Techniques of PERSUASIVE LANGUAGETa Adj ‘ectives| ane Je are describing words, “This momentous decree came as 8 {reat beacon light of hope to millions of Negro slaves who had been seared {n the flames of withering injustice.” - Martin Luther King Jr. Use of adjectives ina famous speech Examples: >> Try our new and improved moisturizing cream! >> Your son needs this innovative, life-saving surgery. f= HOW ARE ADJECTIVES PERSUASIVE?! || Adjectives can add emphasis and be {}) extremely emotive, They can influence )| _ howarreader/listener feels about an |) issue or topic. Saying, ‘You should try this It mt ull 4 eo e@ Alliteration The repetition of initial consonant sounds “e<2_ of adjacent or closely related words “="_ask of us here the ‘same high standards of strength and sacrifice which we ask of you.” Nate the aliteraive “s herein Joon F ennedy’s famous 7 vaugural address g » Functional, fashionable and fabulous shoes. » Wewill beat the belligerent bosses! » Donot drink and drive. HOW IS ALLITERATION PERSUASIVE? Alliteration helps to emphasize certain | words and make them more memorable. |) Think about how easy itis to remember |) alliterative clichés and idioms such as ‘dime a dozen’, ‘time will tell’or ‘cool, calm and collected’.Pct 2009.00 ames Anecdotes] An anecdote is a short personal story. Ce) These ore ful exemple, ut / swe ha emg start ob / cowatle Examples: » Toillustrate, let me tell you the story of Ben... » [know how you feel when ‘my own mother died... HOW ARE ANECDOTES PERSUASIVE? Personal stories connect the audience with the speaker/writer, which makes the audience more receptive to their message. Personal experience also adds credibility or gives weight to an argument. “anecdotes are sometimes the best vehicles of truth, and if striking and appropriate, ave often more impressive and powerful than argument.” ~"tryon Eawaras fee 5 enamel sy Assertion Presenting an idea as fact without explanation Examples: » Wemake the world’s best coffee. »> Agluten free diet will make you lose weight, Assertions ore often used in advertising Think bout slogans such os: ‘Because you're worth it? (’Oreal, ‘The happiest place on earth’ (Disney World) The best a man can get’ (ilette. HOW ARE ASSERTIONS PERSUASIVE? By making bold claims, a speaker/writer asserts his or her authority and projects confidence and assurance which is convincing to an audience. Saying, ‘Smoking will kill you, is more persuasive than saying, ‘It is possible that smoking might kill you.TET z= Strong feeling PATHOS Aristotle called this appeal to emotion, ‘pathos’- a means of convincing an audience bby creating an emotional response Examples: » Ifyou loveme, you will let me go. » Ifyou don't buy this, you will regret it. » You deserve better, so act now! HOWIS AN EMOTIONAL APPEAL PERSUASIVE? Ifyour audience is emotionally invested and engaged with your cause or argument, they are more likely to be persuaded. Advertisers often play on people’s fears in order to convince them that they need to buy their product. Credibilit The quality of being trusted and believed in ETHOS — Examples: QD An appesl to credibilityand » Asa doctor, lrecommend ‘twustworthiness this course of treatment, is called ‘ethos’ accordingto » Asyourfather | love you, so trust me with this. ‘aristotle’s techniques of ‘erauasion, > {have pent over two decades researching this topic, so when say. oe HOW IS PROOF OF CREDIBILITY PERSUASIVE? Ifyour audience believe you to be a qualified, authoritative figure, or an expert, they are more likely to be convinced by your argument. Saying, ‘my sister saysyou should eat more protein, is not as persuasive as saying, my sister, who ts a dietician, says you should eat ‘more protein.”Reason The power of the mind to think, understand, and form judgements logically = Examples: » Ifyou enjoy chocolate, then you'll love our ice-cream, > (Children whose parents smoke are twice s likely to start An appeal to logic and ational thought is known as ‘Jogos’ according to Aristotle's jechiniques of persuasion. smoking before they're 21. »> Mybook has myname init, this. ¢, ‘one has no name, so it's definitely not my book. HOW IS A RATIONAL APPEAL PERSUASIVE? Ifyou presenta logical, rational argument hich engages an audience's intellect, they're more likely to be persuaded. Saying that lots of trees are being chopped down, is not as perstiasive as saving, ‘Every minute 135000 trees are chopped down.’ ee 1) LAE) S rl) alee <—————_ PERSUASIVE LANGUAGE TECHNIQUES