1. Zhejiang University of Finance and Economics
Persuasive Language
Zhejiang University of Finance and Economics
Dong Fang College
Toriano Cook

2. TV Commercials / Advertisements
Watch advertisements for six mobile phones
Think about what makes the product interesting and how it is persuading you to want the phone.

3. Advertisements are a very common kind of persuasion.
+ Their purpose is to sell a product or a service.
+ They do this by aiming at a particular type of customer.
+ They use carefully chosen, positive language.

4. “Eye Candy”
A common way of ‘drawing someone in’ is through the use of attractive, visuals.
Very common in nature
Visuals that ‘stimulate’ your eyes
Use of fantastic colors
Creative images
‘Eye grabbing’ graphics
Sex appeal

5. “Eye Candy”

6. “Eye Candy”

7. “Eye Candy”

8. “Eye Candy”

9. “Eye Candy”

10. “Eye Candy”

11. “Eye Candy”

12. “Eye Candy”

13. What attracts you to a product and makes you remember it?
They use humour or ‘tug at your emotions’.
They ask questions to make you consider the need for their product.
They appeal to your senses.
They use words to create a slogan or phrase you will remember. (“Nike: Just Do It”)
They persuade you to imagine yourself using their product.
They make you think their product will make you feel special.

14. “The Art of Persuasion”
Mix of facts and assumed superlatives (the best, the greatest, the most effective)
‘Best value for new cars in three states!’
‘Our oil contains 0% fat!’
‘The newest phone available on the market!’
Focuses on the positive parts of something.
‘You may be old, but you’re not dead!’
‘Failed your English exam? No problem, we can help you become an English master!’

15. “The Art of Persuasion”
Use of adjectives and adverbs to paint an appealing picture.
‘The most exciting & amazing movie this year!’
‘Quickly lose weight and look like a model today.’
Use imperatives (commands).
‘You need to lose weight today!’
‘Stop wasting money on bland & boring phone apps!’
Ask rhetorical questions.
- ‘You want to be happy, right?’

16. Using comparatives is a very common way of using persuasive language:
More comfortable
Happier
Healthier
More fashionable
More beautiful
More intelligent
The envy of all their friends!

17. Advertisements use carefully chosen language to appeal to their target audience.
Special Offer
The Best
Number One
Genuine
Cool
Free!
Exclusive
Latest Fashion
Cheaper
The Total Experience
Bargain

18. Commonly Used Adjectives (“Loaded Words”) for Persuasion
new great real good better best easy fresh free delicious safe clean rich wonderful fine

19. Persuasive Comparatives & Superlatives
newer the newest greater the greatest more delicious most delicious better the best good more convenient most convenient simpler the simplest

20. Which words do you feel are ‘positive’ or ‘negative’?
better new dangerous
animal exciting nuisance
delight pet raw
safe rough natural
quiet science educational simple delicious scary
wild beast wet
soaked challenging difficult

21. New York City or London
I will present a brief ‘virtual tour’ of London and New York City.
I will try to persuade you to want to visit one city more than the other.
After, decide which city you would rather visit and if what I say about each persuades you to your decision.

23. Buckingham Palace

24. The ‘Gherkin’ Building

25. Tower Bridge of London

26. The British Museum

27. The London Eye

28. Westminster Palace

30. The Statue of Liberty

31. Madison Square Garden

32. Central Park

33. Times Square

34. The Empire State Building

35. The United Nations

36. "Where Should I Go?"
Where is the best place for a tourist to visit in China?
You decide the best place, then debate with your partner. Your pair should agree on a choice.
In groups of two pairs, debate your decisions to come to a final choice for the group, with each pair trying to persuade the other.
Groups debate their choices
We will conclude with one class choice for a place.

37. "What is the best ____?"
During next class you will present your choice for the best _____ ever.
You should present a speech to persuade us that ______ is the best _____.
Your presentation should be at least 3 minutes long.
You may use what ever materials/aids you like.