\\DROBO-FS\QuickDrops\JB\PPTX NG\Droplets\LightingOverlay.png Droplets-HD-Title-R1d.png PERSUASIVE TECHNIQUES USED IN MEDIA SESSION 3 – MEDIA LITERACY ROBERT HELÁN 31 OCTOBER 2018 \\DROBO-FS\QuickDrops\JB\PPTX NG\Droplets\LightingOverlay.png Droplets-HD-Content-R1d.png WHAT DO YOU THINK LOGOS – ETHOS – PATHOS MEAN? \\DROBO-FS\QuickDrops\JB\PPTX NG\Droplets\LightingOverlay.png Droplets-HD-Content-R1d.png LOGOS – ETHOS - PATHOS \\DROBO-FS\QuickDrops\JB\PPTX NG\Droplets\LightingOverlay.png Droplets-HD-Content-R1d.png LOGOS •“LOGIC” -THEORETICAL LANGUAGE -FACTS AND STATISTICS -LOGICAL ARGUMENTS • \\DROBO-FS\QuickDrops\JB\PPTX NG\Droplets\LightingOverlay.png Droplets-HD-Content-R1d.png ETHOS •“CREDIBILITY” -LANGUAGE APPROPRIATE FOR THE AUDIENCE -DEMONSTRATION OF EXPERTISE -FAIR/UNBIASED TALK - \\DROBO-FS\QuickDrops\JB\PPTX NG\Droplets\LightingOverlay.png Droplets-HD-Content-R1d.png PATHOS •“EMOTION” -EMOTION EVOKING EXAMPLES -STORIES OF EMOTIONAL EVENTS -MEANINGFUL LANGUAGE \\DROBO-FS\QuickDrops\JB\PPTX NG\Droplets\LightingOverlay.png Droplets-HD-Content-R1d.png THE STRUCTURE OF EACH TECHNIQUE 1.DEFINITION 2.“EXAMPLE” 3.THE EFFECT THIS HAS ON THE AUDIENCE \\DROBO-FS\QuickDrops\JB\PPTX NG\Droplets\LightingOverlay.png Droplets-HD-Content-R1d.png \\DROBO-FS\QuickDrops\JB\PPTX NG\Droplets\LightingOverlay.png Droplets-HD-Content-R1d.png ALLITERATION (PATHOS) 1.REPETITIONS OF SOUNDS 2.“BIG. BEEFY. BLISS.” 3.DRAWS ATTENTION, NICE TO READ AND LISTEN TO 4. \\DROBO-FS\QuickDrops\JB\PPTX NG\Droplets\LightingOverlay.png Droplets-HD-Content-R1d.png \\DROBO-FS\QuickDrops\JB\PPTX NG\Droplets\LightingOverlay.png Droplets-HD-Content-R1d.png ANECDOTE (PATHOS) 1.PERSONAL, EMOTIONAL, STORY 2.“HE’S GIVEN ME THE CONFIDENCE TO DO ANYTHING I SET MY MIND TO DO!” (IVANKA) 3.ENCOURAGES THE READER TO SHOW EMOTION AND SEE THE TOPIC AS MORE RELATED TO THEM • • \\DROBO-FS\QuickDrops\JB\PPTX NG\Droplets\LightingOverlay.png Droplets-HD-Content-R1d.png \\DROBO-FS\QuickDrops\JB\PPTX NG\Droplets\LightingOverlay.png Droplets-HD-Content-R1d.png APPEAL TO AUTHORITY (ETHOS) 1.WORDS FROM EXPERTS 2.