NAP Mate is a registered trademark of Mighty Minds Educational Systems Pty Ltd. MM Internal Use

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1 NAP Mate is a registered trademark of Mighty Minds Educational Systems Pty Ltd. MM Internal Use

2 01 PERSUASION Everyday influence: How persuasion is used in the media We are influenced by persuasive texts every day - especially through the media. Media texts such as advertisements expose us to persuasive techniques that aim to convince us to purchase a product, agree with a particular point of view, or to act in a certain way. Advertisements can be found online, on the television, in newspapers, in magazines and on the radio. Other persuasive texts include newspaper articles, essays and speeches. Give three examples of where you have encountered persuasion in the media today The word advertisement can be shortened to ad. Be sure to only use one d at the end, otherwise the word will be add which is not related to advertising. 3. PERSUASIVE ELEMENTS Learning objective: By working through these activities you should be able to: -- Identify persuasive elements within texts. -- Explain persuasive elements. -- Apply persuasive elements to your own writing. Key cognitive skill: 1. Identify Detect persuasive elements within texts and recognise features of individual persuasive elements. 2. Explain Provide clear description of persuasive elements and make clear how individual persuasive elements work in convincing audiences. 3. Apply Use your knowledge and understanding of persuasive elements to create written examples of convincing texts 2

3 Pathos, Logos, Ethos Advertisers who want us (the consumer) to purchase their products rely on persuasive elements to persuade the audience. Persuasive elements include; 3

4 This is a warm up activity to get you thinking about how the persuasive elements of ethos, pathos and logos work to convince audiences. WARM UP For each multiple choice question, circle or highlight the correct answer. Q uestion 01 Jenna is writing an advertisement for an animal cruelty prevention charity. a. Ethos b. Logos c. Pathos Q uestion 02 Kyle is writing an advertisement for a new hearing aid coming on the market in Which persuasive technique would best enhance her advertisement? a. Ethos b. Logos c. Pathos Q uestion 03 Emily is writing an advertisement for her dance school. Which persuasive technique would best enhance her advertisement? a. Ethos b. Logos c. Pathos 4

5 ACTIVITIES Activity 01 Matching activity. Match the icon to the correct example of ethos, pathos and logos for each passage. The research compiled by the National Health Authority proves that we need to exercise for 30 minutes each day. Imagine how you would feel if your home was bulldozed to make way for a new highway. Please donate to help us save the Koalas of Greenville. If my years as a teacher taught me anything, it s that a great school with great teachers makes all the difference. Enrol at Greenville Grammar now to ensure your quality education. Activity 02 Consider each of the following passages; 1. Eighteen year old, Michael Smith is helping hundreds of homeless people break out of poverty. His charity, Help for the Hungry, has fed over five thousand struggling men, women and children. For information on how to help Michael in his mission to get homeless Australians off the street, visit helpforthehungry.org. 2. Is your car covered in dirt, grime and dust that you just don t have time to clean? Come on down to Magic Suds Carwash and let us do the hard work for you! For just $15 we will wash, dry and polish your car using our very own Waterworks products the car cleaning products preferred by 85% of Australians.. 3. As a professional designer, I can tell you ArtSpace is the software program you need. ArtSpace helped me sort my designs into different categories, find inspiration from other artists and create content on the go. ArtSpace is compatible with your desktop, tablet or mobile device. Try ArtSpace today. 5

6 a) Which passage gives you a sense of expertise and that the author is an authority on the topic? b) Which passage makes you feel a strong emotion? c) Which passage seems to have a logical argument and provides a sense of reason? Activity 03 Read the passage below. Read the advertisement for Sky High running shoes. Which persuasive element is being used? Highlight or underline the words and phrases that demonstrate the persuasive element. List the identified words and phrases below. Re me mbe r : ETHOS Ethics PATHOS Empathy LOGOS Logic I ve run in over 100 marathons in my life, and I always choose Sky High running shoes. I m a professional athlete, so having the perfect shoe is important. As the lightest running shoes on the market, Sky High runners will have you feeling like you re running on air. Engineered using a lightweight rubber and breathable material, Sky High runners keep your feet comfortable on even the longest runs. Trust me, I ve tried them. Do yourself a favour and switch to Sky High runners your feet will thank you. Persuasive element Words or phrases that demonstrate the persuasive element are: a) b) c) 6

7 Activity 0 4 Select a product from the list below. Would ethos, pathos or logos be most effective in advertising this product? Write a paragraph to advertise your chosen product that features the persuasive element that you feel will best appeal to the consumer of that product. When you have finished, highlight the words or phrases in your advertisement that demonstrate the features of the persuasive element you have used. The latest release video game. A soft drink with added vitamins and minerals for good health. A skateboard powered by rocket wheels. A new tablet device with 3D innovation. A new brand of jeans with pockets big enough to hold mobile phones. Persuasive element focused on Persuasive paragraph 7

