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Introduction to Persuasion and Argument

Introduction to Persuasion and Argument. Moving people to a belief, position or course of action. What is the difference?. Persuasion and argument are often used to mean the same thing

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Introduction to Persuasion and Argument

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  1. Introduction to Persuasion and Argument Moving people to a belief, position or course of action

  2. What is the difference? • Persuasion and argument are often used to mean the same thing • Persuasion is a broad term, which includes many strategies designed to move people to a position, a belief, or a course of action • Argument is a specific kind of persuasion based on the principles of logic and reasoning

  3. Why are argument and persuasion important? • In everyday life… Appealing a grade, asking for a raise, applying for a job, negotiating the price of a new car, arguing in traffic court • In academic life… Defending your ideas, engaging intellectual debate • On the job… Getting people to listen to your ideas, winning buy-in, getting your boss to notice, getting cooperation, moving people to action • In writing… Irrefutably making your point, writing to be read • In reading and listening… Critically evaluating other’s arguments, protecting yourself from unethical persuasive tactics, recognizing faulty reasoning when you see it.

  4. Taking a Look at Persuasion • Advertisement project • Advertisements are a form of persuasion-trying to persuade you to buy a certain product

  5. Key Elements in Persuasion • The source: the person who sends the communication (company using the advertisement) • The receiver: the target of a persuasive message (who is the target audience, who does the company want to see the ad and buy their product) • The message: the content of a piece of communication (slogan) • The channel: the medium used to send the message (billboard, television, internet)

  6. Types of Appeal in Persuasion (Review) • Logical (logos)-an argument based on facts, statistics, and research or expert opinion. • Emotional (pathos)-getting an emotional response is another way to persuade. • Moral (ethos)-appeal to a person’s morals…get them to do the right thing

  7. Goal of Persuasion • Change someone’s attitudes or behavior • In advertisement: to convince someone to buy/use your product.

  8. Persuasive Techniques • Bandwagon Appeal:takes advantage of people's desire to belong • Snob Appeal: taps into people's needs to feel superior to others • Testimonial: relies on the backing of a celebrity, an expert, or a satisfied customer • Transfer:connects a product, a candidate, or a cause with a positive image or idea • Loaded Language: uses words with strongly positive or negative connotations (meanings) to stir people's emotions

  9. Persuasive Techniques, continued • Glittering Generalities: This technique uses important-sounding "glad words" that have little or no real meaning. These words are used in general statements that cannot be proved or disproved. Words like "good," "honest," "fair," and "best" are examples of "glad" words. • Card Stacking: This term comes from stacking a deck of cards in your favor. Card stacking is used to make a message sound more in your favor. Key words or unfavorable statistics may be omitted in an ad or commercial, leading to a series of half-truths. Keep in mind that an advertiser is under no obligation "to give the truth, the whole truth, and nothing but the truth.”

  10. Name the Persuasive Technique

  11. Answer • Bandwagon • Transfer

  12. Name the Persuasive Technique

  13. Answer • Transfer

  14. Name the Persuasive Technique

  15. Answer • Testimonial

  16. Name the Persuasive Technique

  17. answer • Testimonial

  18. Name the Persuasive Technique

  19. answer • Bandwagon

  20. Name the Persuasive Technique

  21. Partner Task • Objective: To analyze an advertisement, looking for the persuasive techniques used and purpose of the ad. • Task: (45 minutes) • 1) Using one computer per pair find an advertisement.Write the name of the product being advertised at the top of the page. • 2) Write a couple sentences explaining what you see in the ad. Be as detailed as possible. • 3) Write the purpose of the advertisement (example: to get people to drink Coke instead of Pepsi). • 4) Determine the following for the ad: the source, the receiver, the message, the channel (look at notes to help you). • 5) Determine what persuasive techniques are being used and explain how they are used (look at notes). • 6) What type of appeal(s) is being used (pathos, logos, ethos)? Explain. Neatly write or type the answers to the questions above.

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