Persuasive Techniques

Identify these in the arguments andcritical reviews that you read.

Specifically, use these ideas when completing the “Deconstruction of Argument” column on your “Noticings” chart when you’re reading critical reviews.

Calls on an expert (individual, group, or other source) to provide credibility or importance to a product, service, or position.

Example:A dentist promotes a certain brand of toothpaste.

Appeal to authority

Uses emotionally charged language or images.

Example:The audience is shown pictures of devastation caused by natural disasters and asked to support relief efforts.

Appeal to emotion (pathos)

Positions the writer or speaker as a person of good sense, good moral character, and good intentions.

Example:A political candidate says he refuses to mud-sling and prefers to talk about the issues instead.

Appeal to ethics (ethos)

Provides rational arguments to support one’s claim, using facts, figures, and statistics.

Example:Facts are given that support the need to reduce traffic fatalities.

Appeal to logic (logos)

Now we’re going to look at examples of specific persuasive techniques beyond the “big three” of ethos, pathos, and logos.

Specific persuasive techniques

Uses a popular figure such as a celebrity to endorse a product, service, or cause.

Example:Celebrities with beautiful complexions endorse Proactive.

Endorsement/testimonial

Overstates the effectiveness or importance of a product.

Example:An anti-wrinkle cream promises to take off 10 years in one night.

Exaggeration

Substitute an agreeable or inoffensive expression for one that may offend or suggest something unpleasant.

Example:Using the clause “we are experiencing heavy casualties” to mean that people are dying.

Euphemisms

Uses slogans or simple phrases that sound good but provide little or no information because of the vagueness of the message or the positive connotations of the words.

Example:A politician states, “A vote for me is a vote for peace.”

Glittering generalities

Suggests that everyday things are superior to special or extravagant things.

Example:Country Time lemonade sells itself as simple and therefore valuable—a return to the “good old days” when plain folks and simple ways were important.

Plain-folks appeal

Repeats name of product, type of service, or position several times.

Example:“Head On—apply it directly to your forehead. Head On—apply it directly to your forehead. Head On—apply it directly to your forehead.”

Repetition

Asks a question for which no response is expected or desired (the answer is obvious). The question is used for effect or is used to emphasize a point.

Example:“Can we continue to allow our troops to die?”

Rhetorical question

Uses beautiful and sexy people to sell something.

Example:A handsome man promotes using a Gillette razor.

Sex appeal

Plays on our desire for nice things and the “good life.”

Example:Commercial shows a cat eating Fancy Feast out of a crystal dish.

Snob appeal

Uses words, images, or symbols that arouse emotions, thus connecting viewer’s/listener’s emotion to the product being sold.

Example:A car dealer places red, white, and blue banners in the showroom; or a political candidate closes a speech with a prayer.

Transfer

Creates the impression that you have to act fast.

Example:“Order now! Supplies are limited!”

Urgency

Chooses words that will influence the audience’s perception of an item or issue.

Examples:“pro-life” vs. “anti-abortion”“pro-choice” vs. “pro-abortion”“same-sex marriage” vs. “gay marriage” vs.

“marriage equality”

Word choice