AN INTRODUCTION
Wednesday 24th October
LEARNING INTENTIONS
SUCCESS CRITERIA
By the end of today we
will:
-Be able to recognise and
identify the recurring
techniques used in
persuasive writing and
comment on their
effectiveness.
-Understand the purpose
of persuasive writing
- To begin to develop my
understanding of the
various techniques used
in persuasive writing.
Purpose of Persuasive Writing
• To change a person/
group of people’s way of
thinking.
• To influence someone
into accepting your
opinion on an issue.
• You are required to
argue FOR or AGAINST
something. It is not a
neutral writing piece.
THERE ARE THREE WAYS WE SHOULD TRY TO
APPEAL TO OUR AUDIENCE
APPEAL TO REASON
Most people believe themselves to be reasonable people,
so appealing to a person’s sense of reason is the most
effective means of convincing them to change their way
of thinking e.g. ‘if we don’t do this…then…)
APPEAL TO CHARACTER
Appealing to your audience’s sense of what is
right and fair can be a powerful persuasive
device, e.g. ‘like you, I share a sense of horror
and repulsion for what is happening…’
APPEAL TO EMOTIONS
People can be persuaded by the careful and considered use of
emotional bribery. ‘tug on their heart strings’
Showing your own passion is also an effective way of rousing
emotion in others.
WHAT TECHNIQUES WE CAN USE TO APPEAL TO
OUR AUDIENCE?
P-ersonal Pronouns: you, me, we, us-creating bond with the reader
E-motive Language- words which can create an emotional response in
the reader
R-hetorical Questions-needs no response- used to focus the attention
on the answer or the main point of the argument.
S-tatistics and Facts- People are suckers for statistics and facts – these
appeal to someone’s reason.
U-sing an authority figure- to make your argument sound spot on.
Make up a name!
A-lliteration and Anecdotes-add alliteration to make memorable
phrases- use Anecdotes(short stories) to bring your argument to life.
D-escription and imagery- use metaphors and similes etc. to describe
an anecdote
E-xaggeration- exaggerate to emphasise or prove your point
R-epeition and groups of 3- again, for emphasis!
ACTIVITY 1.
IN PAIRS WRITE THE
ACRONYMS: P.E.R.S.U.A.D.E.R
IN YOUR MARGIN. HOW MANY
OF THE TECHNIQUES CAN YOU
REMEMBER?
(4 MINS)
Martin Luther King Jnr.
Tell me a fact about
Martin Luther King! (Keep
in mind the theme of
persuasion)
Things to think about:
Who was he trying to persuade?
Why was he trying to persuade people?
What was he best known for?
Who shot him and why?
LISTENING ACTIVITY
LISTEN CAREFULLY TO THE EXTRACT OF MARTIN
LUTHER KING’S I HAVE A DREAM SPEECH.
CAN YOU IDENTIFY ANY OF THE PERSUASIVE
TECHNIQUES? TAKE A NOTE OF THESE.
YOU WILL HAVE THE OPPORTUNITY TO DISCUSS
WHAT YOU PICKED UP ON IN YOUR GROUPS.
NOISE LEVEL: SILENT THROUGHOUT SPEECH.
MLK: I Have a Dream, 1963
ACTIVITY
1)Look at a written version of MLK’s speech, which he
gave in Lincoln Memorial Day, August 28th 1968.
With your partner identify the techniques you can find.
2) What do you think Martin Luther King is mostly
appealing to:
Reason
Character
Emotion
Why do you think this? Use evidence from the extract
of his speech to support your answer.
(3 MINS+ 3 FOR FEEDBACK)
22nd November. Persuasive Writing
LEARNING INTENTIONS
By the end of today we
will:
-begin to use
--Decide a topic for
our persuasive writing
piece.
-
SUCCESS CRITERIA
-use persuasive-feedback
to class in order to
demonstrate your K&U of
the purpose and effects
of persuasive
understanding
WHAT WE’VE BEEN LEARNING SO FAR…
PERSUASIVE WRITING IS USED TO:
• To change a person/ group of people’s way of
thinking.
• To influence someone into accepting your opinion on
an issue.
• Being persuasive isn’t just a matter of chance. There
are certain, specific TECHNIQUES involved.
• P.E.R.S.U.A.D.E.R
• When persuading, THE AUDIENCE is very important.
We should appeal to a person’s REASON,
CHARACTER and EMOTIONS
APPEAL TO REASON
REALISE THAT YOUR AUDIENCE ALREADY BELIEVE THEY ARE
REASONABLE PEOPLE.
