1. THE MESSAGE  First, focus on determining what message will you communicate.  What is your CLAIM?  Are you for or against?

2. THE “HOW” THE “WHAT”  Tell us how the audience can believe/do this too.  What can they do?

3. Persuasion Writing has Appeals:  Logical  Emotional  Moral What appeal will you use?

4. Audience Awareness Speakers know how to  target their audiences  use appropriate persuasive technique  Who is your audience?

5. persuasive techniques used in writing  name calling or innuendo – creating a negative attitude; hinting or implying; using loaded, emotional, or slanted language;  glittering generalities or card stacking – telling only part of the truth; generalizing from a shred of evidence;  bandwagon – creating a desire to join a large group satisfied with the idea; making one feel left out if not with the crowd;  testimonials – using the declaration of a famous person or authoritative expert to give heightened credibility;  appeal to prestige, snobbery, or plain folks – using a spokesperson who appeals to the audience: a well-known or appealing person the audience wants to emulate, a person like the audience members with whom they can identify, a person whose lifestyle appeals to the audience (sometimes called association); and  appeal to emotions – connecting with emotions: loyalty, pity, or fear; love of family, peace, or justice.

6. Name Calling or Innuendo  This type creates a negative attitude by hinting or implying that you “wouldn’t want to buy, try, eat, or wear that!”  Looks down upon another company by calling them names or saying negative things about the competition Don’t buy a gas-guzzling, gigantic SUV—the VW Beetle is just right for you!”

7. Glittering Generality: smooth out the rough edges.

8. Bandwagon A statement suggesting that everyone is doing this, so you should too.

9. A well-known person supports your point of view. Testimonial

10. Appeal to prestige/Association – mention that your view is supported by someone/thing prestigious.

11. Emotional Appeal A person is made to have strong feelings about a situation or product.

12. You MAY use one of these:  name calling or innuendo  glittering generalities or card stacking  bandwagon  Testimonials  appeal to prestige, snobbery, or plain folks  appeal to emotions  What persuasive technique will you use?

13. Advertising Methods

14. Additional advertising methods: Loaded words - Words with strong associations such as “home,” “family,” “dishonest” and “wasteful.” Transference - Attempts to make the audience associate positive words, images, and ideas with a product and its users. Repetition - A product’s name or catchphrase is repeated over and over, with the goal of having it stick in the viewer or listener’s mind. Patriotism - The advertiser appeals to the audience’s patriotic loyalties. Facts and figures - Using statistics, research, or other data to make the product appear to be better than its competitors. Special offer - The advertiser offers a discount, coupon, free gift, or other enticement to get people to buy a product. Urgency - The advertiser makes you feel like you need the product right away. Slogan - The slogan, or tagline, should be short, catchy and poignant, because the audience’s attentions span is usually brief and fleeting.

15. Repetition: The name of a product is repeated many times HEAD ON Apply directly to the forehead

16. Slogan A catchword or phrase loaded with emotion Often sells through repetition Clever and easy to remember Stays with you a long time Often a melody you already know “ Trust Sleepy’s For the ‘rest’ Of your life”

17. Patriotism Purchase will display love of country. Person will financially help the country. … built American tough

18. Keep these additional advertising methods in mind. Loaded words Transference RepetitionPatriotism Facts and figuresSpecial offer Urgency/ExigencySlogan Will you use any modern advertising methods?

19. TONE  - serious  - solemn  - sarcastic  - objective  - enthusiastic  - humorous  - hostile  - disapproving  - personal  - impersonal

20. Now that you have the :  What – your claim  Appeals  Persuasion methods  Audience  Supporting details  Tone ... Can you write a personal anecdote?

21. Personal Anecdote  Tell a story about yourself or about someone who is a great example, that supports your point of view.

22. How does it fit together?  Hook: description, quote, question, story, statistic, anecdote, comparison  Great the audience  Thesis statement  Reason one  Details (one detail needs to be an anecdote)  Reason two  Details  Reason three  Details  Summary  Catchy ending: go back to the hook, take it out to the world; create a new image or description, question