Chapter 19Chapter 19Make Them Identify with your Choice

Jilliane Marasigan & Jonathan MuñozB4 October 2011

Make Them Identify with your Choice

Jilliane Marasigan & Jonathan MuñozB4 October 2011

Remember:

� Identity strategy is getting the audience to bond with one another and to see you as its ideal leader.

• YOUR WORD IS THEIR BOND.

� Code Grooming using language unique to a group.

� “OMG ICWUDT ROFLWTBIAMU.” (Oh my gosh, I see what you did there, rolling on floor laughing while typing because I’m a magical unicorn.

IronyIrony

� Irony is the technique of saying one thing to outsiders and another to insiders—a double dialect of a language.

� uses a reverse password which lets in anyone who “gets it.”

� Code Inoculation: Be aware of the terms that define the groups you belong to, and watch out when a persuader uses them.

Catching Code

Get Instant ClevernessGet Instant Cleverness

Chapter 20Chapter 20

Schemes

�Schemes serves as persuasive tricks and rules of thumb.• analogy - “My love is like a cherry.”• oxymoron - “military intelligence”• rhetorical questions - Do I have to explain this one?• hyperbole - the most amazingly great figure of all•anaphora - “repeated first words”

"Anaphora will repeat an opening phrase or word;

Anaphora will pour it into a mould (absurd)!Anaphora will cast each subsequent opening;Anaphora will last until it's tiring." - John Hollander

•multiple yoking (diazeugma)Announcer: “Lambodier takes the puck, gets it past two defenders, shoots. . . misses. . . shoots again, goal!

• Dialogue: repeats a conversation for rhetorical effect

• Scott Evil: “Well my friend Sweet Jay took me to that video arcade in town, right, and they don’t speak English there, so Jay got into a fight and he’s all, “Hey quit hasslin’ me cuz I don’t speak French” or whatever! And the guy said something in Paris talk, and I’m like, “Just back off!” and they’re all, “Get out!” And we’re like, “Make me!” It was cool.”

� Coyness: a pretense of shyness or modesty

� Speak around: substitutes a description for the proper name

Hypophora: asking a rhetorical question and answering it.

“What makes a King out of a slave? Courage.

What make the flag on the mast to wave? Courage.

What makes the Sphinx the Seventh Wonder? Courage.

What makes the dawn come up like thunder?! Courage.”

- Cowardly Lion

Idioms: combines words to make a single meaning

•Anaphora - “repeated first words”

• "Anaphora will repeat an opening phrase or word;Anaphora will pour it into a mould (absurd)!Anaphora will cast each subsequent opening;Anaphora will last until it's tiring."(John Hollander, Rhyme's Reason: A Guide to English Verse. Yale Univ. Press, 1989)

•Multiple yoking (diazeugma)

• Announcer: “Lambodier takes the puck, gets it past two defenders, shoots. . . misses. . . shoots again, goal!

Tropes

� swap one image or concept for another

- metaphor- irony- metonymy - swaps a part for the whole

•eg. “bluehairs” = elderly women “longhorns” = cattle- synecdoche - swaps a thing for a collection of things

•eg. “White House” “the good book”

Grab a Cliché and Twist

• Concede your opponent’s cliché and then mess it up deliberately.

• Significant other: I want to look like her. She looks as if she was poured into her bathing suit.

• You: Yes, and forgot to say “when”.

• TAKE IT LITERALLY

• Opponent: The early bird catches the worm.• You: It can have it.

The Yoda TechniqueThe Yoda Technique

Chiasmus

� presents a mirror image of a concept, rebutting the opponent’s point by playing it backwards

• Without chiasmus: Instead of seeking help form the government, you should volunteer for it.

• With chiasmus: Ask not what your country can do for you, ask what you can do for your country.

• Knut Rockne: When the going gets tough, the tough gets going.

Dialysis and Antithesis

•Dialysis - condensely weights two arguments side by side. THIS or THAT.

• Bush: “You’re either with us, or you’re with the terrorists.”

• ***Also “yes-no” sentence

•Antithesis - weighs one argument next to the other.

• “In this corner, weighing 176 lbs, the middleweight champion of the world, Julio Fuentes. And in this corner...”

use repetition and parallel structureuse repetition and parallel structure

Say Yes and No at the Same Time

� edit yourself aloud, interrupt yourself, pretend you can’t think of what to say, or correct something in the middle of your own sentence

� “I never was so embarrassed as I was last night. Actually, I have been that embarrassed—the last time we went to a party together.

� Correcting yourself makes the audience believe you have a passion for fairness and accuracy even while you pile on the accusations.

� YES-NO Sentence (type of dialysis)

� Lover: “You seem a little put out with me this morning.”� You: “Put out, no. Furious, yes.”

Litotes

• makes a point by denying its opposite, resulting in an ironic understatement

• “You are not wrong.” = You’re wrong.• “She is not as young as she was.” =

She’s old.• “He was not unfamiliar with the

subject.” = He is acquainted with the subject.

Climax

• uses the last part of a clause to begin the next, working like a pyramid, with each part overlapping the next

• “If you don’t bring your pen, you may not take the test; if you don’t take the test, you fail school; if you fail school, you fail life; if you fail life, you die.”

“Verbing”

• (anthimeria) a change in a word’s use—noun to verb, verb to noun, noun to adjective.

• “The thunder would not peace at my bidding.” -Shakespeare• “Google it.” = “Search it on Google.”

Parelcon

� subspecies of verbing in which a word gets stripped of its meaning and is used as a filler

� “And I was like, y’know, like totally crazed out, right. And like this whole, like, mob, came totally, like stampeding over, like, y’know, the park. It was like, insane, y’know? Because I was just, like, there, chasing the ducks.”

� “Like” and other parelcons aren’t always used as a filler, and may sometimes even serve a purpose.

� Thomas: “So are you, like, freaking or something?”� Here, “like” serves as a pause, to place more emphasis on the sentence’s

key word “freaking” and to give it more connotation, as in the “nature of freaking.”