Rhetorical Questions ‘statement thats formulated asa question butisnot expected to be answered fe »> Do you want todief lng cancer? |) > How many times must ask yout clean | Ls ‘your room? a a ~Can we fonge against those enemies a grand fad global allianoe, Noreh and South, Hast and Wost, that can assure a more fruitful life for all ‘mankind? Will you join in that historic effort?" Tote the rhetorical questions here in John F. hennedy’s famous inaugural adress HOW ARE RHETORICAL QUESTIONS PERSUASIVE? Rhetorical questions prompt thought and lead an audience to certain conclusions. For example, the following question: ‘Do you want to be fit and healthy? has an implied answer (yes) and it grabs the attention of the audience.Eas Exaggeration To represent as greater than is actually the case; overstate “Let avery nation know, whether TD wishes us well ori, that we shall pay ‘aly price, bear any burden, meet any hardship, support any friend, oppose any fo, in order to assure the survival and the success of Wberty." ote use of exoggetin| (any here in etn F Fennedys famous incugura address Examples: >» Ican give youa million reasons why you should not buy this house, » The single most important issue of all time, HOW IS EXAGGERATION PERSUASIVE? and therefore can be used to grab the attention of the listener /reader. Itis also extremely persuasive as itemphasizes certain important points. Pronouns Ifyou /he /she / them | we | you ICY Examples: “ore sal ght on the » We ae allin this Deas, we hal gut on a ‘he landing grounds, we tngther we will shall fight in the felds stand unite meme io [lowe rox pi | eas ee in ie Bil ow your sl les, na Vankepyon "Pasa ite HOW PRONOUNS ARE USED PERSUASIVELY: *Using ‘we’ can create a sense of unity and connection between the speaker and audience. *Using ‘them’ can help identify a common enemy and help in ‘othering’ the enemy. *Using'T can help create authority and control and establish credi *Using ‘you’ can create a personal tone, and help with reaching out to your audience, SST esSpecial words or expressions used by a profession 1 group that ae dificult for others to understand >» Our moisturizing creams enriched with folic 8 acid and microdermabrasion technology, » Buy the latest laptop with 2GH2 quad-core Inteli7 with 4MB of SDRAM. ‘$8 » Your dadincurred severe lacerations, 5 Multiple abrasions and a large hematoma to the cranium, soneeds thissurgery. HOW IS JARGON USED PERSUASIVELY? Jargon is used to signal expertise and knowledge and therefore to establish credibility. It can also be used to target a particular audience, Saying, ‘Test drive our new 2.0 litre petrol 4WD with 18 inch alloys and ABS’ sounds technical and imposing. SANDINHOIL JOVNONY) IAISYNSHId Figurative > METAPHOR: After a long day, our refreshing lemonade isa taste of heaven. ‘> PERSONIFICATION: Our properties embrace you and welcome you home. 1&5 »> SIMILE: She is the best teacher in the school; she is like a rose amongst thorns. ee a so re seis af gro eaves who Tad been seared in the ames of withering injustice.” HOW IS FIGURATIVE LANGUAGE PERSUASIVE? The use of figurative language can help to engage the audience and make an argument more emotive, vivid and convincing. ‘eu9y)-uou juny ssaxdxo pue (10 $eu 91281) 0) pas S| agenduey anijeun Cn you identify the Luther Hing Je’s famous speech?Attacks @ Addressing and criticizing an opposing view = These aren’ full examples, but they're how you of MN Star Yo eiress en oposng ww » My opponent states that marriage is out- dated, but here's why | disagyee... » Other brands claim to be effective, but in this study our brand was clearly superior. » My opponent has proven that she is untrustworthy when she lied about... HOWARE ATTACKS USED PERSUASIVELY? By stating opposing views and then disproving or discrediting them, the speaker/writer will be showing their own views to be more trustworthy or sound. Similarly, in this way the speaker may be addressing the very views of their audience, and thus are able to be mare persuasive, H PERSUASIVE LANGUAGE TECHNIQUES —___>, |Connotation ‘Anidea or feeling which a word invokes Words carry meaning beyond their Ieral definitions Far example, both ‘cheap’ and ‘nexpensive” essenfaly mean the same thing, but fhey have » Thisis a dificult task. | Ths isa challenging task. » She's very slim, | She is very skinny, » Start anew job today. / Start a new career today, THINKING ABOUT CONNOTATIONS WHEN PERSUADING: When trying to persuade, you want to choose