Persuasive Rhetoric
HOW TO WRITE PERSUASIVELY.
WHY WRITE PERSUASIVELY?
The aim of persuasive writing or speaking is to
convince people to adopt an opinion, perform
an action, or both.
 Rhetoric is the art of communicating ideas.
 Persuasive rhetoric consists of reasoned
arguments in favor of or against particular beliefs
or courses of action.
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PERSUASIVE WRITING SECRETS
PAGE 1 INFORMATION
Essential Questions:
1. How do I write persuasively?
2. Why does structure aid persuasive writing?
3. How do the three appeals persuade an audience?
4. How does research support writing?
STANDARD = ELA10W2: THE STUDENT
DEMONSTRATES COMPETENCE IN A VARIETY
OF GENRES.
1. The student produces persuasive writing that structures ideas and
arguments in a sustained and logical fashion; the student:
a. Engages the reader by establishing a context and developing reader
interest.
b. Develops a controlling idea or formulates an arguable thesis that makes
a clear and knowledgeable judgment.
c. Uses specific rhetorical devices to support assertions (i.e., appeal to
emotion or ethical belief, personal anecdote, case study, analogy, and/or
logical reasoning).
d. Clarifies and defends positions with precise and relevant evidence (i.e.,
facts, expert opinions, quotations, or expressions of commonly
accepted beliefs).
e. Excludes information and arguments that are irrelevant.
f. Organizes points of argument effectively to achieve desired outcome.
g. Addresses readers’ concerns, counterclaims, biases, and expectations.
h. Achieves closure by summarizing main points of argument, appealing
to reason, ethics, or emotion, or encouraging action.
STANDARD
2. ELA10W3 The student uses research and
technology to support writing.
PAGE 2 INFORMATION
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Persuasion = arguing about…
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3 Parts of an Essay
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what something means.
whether something is true.
which alternative is best or most important.
what course of action someone should take.
Introduction (Usually 1 paragraph, but not always – i.e.
anecdote)
Body (Usually 2 or more paragraphs)
Conclusion (Usually 1 Paragraph)
3 Parts of a Paragraph
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Supporting Idea to assertion/controlling idea.
Evidence to support claim
Specific Details/Commentary
PAGES 3-4 INFORMATION
Persuasive Pattern
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Get audience’s attention
Establish a need
Pick a side/controlling idea
Offer a proposal
satisfying the need
Take opposing views
into account
Invite listeners to
visualize the results with
sound logic & language
Call to action
PAGE 5 INFORMATION: 3 APPEALS
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Logical Appeals (Logos): Generally based on sets of
assumptions, logical appeals give rational arguments to
support an assertion and are supported with
objective/factual evidence.
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Emotional Appeals (Pathos): Appeals to emotion are
often based on specific examples of suffering or joy.
Emotional appeals can also include “loaded language” –
language that is rich in connotations and vivid images.
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Ethical Appeals (Ethos): Based on shared moral values,
ethical appeals call for the audience’s sense of right,
justice, and virtue. The speaker’s credibility and reputation
also reinforce ethical appeal.
FACTUAL STATISTICS = LOGOS
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Attention Getter = 1200
People gather in rally
Assertion = Tobacco kills
Evidence = Uncertain, but
most likely truth.com has data
to support 1200. Carcinogens
are commonly accepted as
unhealthy and deadly.
Call to action = “Ever think
about taking a day off.”
LOGICAL APPEALS
TRUTH COMMERCIAL
IS SHE REALLY THAT FLAWLESS?
PERSUASIVE ARGUMENT?
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EMOTIONAL APPEALS
Attention Getter?
Assertion: People have
imperfections.
Evidence: digital image
enhancement. Advertisement
location with girls absorbing
social standard of beauty.
Call to Action? Take part in
Dove Self Esteem Campaign.
Persuasion Against Dove
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Attention Getter? Parody of
Dove commercial titled
“Onslaught.” A Caucasian red
haired girl is shown, followed
by visual images of female
social and media expectations.
Assertions?
Evidence from speech to
support claim?
Call to action?
GreenPeace “Onslaught(er)”
Do You FEEL Persuaded to Help?
