1. The Power of Persuasion
Persuasive Techniques in Writing

2. Appeal by Association

3. Bandwagon Appeal Taps into people’s desire to belong
Ex. “Millions of teens have made City Jeanz part of their wardrobe – what are you waiting for?

4. Snob Appeal Taps into people’s need to feel superior to others
Ex. “Join the Brookside Club for Seasoned Skiers – because you’re way beyond the beginner slopes.”

5. Testimonial
Relies on the backing of a celebrity, expert, or satisfied customer
Ex. “As a supermodel, it’s important for me to have a great smile. Brite Strips whiten your teeth without the wait!”
Justin Bieber Proactiv Commercial - YouTube

6. Transfer Connects a product, candidate, or cause with a positive image
Ex. Vote for clean air – vote for Tony Leonard!

7. Appeal to Value

8. Ethical Appeal
Tries to gain moral support for claim by linking the claim to a widely accepted value
Ex. “If you believe that every child deserves a good education, support the Great Minds Organization.”

9. Emotional Appeal

10. Appeal to Fear
Makes people feel as if their safety, security, or health is in danger
Ex. “How clean are the hotel rooms you’re staying in? You’ll be shocked by what our documentary reveals.”

11. Appeal to Pity Taps into people’s compassion for others
Ex. “For the cost of one cup of coffee a day, you could save a life.”
Sarah McLachlan Animal Cruelty Video - YouTube

12. Word Choice

13. Loaded Language
Uses words with strongly positive or negative connotations to stir people’s emotions
Ex. “The alley next to the parking lot is dark and dangerous. Vote to increase the number of street lamps in our neighborhood. Residents deserve to feel safe and protected.”