The Art of The Art of PersuasionPersuasion

AKA… Persuasive RhetoricAKA… Persuasive Rhetoric

Some Terms to Know:Some Terms to Know: RhetoricRhetoric – the art of communicating ideas – the art of communicating ideas Persuasive RhetoricPersuasive Rhetoric – reasoned arguments in favor of or – reasoned arguments in favor of or

against particular beliefs or courses of action.against particular beliefs or courses of action. SermonSermon – a form of religious persuasion in which a speaker – a form of religious persuasion in which a speaker

exhorts the audience to behave in a more spiritual and exhorts the audience to behave in a more spiritual and moral fashion.moral fashion.

Loaded LanguageLoaded Language – words with strong connotations or – words with strong connotations or emotional associations… child vs. bratemotional associations… child vs. brat

Rhetorical QuestionRhetorical Question – a question to which no answer is – a question to which no answer is expected because the answer is obvious.expected because the answer is obvious.

RepetitionRepetition – the recurrence of words, phrases, or lines. – the recurrence of words, phrases, or lines. ParallelismParallelism – when a speaker or writer expresses ideas of – when a speaker or writer expresses ideas of

equal worth with the same grammatical form.equal worth with the same grammatical form. Elevated LanguageElevated Language – formal words and phrases that lend a – formal words and phrases that lend a

serious tone.serious tone.

Some more things you Some more things you need to know about…need to know about…

Logical appeals (Logos) vs. Emotional Logical appeals (Logos) vs. Emotional appeals (Pathos) vs. Ethical appeals (Ethos)appeals (Pathos) vs. Ethical appeals (Ethos)

Let’s think about this and how it applies to Let’s think about this and how it applies to advertisingadvertising

Logical FallaciesLogical Fallacies

Let’s watch a videoLet’s watch a video

Let’s check out a manly blog postLet’s check out a manly blog post Deductive Reasoning vs. Inductive ReasoningDeductive Reasoning vs. Inductive Reasoning