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Persuasive techniques
When you are confronted with a piece of persuasive writing it is useful to think
about how the writer is using language to persuade. Writers can use numerous
strategies to convince you of their point-of-view.
ives Bias
Writers often use describing words to characterise something in Most persuasive writing is subjective, taking a particular stance on
a particular way. When you see an adjective, think carefully an issue. Nevertheless, there are some writers who put forward a
about its connotations and the effect it might have on the deliberately one-sided case for their point of view, ignoring the
reader. counter arguments that more logical articles might consider. When
analysing the use of persuasive language, don't simply label an
article 'biased', take the time to explain how this one-sidedness
Adverbs helps to persuade the audience.
Adverbs are words that give further information about a verb. For
example, someone might 'disagree strongly'. In this example, the
word 'strongly' is an adverb because it tells us how the person Colloquial language
disagreed. Adverbs can be used to describe actions in a particular Everyday language is used by writers to make them seem down-to-
way. Always think about the connotations of adverbs and how earth, practical and realistic. In australia, writers often use colloquial
they make the reader feel. If a writer, for example, suggests that language in this way. We're constantly told to give people a 'fair go'
we have to 'deal with a problem immediately', this adverb makes or that taking the easy way out is a 'cop out'. If you see an example
the need for action seem particularly urgent. of everyday, colloquial language, think carefully about why the
writer has used that particular phrase.

Alliteration
Alliteration is the use of words beginning with the same letter or Connotation
sound. Alliteration is often used in advertsing because it helps to Words have two types of meanings. The denotative meaning of a
create memorable phrases. In persuasive writing, alliteration is word is its literal meaning. It's what you're likely to find if you look
used to create emphasis. up the word in a dictionary. The connotations of a word are the
ideas or feelings associated with a parücular word. Writers think
carefully about the words and phrases they use. They consider the
Analogy connotations of words and how these might be used to persuade.
An analogy is a comparison between two things to illustrate a point.
For example, a writer might emphasise the importance of having an
economy in surplus by comparing it to balancing your home Cliché
finances. Analogies are an effective way to simplify complex issues in A cliché is a trite, overused phrase. Writers are often discouraged
a way that persuades the audience to agree with a particular point from using clichés but they can be an effective and simple way to
of view. convey ideas to an audience.

Anecdote Description
An anecdote is a short, personal story which is often used to Descriptive writing can be used to create an image in the mind of a
illustrate a point. Writers often use anecdotes because it helps reader. Providing the audience with a vivid image can help them to
to personalise the issue for a reader. Anecdotes are often an think about an issue in a particular way.
effective way to simplify complex issues in a way that appeals to
the audience's emotions. A piece of persuasive writing about the
economy, for example, might start with an anecdote about Emotive language
someone the writer knows losing their job. Emotive language is a phrase used to describe any words that have
an emotional effect on an audience. Always consider how language
makes you feel. Does it provoke a sense of sympathy or fear? What
Attacks emotions does it play on?
Writers often attack and criticise those who disagree with them.
These sort of attacks often take on a deeply critical tone.

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Persuasive techniques
Euphemism using the word died'. Governments often use the phrase 'collateral
damage' to describe civilian deaths during war. Euphemisms can be
A euphemism is a mild phrase used instead of another word that
used to soften the impact of an idea or suggestion.
might be too harsh. When speaking of someone who has died,
people often say they 'passed away', which is milder than simply
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Evidence Metaphor
Statistics and other forms of data are often used to persuade. An A metaphor is a figure of speech which creates a comparison
argument is much more convincing if it is supported by some kind of between two different things by describing one thing as another.
evidence. Evidence often forms the backbone of very logical and Metaphors are easy to identify because they cannot be literally true.
rational arguments. If someone says, for example, "the salesman was a rat", they don't
mean that this person was actually a small rodent. What they mean
is that they were dishonest or cunning.
Expert opinion
Writers often quote or refer to experts who agree with their point of
view. This use of expert opinion can help to make arguments more Pun
persuasive and credible. The use of expert opinion can be a powerful A pun is a joke that relies on the different meanings of a word or
way to persuade, convincing the audience that the writer's words that sound similar. Puns can be used to make light of an issue
contention must be true because notable people agree with them. or ridicule a point of view. They are a witty way for writers to
criticise their opponents.

Generalisation
A generalisation is any statement that draws a conclusion from Sarcasm
specific examples. Generalisations are often used to simplify an Sarcasm is the use of a mocking tone to convey contempt.
issue and make something seem like the logical course of action.
Simile
Hyperbole A simile is a comparison between two things which often uses the
Hyperbole is exaggeration. Writers use exaggeration to heighten words 'like' or 'as'. Similes can.be used to create a vivid picture in
the implications of an issue, making the situation appear far the minds of the audience or characterise something in either a
worse and mobilising the reader to agree with their point of view. positive or negative way.

Inclusive language Rhetorical question

Inclusive language is the use of words such as 'we' or 'our' to A question that doesn't need to be answered because the answer is
create the impression that the writer and the reader are on the made obvious. Rhetorical questions are often used to lead the
same side of the issue. audience to a particular conclusion. Because of the nature of
rhetorical questions, they make this conclusion seem natural and
logical.
Logic
Logically constructed arguments put forward a series of well-
ordered ideas supported by evidence. Logic can be used to Repetition
persuade an audience because it presents an argument in a Writers often repeat words and phrases to emphasise particular
very structured and coherent way. ideas. Throughout a piece of writing, writers might also repeat ideas
in the hope this will persuade the audience to agree with them.

