What do you know?
How is persuasion like a bar of chocolate?
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Introduction to writing to persuade
Persuasion is one of the most important skills you will need in life – it could help you to find a job, seize a new opportunity or just grab a bargain.
Key learning points
- Find out how to persuade and look at how we are persuaded.
- Explore how language can be used to persuade.
- Discover persuasive devices.
Video about writing to persuade
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What is persuasion?
The word persuade literally means to ‘thoroughly sweeten.’
This is a great metaphor for the action of persuasion – when you persuade someone you try and make whatever it is you want seem extremely desirable. You might also ‘sugar-coat’ your words, meaning you use sweet words and sentiments to make your argument even more persuasive. We use persuasion all the time, sometimes without even realising.
Persuasion can be used for different reasons but the most common are:
- to change someone’s mind
- to change someone’s actions
- to change someone’s feelings
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When, where and how are we persuaded?
In the modern world, we are constantly being persuaded in one way or another. We are persuaded to do, think, or feel differently every day by media, family, and friends.
Learning how persuasion works can help you to be more in control of the decisions you make.
Advertising
Advertising is everywhere: on our phones, on our television, on billboards, on public transport, in magazines and newspapers, on sports kits, and even on notes delivered through our doors.
How do adverts persuade us?
Adverts can teach us a lot about how to persuade someone. The word advert comes from the prefix ‘ad’ meaning towards, and the root verb ‘vertere’ meaning ‘to turn.’ An advert is all about making us stop and look, to turn towards it and buy what it offers.
Adverts persuade using three main techniques:
- Information, facts and statistics: ‘Since 2004, our brand has been the most popular brand on the market.’
- Anecdote (a story or narrative): ‘Using this brand changed my life’ or a depiction of someone fictional.
- Repetition: Slogans, repetition of key phrases such as ‘this is not just ordinary food…’
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How can language be persuasive?
Language, used carefully, can be incredibly persuasive.
The three appeals
Aristotle was a Greek philosopher who wrote about the art of using language to influence others. In his studies, he explained the importance of using three appeals to persuade anybody to do anything.
An appeal, just like a charity appeal, is a serious or heartfelt request aimed at someone else.
Ethos - Values
Ethos is about getting people to trust you – show the people that you share the same values as them. Show them that you understand their perspective.
Pathos - Emotions
Pathos is about appealing to the emotions of others – use language to make people feel a certain way, whether it be angry, guilty, encouraged or fearful.
Logos - Logic and sense
Logos is about using logic or evidence to appeal to the common sense of others – showing that you are basing your opinions on facts.
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Persuasive devices for writing
There are many persuasive devices you can use to strengthen your point. A great way to remember them is by using the PERSUADER.
- Pronouns
- Emotive Language
- Repetition
- Statistics
- Undermining the opposition
- Anecdote
- Direct address
- Exaggeration
- Rhetorical questions
Click on each letter in the image below to learn more.
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More persuasive devices
Anaphora is the repetition of the same words at the start of successive sentences or . This helps emphasise the point to the audience through the repetition and links to different ideas.
Epistrophe is the repetition of the same words at the end of successive sentences or clauses. This does the same job as anaphora, but the repetition at the end leaves key words and concepts fresh in the minds of the audience.
Hypophora is the name of the technique when you answer your own . This is effective because it leads the audience to your way of thinking. Asking a rhetorical question is risky as the audience might not answer in their heads the way you wish them to; hypophora does the job for them.
An example of hypophora can be found in the children’s TV show Bob the Builder. When the theme tune asks ‘Can we fix it?’ the response is immediate ‘Yes we can.’ There is no doubt allowed about Bob's abilities!
Read this extract from The Merchant Of Venice by William Shakespeare:
BASSANIO:
Sweet Portia,
If you did know to whom I gave the ring,
If you did know for whom I gave the ring,
And would conceive for what I gave the ring,
And how unwillingly I left the ring
When naught would be accepted but the ring,
You would abate the strength of your displeasure.
PORTIA:
If you had known the virtue of the ring,
Or half her worthiness that gave the ring,
Or your own honour to contain the ring,
You would not then have parted with the ring.
Where does Shakespeare use epistrophe?
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