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2. References:
a. references proper ( reference to the authority) – direct quo-
tation, paraphrasing, restating.
b. reference to the readers’ background knowledge
c. reference to the readers’ experience
3. Factual data – figures, dates, facts.
Note.
Figures are a tricky thing – they can form emotional ap-
peal. Consider the following example. Yesterday John Brown, 18, was
arrested following his attack on Mary Smith aged 30 on the threshold
of her house last October. Exchange the figures 18 and 30, or substi-
tute 70 and 25.
4. Proof by analogy may include:
a. analogy proper (E.g. Like all metals, zinc melts and doesn’t
freeze)
b. imagery ( Usually created with the help of stylistic devices)
On the other hand, if the rational approach to convincing audi-
ences were always the best choice, there would be no need for adver-
tising slogans, political rhetoric, sermons by religious leaders, heartfelt
sentiments in love letters, or the many other forms of persuasive
lan-
guage in everyday life. Like it or not, human beings aren't purely ra-
tional creatures. Sometimes, in our attempts to convince others, it can
be more appropriate, or more effective, to speak directly to the readers'
emotions, sense of ethics or morals, or self-interest. Persuasive writing
and speaking, in other words, are often aimed at the heart or the stom-
ach instead of the head.
Persuasive writing needn't abandon logic altogether, of course.
The author can support rational arguments with appeals to belief,
value, or desirable or undesirable emotions. It's just that persuasive
rhetoric isn't limited to tests of rationality or logic. Persuasive writing
allows writers to use strategies in addition to the purely rational ones
appropriate to argument.
74
Persuasive Strategies
Emotional Appeals
Appeals based on emotions attempt to move readers by making
them feel something strongly.
Ethical Appeals
With appeals based on ethics, writers attempt to move readers
by their sense of right or wrong. (Ethical appeals may have an emo-
tional base, too, for such views are often a matter of feeling or belief.)
The ethical appeal often rests on the author’s moral character: readers
are persuaded because they believe in the writer's sincerity and ethical
convictions. Writers can also appeal to his readers' own sense of mo-
rality, calling upon them to be conscientious citizens, to think or act
according to principles they know to be correct.
Whether the persuasive case is chiefly emotional, ethical, or a
blend of the two, writers must present it vividly, concretely – in words
that arouse the reader's feelings or moral intent. To do that, writers
employ a number of techniques, some of which you have seen applied
to other purposes.
Connotative language
One of the most common persuasive strategies is to use conno-
tative language – words rich in positive or negative meaning or asso-
ciation. Connotative language colors writing, gives it deeper or richer
shades of meaning. It can be a powerful tool for affecting an audi-
ence's perceptions. Strong language, however, can backfire if used
carelessly or in excess. Most readers will see through exaggeration,
inflated claims or criticisms, and appeals to bias or prejudice.
Notice the persuasive difference in these two sentences:
Neutral language:
We should give military aid to the rebels because it is in our
best interest to do so.
2. References: Persuasive Strategies
a. references proper ( reference to the authority) – direct quo-
tation, paraphrasing, restating. Emotional Appeals
b. reference to the readers’ background knowledge Appeals based on emotions attempt to move readers by making
c. reference to the readers’ experience them feel something strongly.
3. Factual data – figures, dates, facts. Ethical Appeals
Note. Figures are a tricky thing – they can form emotional ap-
With appeals based on ethics, writers attempt to move readers
peal. Consider the following example. Yesterday John Brown, 18, was
by their sense of right or wrong. (Ethical appeals may have an emo-
arrested following his attack on Mary Smith aged 30 on the threshold
tional base, too, for such views are often a matter of feeling or belief.)
of her house last October. Exchange the figures 18 and 30, or substi-
The ethical appeal often rests on the author’s moral character: readers
tute 70 and 25.
are persuaded because they believe in the writer's sincerity and ethical
4. Proof by analogy may include:
convictions. Writers can also appeal to his readers' own sense of mo-
a. analogy proper (E.g. Like all metals, zinc melts and doesn’t
rality, calling upon them to be conscientious citizens, to think or act
freeze)
according to principles they know to be correct.
b. imagery ( Usually created with the help of stylistic devices)
Whether the persuasive case is chiefly emotional, ethical, or a
On the other hand, if the rational approach to convincing audi-
blend of the two, writers must present it vividly, concretely – in words
ences were always the best choice, there would be no need for adver-
that arouse the reader's feelings or moral intent. To do that, writers
tising slogans, political rhetoric, sermons by religious leaders, heartfelt
employ a number of techniques, some of which you have seen applied
sentiments in love letters, or the many other forms of persuasive lan-
guage in everyday life. Like it or not, human beings aren't purely ra- to other purposes.
tional creatures. Sometimes, in our attempts to convince others, it can Connotative language
be more appropriate, or more effective, to speak directly to the readers' One of the most common persuasive strategies is to use conno-
emotions, sense of ethics or morals, or self-interest. Persuasive writing tative language – words rich in positive or negative meaning or asso-
and speaking, in other words, are often aimed at the heart or the stom- ciation. Connotative language colors writing, gives it deeper or richer
ach instead of the head. shades of meaning. It can be a powerful tool for affecting an audi-
Persuasive writing needn't abandon logic altogether, of course. ence's perceptions. Strong language, however, can backfire if used
The author can support rational arguments with appeals to belief, carelessly or in excess. Most readers will see through exaggeration,
value, or desirable or undesirable emotions. It's just that persuasive inflated claims or criticisms, and appeals to bias or prejudice.
rhetoric isn't limited to tests of rationality or logic. Persuasive writing Notice the persuasive difference in these two sentences:
allows writers to use strategies in addition to the purely rational ones Neutral language:
appropriate to argument. We should give military aid to the rebels because it is in our
best interest to do so.
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