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. .