1. Argue and persuade Make your view Ever need to clear? argue your
point?
If you follow my advice, you will find your writing becoming persuasive and your arguments will be more effective.
Persuade someone
that you are right?

3. advertisements leaflets magazines brochures posters
We are surrounded by persuasive texts much of the time.
advertisements
leaflets
magazines
brochures
posters
and lots more...
Are you aware of the techniques they use - the tricks of the trade?
You can use them in your own persuasive writing and arguments.

4. A writer may use personal pronouns such as ‘you’ and ‘we’ in the text.
Why do you think that writers do this?
to make the reader feel important
to build up a relationship with the reader
to make it more difficult for the reader to ignore the text
As you probably realise, all of these reasons are right.

5. PERSONAL PRONOUNS

6. RHETORICAL QUESTIONS
These are questions that don’t demand an answer. They are intended to grab the reader’s attention and make them think about something.

7. RHETORICAL QUESTIONS

8. REPETITION
Repeating the same idea, and even words and phrases, can be an effective technique when you are trying to persuade your reader. It helps to reinforce your point.

9. REPETITION

10. EMOTIVE LANGUAGE

11. Now create your own emotive sentences.
EMOTIVE LANGUAGE
Now create your own emotive sentences.
Imagine you have been asked to write a leaflet for a charity supporting the developing world.
Write three sentences:
one which makes people feel worried
another which makes the reader feel guilty
a final one which makes the reader feel encouraged
NOTE: a selection of materials, such as leaflets, brochures and magazines, would be useful here - particularly for those students doing the extension task.
EXTENSION: Find other examples of emotive language, perhaps in newspapers or on the internet. Explain how they are emotive.

12. COMMANDS
Using command sentences can be a very powerful tool when persuading readers.
Command sentences are those which tell the reader to do something. They begin with the verb. (They are also known as IMPERATIVES.)

13. COMMANDS

14. COMMANDS

15. PERSUASIVE WORDS AND PHRASES
Certain words and phrases can be used to make your reader think it would be silly not to agree with you.

16. PERSUASIVE WORDS AND PHRASES

17. PRESENTATIONAL DEVICES
The way you present your writing can be persuasive too.
Here are some of the things you may consider, depending on the type of writing, of course.
headings
diagram
bullet points
paragraphs
photographs
bold type
You’ll find more on this topic in the presentation on ‘Presenting Information’.
Again it will be helpful to have examples of leaflets and brochures to demonstrate a wider range of examples.

18. PRESENTATIONAL DEVICES
Redesigning the book cover may be a homework task, and perhaps a speaking and listening task if students are asked to explain their designs.

19. WRITING AN ARGUMENT
When writing out an argument, you can use many of the techniques we’ve examined so far. After all, you want to persuade your reader that your point of view is right.
First of all, though, you will need to gather and organise your information and points.
You will also need to decide what side of the argument you are on. A firm decision is needed. If you can’t make up your mind, your essay will be rather ‘wishy-washy’ and unconvincing.
Referring to the presentation on a ‘Formal Essay’ will support this section.

20. WRITING AN ARGUMENT
When planning an argument, you need to be aware of both sides of the argument. The easiest method is to have two columns: FOR and AGAINST.

21. WRITING AN ARGUMENT

22. WRITING AN ARGUMENT

23. You are nearly ready to begin your argument.
WRITING AN ARGUMENT
You are nearly ready to begin your argument.
You have your points organised, but you need to move smoothly from one point to another in an essay.
Connectives can be a great help with this.
Here are some useful words and phrases:
however
although
nevertheless
alternatively
on the other hand
as for
These sorts of connectives help you move from one idea to the next. How many others can you think of?

24. You will be writing your argument in quite a formal way.
WRITING AN ARGUMENT
You will be writing your argument in quite a formal way.
You may feel strongly but keep your writing controlled.
Which of the following is the most satisfactory essay style?
Mobile phones may be seen as
a nuisance by some
people, but they have real value.
For example, if you are held up
and late returning home, then
you can immediately contact
home to let them know why.
Good grief! Why can’t kids have
them? I think that mobiles are
great and I’m always chatting on
mine. No probs.
The first example is too chatty in style. It uses slang and doesn’t explain points fully. The second example is more confident and controlled.

25. WRITING AN ARGUMENT
Students could complete this essay or an essay on a subject which is relevant to the class or of particular interest to them.

26. PERSUASIVE WORDS AND PHRASES
Plenary
Writing persuasively and writing an argument are both about trying to influence your reader.
Can you remember the techniques we’ve studied? Here’s a reminder.
REPETITION
EMOTIVE LANGUAGE
PERSONAL PRONOUNS
ORGANISATION
PERSUASIVE WORDS AND PHRASES
RHETORICAL QUESTIONS
COMMANDS
PRESENTATION
SUPPORTING EVIDENCE
Now you have the tools
to become
excellent
persuaders!