How does a writer use rhetorical devices to

persuade?

An intro to rhetorical devices and argument

appeals.

AllusionBrief reference to a person, place,

event or passage in a work of literature.

“We hold these truths to be self-evident: that all men are created

equal.” MLKhttp://

adland.tv/commercials/mercedes-benz-e-class-ark-2001-030-usa

http://adland.tv/commercials/wilson-david-and-goliath-1995-060-usa

http://adland.tv/commercials/virgin-mobile-moses-2005-030-usa

Anecdote

A short, entertaining account of some happening, frequently personal or

biographical,a personal story.

EX: “How to Make a Good Impression” article

Rhetorical Question

To ask a question of an audience to engage them without having a response from the audience.

“Wouldn’t your family feel safer with SafeGuard protecting your home?

Call today!”

**

Hyperbole

An extravagant exaggeration of fact, used whether for serious or comic

effect.

**

Repetition/Parallel Structure: The name of a product is repeated many times

Repetition: Effective for Radio Ads“Nationwide warehouse, nationwide

warehouse, NATIONWIDE WAREHOUSE!”

“Call toll free 1-800-888-MYFX; that’s MYFX; again, that’s 1-800-888-MYFX.”

Repetition/Parallel Structure (cont.):

We hold these truths to be self-evident, that all men are created equal, that they are endowed by their Creator with certain unalienable Rights, that among these are Life, Liberty and the pursuit of Happiness. —

= Parallel Structure

Word ChoicePositively charged words:Glittering Generalities (“feel good”

words or positively charged words): luxurious, beautiful, natural, durable, long-lasting, independent, paradise, sustainable; --house or home? Which word generates

an emotion?

Negatively charged words: stingy v/s frugal; aggressive v/s assertive; tree-hugger v/s environmentalist; crisis v/s situation

Euphemism A type of understatement that turns

a word with a negative connotation into a word with a positive connotation:

This room isn’t cramped, it’s “cozy.”I’m not short, I’m “vertically

challenged” (or “petite”).I wasn’t fired, I was “downsized” (or

“let go”).Holocaust = ethnic cleansingUsed/hand-me-down = “vintage”

How does a writer use argument

appeals to persuade?

Holy War

At attempt to convince the audience that God is on the side of the

speaker or writer and failure to side with the speaker’s or writer’s

argument will be the equivalent of a failure to defend God.

“Now is the time to make justice a reality for all God’s children.” MLK

“We hold these truths to be self-evident, that all men are created equal, that they are endowed by

their Creator with certain unalienable Rights, that among these are Life, Liberty and the

pursuit of Happiness.” –

--Declaration of Independence * *

Bandwagon

An attempt to strengthen an argument by convincing the audience that

accepting the writer’s or speaker’s view will put them on the popular or

apparently winning side.McDonald’s: “Over 4 Billion Served!”Hunger Games: 19 Weeks on the

Bestseller ListInternet website: Sorting merchandize

by “Most Popular” or “Bestseller”

Testimonial

Famous people endorse a product or idea.

“I’m professional football player Marcus Browning, and I use Wash

Out window cleaner.”

**

Expert opinion

Experts approve this product, so you should use it

“Four out of five dentists recommend sugarless gum for their patients who chew gum”

Emotional Appeal

Words or images or sounds that appeal to the audience’s emotions are used. The appeal may be to

positive emotions, such as a desire for success or to negative ones, such

as fear.

“What would you do if all your possessions were lost in a fire? Get

the Save-All fireproof safe and protect your valuables.”

Propaganda

The spreading of information for the purpose of influencing thoughts and

actions to either help (or harm) a group, an idea or a person

Counterclaim

A claim made to offset a previous claim that has been made. Usually

used in legal battles.

Ex: One party sues another for stealing their idea (Facebook )

The other party countersues for defamation of character.

**

Plain FolkOrdinary people sell a message. You

are to believe that because these people are like you, they can be

trusted.

“As a construction worker, I often get headaches on the job. That’s why I use PainAway aspirin.”

Plain Folk (cont.)

Obama the President

Obama the “Everyman”

Slogan:A catchy phrase or statement often

used to sell a service or a product

Slogan: cont.A catchy phrase or statement often

used to sell a service or a product

Appeal to Basic Needs

The basic needs techniquetries to connect your need for Love Safety and security Convenience Health Moneyto agreement with the

writer’sopinion.

Snob Appeal

Maslow’s Hierarchy of Needs

,status

Snob Appeal

Snob appeal is a technique that uses the reader’s desire to be better than others and connects this feeling to the writer’s opinion.

“Better” can mean more beautiful, more athletic, smarter, or richer than the average person.

The audience for this appeal are often in the top income brackets and either need (or DON’T) need to define their status.

Cause & EffectAn organizational technique (often used in

debates and in argumentative essays) that presents events and conditions as reason and result, motive and reaction, or stimulus and response (“If this, then that”). This appeal states what will happen if something is followed through/performed. Mostly, this technique is categorized as logos.

BUT: Let’s add an emotional context to the appeal (Appeal to FEAR)

Public Service Announcement in the 70s: “Well, if you don’t brush your teeth, then yes, you too, can be a ‘yuck mouth’”!

Note: We’ll discuss this technique more in Semester B

Exaggeration/Downplaying

and OversimplificationThe persuader uses either overstatements or understatements for effect.

Exaggeration:“You look like a million bucks!”; “It’s the best decision

in the history of mankind.”; “The opportunity of a lifetime!”

Downplaying and Oversimplification: Downplaying: Only $59.99! (instead of $60) Three easy payments of $19.99! (instead of $60)

Oversimplification: Putting a situation into either/or (You’re either with us or against us; either yes or no; either you said it or you didn’t; either you did it or you didn’t.) The arguer leaves the other party no room for explication. Or making something seem simpler than it is.