Persuasive techniques Flashcards
Alliteration
The repetition of words starting with the same letter
- gains attention; adds emphasis; often used in headlines
- draws attention to key words
e.g. ‘Fed up with food fear-mongering’
Anecdote
Short, personal story - often entertaining; provided a human angle that engages the reader; can convey information
- positions the reader to respond emotionally
- ‘Rings true’, thus positioning readers to ten notice and accept information
- helps to illustrate a point.
e.g. ‘There is now a widespread prejudice against PC users that seems to be little more than brand snobbery. Last week I experienced this growing prejudice firsthand, when a friend told me his Apple computer was vastly superior to my PC’
Appeal
An appeal pressures the reader to agree and feel a sense of urgency. Writers often appeal to:
- Emotions
- Fears
- Desire to seem intelligent
- Need to protect their family
- Desire to fit in, to be accepted, to be loved
- Desire to be an individual
- Desire to follow a tradition
- Desire to be wealthy or save money
- Desire to be healthy
- Desire to look good
- Desire to protect animals and the environment
- Pride in our country
e.g. ‘Think you can spot an online scam? Think again.’ (appeal to fear)
Attack
Attacks on opposing views, or the people who hold them can persuade the audience by portraying views and beliefs which are contrary to the author’s conception as foolish, dangerous, uncaring or deceitful. Using humour to make fun of these views can be particularly persuasive. Although can offend or alienate audience if overdone.
e.g ‘Town Hall? clown Hallif we consider the Mayor’s latest comments.’
Cliché
Overused phrase that a wide rand of readers can quickly grasp and understand
- reassures the reader with a familiar expression
- often has a comic effect, which can produce a light-hearted, amusing tons, or a sarcastic, critical tone
e. g.
- Absence makes the heart grow fonder.
- As light as a feather.
- Time will tell.
Connotation
Some words, for example, may have the same literal meaning but very different connotations. Connotations may be negative or positive. Think about the word ‘thin’. There are lots of words that share this meaning—slender, lithe, slim, skinny, lean, slight, lanky, undernourished, wasted, gangly, rake-like, anorexic, spindly.
- associated meaning of words to arouse feeling and attitudes that position the reader to like/dislike, accept/reject an idea, person, proposal and so on
e. g. ‘Witness folds during trial’ (‘fold’)
Emotive language
Deliberate use of strong words and phrases to arouse the reader’s feelings and so manipulate them to agree. Words that provoke an emotional reaction from the audience.
- reader is positioned to react very emotionally and to agree with the writer’s viewpoint before reasons come into play
e. g. ‘Aussie mum publicly shamed and tole to “keep her brat in line” if she wants to return to local cafe” (‘Aussie’ and ‘publicly shamed’)
Evidence
Use of facts, figures, quotes or graphs to provide rational, scientific ‘proof’ as the basis for a substantiated point of view.
- to support their argument as it appears to be objective a reliable
- makes argument more convincing
e.g. “During the latter half of the 20th century, shark culling was carried out in Hawaii in an attempt to make the waters safer. From 1959 to 1976, the sated of Hawaii culled 4,668 sharks, including 554 tiger sharks. No significant decrease in the rate of shark bites was detected”
Exaggeration, overstatement and hyperbole
Presents an extreme view of a situation for dramatic impact and to provoke strong emotional responses.
- positions readers to respond emotionally more likely to accent or reject viewpoint
- can generate humour to make reader look positively
e.g. ‘That’s right, eating a slice of bread will now KILL YOU”
Experts opinion
Use the opinion of experts to give further weight to their argument.
e.g. “Dentists say new Colgate mouthwash is incredible at cleaning where brushing misses!”
Generalisation
A sweeping statement that suggests what is true for some is true for most or all
- encourages readers to judge others in a narrow and stereotyped way
- appeals to commonly held beliefs, prejudiced and views
e.g. ‘ Western consumers are generally supportive of the environment - so long as they don’t have to do anything about it.’
Inclusive language
Using the words ‘we’ or ‘us’ to include the readers in the same group as they writer. Assumes that everyone in the group shares the writers view point
- is often used to get a reader onside.
- appeals to their desire to belong to a group
e.g. ‘As a country it is time we had a serious discussion about the emphasis we place on year 12.’
Imagery
Descriptive writing can be a powerful persuasive technique. Describing something vividly can persuade readers.
e.g. ‘The sunset was the most gorgeous they’d ever seen; the clouds were edged with pink and gold.’
Irony
A feature of language in which the literal meaning is the opposite to the intended meaning
- positioned to share in the writers ridicule
- influence reader to agree through a sarcastic and/or humorous tone
e.g. ‘We have an obesity epidemic that is out of control. We eat too much and exercise too little. And now bulk retail giant Costco is set to open more stores - thats just what we need.’
Pun
A play on words that suffuse a double meaning . Often play on for with a seminal sound but a different spelling (e.g. rocket/racquet)
- grabs readers attention and interests through humour
e. g. ‘Tennis must act to smash match-fixing racket’
