Writers use a variety of techniques, to persuade their audiences. These include the
following:
i. Appeal to Ignorance
This:
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involves the assumption that ‘something is true because it cannot be proved
otherwise’
is often used by writers of ‘the unknown’ or ‘the mysterious and unexplained’
makes use of cumulative loaded words and phrases, such as “if”, “maybe”,
“could”, “perhaps”, “possible”
Example: “Just because you’ve never seen a UFO doesn’t mean that there aren’t
any.”
ii. Assumption
It is:
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a piece of evidence that is taken for granted, without proof
needs to be supported by appropriate evidence
Example: “The survey indicated that 60 percent of students did badly in their exams
because they had not prepared properly.”
iii. Cause and Effect
This suggests:
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there is a direct link between one event and another
rules out the possibility of coincidence
Example: “The police officer stated that the accident was due to poor visibility.”
iv. Comparison
This technique is used
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
to make an idea clearer to someone by comparing it to something else that the
person is familiar with (using an analogy)
can be used to clarify or emphasize a point in the argument but is not evidence in
itself.
Example: “Giving unemployment benefits to the unemployed encourages them to be
lazy. It is like offering a reward to a student, in the hope that he will work harder at his
studies, in the future.”
v. Contention
This is
 a point of view presented in an argument
Example: The main contention of an argument in favour of working for the ‘dole’
might be that people should work for a living.
vi. Emotional Appeals
These
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can include a range of emotions, such as love, fear, hate, depression, pride.
vii. Evidence
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needs to be true and appropriate for the argument
takes a variety of forms
Example: Statistics might be used to support a fact – for example, 90 per cent of a
class might believe that most politicians are corrupt.
viii. Expert Opinion
This needs to be used with care.
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No one is an expert in every field
Experts could be biased about the topic
Example: The director of a child care centre might be used to substantiate statements
about the behaviour patterns of pre-school-age children.
ix. Generalisation
This happens when

a claim is made that something is true in all cases or for all people.
Example: “Because senior citizens have lived longer, they know more than
teenagers.”
x. Rhetorical Questions
These:
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are not meant to be answered by a reader
generally assume the reader knows the answer or is willing to follow the
argument until the answer is provided.
Example: “Why do parents want their children to complete secondary school
successfully?”
xi. Statistics
These need to be used carefully – to make sure the facts and figures, for example,
have been acquired through a properly-conducted, and representative, survey.

involve using facts and/or figures to support an argument
xii. Validity of Evidence
In determining the validity of the evidence a writer has presented, the following points
need to be considered.
Where facts have been used
 whether the facts can be verified
 whether they are relevant to the argument
 and whether they come from a reliable source
Where opinions have been used
 whether they are supported by appropriate evidence so that the writer is not
merely using his/her own belief or view.
xiii. Repetition
This technique is often used for emphasis – to stress a certain idea or ideas. It involves
repeating words, phrases or even clauses.