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Identifying persuasive techniques

According to a recent survey, 67% of Australians agree.
Professor Andrew Horner once described the proposal as a 'disgrace'.
Surely, we all agree that this is the right course of action.

The money is a drop in the bucket compared to what the government spends on other services.
It's a more humane, more sensible option.
Can't you do anything right?

The government's decision is nothing short of disgraceful and will cause untold trauma and anguish for
those involved.

It will be the end of civilisation as we know it.

 There's a million reasons the proposal won't work.
The decision was a kick in the guts for workers everywhere.

He was as fit as a fiddle.

The slaughter of sheep in overseas abattoirs is hideously brutal.
It's a problem that we can't turn away from.
The government has been working like dogs to achieve this change.

Why should I have to put up with foul-mouthed language on public transport?

Experts agree that treating drug addiction like a disease is the right thing to do.

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Appealing to emotions
Writers will often appeal to different emotions to convince you of a particular
point of view. When you're reading a piece of persuasive writing, think carefully
about how the writer is trying to make you feel. Here is a list of emotions that
persuasive writers commonly appeal to. Family
Everyone believes that family is important. As such, persuasive
writers often appeal to a sense of family and family values.
Compassion These arguments often build support for a particular point of
Writers often make arguments that rely on exploiting the reader's view by claiming that the issue will have a damaging effect on
sense of compassion. This type of argument makes the reader feel family life.
sorry for a particular group of people who have endured some kind
of hardship.
Fear
Fear is a strong motivator and writers often use it to rally support
Fairness for their point of view. An argument in support of law and order,
No one likes being treated unfairly. Persuasive writers might create a sense of fear that the reader will be a victim of
frequently play on their readers' sense of fairness to crime.
persuade. If a writer attempts to convince you that
something is unfair or that people have been treated poorly,
they may be exploiting your sense of fairness.

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Creative Content Australia Persuasive Language www.creativecontentaustrafia.org.au

Money
Money is important and we don't like to feel that we've been
ripped off. Writers often exploit this to convince readers of a
particular point of view, pointing out that they will be worse off
financially or might benefit from a particular decision. This is often
called appealing to the 'hip pocket nerve'.

Patriotism
Belief in your country is a powerful emotion. Writers often stir up
patriotic feelings to persuade. If a writer points out how great
your home country is, they might be playing on your sense of
patriotism.

Of course, this isn't an exhaustive list of emoäons. Whenever you're

reading a piece ofpersuasive writing, think about the emotions and
attitudes that the writer might be playing on to persuade the
audience of a particular point of view!
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What is tone?
When you're thinking about the use of persuasive language in an article it's also useful
to consider the tone. The word 'tone' refers to the overall feeling of a piece of writing.
Here are some common words that you could use to describe tone:
Angry Logical
Aggrieved, bitter, exasperated, incensed, hostile. Reasoned, well-reasoned, rational, cogent.

Concerned Negative
Worried, troubled, bothered, upset. Bleak, cynical, dejected, demoralized, depressed, despairing,
despondent, gloomy, hopeless, melancholic, negative.

Disappointed
Despondent, discouraged, disenchanted, disheartened, Sarcastic
disillusioned, dismayed, dispirited, downcast, downhearted, Sharp, sardonic, satirical, scathing, cutting, razor-edged, caustic,
saddened, upset. harsh, severe, devastating, abrasive, vitriolic, spiteful, vicious,
malicious.
Emotional
Emotive, heart-breaking, impassioned, moving, poignant, Sympathetic
touching. Compassionate, caring, concerned, solicitous, empathetic, kind-
hearted, warm-hearted, understanding, sensitive.
Excited
Exhilarated, exuberant, enthusiastic, lively. Keep in mind that these words and phrases are not an exhaustive list.
When identifying the tone of a piece of writing, think about how it
sounds, then use your dictionary or thesaurus to find the right word
Hopeful to describe its tone.
Buoyant, cheerful, optimistic, positive.

Neutral
Identifying tone
Impartial, balanced, objective, unbiased. Our public parks and waterways are thriving, thanks largely to
highly effective environmental protection laws and the hard
work of enthusiastic volunteers around Australia. It's terrific to
Humorous see that we really care about our environmental legacy.
Amusing, funny, entertaining, comical, witty, light-hearted,
tongue-in-cheek, wry, droll. The Prime Minister should hang his head in shame. The
treatment of asylum seekers is nothing short of a
 disgraceful blight on Australia's international reputation.
To the rest of the world, we're selfish and cruel and will have access to new, exciting employment opportunities and
insular. business will experience incredible new growth.
We should feel sorry for the friends and families. They're You should feel ripped off. After all it's your tax dollars that have
the real victims of road accidents. Imagine the grief and paid for this terrible idea.
sorrow that tears through a community in the aftermath of
a tragic accident like this. Seeing people whose lives have been affected by gambling in
this way is a harrowing experience. You begin to understand
Thanks to the government's broadband policy, we're the way that it tears apart families and harms the most
looking at a period of great promise where Australians vulnerable people in our society.
There are numerous reasons why we should start treating drug
addiction like a disease. First, punitive measures simply aren't
working. Second, it has been demonstrated time and time
again - in countries like Sweden - that this type of approach
simply works.

— how it might sound if it were read aloud.

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