THE ART OF

PERSUASION

WHAT IS PERSUASION?-- WORDS TO CONVINCE YOU

TODO, BUY, OR

BELIEVE.

TERMS TO KNOW:

PROPAGANDA

ISSUE

POSITION (or STAND)

EVIDENCE

BIAS

STEREOTYPE

PROPAGANDA

An extreme form of written or spoken text intended to influence the reader or listener strongly, usually in a distorted or biased manner. Persuasion vs. Propaganda.

ISSUE

The main topic being discussed in persuasive text.

(can usually be explainedin one or two words)

AUTHOR’S POSITION OR

AUTHOR’S STANDThe author’s opinion towards the issue.

Is the author FOR or AGAINSTthe issue? (pro- / anti-)

EVIDENCE

The reasons the author gives in support of his/her stand on an issue.

(proving his/her point)

BIAS

A preference or an inclination, especially one that inhibits impartial judgment.

STEREOTYPE

A set of inaccurate, simplistic generalizations about a group that allows others to categorize them and treat them accordingly.

PERSUASIVE WRITING

Thesis – the author’s position

Evidence – support of position

Counter Arguments – stating the opposite position

Rebuttal - arguing against each Counter Argument

Closing – restatement of thesis (position)

PERSUASIVE

TECHNIQUES

Ways in which an author tries to get you to do, buy, or believe.

• TESTIMONIAL

A person (often famous) endorses or promotes a product, service, social cause, etc. Testimonial One Testimonial Two Testimonial Three Testimonial Four

• STATISTICS

The use of numbers to convince someone to do, buy, or believe. Statistics One Statistics Two

• BANDWAGON

Urging you to do, buy, or believe – because it is “popular” and “everybody else” is, too. Bandwagon One Bandwagon Two Bandwagon Three

• CITING AUTHORITY

When you “cite” someone else who is considered an authority – in order to persuade others to do, buy, or believe. Citing Authority One

• SNOB APPEAL

Urging someone to do, buy, or believe because the “best/richest” people do – and you deserve to be one of the special ones. Snob One Snob Two Snob Three

• GLITTERING GENERALITIES

Using positive words or phrases with a “feel good” quality that leave a nice impression but don’t give any real information – - Lots of fluff, but no substance. Glittering Generalities One Glittering Generalities Two Glittering Generalities Three

• EMOTIONAL APPEAL

Convincing a person by making them feel a certain way – guilty, happy, patriotic, etc. Emotional Appeal One Emotional Appeal Two Emotional Appeal Three

• EXPERT OPINION

An individual with a certain knowledge pertaining to the issue endorses a product, service, social cause, etc. Expert Opinion One Expert Opinion Two

• PLAIN FOLKS

Ties an idea or person to common people or everyday life; the average person can identify with the issue. Plain Folks One Plain Folks Two

• NAME CALLING

Ties a person, product, or cause to a negative image; often calls the opponent or opposing idea a negative name. Name Calling One Name Calling Two