Persuasive Techniques

AllusionA casual reference to a person, place, or

event (either real or fictional)

From Lincoln’s Gettysburg Address:“Four score and seven years ago our fathers

brought forth on this continent, a new nation . . . “

Lincoln is alluding to 1776, the year the Declaration of Independence was signed.

Allusion

It has rained so much lately, we might need an ark!

I was looking forward to going outside to play this afternoon, but my brother and sister are gone, and I’m left home, like Cinderella, to do all the chores myself.

Allusion

In the movie Finding Nemo, the name “Nemo” is an allusion to the captain of the boat in the famous book 20,000 Leagues Under the Sea.

Shania Twain Sings, “Okay, so you’re Brad Pitt? That don’t impress me much.”

Aphorism

A brief statement that expresses a general principle about life.

Aphorism

In Reagan’s speech about the Challenger disaster, he says, “Give me a challenge and I’ll meet it with joy.

Aphorism We learn to walk before we learn to

run.

A penny saved is a penny earned.

Aphorism ‘Tis better to have loved and lost than

never to have loved at all. (Alfred, Lord Tennyson)

You can’t smell the roses by talking on your cell phone.

Statistics

Using numerical facts or data as evidence for an argument.

90% of dentists recommend Brighty Toothpaste over the competition.

Statistics Our survey found that 8 out of 10

female shoppers prefer SlimZip Jeans.

Welky Chips have 5 fewer grams of fat than SlipChips.

Bandwagon

Encourages the reader to believe or do something because “everyone else” believes it or is doing it.

Bandwagon

All of your friends are on Facebook; shouldn’t you join, too?

Bandwagon

Come join the fun at Rick’s on Friday night. That’s where you’ll find a lively crowd of teenagers just like you! Don’t be the only one spending a boring night all by yourself at home.

Bandwagon

Everyone’s talking about Candy Colby’s new thriller The Vampire Stalker! See what all the excitement is about and get your copy today!

Plain Folks

The spokesperson is an ordinary citizen – “someone just like you” – who can be trusted.

President Reagan liked to be photographed chopping wood at his ranch.

When we visited the home of Joe and Lucy Smiggle, we saw just how much their family loves Honeymilk Biscuits. They wouldn’t think of starting their day without them.

Plain Folks

Instead of his usual black business suit, City Council candidate Rodger Dodger chose faded blue jeans and a denim shirt to attend the fund- raising BBQ.

Plain Folks

Emotional Words

The use of words that have a strong, emotional appeal.

Fifty loving pets a day are murdered in America’s animal shelters. Won’t you help save a life?

Emotional Words

Is your family tired of the same old foods over and over again? Buy the Rambo FoodMaker and liven up your meals!

Emotional Words

Do you treasure time with your family? Do you love your kids? Then bring them on down to FunnyFunPlace for a great time together!

Emotional Words

These days, children all over the world are dying from hunger. Won’t YOU be the guardian angel for these innocent children? Call 1-800-DONATE.

Emotional Words

Thousands die in car wrecks every year. Keep your family safe – Put them in a Honda. Nothing else will do for the ones you love.

Generalization

A sweeping statement about people, places, and things.

Xbox is the best; it beats Sony’s PlayStation. Get yours today!

Generalization

Guys smell better when they use Axe deodorant and cologne!

Generalization

Hamburgers. Gotta love ‘em! Beef is always better than chicken!

Generalization

Race to Atlantis is a box office smash hit – the best movie of the season!

Generalization

Remington makes the best gun. Hunters, come see for yourselves!

Generalization

Ladies, guys will flock to your side once you start using FooFoo shampoo!

Either/Or Thinking

Makes the audience believe that only two options are possible;

there is no middle ground.

Either/Or Thinking

Vote for Bob Smiley or give up on your dreams of a secure job in your future.

Either/Or Thinking

Buy Honest Al’s Home Security System – or lose everything to today’s bold criminals.

Either/Or Thinking

If you don’t call Perfect Pipe Plumbers, be prepared to live with leaky pipes forever.

Either/Or Thinking

Wear Hollipostale or say goodbye to “happily ever after.”

Name Calling

Negative words or names used to create an unfavorable opinion of the competition.

