How does a writer use rhetorical devices to persuade? An intro to rhetorical devices and argument...
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Transcript of How does a writer use rhetorical devices to persuade? An intro to rhetorical devices and argument...
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How does a writer use rhetorical devices to
persuade?
An intro to rhetorical devices and argument
appeals.
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AllusionBrief reference to a person, place,
event or passage in a work of literature.
“We hold these truths to be self-evident: that all men are created
equal.” MLKhttp://
adland.tv/commercials/mercedes-benz-e-class-ark-2001-030-usa
http://adland.tv/commercials/wilson-david-and-goliath-1995-060-usa
http://adland.tv/commercials/virgin-mobile-moses-2005-030-usa
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Anecdote
A short, entertaining account of some happening, frequently personal or
biographical,a personal story.
EX: “How to Make a Good Impression” article
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Rhetorical Question
To ask a question of an audience to engage them without having a response from the audience.
“Wouldn’t your family feel safer with SafeGuard protecting your home?
Call today!”
**
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Hyperbole
An extravagant exaggeration of fact, used whether for serious or comic
effect.
**
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Repetition/Parallel Structure: The name of a product is repeated many times
Repetition: Effective for Radio Ads“Nationwide warehouse, nationwide
warehouse, NATIONWIDE WAREHOUSE!”
“Call toll free 1-800-888-MYFX; that’s MYFX; again, that’s 1-800-888-MYFX.”
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Repetition/Parallel Structure (cont.):
We hold these truths to be self-evident, that all men are created equal, that they are endowed by their Creator with certain unalienable Rights, that among these are Life, Liberty and the pursuit of Happiness. —
= Parallel Structure
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Word ChoicePositively charged words:Glittering Generalities (“feel good”
words or positively charged words): luxurious, beautiful, natural, durable, long-lasting, independent, paradise, sustainable; --house or home? Which word generates
an emotion?
Negatively charged words: stingy v/s frugal; aggressive v/s assertive; tree-hugger v/s environmentalist; crisis v/s situation
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Euphemism A type of understatement that turns
a word with a negative connotation into a word with a positive connotation:
This room isn’t cramped, it’s “cozy.”I’m not short, I’m “vertically
challenged” (or “petite”).I wasn’t fired, I was “downsized” (or
“let go”).Holocaust = ethnic cleansingUsed/hand-me-down = “vintage”
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How does a writer use argument
appeals to persuade?
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Holy War
At attempt to convince the audience that God is on the side of the
speaker or writer and failure to side with the speaker’s or writer’s
argument will be the equivalent of a failure to defend God.
“Now is the time to make justice a reality for all God’s children.” MLK
“We hold these truths to be self-evident, that all men are created equal, that they are endowed by
their Creator with certain unalienable Rights, that among these are Life, Liberty and the
pursuit of Happiness.” –
--Declaration of Independence * *
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Bandwagon
An attempt to strengthen an argument by convincing the audience that
accepting the writer’s or speaker’s view will put them on the popular or
apparently winning side.McDonald’s: “Over 4 Billion Served!”Hunger Games: 19 Weeks on the
Bestseller ListInternet website: Sorting merchandize
by “Most Popular” or “Bestseller”
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Testimonial
Famous people endorse a product or idea.
“I’m professional football player Marcus Browning, and I use Wash
Out window cleaner.”
**
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Expert opinion
Experts approve this product, so you should use it
“Four out of five dentists recommend sugarless gum for their patients who chew gum”
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Emotional Appeal
Words or images or sounds that appeal to the audience’s emotions are used. The appeal may be to
positive emotions, such as a desire for success or to negative ones, such
as fear.
“What would you do if all your possessions were lost in a fire? Get
the Save-All fireproof safe and protect your valuables.”
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Propaganda
The spreading of information for the purpose of influencing thoughts and
actions to either help (or harm) a group, an idea or a person
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Counterclaim
A claim made to offset a previous claim that has been made. Usually
used in legal battles.
Ex: One party sues another for stealing their idea (Facebook )
The other party countersues for defamation of character.
**
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Plain FolkOrdinary people sell a message. You
are to believe that because these people are like you, they can be
trusted.
“As a construction worker, I often get headaches on the job. That’s why I use PainAway aspirin.”
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Plain Folk (cont.)
Obama the President
Obama the “Everyman”
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Slogan:A catchy phrase or statement often
used to sell a service or a product
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Slogan: cont.A catchy phrase or statement often
used to sell a service or a product
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Appeal to Basic Needs
The basic needs techniquetries to connect your need for Love Safety and security Convenience Health Moneyto agreement with the
writer’sopinion.
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Snob Appeal
Maslow’s Hierarchy of Needs
,status
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Snob Appeal
Snob appeal is a technique that uses the reader’s desire to be better than others and connects this feeling to the writer’s opinion.
“Better” can mean more beautiful, more athletic, smarter, or richer than the average person.
The audience for this appeal are often in the top income brackets and either need (or DON’T) need to define their status.
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Cause & EffectAn organizational technique (often used in
debates and in argumentative essays) that presents events and conditions as reason and result, motive and reaction, or stimulus and response (“If this, then that”). This appeal states what will happen if something is followed through/performed. Mostly, this technique is categorized as logos.
BUT: Let’s add an emotional context to the appeal (Appeal to FEAR)
Public Service Announcement in the 70s: “Well, if you don’t brush your teeth, then yes, you too, can be a ‘yuck mouth’”!
Note: We’ll discuss this technique more in Semester B
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Exaggeration/Downplaying
and OversimplificationThe persuader uses either overstatements or understatements for effect.
Exaggeration:“You look like a million bucks!”; “It’s the best decision
in the history of mankind.”; “The opportunity of a lifetime!”
Downplaying and Oversimplification: Downplaying: Only $59.99! (instead of $60) Three easy payments of $19.99! (instead of $60)
Oversimplification: Putting a situation into either/or (You’re either with us or against us; either yes or no; either you said it or you didn’t; either you did it or you didn’t.) The arguer leaves the other party no room for explication. Or making something seem simpler than it is.