“#1 BRAND RECOMMENDED BY DENTISTS” 3.POSITIONS THE AUDIENCE AS A LEARNER, WITH SOMEONE KNOWLEDGEABLE EXPLAINING THINGS 4. \\DROBO-FS\QuickDrops\JB\PPTX NG\Droplets\LightingOverlay.png Droplets-HD-Content-R1d.png •“TERRORISM IS LIKE AN ANGRY DOG, IF YOU POKE A DOG IT WILL BITE.” • “THIS SHAMEFUL TRAGEDY WILL HAUNT THE COMMUNITY FOR YEARS TO COME” \\DROBO-FS\QuickDrops\JB\PPTX NG\Droplets\LightingOverlay.png Droplets-HD-Content-R1d.png APPEAL TO COMMON SENSE/EMOTIONS (PATHOS) 1.REFERS TO THINGS EVERYBODY WOULD AGREE TO 2.“TERRORISM IS LIKE AN ANGRY DOG, IF YOU POKE A DOG IT WILL BITE.” “THIS SHAMEFUL TRAGEDY WILL HAUNT THE COMMUNITY FOR YEARS TO COME” 3.MAKES A COMPLEX ARGUMENT SEEM SIMPLE AND EASY TO DECIDE ON, USUALLY BY COMPARING IT TO SOMETHING MORE SIMPLE, THE USE OF ADJECTIVES („SHAMEFUL“) FOR EFFECT \\DROBO-FS\QuickDrops\JB\PPTX NG\Droplets\LightingOverlay.png Droplets-HD-Content-R1d.png 1. 1. 1. \\DROBO-FS\QuickDrops\JB\PPTX NG\Droplets\LightingOverlay.png Droplets-HD-Content-R1d.png ALLUSIONS TO TIME (PATHOS) 1.CREATES A SENSE OF URGENCY 2.“DONATE BLOOD NOW” 3.ENCOURAGING THE READER TO PRIORITIZE THAT ISSUE OVER OTHER ISSUES, REQUIRES IMMEDIATE ACTION 4. 4. 4. \\DROBO-FS\QuickDrops\JB\PPTX NG\Droplets\LightingOverlay.png Droplets-HD-Content-R1d.png \\DROBO-FS\QuickDrops\JB\PPTX NG\Droplets\LightingOverlay.png Droplets-HD-Content-R1d.png CALL TO ACTION (PATHOS) 1.A REQUEST OR DEMAND FOR THE READER TO TAKE ACTION 2.“CALL TO DONATE“ 3.ALTERING THE READER’S BEHAVIOUR – THE READER FEELS EMPOWERED \\DROBO-FS\QuickDrops\JB\PPTX NG\Droplets\LightingOverlay.png Droplets-HD-Content-R1d.png \\DROBO-FS\QuickDrops\JB\PPTX NG\Droplets\LightingOverlay.png Droplets-HD-Content-R1d.png COLLOQUIAL LANGUAGE (PATHOS) 1.INFORMAL LANGUAGE – CREATES A CASUAL TONE 2.“O.M.G.!” 3.CREATES A BOND BETWEEN THE READER AND WRITER, WRITER BRINGS HIM/HERSELF DOWN TO THE SAME LEVEL AS THE READER 4. \\DROBO-FS\QuickDrops\JB\PPTX NG\Droplets\LightingOverlay.png Droplets-HD-Content-R1d.png \\DROBO-FS\QuickDrops\JB\PPTX NG\Droplets\LightingOverlay.png Droplets-HD-Content-R1d.png EMOTIVE LANGUAGE (PATHOS) 1.WORDS/PHRASES THAT CHANGE THE FEEL OF A SENTENCE 2.“MY MOM REALLY IS GOING TO KILL ME.” 3.DECREASES THE READER’S RATIONAL RESPONSE, ENCOURAGES READERS TO REACT INSTINCTIVELY 4. \\DROBO-FS\QuickDrops\JB\PPTX NG\Droplets\LightingOverlay.png Droplets-HD-Content-R1d.png \\DROBO-FS\QuickDrops\JB\PPTX NG\Droplets\LightingOverlay.png Droplets-HD-Content-R1d.png EUPHEMISMS (ETHOS/PATHOS) 1.POLITE OR SOFTENING PHRASES USED IN REPLACEMENT OF UNPLEASANT WORDS 2.