The Power of Persuasion

Persuasive Techniques in Writing

Appeal by Association

Bandwagon Appeal

• Taps into people’s desire to belong• Ex. “Millions of teens have made City

Jeanz part of their wardrobe – what are you waiting for?

Snob Appeal

• Taps into people’s need to feel superior to others

• Ex. “Join the Brookside Club for Seasoned Skiers – because you’re way beyond the beginner slopes.”

Testimonial

• Relies on the backing of a celebrity, expert, or satisfied customer

• Ex. “As a supermodel, it’s important for me to have a great smile. Brite Strips whiten your teeth without the wait!”

Justin Bieber Proactiv Commercial - YouTube

Transfer

• Connects a product, candidate, or cause with a positive image

• Ex. Vote for clean air – vote for Tony Leonard!

Appeal to Value

Ethical Appeal

• Tries to gain moral support for claim by linking the claim to a widely accepted value

• Ex. “If you believe that every child deserves a good education, support the Great Minds Organization.”

Emotional Appeal

Appeal to Fear

• Makes people feel as if their safety, security, or health is in danger

• Ex. “How clean are the hotel rooms you’re staying in? You’ll be shocked by what our documentary reveals.”

Appeal to Pity

• Taps into people’s compassion for others

• Ex. “For the cost of one cup of coffee a day, you could save a life.”

Sarah McLachlan Animal Cruelty Video - YouTube

Word Choice

Loaded Language

• Uses words with strongly positive or negative connotations to stir people’s emotions

• Ex. “The alley next to the parking lot is dark and dangerous. Vote to increase the number of street lamps in our neighborhood. Residents deserve to feel safe and protected.”