Persuasive Techniques (Notes)

ACADEMIC VOCABULARY

Persuasive techniques – methods to influence others’ beliefs, opinions or actions

Appeals to reason (logical appeals) – logical arguments based on verifiable evidence, such as facts, statistics, or expert testimony

Appeals to emotion (emotional appeals) – statements intended to affect the listener’s feelings about a subject

Ethical appeals - make use of what an audience values and believes to be good or true

Appeals to pity - attempts to persuade using emotion—specifically, sympathy—rather than evidence

Testimonial – an expert or first-hand account

Bait and switch – technique in which a customer seeking specific product is lured in, then persuaded to buy something else

Propaganda – information designed to manipulate political opinion

Bandwagon – technique which urges the listener to do or believe something because everyone else does

Plain folks – techniques that attempts to convince the public that certain views reflect those of the common person

Snob appeal – technique that suggests that you can be like the perfectly shaped people who use a product

Loaded language (charged language) - words with strong positive or negative associations

Purr words – terms that make people feel good about the subject being addressed

Snarl words – terms that make people react negatively

Weasel words - words and phrases aimed at creating an impression that something specific and meaningful has been said, when in fact only a vague or ambiguous claim has been communicated

How to Identify Persuasive Techniques

Step 1 – Recognize persuasive messages – text or media addressed directly at an audience

response.

Try to figure out if the message is possibly trying to make you change your views.

Step 2 – Identify logical appeals – directed at an audience’s reasoning.

Strong arguments backed with good evidence persuade effectively.

EXAMPLE: The library should be open Sundays; 68 percent of students polled agree.

Step 3 – Identify ethical appeals – directed at values.

EXAMPLE: Vote for the Ozone Act to help protect the earth.

Step 4 – Identify emotional appeals – aimed at strong feelings.

Appeals to fear, anger, pity, and vanity can strengthen a message, but can also disguise

poor reasoning.

Step 5 – Identify appeals by association – linked to an authority.

The message may be delivered as a testimonial.

EXAMPLES:

Appeal to loyalty – Show your commitment – buy locally grown fruits.

Plain folks appeal – The dentists at West Group are your friends and neighbors.

Bandwagon appeal – Millions of teenagers use Suds-o Soap. Shouldn’t you?

Snob appeal: eat Lola’s lo-fat, hi-flavor cheese – You deserve the best.

Appeal to authority – As a leading engineer, I recommend Ready-Able toasters.

Transfer – One sip of Ocean Ade and you’ll feel you’re at the beach.

Step 6 – Identify loaded language.

Words that manipulate may be extremely positive (purr or glittering), extremely

negative (snarl), or extremely vague (weasel).

EXAMPLES

Purr words: The fresh and delicious taste of Dazzle Sprinkles is unforgettable.

Snarl words: My opponent in the mayor’s race is sneaky and unreliable.

Weasel words: Jackie’s Shoe Repair will make your boots almost like new.

Step 7 – Evaluate the message.

Think about the writer’s purpose, perspective, and bias.

Ask yourself: Are the claims supported by facts? Do loaded words send a deceptive

message?