The Art of Persuasion



RHETORICAL PERSUASIVE DEVICES & STRATEGIESRhetoric (persuasive language) is the art of using language to effectively and persuasively get your message across and convince others. When you write a rhetorical analysis, you are analyzing and discussing how the author uses certain rhetorical DEVICES and STRATEGIES in a text to persuade. To be effective at persuading others, one must consider…Subject – The general topic, content, and ideas contained in the text. Occasion – The time and place of the piece; the context that encouraged the writing to happen. Target Audience – The group of readers (listeners) to whom this piece is directed. Purpose – The goal the speaker/writer wants to achieve.Speaker – The voice that tells the story – Aristotle called it the persona. The author and the speaker are not always the same person.How do we INFER meaning?Explicit information– something is clearly stated, so there is no confusion or questions about the meaning of the message.Implicit information– something that is implied or suggested, but not clearly stated. However, the reader has an understanding of what is being implied based on other cues in the text. Inferring – Logical conclusions interpreting the meaning of the message, which is based on explicit and implicit evidence and information provided. CLIP – ETHOS, LOGOS, PATHOS FOCUSED STRATEGIESRhetorical Strategies are techniques that persuade an audience to get their attention and convince them your argument is right. This can include the use of language (see the list of rhetorical devices), and any of the following strategies below.The 3 Levels of the Rhetorical Triangle:ETHOS, LOGOS, and PATHOS were identified by Aristotle (ancient Greek philosopher) as appeals necessary to effectively persuade an audience. #1) ETHOS: Ethos is an appeal to credibility or character.? An author develops ethos by using objective and fair language, by considering counter-arguments, and by presenting appropriate and credible sources.?We tend to value character and believe those we respect. #2) PATHOS: Pathos is an appeal to emotion. An advertisement using pathos will attempt to evoke an emotional response in the consumer. Sometimes, it is a positive emotion such as happiness: an image of people enjoying themselves while drinking Pepsi. Other times, advertisers will use negative emotions, such as pain.#3) LOGOS: Logos is an appeal to logic or reason.?An advertisement using logos will give you the evidence and stats you need to fully understand what the product does. The logos of an advertisement will be the "straight facts" about the product: One glass of Florida orange juice contains 75% of your daily Vitamin C needs.2) PERSUASIVE LANGUAGE DEVICES - Language/Writing A persuasive rhetorical device uses words in a certain way to convey meaning or to persuade. It can also be a technique to evoke an emotion on the part of the reader or audience.?Persuasive devices refer to how a particular device conveys, persuades, or enhances the particular topic being discussed. Devices that use figurative language: Allusion, Analogy, Cliché, Colloquialism, Metaphor, Simile, PersonificationDevices that focus on the meaning of words: Euphemism, Hyperbole, Irony (all 3 types), Oxymoron, Paradox, PunDevices that focus on sound: Alliteration, OnomatopoeiaDevices that involve repetition: AnaphoraDevices that involve word order: Enumeration, ParenthesisDevices that make a direct appeal to the listener/Reader: -Rhetorical Question: A question that is asked in order to make a point.-Hypophora: A figure of speech where the writer poses a question and then answers that same question.-Imagery, Symbolism A Few More Persuasive Language Devices:Alliteration - the recurrence of initial consonant sounds - rubber baby buggy bumpersAllusion - a reference to an event, literary work or person - I can’t do that because I am not Superman.Amplification - repeats a word or expression for emphasis - Love, real love, takes time.Analogy - compares two different things that have some similar characteristics - He is flaky as a snowstorm.Anaphora - repeats a word or phrase in successive phrases - "If you prick us, do we not bleed? If you tickle us, do we not laugh?” (Merchant of Venice, Shakespeare)Antanagoge - places a criticism and compliment together to lessen the impact - The car is not pretty but it runs great.Antimetabole - repeats words or phrases in reverse order - “ask not what your country can do for you — ask what you can do for your country.” (J F Kennedy). Or, I eat what I like and I like what I eat.”Antiphrasis - uses a word with an opposite meaning - The Chihuahua was named Goliath.Enumeration - makes a point with details - Renovation included a spa, tennis court, pool and lounge.?Epanalepsis - repeats something from the beginning of a sentence at the end - My ears heard what you said but I couldn’t believe my ears.Epithet - using an adjective or adjective phrase to describe - mesmerizing eyesEpizeuxis - repeats one word for emphasis - The amusement park was fun, fun, fun.Hyperbole - an exaggeration - I have done this a thousand times.Metanoia -corrects or qualifies a statement – You’re the most beautiful woman in this town… no, the entire world.?Metaphor - compares two things by stating one is the other - The eyes are the windows of the soul.Onomatopoeia - words that imitate the sound they describe - plunk, whiz, popOxymoron - a two word paradox - near miss, seriously funnyParallelism - uses words or phrases with a similar structure - I went to the store, parked the car and bought a pizza.Simile - compares one object to another - He smokes like a chimney. She’s as delicate as a butterfly.Understatement - makes an idea less important that it really is - The hurricane disrupted traffic. (Note: You that a hurricane probably did far more damage than merely disrupt traffic. This statement is underplaying the massive force of a hurricane.)Desirable Lifestyle (media ad strategy used often): A product is most often associated with a certain lifestyle to convince the consumer that their life would be better if they bought the product!--------------------------------------------------------------------------------------------------YouTube (15min) - Rhetoric for Kids with Disney Movies: ................
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