PERSUASIV

E TECHNIQ

UES

HUMORuses jokes, plays on words,

clever pictures or cartoons

AUTHORITYexperts and important people that support your side of the argument

CELEBRITY ENDORSEMENT

uses testimonials from

well-known or the official sounding

GLITTERING GENERALITIES

makes broad, unsupported statement often using “all,” “every,” “always,” and “never”

LOGOSusing logic, numbers, facts, and data to support your argument

BANDWAGONsuggests “everybody is doing it” so the reader should too

FEAR AND INSECURITIES

draws on threats and peoples’ concerns and insecurities

PATHOS

appealing to your audience’s emotions

SEX APPEAL

subtle suggestions that a product will improve one’s gender image

KAIROS

building a sense of urgency for your cause; promising special deals, discounts, bargains (something for nothing)

PLAIN FOLKS

appeals to common, average readers making the product seem honest and authentic

COMPARISONS AND NEGATIVES

using competitor’s name/image and ‘put down’ comparisons

SNOB APPEAL

uses exclusive “high class,” exotic place, life style appeals

ETHOS

making yourself seem trustworthy and believable

SCIENCE AND STATISTICS

uses numbers and scientific jargon to promote mystique of technology

RESEARCH

using studies and information to make your argument seem more convincing; you can use words, graphs, tables, illustrations

LOADED LANGUAGE

uses emotionally charged or “strong” words that evoke feelings or reactions