1. Emotional Appeals of Persuasion

2. Persuasive Writing
When planning a persuasive essay, follow these steps
1. PURPOSE: Choose your position. Which side of the issue or problem are you presenting, and what solution do you see?
2. SUPPORT: Research your topic. A persuasive essay must provide specific and convincing evidence. It is necessary to go beyond your own knowledge; quote an expert, or find statistics to illustrate your point.
3. STRUCTURE: Figure out what evidence you will include and in what order you will present the evidence. Are you addressing the opposition and discounting its validity? Why are you ordering the information the way you are?

3. Types of Emotional Appeals
Loaded Language
Basic Needs
Bandwagon
Testimonial
Snob Appeal

4. Loaded Language Approach
Persuasive Writing
Loaded Language Approach
The loaded language technique uses words that cause a strong feeling.
Once the reader is feeling strongly, he or she may be more likely to agree with the writer.
The phrasing of “Pro-life” insinuates that if you are not pro-life, then you must be “Pro-death.”

5. Loaded Language Approach
Persuasive Writing
Loaded Language Approach
So if a mother doesn’t choose “Jif” what does that mean? She isn’t choosy?
How can a parent argue with “it’s part of a balanced nutritious breakfast.” Isn’t that what parents are always nagging about?

6. Persuasive Writing
The basic needs technique tries to connect your need for
Love
Safety and security
Convenience
Health
Money
with the writer’s opinion.

7. Persuasive Writing Bandwagon Approach
The bandwagon technique appeals to the reader’s need to belong and to do what everyone is doing.
Should you buy a product just because it is the most popular?

8. Persuasive Writing Testimonials
The testimonial technique uses a famous person or someone who looks like a normal, average person.
The testimonial tries to connect the writer’s opinion to the reader’s feeling about this person.

9. Persuasive Writing Testimonials
This man seems like a normal, likeable guy.
The text is written as if he is talking directly to the reader.
The picture also uses another emotional appeal. Can you identify it?

10. Persuasive Writing Snob Appeal
Snob appeal is a technique that uses the reader’s desire to be better than others and connects this feeling to the writer’s opinion.
“Better” can mean more beautiful, more athletic, smarter, or richer than the average person.

11. Emotional Appeals in Persuasive Writing
This advertisement combines a number of the emotional appeals to sell this product. What are they?

12. In conclusion…
The use of the emotional appeal techniques can be extremely effective in persuading the reader to have an emotional connection to your perspective.
By combining powerful, convincing evidence with the emotional appeals of persuasion, the written word can have the power to sway a person’s opinion.

13. Purpose of APA formatting
APA formatting communicates source information in a universal form
Gives credit for ALL information that is beyond “common knowledge” or beyond your opinion.
Uses the formatting so that there is as minimal of a disruption to the flow of the essay as possible.

14. Works Cited (MLA)
Fogerty, Mignon. Grammar Girl. Holtzbrinck Publishers Holding, LLC web. 22 July Guide to Grammar & Writing. Capitol Community College Foundation web. 22 July Hacker, Diane. Rules for Writers. Boston, MA: Bedford/St. Martin’s, Print. “Persuasive Writing.” Essay Info Web. 13 Feb < Snively, Susan. “Strategies to Avoid Plagiarism.” Amherst College. Web. 18 Oct Strunk, William Jr. Elements of Style. Ithaca, NY: Bartleby, Print. The Purdue OWL. Purdue U Writing Lab, Web. 22 July 2010

15. Making Writing Persuasive Through Structure: Thesis
A thesis statement for a persuasive essay must take a stand!
1.NOT PERSUASIVE: Smoking is the leading cause of lung cancer.
2. PERSUASIVE: Because smoking is the leading cause of lung cancer, smoking needs to be illegal in public places such as parks and entrances/exits to public buildings.

16. Making Writing Persuasive Through Structure: Thesis
A thesis statement for a persuasive essay must take a stand!
1.NOT PERSUASIVE: Texting while driving can be dangerous.
2. PERSUASIVE: Since texting while driving is dangerous, every state needs to enact laws and stiff punishments for those who text while driving.

17. Making Writing Persuasive Through Structure: Thesis
A thesis statement for a persuasive essay must take a stand!
Three-Pronged Thesis
1.NOT PERSUASIVE: Overweight parents have overweight or obese children.
2. PERSUASIVE: Because children learn from seeing their parents’ eating habits, activity levels and food choices, overweight parents need to change their habits for their children.

18. Making Writing Persuasive Through Structure: Evidence
The following are different ways to support your argument:
Facts – Facts can come from your research, observation, or personal experience (still don’t use “I”).
Statistics – Numbers are very convincing. Be sure your statistics come from responsible sources. And always use in-text citations to cite your source
Quotes - Direct quotes from experts that support your position are invaluable.
Examples – Examples make your ideas concrete by providing a specific experience. They are the proof.