words wisely to fit your purpose, For example, ifyou are ‘trying to persuade people to not eat meat, you will, the slaughter of ani ‘slaughter has more negative we connotations and is therefore more emotive and persuasive.Cpe) The reoccurrence of words or phrases [\‘The repetition of a word or phras at the beginning of successive [| clauses is called ANAPHORA. |) Examples: » Thisis the right town; thisis where we should be; this is our home, »> Ourprices are low low low! »> Never give up; never ever give in, Never. HOW IS REPETITION PERSUASIVE? J By repeating certain words and phrases it [ne and emphasizes an argument and é ensures that the point of view being expressed stays in the mind of the audience. |Groups of 3 When three adjectives or phrases are listed » Sheis the best; she’s cool, calm and collected. » Youneed this car it's ridiculously Fast; it's fuel-efficient; it's within your price range. » Ourfood is healthy, fresh and delicious. Examples: "Government of the people, by the people, for' ‘the people, shall not perish from the Rarth." HOW ARE LISTS OF THREE PERSUASIVE? People find it easier to remember things in threes. Therefore when adjectives or phrases GR__arearranged into lists of three, they are FS. more memorable, they are emphasized, “Ex and therefore they're more persuasive. Abraham Lincoln’s Gettysburg S— aderessa Evidence The available body of facts or information indicating whether a belief or proposition istrue or valid Cat Examples: » BM of people surveyed reported a difference when using our products. >> Studies have proven that obesity can lead to eR iabetes. f HOW IS EVIDENCE PERSUASIVE? Evidence adds weight to a speaker /writer’s |} point of view and makes it seem irrefutable q hh and objective. People are more likely to be |j/ [j persuaded if they think that theres ‘proot to substantiate a claim, Think about the || difference in saying, ‘If children exercise, they will do better in school’ with saying, \_ ‘Studies have shown that physically active (children perform better academically.’ {fh > Graphs B > Statistics & > Diagrams SS > Expert Opinion B> Experience => Research PERSUASIVE LANGUAGE TECHNIQUES————__, pun so fuueau 3 ue yin passeyp sp1oy, “We welcome change and openness; for we believe that freedom and socurity go together, that the advance of human Mberty cail only strengthen the eauso of 7 world peace” Tote the use of loaded words Example hee in Ronald Reagan’ speech HOW ARE LOADED WORDS PERSUASIVE? Words that are loaded with meaning are often highly emotive and therefore are used to stir up the emotions of the listener/reader. Think about political speeches which make use of. words such as freedom’, democracy’, liberty’ ~ these words all carry deep meaning and positive patriotic associations; whereas ‘terrorism’, ‘communism’ and ‘oppression’ are charged with negative associations of fear.The presentation apf only one side g of an issue or Bal point of view aad Most advertisements are biased in that they present only the positive aspects of their products and/or the negative aspects o? their competitors” produets. Examples: » We should hire Betty; her mother has written an impressive letter of recommendation for her. > Adocumentary produced by the Society for Vegetarianism clearly shows that eating meats bad for our health. pe? HOW CAN BIAS BE PERSUASIVE? By presenting only one side of an argument (ora biased view), the writer/speaker can subjectively and subtly influence the audience. Bias can bea one-sided personal view or a more public opinion, such as a news story, that only presents facts that support one viewpoint, <———___________ S30) NH93L_39¥ ONY ATS Generalization infering thatthe claims are true for most people ora majority {PP stereotyping is a form of generalization. }| || “Look for gender, ractal, religious (eto.) stereotyping in adv ‘Adverts for | domestic cleaning products which 01 er depict women, is one such example, | ei) Tote how these statements leod you fo beleve that they ‘re true for ol chikren ané all people f Examples: » Children are exposed to too much violence these days. » Everyone wants to lead a better life. HOW ARE GENERALIZATIONS PERSUASIVE? Generalizations often speak to subconscious views or prejudices which an audience holds. The generalized statements appeal to prevailing ideas of what is true or right, and therefore an audience is less likely to question these views and more likely to be persuaded by the argument (even in the absence of evidence).