8 Self evaluation You have completed all the activities regarding persuasive elements! Use the self evaluation checklist to reflect on how well you understand and can use persuasive elements. LEARNING OBJECTIVE I NEED HELP I'M FEELING OK I AM CONFIDENT I CAN HELP OTHERS Identify persuasive elements within texts Explain persuasive elements Use persuasive elements in your own writing Note down any questions you still have about the topic. You can ask your teacher or find your answers online. 8

9 Te acher evaluation This is where your teacher will check that you have met the learning objectives for the completed activities and provide you with feedback. LEARNING WORKING DEMONSTRATED OBJECTIVE DEMONSTRATED DEMONSTRATED TOWARDS TO A GOOD TO A HIGH TO A VERY HIGH STANDARD STANDARD STANDARD Identify persuasive elements within texts Explain persuasive elements Use persuasive elements in your own writing 9 FEEDBACK

10 PERSUASIVE DEVICES Like persuasive elements, persuasive devices are techniques advertisers use to convince consumers to buy their product, agree with their point of view or to act in a certain way. Persuasive devices are used to enhance the persuasive elements used in advertisements. Learning objective: By working through these activities you should be able to: -- Identify persuasive devices within texts. -- Explain a range of persuasive devices. -- Apply persuasive devices to your own writing. Key cognitive skill: 1. Identify Detect persuasive devices within texts and recognise the effect of individual persuasive devices. 2. Explain Provide clear description of persuasive devices and make clear how individual persuasive devices work in convincing audiences. 3. Apply Use your knowledge and understanding of persuasive devices to create written examples of convincing texts 10

11 A FO RE ST A F ORE S T is an acronym that can help you to remember key persuasive devices. A Alliteration F Facts and Figures O R E S The use of the same consonant at the beginning of words used in a sentence or phrase to add emphasis to the argument being presented. This makes it more memorable to the consumer. A radio advertisement for a law firm: The use of facts and figures to give consumers evidence that what the advertiser is trying to prove is true. This makes the product seem reliable to the consumer. A newspaper advertisement for security screens: The use of the word you to draw the consumer in and give them ownership of the point of view being presented. This makes the advertisement appear personal to the consumer. A television advertisement for an animal adoption agency: Asking a question that does not require an answer. This encourages the consumer to think about and agree with the argument being presented by the advertiser. A radio advertisement for using environmentally friendly cleaning products: Exaggerated and dramatic language The use of exaggerated and/or dramatic language to enhance the point of view being presented. Exaggerated or dramatic language overstates the point being made. It is used to connect the consumer through humour or fear. A television advertisement by the Prime Minister on the importance of voting: Similes and metaphors The use of similes and metaphors to create a strong image in the consumer s mind, which makes it easier for them to remember the product. The slogan for a popular energy drink: Using three words, phrases, or verses together to get the consumers attention. It also helps the consumer to remember the product. A newspaper advertisement for a real estate company: Ownership Rhetorical questions Remember: Simile - comparing one thing to another by using like or as Metaphor - comparing one thing to another by implying something is something else. T Tripling or Rule of Three 11 At Farley s Law Firm, we fight for fairness! 65% of Australian households are robbed each year. Safebet Security Screens will save you! You can make a difference to these animal lives. You can give them the kind of care they need. Adopt a pet today. Are you using harmful chemicals in your home? Are you contributing to global warming? Start using Envirofresh to help save the planet. I will give you a million reasons why you must vote. Rocket Fizz feels like drinking electricity! Rocket Fizz takes you to the moon! Location! Location! Location! Our vendor says sell, sell, sell!

12 This is a warm up activity to get you thinking about how the persuasive devices contained in the A FOREST mnemonic work. WARM UP Write your own example for the selection of A FOREST persuasive devices given below: Alliteration: Rhetorical question: Exaggerated language: Simile: Tripling or rule of three: 12

13 Activity 01 Read the following radio advertisement for a new bicycle on the market. In the textboxes provided, write the name of the persuasive device being used. Do your legs hurt each morning after your uphill ride to school? Do you arrive at school each morning hot, sweaty and red-faced? Our brand new Speed Bike is the bike for you! The Speed Bike features a small, chargeable motor saving you from pedaling ever again. Just plug your bike into a power point overnight to enjoy 30 hours of terrific, tireless travel. The chargeable motor isn t all the Speed Bike has to offer it also features a big comfortable seat, a spacious basket and is 50% more durable than regular bikes. Spend your mornings sleeping in, because Speed Bike will get you to school a million times faster than your friends! Get down to your closest bike shop and get yourself a Speed Bike today. 13