“GENTLEMEN’S CLUB” 3.TO MAKE AN IDEA SEEM KINDER THAN IT ACTUALLY IS (E.G. DIE = PASS AWAY) 4. • 1. \\DROBO-FS\QuickDrops\JB\PPTX NG\Droplets\LightingOverlay.png Droplets-HD-Content-R1d.png \\DROBO-FS\QuickDrops\JB\PPTX NG\Droplets\LightingOverlay.png Droplets-HD-Content-R1d.png GRAPHS (ETHOS/LOGOS) 1.DEMONSTRATE WRITER CREDIBILITY PROVIDE EVIDENCE 2.“US UNEMPLOYMENT RATE” 3.CAN PERSUADE READERS OF THE WRITER’S POINT OF VIEW, CAN BE TRICKY IF THEY DON‘T START AT 0, DEMONSTRATE RESEARCH 4. \\DROBO-FS\QuickDrops\JB\PPTX NG\Droplets\LightingOverlay.png Droplets-HD-Content-R1d.png •“RIDING YOUR BIKE TO WORK HAS MANY BENEFITS FOR THE INDIVIDUAL AND THE COMMUNITY: •IT REDUCES TRAFFIC, •IMPROVES YOUR HEALTH AND PROTECTS THE ENVIRONMENT.” \\DROBO-FS\QuickDrops\JB\PPTX NG\Droplets\LightingOverlay.png Droplets-HD-Content-R1d.png LISTING (LOGOS) 1.A LIST OF THE BENEFITS OR DETRIMENTS 2.“RIDING YOUR BIKE TO WORK HAS MANY BENEFITS FOR THE INDIVIDUAL AND THE COMMUNITY: IT REDUCES TRAFFIC, IMPROVES YOUR HEALTH AND PROTECTS THE ENVIRONMENT.” 3.THE WRITER PROVIDES MULTIPLE ARGUMENTS TO SWAY THE READER \\DROBO-FS\QuickDrops\JB\PPTX NG\Droplets\LightingOverlay.png Droplets-HD-Content-R1d.png \\DROBO-FS\QuickDrops\JB\PPTX NG\Droplets\LightingOverlay.png Droplets-HD-Content-R1d.png COMPARISON (PATHOS) 1.SIMILE – SENTENCES WITH “LIKE” OR “AS…AS” 2.“SKIN CREAM…FOR SKIN AS SMOOTH AS A PEACH” 3.GIVES THE READER A SENSE OF WHAT SOMETHING IS LIKE, EVEN IF IT IS FOREIGN TO THEM • • \\DROBO-FS\QuickDrops\JB\PPTX NG\Droplets\LightingOverlay.png Droplets-HD-Content-R1d.png •“IT HURTS THE INDIVIDUAL, •IT HURTS THE ECONOMY AND •IT HURTS THE COUNTRY AS A WHOLE” \\DROBO-FS\QuickDrops\JB\PPTX NG\Droplets\LightingOverlay.png Droplets-HD-Content-R1d.png REPETITION (PATHOS) 1.REPETITION OF WORDS OR PHRASES AND IDEAS 2.“SALE, SALE, SALE” “IT HURTS THE INDIVIDUAL, IT HURTS THE ECONOMY AND IT HURTS THE COUNTRY AS A WHOLE” 3.CREATES EMPHASIS AND IS MEMORABLE \\DROBO-FS\QuickDrops\JB\PPTX NG\Droplets\LightingOverlay.png Droplets-HD-Content-R1d.png \\DROBO-FS\QuickDrops\JB\PPTX NG\Droplets\LightingOverlay.png Droplets-HD-Content-R1d.png RHETORICAL QUESTION (PATHOS/LOGOS) 1.STATEMENTS WITH QUESTION MARKS – THE ANSWER IS IMPLIED BY WHAT IS BEING ASKED 2.