PersuasionWriting or speaking with the goal of getting the reader to agree with the speaker’s point of view on a topic.Common Features: Uses techniques such as bandwagon, glittering generalities, transfer, testimonial, transfer, bait and switch, and emotional word repetition.

BiasBias is defined as “a personal and

sometimes unreasoned judgment.” Sometimes overt and other times subtle

and a little difficult to identify.Bias can be found in content through an

examination of the information the writer included or excluded, and it can also be found in tone through an examination of the language used.

Keep in mind that objective ideas are not influenced by emotions but biases and subjective ideas are.

Provide Examples(Discuss):

Opinion Editorial or the Op-EdAn op-ed (opinion editorial) is an opinion piece written by the reader of a newspaper, magazine, or other source, on a topic relevant to the publication’s audience.Is an op-ed objective or subjective writing?

Glittering GeneralitiesPeople are persuaded by specially

chosen words that can have many different positive or negative meanings because the words are deliberately linked to widely and highly valued concepts.

Words with virtue/respect include: civilization, good, proper, right, patriotism, motherhood, science, health, love…◦A patriotic cause…◦A good and just law…

TestimonialPeople are persuaded to buy a

product or service by its connection to a famous or respectable person through quotations or endorsements.◦Jessica Simpson for acne medicine.◦Tiger Woods for Wheaties.

BandwagonPeople are drawn to a cause or

agree to join an organization or club that is popular because they are persuaded to “follow the crowd” rather than use “evidence” to justify their choice.

Everyone else is doing it and so should you.

Bait and SwitchPeople are attracted by the

advertisement of a low-priced product or service but are then encouraged to buy a higher-priced one.◦ I see you like Clearasil facial wash.

You should really try the moisturizer as well.

◦That shirt looks great on you! Did you see the pants that go with it? Wouldn’t

these shoes also look great with that outfit?

◦ Isn’t this car great? What a price? Wouldn’t you like the optional 5-disc CD player

and a TV, DVD player, and gaming system too?

Emotional Word RepetitionPeople are conditioned to

remember or persuaded to buy a product or service by repetition of the name of the product or service.

Bandwagon, Testimonial, or Transfer?

Bandwagon, Testimonial, or Transfer?

Bandwagon, Testimonial, or Transfer?

Bandwagon, Testimonial, or Transfer?

Which types of persuasive techniques are used?Video #1Video #2Video #3Video #4Video #5