1. Persuasive Writing – The Basics
GCSE English Unit 3
Persuasive Writing – The Basics
LO1: Identify the approaches used in successful persuasive writing.
LO2: Examine how persuasive writing can be used successfully.

2. What makes a text or programme persuasive to its audience?
TASK 1
What makes a text or programme persuasive to its audience?
Create a mind map, spider diagram or list of your ideas to answer the above question.

3. TASK 2
How many times have you persuaded someone to do something or to change their mind to your way of thinking. For example, to buy you a new computer game or top see the latest film at the cinema?
What do you do to persuade someone? Make a list of all the things you do in everyday life to persuade someone.

4. TASK 3 Make notes on the following information:
We all use persuasion when we want something. There are various types of persuasive writing, for example:
1. Getting someone to see your point of view.
2. Getting someone to buy a certain product.
3. Getting someone to support a cause.

5. 1. Getting someone to see your point of view
This is where you write about something you are passionate about, and use persuasive techniques to get others to agree with your view.
This type of writing could be an account, a leaflet or a speech.
2. Getting someone to buy a certain product
This is where a company tries to use persuasive techniques to get you to buy their product over another company’s. This is about them showing off their product’s positive points.
This type of writing could be an advert or a poster.

6. 3. Getting someone to support a cause
This is where a company or charity tries to get you to give them some money for their latest campaign. They use persuasive techniques to make you feel like only you can help and if you don’t help, then other people will suffer.
This type of writing can be a charity leaflet or advert.
Extension Task
How many examples of persuasive writing can you collect over the next few days? See if you can collect 5, or more.

7. TASK 4: Look at the following persuasive techniques’ acronym:
PIPA in A FOREST
Part 1: Make notes on each word in the acronym, as explained on the following slides.
Part 2: After making notes on each technique, write how you could use this in your writing – E.G: give an example of each technique.

8. Technique 1 – Personal Pronouns
Personal pronouns are words such as you, we and us. These are used to make you feel as if you are involved in the writing, e.g.: Only you can make a difference.
Techniques 2 & 3 – Images/Pictures
Images and pictures are a quick-fire way to capture your audience’s attention. The type of image or picture used usually depends on the type of writing, e.g. for a charity leaflet, images of starving children may be used, but for a product advert, you might have images of people using the product.

9. Technique 5 – Alliteration
Technique 4 – Anecdotes
Anecdotes are short stories. In advertising they are often used to tell the audience about the reason why other people have bought the product or supported the charity. The anecdote usually ends with a really positive statement about the product or charity, and is designed to persuade you to believe what they are saying.
Technique 5 – Alliteration
Alliteration is simply when a sentence has two or more words that begin with the same letter or sound. In persuasive writing, alliteration is used to catch your attention and is designed to ‘stick’ in your memory, e.g. “the biggest and best blend of brew.”

10. Technique 6 – Facts Technique 7 – Opinions
Facts are true and provable statements used to show the benefits of the product being advertised. Used persuasively, facts can make a product seem like it’s the most amazing and incredible thing ever. However, they MUST be true – even if they have been carefully selected to make a particular point!
Technique 7 – Opinions
Opinions are the views of people and companies that cannot be proven. In persuasive writing, opinions are used a lot as they are an effective way to make you believe what the person persuading you wants you to, e.g. “You have to have this – I won’t go anywhere without mine!”

11. Technique 8 – Repetition
Repetition is an easy way to get an idea into someone’s head and memory, as you simply repeat words/phrases or ideas again and again. Persuasively, repetition might be used as a reminder to the audience of the good points about a product, or the dire situation a group of people find themselves in for a charity leaflet.
Technique 9 – Emotive Language
Emotive language, such as “Umbali could die without your support” is where writers use emotions and emotional situations to ‘tug’ on the readers’ heartstrings. If you feel emotionally connected to the story or idea, then you are more likely to agree and be persuaded to join in or buy.

12. Technique 10 – Statistics
Statistics are similar to facts, but they contain numbers. They are the results of surveys or data, such as how many people have bought a product in the past six months. They can be used to persuade you to ‘follow the crowd’ in terms of how many people own the product, or show you how much of a difference a little amount can make to a charity, e.g.: Each £3.00 donated will buy a family of six enough food for a month.
Technique 11 – Triadic List
A ‘triadic’ list, or ‘rule/list of three’, is when three ideas are used together to reinforce an idea and persuade you to believe what is being said. A triadic list is often used at the end of the writing to serve as a memory aid, e.g. You will enjoy the sun, the sea and the sand on this exotic break.

13. Top Tips for Persuasive Writing
- Make your writing believable. If you are making up information about a product just for the purpose of answering an exam question, use realistic data in your statistics, and make your anecdotes sound sincere!
Always emphasise and make more of the positives if you are selling or the negatives if you are writing for a charity. You want people to feel like they ‘have to have it’ or ‘must help’, depending on the type of text.
Persuasion is about getting what you want – so write like you are trying to persuade yourself. If you feel brought to want the product or want to help the charity, others might, too.