“WHY LOVE ONE BUT EAT THE OTHER?” 3.MAKES THE READER VIEW AN ALTERNATIVE ANSWER TO THE ISSUE, APPEARS ILLOGICAL OR AGAINST COMMON SENSE \\DROBO-FS\QuickDrops\JB\PPTX NG\Droplets\LightingOverlay.png Droplets-HD-Content-R1d.png •“WHEN THE FACTORIES CLOSE DOWN, WHEN THE WORKERS GO BACK HOME TO THEIR FAMILIES WITHOUT A PAY SLIP IN THEIR POCKETS, WHEN THE PRICE OF LIVING GOES UP AND THE QUALITY OF LIFE GOES DOWN, WHERE WILL THE GOVERNMENT BE TO HELP? NOWHERE. JUST LIKE ALWAYS.” • \\DROBO-FS\QuickDrops\JB\PPTX NG\Droplets\LightingOverlay.png Droplets-HD-Content-R1d.png SENTENCE STRUCTURE (LOGOS) 1.THE USE OF SHORT, SHARP SENTENCES AFTER LONG COMPLEX SENTENCES 2.“WHEN THE FACTORIES CLOSE DOWN, WHEN THE WORKERS GO BACK HOME TO THEIR FAMILIES WITHOUT A PAY SLIP IN THEIR POCKETS, WHEN THE PRICE OF LIVING GOES UP AND THE QUALITY OF LIFE GOES DOWN, WHERE WILL THE GOVERNMENT BE TO HELP? NOWHERE. JUST LIKE ALWAYS.” 3.PARTICULARLY SHORT SENTENCES CAN BE USED BY THE WRITER TO DRAW EMPHASIS TO WHAT IS BEING SAID BECAUSE OF THE CHANGE IN RHYTHM THAT THEY CREATE \\DROBO-FS\QuickDrops\JB\PPTX NG\Droplets\LightingOverlay.png Droplets-HD-Content-R1d.png •“THE THREE MAIN ARGUMENTS FOR VEGETARIANISM ARE (1) THE HUMAN HEALTH BENEFITS, (2) ENVIRONMENTAL SUSTAINABILITY, AND (3) MORAL STANDARDS IN RELATION TO HOW WE TREAT ANIMALS.” \\DROBO-FS\QuickDrops\JB\PPTX NG\Droplets\LightingOverlay.png Droplets-HD-Content-R1d.png SIGNPOSTING (LOGOS) 1.SIGNPOSTING IS A WAY THAT A WRITER OR SPEAKER OUTLINES THEIR ARGUMENTS. 2.“THE THREE MAIN ARGUMENTS FOR VEGETARIANISM ARE (1) THE HUMAN HEALTH BENEFITS, (2) ENVIRONMENTAL SUSTAINABILITY, AND (3) MORAL STANDARDS IN RELATION TO HOW WE TREAT ANIMALS.” 3.THIS CAN MAKE THE STYLE OF A PIECE APPEAR MORE LOGICAL AND ASSIST THE READER IN FOLLOWING THE LINE OF ARGUMENTATION. \\DROBO-FS\QuickDrops\JB\PPTX NG\Droplets\LightingOverlay.png Droplets-HD-Content-R1d.png •“THE MINISTER FOR TERTIARY EDUCATION WAS EARLIER QUOTED SAYING “INVESTMENT IN OUR UNIVERSITIES SHOULD BE IN THE TOP THREE CURRENT NATIONAL PRIORITIES”. ” \\DROBO-FS\QuickDrops\JB\PPTX NG\Droplets\LightingOverlay.png Droplets-HD-Content-R1d.png QUOTES (ETHOS) 1.QUOTES AND REFERENCES TO AUTHORITIES ARE OFTEN USED IN CONJUNCTION WITH STATISTICS, BECAUSE THEY HAVE THE SAME OVERALL EFFECTS. 