WAYS OF PERSUASION /3
PROBLEM-SOLUTION
In this method of persuasion, the persuader first proposes and develops an alleged problem and suggests to have the solution.
THE SIMPLE PROBLEM-SOLUTION MODEL
Often the problem is more or less implicit in the solution offered by the sponsors of the slogan:
In this slogan the solution is positively assessed "not racist".
This solution is generally accompanied by a positive assessment.
The slogan says that the problem is immigration; the solution is very simple to impose limits.
Or as the "why Nations fail" piece proposes, the problem is the relative poverty of some nations compared to others.
The solution is fast: firmer institutions, which allow people to make money and maintain it.
The complex problem-solution model
The speaker presents the problem, therefore offers a preliminary solution (or pseudo-solution), which however continues to refuse, evaluating it as wrong or inadequate or unjust.
So he suggests an alternative solution, which he then considers correct, satisfactory or correct.
One example is the problem presented in the letter to the Guardian: Bus safety in Britain after an attack on a London bus.
The first solution is the reintroduction of bus conductor would have prevented terrorist acts.
This is assessed as a negative on the grounds that they could not have prevented terrorist attacks.
The remainder of the letter, by the Director of the London Transport Authority,indicates, as the correct solution, the one already adopted by its agency, which is assessed favourably: "a mayoral initiative unique in the UK"
The hypothesos-evidence-explanation model
The speaker introduced his main argument in terms of hypothesis.
The following sections of the speech therefore provide evidence to support or reinforce the hypothesis, often followed by one or more explanations.
Listeners should be aware that speakers who attempt to confirm or "prove" their hypothesis are not always inclined to include counter-evidence in the discussion.
ASSOCIATION
Persuasion by association is conducted largely through resources other than language.
Music, images, colors, clothes, logos are all used in the hope that they will create favorable associations in our minds about a person, a party or a policy.
Critics claim that there has been a
increase in the use of associative techniques in political propaganda.
"Image politics" contemplates that image politicians prefer the form to the substance of ideas.
Some politicians themselves have been known to judge their opponents by their physical appearance rather than their words or ideas, and women were the first to be targeted.
An example of this is Berlusconi’s famous statement about Rosy bindi: "You are more beautiful than intelligent"
The Guardian in 2013 accused German Chancellor Angela Merkel of resembling a "prudent housewife".
This assessment is not entirely focused on women politicians.
Also men politicians are often derided, such as Silvio Berlusconi ("PSYCHINO, TRUFFOLO, CAI-NANO, BANDANANO) for his physical appearance.
Or Donald Trump for his extravagant hairstyle, his mannerisms and his "orange skin"
However, even in the past the image was important the advice of Aristotle to project an inspiring ethos and to appeal to emotion (pathos) and reason (logos).
Political parties have always had a symbolic logo to represent them.