14 ACTIVITIES Activity 02 Each of the advertisement grabs below contain a persuasive device from the A FOREST mnemonic. After reading each advertisement, fill in the table with the persuasive device used. Provide a definition for the persuasive device and explain how this persuasive device intends to effect the consumer. An example has been completed for you. Ad image + words Sipping Sunshine soda Persuasive device Alliteration sure stops sadness! Evidence The advertisement uses the s sound at the beginning of every word in this sentence. Alliteration makes the advertisement more memorable for the consumer. Are you being sunsmart? Don t forget to cover up with a SnazzyHat this summer. 75% of Australians begin their day with Aunt Pattie s Honey Oats. You can be the change you want to see in the world! Join our mission today at leadingchange.org. Our cars are fast, reliable and efficient. 14

15 Activity 03 Write a radio advertisement for a new mobile phone on the market. The advertisement should run for 30 seconds (or two paragraphs). Make sure to use 3 to 5 persuasive devices from the A FOREST mnemonic in your advertisement. When you have finished, highlight or underline the words and phrases that demonstrate the specific persuasive devices you have used to appeal to the consumer. Persuasive elements I will use: A l l it eratio n Facts & F igures O wn ersh ip R heto rical Questions Exag gerated L anguage S imil es & Metaph o rs Tr ip l ing/rule of T h ree

16 Self evaluation You have completed all the activities regarding persuasive elements! Use the self evaluation checklist to reflect on how well you understand and can use persuasive elements. LEARNING OBJECTIVE I NEED HELP I'M FEELING OK I AM CONFIDENT I CAN HELP OTHERS Explain persuasive devices Identify persuasive devices within texts Use persuasive devices in your own writing No te d o w n a ny q ue s t i ons you s t i l l ha ve a bou t th e topi c. Y ou c a n a s k your t e a c he r or fi nd y our ans w e r s onl i ne. 16

17 Te acher evaluation This is where your teacher will check that you have met the learning objectives for the completed activities and provide you with feedback. LEARNING WORKING DEMONSTRATED OBJECTIVE DEMONSTRATED DEMONSTRATED TOWARDS TO A GOOD TO A HIGH TO A VERY HIGH STANDARD STANDARD STANDARD Identify persuasive elements within texts Explain persuasive elements Use persuasive elements in your own writing 17 FEEDBACK

18 Creative Thinking Challenge SCAMPER is an acronym that stands for a series of questions that force you to make specific modifications to your designs. It is used by arts and design students to help them come up with new ideas. S Substitute/Simplify: Think about substituting part of your product/ process for something else. C Combine: Think about combining two or more parts of your problem to achieve a different product/process or to enhance synergy. A Adapt: Think about which parts of the product/process could be adapted to remove the problem or think how you could change the nature of the product/process. M Modify/distort: Think about distorting the product or process in an unusual way. P Put to other Purposes: Think of how you might be able to put your current solution/product/process to other purposes, or think of what you could reuse from somewhere else in order to solve your own problem. E Eliminate: Think of what might happen if you eliminated various parts of the product/process/problem and consider what you might do in that situation. R Rearrange: Think of what you would do if part of your problem/ product/process worked in reverse or was done in a different order. The SCAMPER method can help you to think in different ways. It can be especially useful when you are stumped for ideas for your art, technology or design projects. 18

19 Ch allenge 1. Use the SCAMPER method to brainstorm ideas for how you could improve the design and function of a simple pair of reading glasses. For each letter, list the improvement you have made and why. S: Substitute one thing for another Improvement: Explanation: C: Combine with other functions, materials or things Improvement: Explanation: A: Adapt the design so it can be used for some other things Improvement: Explanation: M: Modify, magnify, minimise elements of its design Improvement: Explanation: P: Put the design to its other uses Improvement: Explanation: E: Eliminate, elaborate, enhance, some part of the design Improvement: Explanation: R: Rearrange, reverse sections or move parts around Improvement: Explanation: 19 This challenge will force you to think in different ways and prompt you to think outside the box!

20 2. Using your knowledge and understanding of persuasive elements and persuasive devices, create a print advertisement for your reimagined pair of reading glasses. Include images in your advertisement that enhance the choice of persuasive elements and persuasive devices you have selected to convince the consumer. Plan your advertisement in the boxes provided. P e r s u asive elements I will use: Pe r s ua s i v e de vi c e s I w i l l use : I mag es I will use: W or ds an d ph rases I will use: 20

21 Create your advertisement here 21

22 Self evaluation Well done on completing the Creative Thinking Challenge! Take a few moments to reflect on how the SCAMPER method helped you to think creatively. SCAMPER helped me to use my creativity SCAMPER did not help me to use my creativity Why I feel this way: More creative thinking challenges can be found online! Powered by TCPDF ( 22