Persuasive Techniques Chart & Reasons for Use
These techniques, and many others not listed here, help to develop the 3 rhetorical appeals of logos, ethos & pathos
Persuasive Technique
Appeals to logic or reason (appeals to
logos) / Using logical-sounding arguments.
Predicting undesirable effects or logical
consequences.
Alliteration - Repetition of the first consonant
sound in consecutive words.
Allusions - reference to some other familiar
work or thing
Anecdotal evidence (develops ethos) - Using
evidence from events in one’s own life.
Appeal to history or tradition
Using evidence from history, shared beliefs and
customs, to support argument.
Appeal to patriotism
Referring to America or national customs. /
Questioning the loyalty of opponents.
Bait and Switch
Dishonest tactic in which a
salesperson lures customers into
a store with the promise of a bargain
Bandwagon (Logical Fallacy)
To do something by letting them know others
are all doing it
Card Stacking (Logical Fallacy)
telling only one side of the story as if there
were no opposing view or other consideration /
a writer mentions all the arguments that favor
his position while ignoring those that don’t.
Emotive appeals (appeals to pathos) - Aim to
engage people’s feelings not logic.
Exigency - Creating the impression that action
is required immediately or the opportunity will
be lost forever
Expert opinion
Quote opinions of experts to correspond with
the writer’s opinion.
Flattery
A person attempts to compliment or flatter
another insincerely or excessively in order to
get her to accept the truth of a proposition.
Free and Bargain - Tries to make you think
that you'll get something for nothing or tries to
make you think that what you'll get is worth
more than what you paid for it.
Glittering Generalities (Logical Fallacy)-
presents things in glowing terms and offering
no evidence the speaker or advertiser supports
a candidate or a solution to social problems /
Sounds too good to be true
Example
‘If a great white shark takes a swimmer, do we then kill the entire
population?’
‘People fall off mountains, are the mountains then guilty of murder?’
To commit such a crime only shows he is cunning, cruel and
calculating.’
If you take his parking place, you can expect World War II all over
again
‘I have a small dog that I take for a walk on a lead twice a day and I
have been attacked, knocked over and badly shaken several times
‘Boxing has been around too long to be banned.’
Of course this mode of government is the best. We have had this
government for over 200 years and no one has talked about
changing it in all that time. So, it has got to be good.
‘Those who oppose this plan are simply un-American
"Questioning the president's tax cut is tantamount to treason."
‘Americans fought and died in two world wars to preserve our
democracy.’
When used car dealerships advertise extremely low prices on
vehicles for which they have a very limited number in stock. You
might see an advertisement for a car you would like at a price you
can afford, but when you get to the dealership the car is already
sold.
"Everyone else is drinking Red Bull." "Join the crowd and have
energy all day."
When a person who’s less than honest is trying to sell his old car,
he’ll list all the good qualities and omit all the faults: the tires are
new, the stereo is fantastic, and I just changed the oil. But he fails to
mention the oil and radiator leaks and the nearly broken
transmission.
‘Sensible people know that reading books should come before
computers.’
‘It is immoral to build a theme park for dogs when we have the
starving and the poor out on the streets.’
"Hurry, while supplies last!"
‘My stand on the issue of exposed underwear is supported by
fashion designer Ruby Reed, who recently stated ‘Anyone whose
underwear is exposed due to low jeans should be punished as
forcefully as possible
Your history seminar was the best class I had all semester,
Professor Smith. I stopped by today in order to discuss my grade.
“You deserve a break today”
"You expect quality."
If you buy a bird at Pet Smart, you’ll get a month’s worth of bird
seed for half price.
“Pure, fresh, mountain spring water. Bottled especially for you in Utah from
only our purest mountain springs.”
* You should ask how pure? How fresh? What spring? (there are no
specifics, just generalities)
Why used (Purposes)
Readers who regard themselves as logical thinkers
might be attracted to this argument.
To draw attention or highlight.
The allusions are to very well-known characters or
events
The reference serves to explain or clarify or
enhance whatever subject is under discussion,
without sidetracking the reader.
Writers use these to make themselves appear more
credible. (ethos)
People are not very willing to change something
that has existed for a very long time.
We are supposed to learn from our history.
Label opponents as disloyal to their country.
Readers do not like to be thought of as unpatriotic
or disloyal to their country.
To get customers in, but then they are persuaded
to buy a more expensive item.
This technique is often used in advertising. It
encourages you to think as others are thinking. It
basically says, “Everyone else believes this so why
don’t you?” It appeals to people’s desires to belong
to a group.
Manipulating information to make a product appear
better than it is often by unfair comparison or
omitting facts.
If the writer can manipulate the reader to feel a
certain way, the reader should be more likely to
agree with the writer’s overall contention.
It is hoped that the listener – you – won't waste
time considering, but will buy the product before the
chance is lost.
Experts are often called on to make one side seem
stronger and more believable. (Established
ETHOS)
Flattery works because we like to be praised and
we tend to believe people we like. Sometimes ads
flatter us by showing people doing stupid things, so
that we’ll feel smarter or superior
Used because everyone wants a deal – they need
to feel like they’ve gotten a discounted rate - it
appeals to consumers.
They give us a general, or vague sense of what they are
trying to sell; they just LOOK good. Glittering generalities
are used for their emotional value, not their logical value.
 Persuasive Technique
Hyperbole (hahy-pur-buh-lee)
Using language that exaggerates the problem
or situation. Big statements
Humor – ridicule, irony, satire
Mocking opposing views; using humor to attack
the logic of an argument.