Candidate Mary Crick is a thief who cannot be trusted with your hard-earned tax dollars.

Name Calling

This law is racist and will deny many people their right to vote.

Name Calling

The folks at Hungry Henry Grocery Store don’t care about quality; they’re just hungry for your money.

Transfer

Good feelings about one object carry over to the

product being advertised.

A handsome young cowboy is shown drinking Red Bull.

Transfer

Romantic music plays in the background as a woman applies LaVida Makeup.

Transfer

A sweet picture of Santa shows him drinking a coke.

Testimonial

Uses celebrities or satisfied customers to endorse a product or idea.

A cheerful-looking young lady says, “I’m a 25-year-old mother with two active kids. I use Super Energy Hand Lotion to keep up. It worked for me, and it can work for you, too!”

Testimonial

Grammy award-winning artist Christina Aguilera keeps her pipes working smoothly, and she can thank Fiji Water for that!

Testimonial

The camera shows a close-up shot of a pair of Reebok shoes. The camera then zooms up the legs to show that the person wearing them is Michael Jordan, just as he sinks a basketball.

Testimonial

A lady standing next to her shiny new car says, “Since I bought a Subaru, I get better gas mileage – and I feel safer, too. I couldn’t be happier with the choice I made!”

Commonplace Assertions

Statements that many people assume to be true but are not necessarily so.

People who are unemployed just aren’t trying hard enough to get a job.

Commonplace Assertions

A college degree is essential for success and happiness in life.

Commonplace Assertions

Having plenty of money leads to happiness.

Commonplace Assertions

Young people have better technology skills than older people.

Caricature (with words)

When television is viewed hour after long hour, it acts like a narcotic on the young brain. The viewer becomes lazy, obese, and unable to express himself clearly.

Caricature (with words)

In “The Dinner Party,” the colonel says that women do not have the nerve control of men. For example, when they see a mouse, they jump up on a chair and squeal.

Slogan

A catchy phrase used to identify a product or company

EX: Subway – Eat fresh

Skittles – Taste the rainbow

Refute

To state an opposing viewpoint or counter-argument

EX: Some people say that women shouldn’t be allowed in combat, but I believe they should be given a chance to show they are qualified to fight as well as the men.

Refute

EX: Some states are banning the playing of dodgeball in schools. I believe, however, that the sport provides a healthy form of exercise.

Loaded Terms

A term or phrase that has strong emotional overtones and is meant to evoke strongly positive or negative reactions; similar to emotional words

Loaded Terms

The patriots who fought for our country deserve our respect. (Using “patriots” is stronger than saying “men and women”)

Loaded Terms

There is no reason for any sensible person to own an assault weapon.

anecdote

Telling about an incident or giving an example to illustrate a point

anecdote

Albert Einstein was a compassionate man as well as brilliant. One Christmas season, the story is told, he grabbed his violin and joined a group of carolers who were going door to door, singing holiday songs to raise money to buy presents for hospitalized children.

anecdote

As a police officer, I have heard many interesting excuses for why people are speeding. One time, during a heavy snowstorm, the driver of a speeding car told me, “But officer, I was just trying to get all that snow to blow off my windshield so I could see better.”

Leading Question

A question worded to suggest a certain answer

EX: Don’t you think the new football uniforms are the ugliest ones you’ve ever seen?

Leading Question

You wouldn’t want to be caught at home alone without a loaded gun, would you?

Incorrect Premise and

False Assumption

An incorrect premise is a faulty idea that is used as the foundation of an argument.

A false assumption is when a reader pieces together information by inference but fails to consider other options.

Incorrect Premise and

False Assumption

Females can’t become pilots.

Ripley’s School of Flight teaches people to become pilots.

Therefore, females cannot attend Ripley’s School of Flight.

Incorrect Premise and

False Assumption

All basketballs are round.

The earth is round.

Therefore, the earth must be a basketball.

Incorrect Premise and

False Assumption

Everyone wants to get married someday.

Being able to sing well is an attractive trait for a man or woman to have.

Therefore, you should work on your singing skills if you want to get married.

Value Language

Words that are included in a statement that express a positive or negative feeling; similar to emotional words

Value Language

Toyota is the best and safest car on the road.

Disneyland is the best choice for your family’s vacation.