What is Persuasive Writing?

Definition: persuasive writing…

seeks to convince its readers to embrace the point-of-view presented by appealing to the audience’s reason and understanding through argument and/or entreaty.

Persuasive GenresYou encounter persuasion every day.

TV Commercials Letters to the Editor Junk Mail Magazine Ads College Brochures

Can you think of other persuasive contexts?

Steps for Effective Persuasion

• Understand your audience Support your opinion Know the various sides of your issue Respectfully address other points of

view Find common ground with your

audience Establish your credibility

Common Persuasion Techniques

• Bandwagon Red Herring Pathos Big Names Logos Ethos Kairos Research Loaded Words Glittering Generalities Repetition

Bandwagon The name comes from the

phrase, "jump on the bandwagon“, a bandwagon being a wagon big enough to hold a band of musicians. In past political campaigns, candidates would ride a bandwagon through town, and people would show support for the candidate by climbing aboard the wagon.

It has come to mean joining a cause because of its popularity.

If it’s popular, it must be correct!

Red Herring The name comes from the sport of fox hunting in which a dried,

smoked herring, which is red in color, is dragged across the trail of the fox to throw the hounds off the scent.

Logical maybe…but unrelated The argument given uses distraction to avoid the

issue

PATHOS: Emotional Appeal This term refers to

manipulating someone by targeting their emotions and feelings.

For example, the ad can make viewers feel happy, sad, nostalgic, fearful, angry etc…

Buying something will make them feel better.

Big Names

Example: Former U.S. president Bill Clinton thinks that junk food should be taken out of vending machines.

Important people or experts can make your argument seem more convincing.

Logos

Example: A Snickers bar has 280 calories and 30 grams of sugar. That’s not very healthy.

Facts, numbers, and information can be very convincing.

Ethos

Example: Believe me! I’ve been there before. I’m just like you.

If people believe and trust in you, you’re more likely to persuade them.

Kairos

Example: This is a one-time offer. You can’t get this price after today.

Try to convince your audience that this issue is so important they must act now.

Research

Example: A recent study found that students who watch TV during the week don’t do as well in school.

Using reliable research can help your argument seem convincing.

Example: The words home and family have simple meanings, but they are used to trigger warm feelings.

Words that may raise emotions. Often attached to highly controversial ideas.

Example: New Blast Detergent gives your clothes Sparkle Power!

Using patriotic, catchy, or attractive words that don’t really say anything

Example: Who can you trust? Bill Adams! Who can you count on? Bill Adams! Who should get your vote? Bill Adams!

Repeated an idea to make it memorable even if it is not supported with reasoning.

Tactics to Avoid Don’t lecture or talk down to your

audience Don’t make threats or “bully” your

reader Don’t employ guilt trips Be careful if using the second person, “you”