Persuasive Techniques (Notes)
ACADEMIC VOCABULARY
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Persuasive techniques – methods to influence others’ beliefs, opinions or actions
Appeals to reason (logical appeals) – logical arguments based on verifiable evidence,
such as facts, statistics, or expert testimony
Appeals to emotion (emotional appeals) – statements intended to affect the listener’s
feelings about a subject
Ethical appeals - make use of what an audience values and believes to be good or true
Appeals to pity - attempts to persuade using emotion—specifically, sympathy—rather
than evidence
Testimonial – an expert or first-hand account
Bait and switch – technique in which a customer seeking specific product is lured in,
then persuaded to buy something else
Propaganda – information designed to manipulate political opinion
Bandwagon – technique which urges the listener to do or believe something because
everyone else does
Plain folks – techniques that attempts to convince the public that certain views reflect
those of the common person
Snob appeal – technique that suggests that you can be like the perfectly shaped
people who use a product
Loaded language (charged language) - words with strong positive or negative
associations
Purr words – terms that make people feel good about the subject being addressed
Snarl words – terms that make people react negatively
Weasel words - words and phrases aimed at creating an impression that something
specific and meaningful has been said, when in fact only a vague or ambiguous claim
has been communicated
How to Identify Persuasive Techniques
Step 1 – Recognize persuasive messages – text or media addressed directly at an audience
response.
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Try to figure out if the message is possibly trying to make you change your views.
Step 2 – Identify logical appeals – directed at an audience’s reasoning.
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Strong arguments backed with good evidence persuade effectively.
EXAMPLE:
The library should be open Sundays; 68 percent of students polled agree.
Step 3 – Identify ethical appeals – directed at values.
EXAMPLE: Vote for the Ozone Act to help protect the earth.
Step 4 – Identify emotional appeals – aimed at strong feelings.
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Appeals to fear, anger, pity, and vanity can strengthen a message, but can also disguise
poor reasoning.
Step 5 – Identify appeals by association – linked to an authority.
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The message may be delivered as a testimonial.
EXAMPLES:
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Appeal to loyalty – Show your commitment – buy locally grown fruits.
Plain folks appeal – The dentists at West Group are your friends and neighbors.
Bandwagon appeal – Millions of teenagers use Suds-o Soap. Shouldn’t you?
Snob appeal: eat Lola’s lo-fat, hi-flavor cheese – You deserve the best.
Appeal to authority – As a leading engineer, I recommend Ready-Able toasters.
Transfer – One sip of Ocean Ade and you’ll feel you’re at the beach.
Step 6 – Identify loaded language.
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Words that manipulate may be extremely positive (purr or glittering), extremely
negative (snarl), or extremely vague (weasel).
EXAMPLES
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Purr words: The fresh and delicious taste of Dazzle Sprinkles is unforgettable.
Snarl words: My opponent in the mayor’s race is sneaky and unreliable.
Weasel words: Jackie’s Shoe Repair will make your boots almost like new.
Step 7 – Evaluate the message.
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Think about the writer’s purpose, perspective, and bias.
Ask yourself: Are the claims supported by facts? Do loaded words send a deceptive
message?