2.“THE MINISTER FOR TERTIARY EDUCATION WAS EARLIER QUOTED SAYING “INVESTMENT IN OUR UNIVERSITIES SHOULD BE IN THE TOP THREE CURRENT NATIONAL PRIORITIES”. ” 3.THE SOURCE OF THE QUOTE IS PARTICULARLY IMPORTANT - AS A READER IS LESS LIKELY TO BE PERSUADED BY A QUOTE WHEN THE SPEAKER IS NOT AN EXPERT \\DROBO-FS\QuickDrops\JB\PPTX NG\Droplets\LightingOverlay.png Droplets-HD-Content-R1d.png \\DROBO-FS\QuickDrops\JB\PPTX NG\Droplets\LightingOverlay.png Droplets-HD-Content-R1d.png METAPHOR (PATHOS) 1.A COMPARISON THAT DESCRIBES ONE THING IN TERMS OF ANOTHER 2.“LIGHT BEER” 3.THIS TECHNIQUE CAN BE USED TO REINFORCE A POINT WITHOUT REPETITION AND THE IMAGERY CREATED CAN OFTEN REALLY STICK IN A READER’S HEAD. \\DROBO-FS\QuickDrops\JB\PPTX NG\Droplets\LightingOverlay.png Droplets-HD-Content-R1d.png •“WE SHOULD ALL TAKE ACTION ON CLIMATE CHANGE TO SAVE OUR WORLD FOR FUTURE GENERATIONS” • “WE CAN‘T LET THEM CROSS OUR BORDERS AND INFILTRATE OUR COUNTRY.“ • \\DROBO-FS\QuickDrops\JB\PPTX NG\Droplets\LightingOverlay.png Droplets-HD-Content-R1d.png INCLUSIVE LANGUAGE 1.TERMS SUCH AS ‘OUR’, ‘US’, AND ‘WE’ ARE USED (‘US‘ VS. ‘THEM‘) 2.“WE SHOULD ALL TAKE ACTION ON CLIMATE CHANGE TO SAVE OUR WORLD FOR FUTURE GENERATIONS” “WE CAN‘T LET THEM CROSS OUR BORDERS AND INFILTRATE OUR COUNTRY.“ 3.MAKES THE READER FEEL LIKE PART OF A GROUP OR INSPIRED TO TAKE COLLECTIVE ACTION • \\DROBO-FS\QuickDrops\JB\PPTX NG\Droplets\LightingOverlay.png Droplets-HD-Content-R1d.png “It’s gonna be huge!” Donald Trump’s speech \\DROBO-FS\QuickDrops\JB\PPTX NG\Droplets\LightingOverlay.png Droplets-HD-Content-R1d.png •BODY LANGUAGE – ETHOS • •DONALD TRUMP‘S COLLOQUIAL LANGUAGE – ETHOS • •MEDICAL JARGON – ETHOS • •CASE STUDIES – LOGOS \\DROBO-FS\QuickDrops\JB\PPTX NG\Droplets\LightingOverlay.png Droplets-HD-Content-R1d.png PERSUASION TRIANGLE \\DROBO-FS\QuickDrops\JB\PPTX NG\Droplets\LightingOverlay.png Droplets-HD-Content-R1d.png SOURCES •HTTPS://SITES.GOOGLE.COM/SITE/BUCHANANGOVERNMENT/PERSUASIVE-WRITING/ETHOS-PATHOS-LOGOS •HTTP://WIKI.ENGAGEEDUCATION.ORG.AU/ENGLISH/LANGUAGE-ANALYSIS/PERSUASIVE-TECHNIQUES-2/ •HTTP://SIXMINUTES.DLUGAN.COM/ •HTTP://WWW.VIRTUALSPEECHCOACH.COM/ •HTTPS://WWW.SPEAKINGPROCENTRAL.COM/ •HTTPS://WWW.ETHOS3.COM/