their struggles

Rhetorical Question

A question meant to provoke thought The question is not meant to be

answered.

Language Devices

Similes, Metaphors, Personification, Etc.

simile

Language Device: Simile (comparing two unlike things using the words

like or as)

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

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

Are you an ad detective?Are you an ad detective?

Play this ad detective game!Play this ad detective game! Look at the following pictures Look at the following pictures

and find the advertisement and find the advertisement technique ortechnique or

appeal beingappeal being

used.used.

BandwagonThis persuasive technique tries to

persuade everyone to join in and do the same thing.

BandwagonThis technique tries to persuade

everyone to join in and do the same thing. ANSWER: BANDWAGON

Emotional WordsWhich appeals?

Emotional WordsWhich appeals?

ANSWER: PATHOS (EMOTIONAL APPEAL)

ANSWER: LOGOS (LOGICAL APPEAL)

Name-callingWhich persuasive technique is being used? Negative words are used to create an unfavorable opinion of the

competition in the viewer's mind.

Name-callingNegative 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.

Compare & contrastAnother example of compare and contrast: The viewer is led to

believe one product is better than another, although no real proof is offered.

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.

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.

Which language device is being used?

Which language device is being used? ANSWER: SIMILE

Sample Letter in Block Format

Dear Dr. Yoyvitch and CDC Selection Committee:

123 Winner's RoadNew Employee Town, PA 12345March 16, 2001

Ernie English1234 Writing Lab LaneWrite 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

Sample Letter Format

Dear Dr. Yoyvitch and CDC Selection Committee:

DR. Y.’S ADDRESS

YOUR ADDRESS