1. Persuasive Vocabulary
Pages in Literature Textbook
January 2017

2. CUSTOMER AWARENESS
directing the right message to the right people will increase the likelihood of business and success.
Example: football players and ballerinas

3. TARGET AUDIENCE
a specific population or group of people an advertiser hopes to persuade.

4. OPPOSING VIEW
an argument made to answer likely objections.

5. CLAIM/THESIS STATEMENT
The writer’s position on a problem or an issue (936).
Thesis statement is in the introduction and claims are in the conclusion.

6. SUPPORTING DETAILS/EVIDENCE
the central or most important idea about a topic that a writer or speaker conveys.
it can be the central idea of an entire work or just a paragraph.
often, the main idea of a paragraph is expressed in a topic sentence; typically supported by details.

7. REASONS/EVIDENCE a specific piece of information that supports a claim
can take the form of a fact, quote, example, statistic, or personal experience.

8. ARGUMENT
speaking or writing that expresses a position on a problem and supports it with reasons or evidence
takes into account two points of view, anticipating and answering objections that opponents might raise.

9. COUNTERARGUMENT an argument made to oppose another argument.
**A good argument anticipates opposing viewpoints and provides counterarguments to disprove them.**

10. CALL TO ACTION urging your audience to do what you want them to do.
Normally put into your conclusion (991).

11. VIEWPOINT
attitude toward the issue.
For or against?

12. PERSUASIVE ESSAY
the art of swaying others’ feelings, beliefs, or actions. It normally appeals to both the mind and the emotions of the readers.

13. PERSUASIVE TECHNIQUES

14. ASSOCIATION APPEAL
to “sell” a product or an idea by linking it with something or someone positive or influential.
Examples:
Wheaties cereal
Shaq and Gold Bond

15. BANDWAGON PART OF ASSOCIATION APPEAL
a particular activity or cause that has suddenly become popular
Example: “Hop on the bandwagon” when a team wins multiple games

16. TESTIMONIAL PART OF ASSOCIATION APPEAL
an important or famous person endorses a product
Example: Shaquille O’Neall and Gold Bond or Proactiv and all of the celebrities who use it

17. EMOTIONAL APPEAL
using strong feelings, rather than facts and evidence, to persuade
Example: Sarah McLachlan and the animal commercials

18. LOADED LANGUAGE
relies on words with strongly positive or negative associations
Example: “sparkling”, “silky”, “breezy”
Positive Associations
“Easy, breezy, beautiful Cover Girl”
Negative Associations
Example: Election time frames

19. LOGICAL APPEAL
using facts and evidence to support your claims

20. FAULTY REASONING PART OF LOGICAL APPEAL
a claim based on information that is incorrect, biased, or simply does not make sense
Example: types include association appeal, emotional appeal, and loaded language

21. STEREOTYPING
generalizations about a group of people whereby we attribute a defined set of characteristics to this group
a. Example: all cats hate water