What is Persuasive Writing?

1. 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.

2. Persuasive Genres You encounter persuasion every day. • TV Commercials • Letters to the Editor • Junk Mail • Magazine Ads • College Brochures Can you think of other persuasive contexts?

3. 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

4. Common Persuasion Techniques • Bandwagon • Red Herring • Pathos • Big Names • Logos • Ethos • Kairos • Research • Loaded Words • Glittering Generalities • Repetition

5. 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!

6. 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

7. 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.

8. Big Names Important people or experts can make your argument seem more convincing. Example: Former U.S. president Bill Clinton thinks that junk food should be taken out of vending machines.

9. Logos Facts, numbers, and information can be very convincing. Example: A Snickers bar has 280 calories and 30 grams of sugar. That’s not very healthy.

10. Ethos If people believe and trust in you, you’re more likely to persuade them. Example: Believe me! I’ve been there before. I’m just like you.

11. Kairos Try to convince your audience that this issue is so important they must act now. Example: This is a one-time offer. You can’t get this price after today.

12. Research Using reliable research can help your argument seem convincing. Example: A recent study found that students who watch TV during the week don’t do as well in school.

13. Loaded Words Words that may raise emotions. Often attached to highly controversial ideas. Example: The words home and family have simple meanings, but they are used to trigger warm feelings.

14. Glittering Generalities Using patriotic, catchy, or attractive words that don’t really say anything Example: New Blast Detergent gives your clothes Sparkle Power!

15. Repetition Repeated an idea to make it memorable even if it is not supported with reasoning. Example: Who can you trust? Bill Adams! Who can you count on? Bill Adams! Who should get your vote? Bill Adams!

16. 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”