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Strategies of Persuasion

Strategies of Persuasion. Aug. 23 2010. Rhetorical strategies -- techniques used to move and convince an audience. Narration: using ad to tell a story Comparison-contrast: compare product with others Example/illustration: impact on a person’s life

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Strategies of Persuasion

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  1. Strategies of Persuasion Aug. 23 2010

  2. Rhetorical strategies -- techniques used to move and convince an audience • Narration: using ad to tell a story • Comparison-contrast: compare product with others • Example/illustration: impact on a person’s life • Cause-effect: the result of using a product • Definition: product’s purpose and function • Analogy: make something accessible to audience • Process: the way a product can be used • Description: specification of a product • Classification and division: how a product fits to a larger scheme

  3. Examples: • Pepsi: http://www.youtube.com/watch?v=40DykbPa4Lc • Nike: http://www.youtube.com/watch?v=bPO354_ugF8 • P&G: http://www.youtube.com/watch?v=vC9H855rgOY&NR=1 • Depression: http://www.youtube.com/watch?v=iGE4CAlsSfQ • Google: http://www.youtube.com/watch?v=nnsSUqgkDwU

  4. Rhetorical appeals: • Logos: logical argument -- messages “passionate logic”- a rational argument written with highly charged prose • Pathos: appeals to emotion -- audience “goodwill pathos”- an emotional statement that relies on the character of the speaker to be believed humor • Ethos: appeals to character and authority -- communicator “logical ethos”- a strong line of reasoning employed by a speaker to build authority

  5. Misuse of rhetorical appeals • Logical fallacies: P.38 Mac VS PC: http://www.youtube.com/watch?v=VCL5UgxtoLs • Exaggerated use of pathos: false needs, scare tactic, slippery slope http://www.youtube.com/watch?v=Fitxofd7kOA • Authority over evidence celebrity endorsement

  6. Kairoshttp://endora.wide.msu.edu/index.html • The contingencies of time and place for an argument.

  7. Visual Rhetoric Assignment • Choose your visual text. (magazine, poster, online gallery) • Develop your thesis statement. (find a topic, narrow down topic…) writing prompts: p. 52 • Use the rhetoric concepts and theoretical framework for arguing your thesis. (p.50 Prewriting Checklist) • Integrate texts with pictures. • Add a Work Cited page in MLA standard (resources on MCL and OWL http://owl.english.purdue.edu/). • > 1500 words • Refer to student writing samples online ( EOL ). • First draft due: Week 4 Monday, Sept. 6

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