IF YOU ARE TRYING TO DISSUADE THAT VIEW THEN YOUR
JOB IS TO MAKE YOUR OWN VIEW APPEAR SO MUCH MORE
REASONABLE THAN THEIR’S.
DO THIS BY PROVIDING EVIDENCE/FACTS.
IT IS THE LANGUAGE YOU USE TO COMMUNICATE THESE
FACTS THAT IS IMPORTANT:
EMOTIVE LANGUAGE
22nd Nov
LEARNING INTENTIONS
By the end of today we will:
Have a developed
understanding of what
‘emotive language is’
Understand when/why
emotive language is used and
by whom
SUCCESS CRITERIA
To be able to replace less
emotive words with a more
emotive substitute to create
effect.
Using various statistics/facts
we will be able to write a
short passage which
incorporates our knowledge of
persuasive techniques:
especially emotive language.
23rd Nov
What we’ve learned so far
 THAT PERERSUASIVE LANGUAGE IS USED TO
•
To change a person/ group of people’s way of thinking.
•
To influence someone into accepting your opinion on an issue.
 THAT THERE ARE DIFFERENT TECHNIQUES THAT WE USE WHEN
PERSUADING PEOPLE.
 P.E.R.S.U.A.D.E.R.
AUDIENCE is very important. We as persuaders should APPEAL to
their REASON, CHARACTER AND EMOTIONS
EMOTIVE LANGAUGE
WHAT IS EMOTIVE LANGUAGE?
IN PAIRS , TAKE TWO MINUTES TO
COME UP WITH A DEFINITION OF
WHAT YOU BELIEVE EMOTIVE
LANGUAGE TO BE AND WHO MIGHT
USE IT.
IT’S OK IF YOU ARE NOT YET ENTIRELY
SURE….
EMOTIVE LANGUAGE
IF SOMETHING IS EMOTIVE IT
MAKES PEOPLE EMOTIONAL
THIS DOESN’T NECESSARILY MEAN
IT MAKES THEM ‘SAD’ … IT CAN
MAKE PEOPLE SAD, HAPPY, EXCITED,
ANGRY, PANICKED ETC…
LANGAUGE THAT RELATES TO OR
REFERS TO OUR EMOTIONS…
EMOTIVE LANGUAGE IS OFTEN USED BY
PUBLIC SPEAKERS. PARTICULARLY THOSE
WHO WANT TO PERSUADE THE PUBLIC IN
SOME WAY…
o
POITICIANS, ACTIVISTS,
MEDIA/PRESS, RELIGIOUS LEADERS etc
EMOTIVE LANGUAGE IS COMMONLY USED
IN NEWSPAPERS/MAGAZINES AND CERTAIN
ADVERTS IN ORDER TO
ENSURE THAT READERS/VIEWERS REACT
EMOTIONALLY TO A STORY.
ACTIVITY
THINK-PAIR-SHARE
FIVE MINUTES
Below are five pairs of headlines. Decide which one of the pair is
most likely to excite the reader (a) or (b)? Give reasons for your
choice.
1.
(a) country declines into a recession
(b) country deteriorates into a recession
2
(a) hospital blaze claims five lives
(b) five die in hospital fire
3
(a) skilful David Beckham earns millions
(b) Beckham’s magic makes him million
4
(a)Lennox Lewis agony
(b)Lennox Lewis injured
5
(a) missing teen found safe and well
(b) missing teen returns home
Anagram:
Below is an anagram featuring the names of
two people renown for their ability to persuade
and inspire… do you know who?...
You can use each letter more than once
I am a breath-taking,
blank rumor…
Martin Luther
King and Barack
Obama 
Learning Intentions
Success Criteria
By the end of today we
will:
We will be successful
if we:
-Have a clear idea of
the subject/issue we
will be writing about in
our piece of persuasive
writing
-choose an appropriate
subject/issue that has
been approved by the
teacher
-Understand how to
structure our
persuasive writing
essay
--Begin to compose our
plan using the
persuasive writing
planning sheet
provided
Appeal to Logic –
Use facts and figures, expert opinions, science.
Appeal to EmotionsStirring peoples’ emotions will definitely help to
bring them on board.
Appeal to Morality-
Appealing to someone’s sense of right and wrong
is also an effective persuasive method
IDEAS FOR TOPICS
SHOULD THE DEATH PENALTY BE ABOLISHED?
FACEBOOK AND OTHER ‘SOCIAL NETOWRKING SITES.’ –
RIGHT OR WRONG?
