Persuasive Techniques
Methods
Definitions
Examples
Persuasion: to make somebody think or do
something by talking to them.
I persuaded my mother
to let me spend the
night at my friend’s
house.
 Synonyms:
Convince, ask, sway,
influence, win over
 Antonyms
Beg, whine, demand,
order, insist

Types of Appeal
All persuasion falls into one of these categories

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Pathos—appeal to your
EMOTIONS
Logos—appeal to your
LOGIC
Ethos—appeal to your
CHARACTER
There are several techniques, or ways, to
persuade someone. Here are just a FEW!
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Bandwagon (Peer Pressure)
Testimonial
Emotional Appeal (Loaded Words)
Card Stacking
Repetition
Hyperbole
Rhetorical Question
Ethical Appeal
Name calling
Snob appeal
Transfer
Ethical Appeals—Doing what is right
and responsible for everyone.


Example: It is the job of every responsible
citizen to ensure that others are not put at
risk when disposing of chemicals.
Example: Everyone has the right to fresh,
clean air!
Bandwagon
(Peer Pressure)

The bandwagon technique convinces the reader
that everybody else is doing it. This technique is
also known as peer pressure.
Bandwagon Examples

Your Grandpa does it…

Your Mom does it…

Even your boss does it.
Bandwagon Examples

Well, I
guess I will
have a
cigar too.
Bandwagon Examples

“I bet no one else’s Mom makes them
do it over again until it is perfect.”
Bandwagon Examples

“I want to be a
Kid!”
Bandwagon Example
Choosy Moms
choose Jif.
They’re appealing to logic! Every mom
wants to choose what’s best for her kids!
Testimonial

The testimonial technique uses words or quotations
from an ordinary person or a celebrity that supports
the writer’s argument.
Testimonial Examples
What he says about the
SUBWAY® brand:
"The SUBWAY® chain
helped save my life over and
over.
I can't ever repay that."
Testimonial Examples
“Jenny Craig works
great!
I lost 75 pounds!
It can work for you
too.”
Testimonial Examples

If you stay off drugs, you could
be a big star like me.
Testimonial Example
Kid Tested.
Mother Approved.
Emotional Appeal
(Loaded Words)

The writer uses emotional appeal by using words
that make the reader feel strongly about the topic.
The writer usually appeals to fear, anger, or joy. The
words the writer uses are called loaded words.
Emotional Appeal Example
 Animals
are
not ours to
exploit.
~ PETA
Emotional Appeal Example

It is imperative that
airports have metal
detectors. Someone
could be hiding a
weapon and a
massacre could
happen.
Emotional Appeal Example
 For
just $0.70
a day, you
can make a
difference in
a child’s life.
Card Stacking

The author presents the facts for only one
side of the issue.
Card Stacking Examples

Going to school only
three days a week
would give kids more
time to relax. Teachers
could spend more time
with their family and the
school wouldn’t use so
much electricity.
Card Stacking Examples
 Joe
Camel

They only show that
smoking looks cool!
WRONG!
Card Stacking Examples

Prescription Drug
Companies often extol
the benefits of their
wares, but any side
effects of the medicines
are listed in small print
on the bottom of
packages, or said very
rapidly in the
commercials.
Repetition

The writer repeats a word, a phrase, or even an
entire sentence for emphasis.
Repetition Examples

My little brother is driving me crazy, crazy,
crazy!
Repetition Examples

All merchandise is on
sale today only, from
sweaters to shoes, to
cookware to bath
towels. Come on
down! Remember, the
sale only lasts through
the end of today.
Advertisers often use “weasel words” to suggest positives
without committing to them.
Glittering generalities
are often used too.
These are words like
new, improved, and
powerful that make you
THINK the product is
special!
A scientist says that a
diet product MIGHT
help you lose weight
the way it helped him.
Hyperbole
 The
author completely overstates
or exaggerates for effect.
Hyperbole Example
 I’m
so
hungry I
could eat a
horse!
Hyperbole Example

My Mom should just
hire a maid to clean my
room. I just don’t have
time to do my
homework because I
have to clean it myself.
I could fail school and
then I won’t be able to
get a good job. I’ll have
to live with my parents
until I’m 45!
Rhetorical Question

This technique asks a question to which no
response is required. The writer implies that the
answer is obvious and the reader has no choice but
to agree with the author.
Positive words, images, and ideas are used to suggest
the product is also positive. Sometimes, no words are even needed
to convince you!
Rhetorical Question Example
 Why
should I
get my own cell
phone? So my
parents know
where I am at
all the time, of
course!
Rhetorical Question Example

Why should you buy
a Toyota Truck?
Because they are
the most reliable
and cost effective.
Name Calling Technique—Advertisers will compare/contrast their
products. One is always better…or is it?
Snob Appeal-A
company suggests the
use of a products
makes the customer
part of a special
group.