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THE MESSAGE First, focus on determining what message will you communicate. What is your CLAIM? Are you for or against? THE “HOW” THE “WHAT” Tell us how the audience can believe/do this too. What can they do? Persuasion Writing has Appeals: Logical Emotional Moral What appeal will you use? Audience Awareness Speakers know how to target their audiences use appropriate persuasive technique Who is your audience? persuasive techniques used in writing name calling or innuendo – creating a negative attitude; hinting or implying; using loaded, emotional, or slanted language; glittering generalities or card stacking – telling only part of the truth; generalizing from a shred of evidence; bandwagon – creating a desire to join a large group satisfied with the idea; making one feel left out if not with the crowd; testimonials – using the declaration of a famous person or authoritative expert to give heightened credibility; appeal to prestige, snobbery, or plain folks – using a spokesperson who appeals to the audience: a well-known or appealing person the audience wants to emulate, a person like the audience members with whom they can identify, a person whose lifestyle appeals to the audience (sometimes called association); and appeal to emotions – connecting with emotions: loyalty, pity, or fear; love of family, peace, or justice. Name Calling or Innuendo This type creates a negative attitude by hinting or implying that you “wouldn’t want to buy, try, eat, or wear that!” Looks down upon another company by calling them names or saying negative things about the competition Don’t buy a gas-guzzling, gigantic SUV—the VW Beetle is just right for you!” Glittering Generality: smooth out the rough edges. Bandwagon A statement suggesting that everyone is doing this, so you should too. Testimonial A well-known person supports your point of view. Appeal to prestige/Association – mention that your view is supported by someone/thing prestigious. Emotional Appeal A person is made to have strong feelings about a situation or product. You MAY use one of these: name calling or innuendo glittering generalities or card stacking bandwagon Testimonials appeal to prestige, snobbery, or plain folks appeal to emotions What persuasive technique will you use? Advertising Methods Additional advertising methods: Loaded words - Words with strong associations such as “home,” “family,” “dishonest” and “wasteful.” Transference - Attempts to make the audience associate positive words, images, and ideas with a product and its users. Repetition - A product’s name or catchphrase is repeated over and over, with the goal of having it stick in the viewer or listener’s mind. Patriotism - The advertiser appeals to the audience’s patriotic loyalties. Facts and figures - Using statistics, research, or other data to make the product appear to be better than its competitors. Special offer - The advertiser offers a discount, coupon, free gift, or other enticement to get people to buy a product. Urgency - The advertiser makes you feel like you need the product right away. Slogan - The slogan, or tagline, should be short, catchy and poignant, because the audience’s attentions span is usually brief and fleeting. Repetition: The name of a product is repeated many times HEAD ON Apply directly to the forehead HEAD ON Apply directly to the forehead HEAD ON Apply directly to the forehead Slogan A catchword or phrase loaded with emotion Often sells through repetition Clever and easy to remember Stays with you a long time Often a melody you already know “Trust Sleepy’s For the ‘rest’ Of your life” Patriotism Purchase will display love of country. Person will financially help the country. …built American tough Keep these additional advertising methods in mind. Loaded words Repetition Facts and figures Urgency/Exigency Transference Patriotism Special offer Slogan Will you use any modern advertising methods? TONE - - serious solemn sarcastic objective enthusiastic - - humorous hostile disapproving personal impersonal Now that you have the : What – your claim Appeals Persuasion methods Audience Supporting details Tone . . . Can you write a personal anecdote? Personal Anecdote Tell a story about yourself or about someone who is a great example, that supports your point of view. How does it fit together? Hook: description, quote, question, story, statistic, anecdote, comparison Great the audience Thesis statement Reason one Reason two Details (one detail needs to be an anecdote) Details Reason three Details Summary Catchy ending: go back to the hook, take it out to the world; create a new image or description, question
