Chapter 4: Objectives
Following are the main learning objectives from the chapter.
To help you coordinate your studies, these objectives are organized into sub-sections
(8-4, 8-4, etc.) and listed with the relevant page numbers from the textbook.
4-1 (pgs. 103-123).
Understand what nonargumentative persuasion is and how it can affect an audiences beliefs
without offering reasons.
- Recognize how nonargumentative claims often suggest more than they
- Understand how nonargumentative claims use language that has a
powerful and biased emotive force (slanters).
- Understand how nonargumentative claims use obfuscatory ploys to
- Recognize that slanters dispose the audience to take certain
perspectives on a subject.
- Realize that the mere presence of slanters does not mean the claim is
misleading.; good arguments can include slanters.
- Distinguish between language with emotive force and language that
arouses an emotional response.
4-2 (pgs. 103-123).
Understand how slanters tend to either strengthen or weaken a claim, or to either elevate
or disparage its subject.
- Understand how euphemisms or dysphemisms act as slanters.
- Realize that even neutral language can function as either an
euphemism or a dysphemism.
- Understand that euphemisms do have acceptable uses.
- Understand how persuasive comparisons, definitions, and explanations
can act as slanters.
- Understand how stereotypes can act as slanters.
- Understand how innuendos can act as slanters.
- Understand how a loaded question can act as a slanter.
- Understand what a weasler is and how it acts as a slanter.
- Understand how a downplayer can act as a slanter.
- Understand what a proof surrogate is and how it can act as a slanter.
- Understand how hyperbole can act as a slanter.
4-3 (pgs. 123-127).
Understand that advertising nearly always depends on nonargumentative persuasion.
- Realize that political candidates, social policies, and other things
not normally associated with consumer goods utilize advertising.
- Understand the best critical response to advertising.
- Understand that even when advertising does offer reasons, these
reasons may not be good ones.
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