1. In this lesson, you will learn about
different techniques advertisers use to
persuade consumers. Why are we
learning about advertising in English
class? Simple. Because persuasive
writing is advertising! A persuasive
essay is fundamentally just an
advertisement. The more you
understand about the art of persuasion,
the better your “advertisement” will be.
In this lesson you will:
• Learn about Aristotle’s rhetoric
• Learn persuasive techniques
• Learn how these elements work
together to create persuasion
• Analyze persuasion in literature
2. Have you ever noticed how prevalent the number three is in …. well, in
everything? We have three little pigs, three bears, and three blind mice.
Television has proven that there is power in three (remember Charmed
?), it gave us the hilarity of The Three Stooges, and it convinced us that
Three’s Company. But three really goes even farther than the conscious
choice of three items.
Three even seems to govern our decisions and our moods without our
knowledge. Think about when mom asks you to do something. The first
request is calm: “Billy, please take out the trash.” The second request is
a bit more insistent: “Billy, did you hear me tell you to take out the
trash?” But generally, if Mom has to ask a third time, it’s just, “BILLY!”
and Billy pauses the X-Box and takes out the trash.
Three is a magic number!
3. So what does three have
to do with persuasion?
Aristotle was intrigued by rhetoric – the ability to see
what is persuasive in any given case. In his study of
the art of rhetoric, he found THREE forms of
persuasion:
Aristotl
e
4. Logos – the logical argument
Pathos – the passionate argument
Ethos – the ethical argument
Every argument fits into one of
these three categories!
5. Mom, could I please have
this new skateboard?
Are you kidding me?
It would make me REALLY happy (pathos),
I’ve already saved up the money (logos), and
I’ve ridden enough skateboards to know that the new
truck design makes it safer than my old one. (ethos)
6. Check out this video for
a deeper understanding
of the forms of rhetoric.
8. There are a number of persuasive
techniques that appear in both
advertising and composition, but we
are going to focus on the techniques
that are most effective when used in
writing.
As you choose the techniques you
will use, choose those that are most
logical when considering the position
you will defend. Each technique has
its own strengths, so be sure the
Use these techniques choices you make are the best for
properly and you can your argument. Oh, and choose
persuade anyone! THREE!
9. Analogy Repetition
Rational Appeal Cause & Effect
Emotional Appeal Facts & Statistics
Appeal to Authority Rhetorical Question
10. One good is worth
three hours of discussion.
“When the architects of our republic wrote the
magnificent words of the Constitution and the Declaration
of Independence, they were signing a promissory note to
which every American was to fall heir.”
~Dr. Martin Luther King, Jr.
Analogy: Drawing similarities between things that are otherwise dissimilar
11. Be able to defend your arguments
in a way.
Otherwise, all you have is an opinion.
A cell phone can teach your
child about responsibility, from
taking care of the gadget to the
minutes and text restrictions.
Rational Appeal: Argument that appeals to practicality.
12. The brain responds to an
event more quickly than the thinking brain.
Buy American, and
Americans work;
Buy theirs and …
*note, this include a patriotic appeal as well. BONUS!
Emotional Appeal: Argument appeals to powerful positive or negative emotions
(love , happiness, fear, hatred)
13. Respect my !
As a student myself, I can
attest to the fact that
homework causes undue
stress on both students and
their families.
Appeal to Authority: Writer offers argument based on
his own authority, credibility, or general character.
14. Constant carries conviction.
“We shall fight on the beaches, we shall fight on the
landing grounds, we shall fight in the fields and in the
streets, we shall fight in the hills, we shall never
surrender.”
~Winston Churchill
Repetition: When words or sentence structures are repeated for impact.
15. are stubborn, but
are more pliable.
Hundreds are injured each year in
holiday turkey frying incidents.
Facts & Statistics: The argument utilizes exact or approximate facts or figures
16. are overused, aren’t they?
If practice makes
perfect, and no one's
perfect, then why
practice?
Rhetorical Question: The argument uses a question that prompts the reader to think, but
which the writer does not answer because the answer is usually obvious to the reader
17. Shallow men believe in luck.
Strong men believe in .
Studies show that watching
the History Channel will
positively impact a student’s
grade in World Studies.
Cause & Effect: The argument demonstrates that two or more
things are connected by stating that one causes another.
18. Read the following essay, then study the analysis chart example on the next slide.
At one time the only danger with driving was driving A driver must be completely focused. There are way
itself. Much has changed since the invention of the too many aspects of driving that makes it dangerous.
automobile. Now, there are many factors that come into Bringing a cell phone into the mix just makes it ten times
play such as distracted driving due to alcohol more dangerous; that is distracted driving. So many
consumption, mobile phone use, and music players, accidents have occurred while a driver was trying to
televisions mounted inside a car, navigation devices and read or send a text message. Driving and texting are not
even access to the internet while driving. One of the things that a person can do simultaneously.
most notable and problematic today is texting while Most importantly injury or even death can result
driving. In the last few years there has been a staggering from people texting while driving. You may hurt yourself
increase in the number of accidents and deaths due to and you may also hurt others. This has become huge
texting while driving. There are numerous reasons why societal issue. A person’s permanent injury or death
you shouldn’t text and drive affects more than just that person; it affects his family
The number one reason would be because it is now and friends. If you get into a car accident and kill a
a law that you cannot text and drive. Currently 30 states person due to texting while driving, the consequence
enforce this law. Someone who is caught breaking this could be harsh. Not only could you go to jail, but you
law could potentially pay a fine up to $150 with a point would also have to live with that guilt for the rest of your
on their license or worse, arrested. Perhaps needing the life.
assistance of a GA accident attorney who is an expert in No text is worth more than a life. If you or a loved
texting and driving law questions. one has been a victim of a texting while driving accident
A text message is meant to be read at your you already know this. If you haven’t been touched by a
convenience. If the text was that important the person texting and driving accident, it may only be a matter of
would have just called you instead. There is no need for time unless people stop taking the chance.
you to read your text message at the very moment. Save
it for when you reach your location.
19. Analysis chart
Thesis statement: There are numerous reasons why
you shouldn’t text and drive.
Persuasive Ethos Pathos Logos
Technique
Rational Appeal Texting and driving
is against the Law
Emotional Appeal Fear: you could die
or hurt someone
else
Facts & Statistics 30 states enforce a
texting law. Fines of
up to $150
Appeal to Authority As a teenage driver
myself, I’ve seen it.
20. Now it’s your turn!
Your assignment:
• Go to doc sharing and locate the Persuasive
Analysis Chart document. Download your
choice of file types (pdf or Word document)
• Review “Sinners in the Hands of an Angry God.
• Complete the chart with as many examples as
you can find in the piece.
• Submit your final chart to the dropbox for this
lesson.
