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

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!

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:

Aristotle

Logos – the logical argument

Pathos – the passionate argument

Ethos – the ethical argument

Every argument fits into one of these three categories!

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)

Check out this video for a deeper understanding of

the forms of rhetoric.

But the importance of the number three in persuasion doesn’t end there!

PERSUASIVE TECHNIQUES

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 choices you make are the best for your argument. Oh, and choose

THREE!

Use these techniques properly and you can

persuade anyone!

PERSUASIVE TECHNIQUES

AnalogyRational AppealEmotional AppealAppeal to Authority

RepetitionCause & Effect

Facts & StatisticsRhetorical Question

Analogy: Drawing similarities between things that are otherwise dissimilar

One good ANALOGY 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.

Rational Appeal: Argument that appeals to practicality.

Be able to defend your arguments

in a RATIONAL 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.

Emotional Appeal: Argument appeals to powerful positive or negative emotions (love , happiness, fear, hatred)

The EMOTIONAL 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!

Appeal to Authority: Writer offers argument based on his own authority, credibility, or general character.

Respect my AUTHORITY!

As a student myself, I can attest to the fact that

homework causes undue stress on both students and

their families.

Repetition: When words or sentence structures are repeated for impact.

“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

Constant REPETITION carries conviction.

Facts & Statistics: The argument utilizes exact or approximate facts or figures

FACTS are stubborn, but STATISTICS are more pliable.

Hundreds are injured each year in holiday turkey frying incidents.

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

If practice makes perfect, and no one's perfect, then why practice?

RHETORICAL QUESTIONS are overused, aren’t they?

Cause & Effect: The argument demonstrates that two or more things are connected by stating that one causes another.

Studies show that watching the History Channel will

positively impact a student’s grade in World Studies.

Shallow men believe in luck.

Strong men believe in CAUSE & EFFECT.

At one time the only danger with driving was driving itself. Much has changed since the invention of the automobile. Now, there are many factors that come into play such as distracted driving due to alcohol consumption, mobile phone use, and music players, televisions mounted inside a car, navigation devices and even access to the internet while driving. One of the most notable and problematic today is texting while driving. In the last few years there has been a staggering increase in the number of accidents and deaths due to texting while driving. There are numerous reasons why you shouldn’t text and drive

The number one reason would be because it is now a law that you cannot text and drive. Currently 30 states enforce this law. Someone who is caught breaking this law could potentially pay a fine up to $150 with a point on their license or worse, arrested. Perhaps needing the assistance of a GA accident attorney who is an expert in texting and driving law questions.

A text message is meant to be read at your convenience. If the text was that important the person would have just called you instead. There is no need for you to read your text message at the very moment. Save it for when you reach your location.

A driver must be completely focused. There are way

too many aspects of driving that makes it dangerous. Bringing a cell phone into the mix just makes it ten times more dangerous; that is distracted driving. So many accidents have occurred while a driver was trying to read or send a text message. Driving and texting are not things that a person can do simultaneously.

Most importantly injury or even death can result from people texting while driving. You may hurt yourself and you may also hurt others. This has become huge societal issue. A person’s permanent injury or death affects more than just that person; it affects his family and friends. If you get into a car accident and kill a person due to texting while driving, the consequence could be harsh. Not only could you go to jail, but you would also have to live with that guilt for the rest of your life.

No text is worth more than a life. If you or a loved one has been a victim of a texting while driving accident you already know this. If you haven’t been touched by a texting and driving accident, it may only be a matter of time unless people stop taking the chance.

Read the following essay, then study the analysis chart example on the next slide.

Persuasive Technique

Ethos Pathos Logos

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.

Analysis chartThesis statement: There are numerous reasons why you shouldn’t text and drive.

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.