Persuasive Techniques

Craft of Persuasion

• Even when you know how to evaluate the argument, it is easy to be swayed by persuasive appeals that go straight to your heart
• You should be aware of how powerful language and emotion can be used to affect you
• Let's learn about these techniques and others that people use to create an argument

Ad Hominem, Name Calling

• Definition: a personal attack on the character of one's opponent for distraction from the opponent's argument
• Ex. Donald Trump believes all Mexicans are rapists and criminals which proves he is a racist.

Bandwagon Appeal

• Definition: Taps into people's desire to belong to a part of a group
• Everyone supports safer streets. Don't YOU?
• "jumping on the bandwagon" means doing something because everyone else is doing it

Hasty Generalization

• Definition: A conclusion without all the necessary facts
• Example: Even though it's only the first day, I can tell this is going to be a boring course.

Loaded Language

• Definition: Uses words with positive or negative connotations to stir people's emotions
• Example: The PROVEN candidate who has the TRUST and voice of the AMERICAN people.

Repetition

• Definition: Repeating of phrases or ideas for emphasis
• Example: I have a Dream... I have a Dream...

"Plain Folks" Appeal

• Definition: Implies that ordinary people are on "our side" or that a candidate is like a regular person
• Example: At last, a tax plan created with real families and real budgets in mind

Transfer

• Definition: Connects a product, candidate or cause with positive image or idea
• Example: Take pride in being an American. Re-elect Hilary Clinton

Testimonial

• Definition: Relies on endorsements from celebrities or satisfied customers
• Example: As a well-known television personality, I've played a senator on TV. But candidate Marco Rubio is the real thing!

Slippery Slope

• Definition: Argument that if "A" happens, then eventually "B, C, D..." will happen. So if we don't want "D" to happen we must not allow "A" to occur
• Example: If we ban the confederate flag because it is racist, the government will eventually ban all flags.

Non Sequitur

• Definition: "it does not follow" and cannot be logically drawn from facts
• Example: Sergio is tall. Therefore, he will be an amazing basketball player.

Ethos (Equal)

• Definition: Appeal to values or moral standards
• Example: If you believe in education, vote against cutting after- school programs.

Pathos (symPATHy)

• Definition: Appeal to emotion
• Example: If you don't save the manatees, no one will.

Logos (LOGic)

• Definition: appeal to facts and data
• Example: 6,000 people have already died from smoking this year.