SHOULD COSMETICS BE TESTED ON ANIMALS?
SHOULD THE SALE OF TOBACCO PRODUCTS BE ILLEGAL?
SHOULD DYING PEOPLE BE KEPT ON LIFE SUPPORT?
ARE VIDEO GAMES TOO VIOLENT?
SIZE ZERO MODELIING – SHOULD THIS BE BANNED?
SHOULD THE LEGAL AGE FOR DRINKING BE INCREASED?
SHOULD ARMY SERVICE BE COMPULSORY?
GENETIC ENGINEERING: SHOULD WE BE ABLE TO CREATE A
‘DESIGNER BABY’?
Next Step
Once you have decided on a topic, the
next step you have to take is to decide
exactly WHAT you will be arguing.
You will need to compile arguments for
AND against your chosen topic.
However , your focus at this stage are
the arguments FOR which will make
your essay persuasive, and convince
others to share your opinion.
Step 1 – Decide your point of view
on the issue
Let us say that in your persuasive essay you intend
to persuade the reader that the tax on tobacco
should be increased so that the demand for
cigarettes will be reduced. You start the note
preparation with the simple statement:
I think that the tax on tobacco should be
increased.
All points made in the essay are written to
convince the reader of this view.
STEP 2 - Create points that support your
point of view
Here, we have produced a list of five points,
although we could have listed more.
Points FOR the tax on tobacco being increased
Less demand for cigarettes - improvement in health
Less demand - reduces costs for NHS + increased income for Government
Less demand - fire risk reduced
Less demand - influence on children more limited
Less demand - fewer packets, less litter
Step 3 – Now you have to decide which
arguments you can effectively develop
Points FOR the tax on tobacco being increased
Less demand for cigarettes - improvement in health
Less demand - reduces costs for NHS + increased
income for government
Less demand - fire risk reduced
Less demand - influence on children more limited
Less demand - fewer packets, less litter
Point
Step 4 – Show that you are aware
that there are counter arguments
You will impress the marker by showing that you understand both
sides of the issue and that you can argue against objections to your
point of view. This will strengthen your persuasive essay.
You make a list of two or three points which oppose yours and
introduce these points in your essay explaining why you do not find
them convincing.
Example of two opposing points on the smoking issue:
Points AGAINST the tax on tobacco being increased
Less demand - thousands of tobacco workers would
become unemployed
It is unfair to tax people who are addicted to tobacco
Step 5 - Research
If you have followed STEP 1 to STEP 4 you are ready
to find "Types of Evidence" to support the points you
have chosen to develop.
Types of Evidence
There are many types of evidence you can use in your
persuasive essay to support the points made by each side.
You can use any type as many times as you want, although
it always shows skill to use more than one type, maybe
even three or four types. Being good at using several
types of evidence makes a stronger essay and shows more
evidence handling skills.
(All the examples are based on a persuasive essay arguing
for an increase in tobacco tax.)
Using Anecdotal Evidence
Anecdotal evidence is 'story' evidence. A story is told and
the facts of the story are the evidence. A story is used to
back-up the point made by one side. It is important that the
evidence is true (remember where you get it from as you will
have to reference it in a bibliography at the end of your
essay)
Point – Less smoking means less
demand for NHS
Anecdotal Evidence: Ex-smoker Michelle Boisvert suffers
from degenerative disc disease (DDD). Diagnosed at the age
of 33, she has since learned that cigarette smoking is a
leading risk factor for DDD. Michelle says, "I was diagnosed
with severe DDD in 1998 when I was 33 years old and still a
smoker. Although genetic predisposition is the number 1 risk
factor, a growing number of studies indicate that smoking is
a leading risk factor for DDD, both in the lumbar discs
(lower back) and cervical discs (neck)."
(Source: www.about.com/smoking-relateddiseasestories/)
You can see that the anecdotal evidence can be used to support the
point that, because if Michelle Boisvert had found cigarettes too
expensive then she would not have smoked. She would not then have
to seek expensive and on going treatment for her serious illness.
Using facts
Facts can be used to support points in a discursive
essay. (Again, remember where you got the facts from
- the source - as you will need to reference your
sources in the bibliography.)
If you use facts, try to use more than one. A series of
facts supports a point far better than just one fact.
Very rarely can one fact support a point, some may call
it a coincidence rather than real evidence!
Point: Higher tobacco taxes means
more income for the government.