Images or figurative language
Painting a word picture of a scene or action;
using similes, metaphors, analogies.
Inclusive language - Using words such as us,
we, you, our.
Individuality
Appeals to consumers’ desire to be
different from everyone else; the
opposite of the bandwagon appeal
Loaded Language - This technique involves
using words with strong positive or negative
connotations, or associations.
Relies on Diction – Word choice
Name Calling - negative or derogatory words
to create a distasteful association in the mind of
the audience
Parallelism (magic 3) - Phrases or sentences
with similar grammatical structure.
Plain Folks - Uses images of people "just like
themselves."
Prizes or reward
Something is given away or can be won
Product Comparison
Compares a product with the “inferior”
competition
Rhetorical question
Using a question to which there is only one
answer, or to which no answer is needed.
Repetition - Repeating arguments, images,
expert evidence, appeals, emotive language,
big statements.
Security
Draws on peoples’ fears that their jobs,
families, or lives may be in danger if they don't
buy in to the idea.
Slogan - A memorable phrase is used in a
campaign or a series of commercials.
Testimonial - Using words of an expert or
famous person to persuade
Transfer - Using names or pictures of famous
people but not direct quotes
Use of statistics
Using the results of research.
Warm Fuzzies- appealing to emotions by using
cute cuddly animals or children to sell products
or a cause
Example
Rugby league’s ample bellied meatloaves with 10 thumbs plod in gangs
towards each other to thump, maul and gouge – for a few centimeters of
turf.’
‘The dog playground should have been announced on 1 April – April Fool’s
Day.” “In the same week that two rich Sydney bosses got bonuses of $7
million 160,000 Sydney children went without breakfast.’
Logging is creating smoldering, air-polluting wastelands.’
The horse has bolted.’
‘It’s time for us all to stand up and show our support for our country.’
Uphold our honor!
They’ve never lost a court battle!
There will be sheer devastation!
My opponent is a flip-flop man
who cannot make up his mind.
He changes mind with the
breeze! How could anyone
follow such a weak-willed
flip-flopper?
“We must stop violence in our homes. We must stop violence in our society.
We must stop violence in our media.”
The Republican party’s use of “Joe the Plumber” as a spokesperson to
attract other regular / common people to vote for John Mc Cain & Sarah
Palin
Think happy meal or prize in the cereal box the cereal box
It might be an entry for a It might be an entry for a contest or a chance to win
on a web site.
Pepsi Challenge campaign / Pepsi conducted blind taste tests around the
country to differentiate itself from Coke / Pepsi proudly touted the results:
more people preferred the taste of Pepsi over Coke
Microsoft vs. Apple
Do we allow dangerous dogs to roam the streets?’
‘Is there not a risk of serious injury or death in all contact sports? Should we
therefore ban football?
“The soil erosion problem has been neglected for 200 years…. So the cost
of this neglect is all around us.’
“It’s 10:00. Do you know where your kids are?” OR
"This agreement (the Nuclear Test Ban Treaty) is critical to protecting the
American people from the dangers of nuclear war…"
• “Just Do It”
• “Got Milk?”
• “Can You Hear Me Now?”
Jessica Simpson says, “I use Proactive and my skin looks great!”
Self-explanatory
‘A University of California survey has reported that 96 percent of young
women want to have children but not give up their career.’
Why used (Purposes)
Often expressed in colorful or ‘over the top’ language.
Makes a dramatic impact on the reader, especially where
time and space are limited.
Encourages people to laugh at opponents and their
arguments. / Can be an effective way of demonstrating
the weakness of arguments.
If readers can visualize the problem through the writer’s
words, they may be more likely to support his or her
argument.
Aims to directly address the reader personally or as a
member of a group.
• Consumers celebrate their own style, or rebel
against what others are doing.
• Consumers perceive the product as unique,
stylish, or cool.
Words that are very descriptive and filled with emotion.
These words are used to capture the consumers’
attention and influence their actions. They can be used in
both a positive and negative way. It is often used in
order to:
Gain support / Sway opinions / Degrade others (like in a
political campaign) / Gain a political foothold
The purpose is to subliminally manipulate or influence
public opinion in order to generate conformity with the
opinions of those producing the propaganda. The name-
calling technique links a person, or idea, to a negative
symbol. The propagandist who uses this technique hopes
that the audience will reject the person or the idea on the
basis of the negative symbol, instead of looking at the
available evidence.
Writers use this technique to emphasize important ideas,
create rhythm, and make their writing more forceful and
direct.
Using a person who represents the "typical" target of the
ad to communicate the message that we are alike, and I
use/buy/believe this so you should to
People like prizes
• Consumers believe the feature product is
superior.
Invites or challenges readers and listeners to agree with
the argument.
Says to readers and listeners: ‘how could you possibly
disagree?’
Emphasizes key parts of the argument, helps readers
remember them, links sections of the argument.
People, value safety and security above all. Therefore
products and ideas that offer safety such as gas masks,
fire alarms, security systems or even curfews have very
high margins of sale or buy in. People say yes because
they will protect them from danger and poverty.
Viewers remember the slogan and associate it with the
product. Some become a part of everyday language
Often used in advertising, testimonials employ celebrities
or satisfied customers to endorse a product or idea.
Businesses that use this technique hope that you will buy
a product because a person supports it.
People transfer the respect or admiration they have for
the celebrity to the product.
Provides impressive evidence that justifies the point of
view or contention. / Readers are likely to regard statistics
as objective evidence.
It stimulates feelings of pleasure, comfort, and delight. It
may also include the use of soothing music, pleasant
voices, and evocative words like "cozy" or "cuddly.”