Learning objectives

In this unit, you will:

• learn about the m ain conventions of writing which seeks to persuade or advise (AOl)
• explore how persuasive and advisory texts ereate an impact on the reader (A03).

Before you start

Imagi ne you have to go and see a doctor. Th ey say you are not li ving as hea lt hy a li fes t yle as
you shou ld.

1 What might th ey advise you to do7

2 How might they persuade yo u to follow the advice7

Persuasive writing
Persuasive writi ng is a core form of writing that yo u wi ll encounter in your course . When
exp loring texts that are written to persuade, loo k out for:

• th e specific language devices used by wri ters to persuade readers

• differen t types of evidence and how it is used (ora bu sed) in support of a poi nt of view
how the form and structure of particular persuasive texts contribute to their effect
how persuasive texts are targeted toa particular audience (e.g. by age, interest) .
Both persuasive and advisory texts promote a pa rticular idea or product. For instance,
governmental organisations or particu lar individuals (such as docto rs) might promote
hea lthy living, or ways of saving water, whereas comme rcia l organisations might pro mote
their prod uct t hrough the financia ! or lifestyle benefits t hey claim to provide.

Read these three examples of advisory or persuasive texts.

The coastline south of Mombassa is a tropical paradise of palm-fringed white sand

beaches, where the turquoise waters of the lndian Ocean meet beautiful coral reefs.

Feeling stressed or under pressure, but don't want to take lots of medication?
Ask your doctor about sorne of the alternative therapies available. Consider
the benefits of meditation, yoga or other relaxation strategies. These can be as
effective as conventional remedies - and be a lot of fun , too!

We've taken everything you love about MINI - thrilling cornering, acceleration,
driving enjoyment, creative use of space, iconic design - and added a whole new
dimension.
 Cambridge lnternational AS &A Level English Language

ACTIVITV 1

Working with a pa rtner, discuss the fo llowing questions:

1 What is being promoted or advertised in these extracts? (ls ita thing/product7 An idea?
A way of life?)
2 Where- or in what form- would yo u find these texts? (Magazine articles? Leaflet s?)
3 What is it in each text that te lis yo u these are persuasive/advisory texts? (Think about
particular phrases used, or persuasive techn iques which you might have come across
befo re.)

What are the key conventions of persuasive writing?

Particular fo rms of persuasive writing, such as advertisements, will have addi ti onal
conventions to those listed here, or will be subtly different, but, as a whole, t he fo llowing
features are typica l of the form.

Persuasive texts often:

pro mote a strong, single point of view rather than a more balanced argument
make direct appeals to the read er/ listener (e.g. 'We need your he/p .. .', 'You don't want to
miss out. .. ')
use highly charged language (e.g. intensifiers such as 'utterly gorgeous' or 'totally
unacceptab le')

• use vivid imagery or examples to engage the reader- either actual pictures/photos or
descriptions (e.g. 'palm-fringed white sand beaches')
use varied sentence structures for shock, impact or elaboration (e.g. 'Th is must stop')
use rhetorical devices (e.g. rhetorical questions, repetition, lists of th ree)
Use headings, captions, slogans or logos to engage the reader
provide statistics, data or other numerical measures to persuade the reader
use expert evidence or customer reviews to pro mote the benefits of a product/ idea/
experience
include a 'call to action', often phrased using imperatives (e.g. 'Buy now whi le stocks last',
'Act now befo re it's too late').

intensifier: usually an adverb added toan adjective (e.g. 'total/y unique')- can have an informal
tone to it
rhetorical question: a question which does not require a response (e.g. 'Are yo u up for the
challenge7', 'Do yo u want to miss out on a great deal?')
slogan: a phrase or sentence which sums up a productor person, oran organisation's core values
or qualities
logo: a graphic mark, symbol or emblem representing a brand or movement
 Unit 2.3: Writing to persuade and advise

ACTIVITV2

Meaning and style

Loo k at th is simp le advertisement for a ho liday destination. Can yo u identify any of th e
Rememberto
conven t ions of persuasive writing from th e list on page 60?
con sider the shape
and organisation of a
text as well as th e lexis
Your own prívate movie is waiting and other language
choices used . The
Want stunn in g sce nery, utter pea ce, total relaxation? form and structure
of a text are key to
understanding its
impact.

a What is the key 'sa les idea' in the main hea ding? What is it saying a view like t his is like?
b What do yo u no ti ce about the structure of t he text as a who le and the style of its sentences?
e How does the 'slogan' link to the ma in idea in the heading?

The following promotiona l material for an electric bicycle uses so me of t he feat ures in t he
advert isement in Activity 2 as well as sorne others.

LET'S SPEED IT UP. ARE YOU IN?

Everyone knows that driving to work is slow. Sitting in the car, watching the traffic lights, crawling
•
along to your destination. But do you really want to join the cycling Lycra-brigade? Turning up to
meetings sweaty and red-faced?

THERE'S ANOTHER WAY.

The Electrobyke lets you glide through

traffic without breaking a sweat. The
perfect blend of style and power, the
Electrobyke makes the commute
effortless. And if you wish to save the
planet, it won 't cost the earth.
You can even do it in a suit.

ELECTROBYKE: EASY,
ECONOMICAL, EXTRAORDINARY

... www.electrobyke.co.uk

Why have the advertisers chosen to head this adve rt isement w ith a short sentence and a
question rather than listing the features of the Electrobyke?