Factual Evidence: According to Government
figures, in 2011 the UK government received £11
billion by taxing tobacco products. This is a major
contribution to Education spending which is £90
billion. Year-on-year tax rises have slowly
increased the amount that government earns.
(Source: www.the-tma.org.uk/tma-publicationsresearch/facts-figures/tax-revenue-fromtobacco/;www.ukpublicspending.co.uk/index.php?ye
ar=2011)
By piling on the facts that support a point, you
make the point stronger and more convincing. It
also shows that you are handling evidence well
Using Statistics
'There are lies, damned lies and
statistics'. This was said by former
British Prime Minister, Benjamin
Disraeli. However, if used correctly,
statistics can be used as powerful
evidence as they seem like scientific
truth.
When using statistics it is crucial that
you understand what they show. It is all
too easy to use statistics incorrectly
and end up contradicting the point you
want them to support.
Point: If there is less smoking then
health risks are reduced
Evidence: 85%-90% of all lung cancer deaths in the United States
are caused by active cigarette smoking. In the UK 25% to 40% of
all smokers will die in middle age (35 to 69).
(Source:www.info.cancerresearchuk.org/healthyliving/smokingandt
obacco/howdoweknow/#Lung)
It is possible to use statistics that are weaker than others. The
fact that the statistic isn't clear about how many smokers will die
in middle age makes it slightly weaker.
The problem with statistics is that they are only as accurate as
what can be written down and recorded. There is no context for
much of the figures (10% of the statistic about smokers may be
non-smoking related). But statistics can be powerful evidence,
especially if the recording is very tight. For example, pass or fail
rates in exams - it is known exactly how many people sit the exam,
how many pass and how many fail.
Using an authority figure
Using a random person’s opinion to support your argument is rarely
effective…
However, when an opinion or belief comes from someone with expertise and
experience in the area you are examining then it becomes stronger. The
opinions of a doctor can carry greater weight with people as evidence than
the opinions of non-experts with little experience in the area.
Points in your essay can be supported by opinions and beliefs - the more
expert and experienced in the area of your persuasive essay, the better.
Point: Smoking means more
demands on NHS resources.
Evidence: A study commissioned by the British Heart
Foundation has found that smoking costs the NHS £5 billion
a year. Study leader Dr Steven Allender, said the increased
costs were largely due to increasing expense of treatment
on the NHS with better treatment and technologies, 'The
story is not so much the increase (in costs) but that £5bn is
an enormous number regardless'. Betty McBride of the
British Heart Foundation said, 'This is money being drained
out of the NHS as a direct result of something we have the
power to prevent'.
(Source: http://news.bbc.co.uk/1/hi/health/8086142.stm)
The opinion of experts can carry weight and support points
more effectively.
When points are made about what might happen then using
opinions of experienced experts may be the only evidence
available.
Provide History
Creating a Title
The title of your persuasive essay will be the
first words the marker reads. Your title sends a
strong signal to the marker about the quality of
your essay.
A title can:
• create immediate impact • show your
intelligence • give information
• make the reader think • provoke emotion anger, shock, disgust
• be humorous • convey your opinion • make your
issue clear
Success Criteria for introduction:
• Your topic should be clear and be established early in your
introduction.
• Show an awareness of audience. You are not simply expressing
YOUR opinion (although this is very important) You should make
it clear the opinion/view which you are writing to undermine.
• Abortion is the deliberate killing of the weakest and most
defenseless among us. Unfortunately, for the last few decades,
the practice has been recognized as a fundamental human right
by the highest court of the land. Many people are fervent
supporters of abortion. Their reasons for support are varied.
However, I believe that support for abortion is not possible for
those who understand our dignity as human persons under God.
We were made by God, and it is from Him that we derive our
worth.
• AGAINST
• Abortion is the deliberate killing of the weakest and most defenceless
among us. Unfortunately, for the last few decades, the practice has
been recogniSed as a fundamental human right by the highest court of
the land. Many people are fervent supporters of abortion. Their reasons
for support are varied. However, I believe that support for abortion is
not possible for those who understand our dignity as human person. Why
should we have the right to take another person’s life?
• OR
• FOR
• Every woman should have the freedom to decide whether they want to
bring a child into the world. There are often numerous complicated
circumstances surrounding a woman in this position that are often
overlooked or dismissed by anti-abortion activists. Although such people
argue the immorality of abortion based on how it supposedly neglects to
acknowledge the human rights of the unborn foetus,. However, we need
to ask each other: is it not more immoral to dictate to a grown woman
the decisions she should make over her own body? Where does this
leave the woman’s human rights?