chap 13 persuasion

7/28/2019 Chap 13 Persuasion

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The Effective Reader(Updated Edition)

By D.J. Henry

Chapter 13: Advanced Argument:

Persuasive TechniquesPowerPoint Presentation

By Gretchen Starks-Martin

St. Cloud State University, MN


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Biased Arguments

A fallacy is an error in logical thought.

Thomas Edison invented the light bulb.

(Unbiased statement) Lashonda trusts the news story because its

printed in the newspaper. (biased argument)


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What is Propaganda?

Propaganda is an act of persuasion thatsystematically spreads biased information that isdesigned to support or oppose a person, product,

cause, or organization.

Emotional appeal is the arousal of emotions togive a biased meaning or power to an idea.

Spicy foods and stress cause stomach ulcers. (unbiased

statement)

Dont buy your insurance from DealState; that outfit isa bunch of crooks. (biased argument)


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Irrelevant Arguments: Fallacies

Personal attackis the use of abusive remarks in

place of evidence for a point or argument. Also

known as an ad hominem attack, it attempts todiscredit the point by discrediting the person

making the point.

Example: Sam, a convicted felon, wants to ban

smoking in restaurants. His opponents attack hiscriminal record, not his idea: Now the

lawbreakers want to make the laws.


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Irrelevant Arguments: Fallacies

A Straw Man fallacy is a weak argument substituted for a

stronger one to make the argument easier to challenge.

It distorts, misrepresents, or falsifies an opponents

position. Attention is shifted away from a strong argument

to a weaker one.

Example:Governor Goodfeeling opposes drilling for oil in Alaska.But the U.S. is too dependent on foreign oil supplies, and the economy

would benefit from having an American supply for oil. The Governorwants to keep us dependent on foreign oil cartels.

The governors reasons for opposing drilling are not

mentioned. Instead, the writer changes the tactic to the

U.S. dependence on oil.


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Irrelevant Arguments:

Propaganda Techniques

Name-calling uses negative labels for aproduct, idea, or cause. The labels use

emotionally loaded words and use detailsthat cannot be verified.

Examples: Cristina Singer has an air ofraunchy diva in her newest album.

Even though her voice delivers a decent mix of pop, rock and soul,hervampire-in-leathercostume and wicked-witch makeup makesher act scary to watch.

People who burn the flag are traitors.


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Testimonials are irrelevant personal

opinions to support a product, idea, or

cause. Often a celebrity is used as aspokesperson.

Example: Famous athlete Jerome High-Jumper says, Drinkingmilk every day makes me the athlete I am.


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Bandwagon uses or suggests the irrelevant

detail that everyone is doing it.

Therefore, you should do it too!Example: I should be able to stay out until 3 A.M. Allthe other kids can. Im the only one who isnt allowed to

stay out late on prom night.


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Plain folks uses irrelevant details to build

trust based on commonly shared values. An

image is put forth to which everyday peoplecan more easily relate.

Examples:

A candidate running for office dressed in blue jeans and a plaidshirt eating a hotdog.

A woman dressed in casual clothes cooking in a kitchen where the

TV ad is trying to get you to buy their product.


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Inadequate Arguments: Fallacies

Either-orassumes that only two sides to an

issue exist. Also known as the black-and-

white fallacy, it offers a false dilemmabecause more than two options are usually

available.

Example: If you dont give to the toy drive, you dontcare about children.


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False comparison assumes that two things

are similar when they are not. This is also

known as afalse analogy.Example: Animals deserve the same legal rights ashumans.


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False cause, orPost Hoc assumes that

because events occurred around the same

time, they have a cause-and-effectrelationship.

Example: I wont hit a home run unless I wear my

special baseball cap.


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Inadequate Arguments:


Card stacking omits factual details in order

to misrepresent a product, idea, or cause. It

intentionally gives only part of the truth.Example: A commercial mentions that the product islow in fat, but fails to say that it is loaded with sugar and

calories.


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Transfercreates an association between a

product, idea, or cause with a symbol or

image that has positive or negative values.Examples:

God Bless America on a product Be like Alicia Silverstone and Woody Harrelsongo vegetarian.


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Glittering generalities offer general positive

statements that cannot be verified. It is the

opposite of name-calling. Words like truth,freedom, peace, and honorare used to

suggest positive things.

Example: A vote for candidate Anthony Vacarro is avote for honesty and integrity!


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Examining Biased Arguments

Sometimes textbooks will choose to present

biased arguments for your examination.

Often these are excerpts from other sourcesand are included for you to evaluate.

Watch for biased words in these passages.


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Chapter Review

A fallacy is an error in logical thought.

Irrelevant details draw attention away from logical thought

by ignoring the issue.

Inadequate details oversimplify the issue and do not give a

person enough information to draw a proper conclusion.

Propaganda is an act of persuasion that systematically

spreads biased information that is designed to support or

oppose a person, product, cause, or organization.

Emotional appeal is the arousal of emotions to give

meaning or power to an idea.


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Chapter Review

Begging the question is also known as circular reasoning.

Personal attack is also known as an ad hominem attack.

False cause is also known as post hoc.

False comparison is also known as false analogy.

Either-or is also known as the black-and-white fallacy.


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Practice: Complete the

Following:

Chapter Review

Applications

Review Tests

Mastery Tests

Remember to complete your scorecard for

the Review Tests in this chapter.

chap 13 persuasion

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