PERSUASIVE ARGUMENT?
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Attention Getter?
Assertion: Animals need
humane help.
Evidence: Every day innocent
animals are abused.
Call to Action? Donate only a
small amount to help save an
animal today.
THE POWER OF A WELL WRITTEN
PHRASE.
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Attention Getter?
Assertions?
Evidence from speech to
support claim?
Call to action?
ETHICAL APPEALS
JOHN F. KENNEDY “ASK NOT…”
SPEECH
Fight for “A Mixed Nation”
“I HAVE A DREAM”
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ETHICAL APPEAL
Attention Getter?
Assertion?
Evidence from speech to
support claims?
Call to Action?
Acknowledges oppositions’
perspective?
Ethos?
Rhetorical Devices?
Repetition
PAGE 6 INFORMATION:
TOP TEN WAYS TO PASS GHSWT
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Read directions several times (underline key words)
Do Prewriting/ Brainstorming (T Chart)
Pick a side, pick a side, pick a side!
“Steal” words from the directions (writing prompt)
The tone of the essay must be persuasive (prove/convince)
Write a controlling idea/thesis statement
Must have a clear IBC: Introduction, Body (multi paragraphs),
Conclusion
Explain, explain, explain (use lots of details and examples)
Must write neatly! Must use a Pen!
Correctly use capital letters and end marks; indent paragraphs
with clear topic sentence.
Page 7 Information: How You’re Graded.
Domain 1: IDEAS. How well you make a controlling idea and elaborate the main points
with examples, illustrations, facts, or details that are relevant to the persuasive genre.
Components:
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Controlling Idea/Focus
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Supporting Ideas
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Relevance of Detail
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Depth of Development
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Awareness of the Persuasive Purpose
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Sense of Completeness
Domain 2: ORGANIZATION. The degree to which your ideas are arranged in a clear
order and the overall structure; is consistent with the persuasive genre.
Components:
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Overall Plan
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Introduction/Body/Conclusion IBC
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Sequence of Ideas
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Grouping of Ideas within Paragraphs
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Organizing Strategies Appropriate to Persuasion
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Transitions
Page 7 Information: How You’re Graded (cont.)
Domain 3: STYLE. The degree to which the writer controls language to engage the reader.
Components:
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Word Choice
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Audience Awareness
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Voice
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Sentence Variety
Domain 4: CONVENTIONS. How you demonstrate control of sentence formation, usage,
and mechanics. Note: In general, sentence formation and usage are weighted more
heavily than mechanics in determining the overall conventions score.
Components: Sentence Formation ( Simple, Compound, Complex, Comp/Complex)
Usage Mechanics
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clarity of meaning
• verb tenses
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complexity
• internal punctuation
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end punctuation
• spelling
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subject-verb agreement
• paragraph breaks
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standard word forms
• capitalization
Selling a Product Through Persuasive Rhetoric and Imagery
CREATE A PRODUCT, WRITE A PITCH, AND
PRESENT YOUR PERSUASION
LET’S TALK ABOUT GROUP EXPECTATIONS
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What “group norms” are important to you?
 Appropriate
behavior?
 Ownership?
 Equal
participation?
GROUP BEHAVIOR EXPECTATION
All members must participate at all times.
 Do not leave your group to visit!
 Voices low = no yelling or name calling like
children.
 Be respectful of all ideas and only one person
speaks at a time.
 The group will vote on a product – Majority
Wins.
 When teacher speaks, groups silently listen.
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Getting Started in Groups
Create & Sell a Product
Step One: Using provided
materials, brainstorm and
create a product or improve an
existing product/invention.
Step Two: Develop a
persuasive speech that sells
your product to the class. Be
sure to use a balance of all
three appeals!
Step Three: Present Your
Product!
1. Everyone Speaks!
KABOOM COMMERCIAL
SHAM WOW COMMERCIAL
•Ellen
even gets you started!
•Ellen
first explores products
infomercials try and sell.
•Note
how Ellen persuades her
audience to use her invention.
•What
appeals are used, and
how might she improve her
persuasive pitch?
ELLEN & INFOMERCIALS