PERSUASIVE TECHNIQUES
Jan 04, 2016
PERSUASIV
E TECHNIQ
UES
HUMORuses jokes, plays on words,
clever pictures or cartoons
AUTHORITYexperts and important people that support your side of the argument
CELEBRITY ENDORSEMENT
uses testimonials from
well-known or the official sounding
GLITTERING GENERALITIES
makes broad, unsupported statement often using “all,” “every,” “always,” and “never”
LOGOSusing logic, numbers, facts, and data to support your argument
BANDWAGONsuggests “everybody is doing it” so the reader should too
FEAR AND INSECURITIES
draws on threats and peoples’ concerns and insecurities
PATHOS
appealing to your audience’s emotions
SEX APPEAL
subtle suggestions that a product will improve one’s gender image
KAIROS
building a sense of urgency for your cause; promising special deals, discounts, bargains (something for nothing)
PLAIN FOLKS
appeals to common, average readers making the product seem honest and authentic
COMPARISONS AND NEGATIVES
using competitor’s name/image and ‘put down’ comparisons
SNOB APPEAL
uses exclusive “high class,” exotic place, life style appeals
ETHOS
making yourself seem trustworthy and believable
SCIENCE AND STATISTICS
uses numbers and scientific jargon to promote mystique of technology
RESEARCH
using studies and information to make your argument seem more convincing; you can use words, graphs, tables, illustrations
LOADED LANGUAGE
uses emotionally charged or “strong” words that evoke feelings or reactions