Argument and Persuasion
Unit goals:
– Analyze the effect of persuasive techniques.
– Recognize elements of an argumentative
essay.
– Write to persuade.
Elements of an Argument
and
Persuasive Techniques
Warm-up
Think about a time when an advertisement
persuaded you to buy a product. What
influenced your decision to believe that
company’s claims?
The Elements of an
Argument
argument
A claim supported by reasons and
evidence
Appeals to logic, not to emotions
claim
The writer’s position on a problem or issue
Might be stated directly
– “Vitamins are good for you.”
Might be stated indirectly
– “Take your vitamins – feel the difference.”
support
Reasons and evidence that back up the
claim
May include facts, statistics, examples,
and quotations from experts
counterargument
A good argument anticipates what people
with opposing viewpoints might say
Important to counter objections by offering
further evidence to support claim
Persuasive Techniques
These can enhance strong
arguments or mask flaws in
weak ones.
Persuasive Techniques
Appeals by Association
– Bandwagon Appeal
– Snob Appeal
– Testimonial
– Transfer
Persuasive Techniques
Appeal to Values
– Ethical Appeal
Emotional Appeals
– Appeal to Fear
– Appeal to Pity
Word Choice
– Loaded Language
Appeals by Association
Bandwagon Appeal
– Taps into people’s desire to belong
– Example:
Millions of teens have made City Jeans part of
their wardrobe. What are you waiting for?
Appeals by Association
Snob Appeal
– Taps into people’s need to feel superior to
others
– Example:
Join the Brookside Club for Seasoned Skiiers –
because you’re way beyond the beginner slopes.
Appeals by Association
Testimonial
– Relies on the backing of a celebrity, an
expert, or a satisfied customer
– Example:
As a supermodel, it’s important for me to have a
great smile. Brite Strips whiten your teeth without
the wait.
Appeals by Association
Transfer
– Connects a product, a candidate, or a cause
with a positive image or idea
– Example:
Vote for cleaner air. Vote for Tony Leonard.
Appeal to Values
Ethical Appeal
– Tries to gain moral support for a claim by
linking the claim to a widely accepted value
– Example:
If you believe that every child deserves a good
education, support the Great Minds Organization.
Emotional Appeals
Appeal to Fear
– Makes people feel as if their safety, security,
or health is in danger
– Example:
How clean are the hotel rooms you’re staying in?
You’ll be shocked by what our documentary
reveals.
Emotional Appeals
Appeal to Pity
– Taps into people’s compassion for others
– Example:
For the cost of one cup of coffee a day, you could
save a life.
Word Choice
Loaded Language
– Uses words with strongly positive or negative
connotations to stir people’s emotions
– Example:
The alley next to the parking lot is dark and
dangerous. Vote to increase the number of street
lamps in our neighborhood. Residents deserve to
feel safe and protected.
