THE MESSAGE

First, focus on determining what message will you communicate.

What is your CLAIM?Are you for or against?

THE “HOW” THE “WHAT”

Tell us how the audience can believe/do this too.

What can they do?

Persuasion Writing has Appeals:

Logical Emotional MoralWhat appeal will you use?

Audience Awareness

Speakers know how to target their audiences use appropriate persuasive technique

Who is your audience?

persuasive techniques used in writing name calling or innuendo – creating a negative attitude; hinting or

implying; using loaded, emotional, or slanted language;

glittering generalities or card stacking – telling only part of the truth; generalizing from a shred of evidence;

bandwagon – creating a desire to join a large group satisfied with the idea; making one feel left out if not with the crowd;

testimonials – using the declaration of a famous person or authoritative expert to give heightened credibility;

appeal to prestige, snobbery, or plain folks – using a spokesperson who appeals to the audience: a well-known or appealing person the audience wants to emulate, a person like the audience members with whom they can identify, a person whose lifestyle appeals to the audience (sometimes called association); and

appeal to emotions – connecting with emotions: loyalty, pity, or fear; love of family, peace, or justice.

Name Calling or Innuendo

This type creates a negative attitude by hinting or implying that you “wouldn’t want to buy, try, eat, or wear that!”

Looks down upon another company by calling them names or saying negative things about the competition

Don’t buy a gas-guzzling, gigantic SUV—the VW Beetle is just

right for you!”

Glittering Generality: smooth out the roughedges.

Bandwagon

A statement suggesting that everyone is doing this, so you should too.

A well-known person supports your point of view.

Testimonial

Appeal to prestige/Association – mention that your view is supported by someone/thing prestigious.

Emotional AppealA person is made to have strong feelings about a situation or product.

You MAY use one of these:

name calling or innuendo glittering generalities or card stackingbandwagon Testimonialsappeal to prestige, snobbery, or plain

folks appeal to emotionsWhat persuasive technique will you use?

Advertising Methods

Additional advertising methods:

Loaded words - Words with strong associations such as “home,” “family,” “dishonest” and “wasteful.”Transference - Attempts to make the audience associate positive words, images, and ideas with a product and its users.Repetition - A product’s name or catchphrase is repeated over and over, with the goal of having it stick in the viewer or listener’s mind.Patriotism - The advertiser appeals to the audience’s patriotic loyalties.Facts and figures - Using statistics, research, or other data to make the product appear to be better than its competitors.Special offer - The advertiser offers a discount, coupon, free gift, or other enticement to get people to buy a product.Urgency - The advertiser makes you feel like you need the product right away.Slogan - The slogan, or tagline, should be short, catchy and poignant, because the audience’s attentions span is usually brief and fleeting.

Repetition: The name of a product is repeated many times

HEAD ON Apply directly to the

forehead HEAD ON Apply directly to the

foreheadHEAD ON Apply directly to the

forehead

SloganA catchword or phrase loaded with emotionOften sells through repetitionClever and easy to rememberStays with you a long timeOften a melody you already know

“Trust Sleepy’s For the ‘rest’Of your life”

Patriotism

Purchase will display love of country.Person will financially help the country.

…built American tough

Keep these additional advertising methods in mind.

Loaded words Transference Repetition PatriotismFacts and figures Special offerUrgency/Exigency Slogan

Will you use any modern advertising methods?

TONE

- serious- solemn- sarcastic- objective- enthusiastic

- humorous- hostile- disapproving- personal- impersonal

Now that you have the :What – your claimAppealsPersuasion methodsAudienceSupporting detailsTone . . . Can you write a personal

anecdote?

Personal Anecdote

Tell a story about yourself or about someone who is a great example, that supports your point of view.

How does it fit together? Hook: description, quote, question, story, statistic, anecdote,

comparison

Great the audience

Thesis statement

Reason one

Details (one detail needs to be an anecdote)

Reason two

Details

Reason three

Details

Summary

Catchy ending: go back to the hook, take it out to the world; create a new image or description, question