Language used for persuasion is very sensitive to register and context, so it can overlap between formal and informal situations.
discursive essay and business letter. One of the most successful ways of… is… The advantages of… strongly outweigh the disadvantages. It goes without saying that… It cannot be denied that… My opinion is borne out by research Formal speech business meeting. But surely the best course of action would be to… Are you quite sure you won’t reconsider?
talk to friends, relatives Come on! Go for it! Why don’t you… Can’t you just… Do it for my sake! Just this once! Please let me… Neutral speech I really think you should… How can I convince you?
To be able to persuade effectively, the 1st thing you have to do is to get anyone’s attention: -people pay attention to the messages they like to hear - motivated audience and know their right mood - establish trust and get liked (if they respect you, if they like you) - get people interested (not get anything if you hate the topic) - arouse their curiosity
Association: links a product, service, or idea with something already liked or desired by the target audience, such as fun, pleasure, beauty, success, wealth, etc. Testimonials: people testifying about the value or quality of a product, or endorsing an idea. They can be experts, celebrities, or plain folks. Beautiful people. Beautiful people uses good-looking models (who may also be celebrities) to attract our attention. Humor: it grabs our attention, a powerful persuasion technique. When we laugh, we feel good. Intensity. The language of ads is full of intensifiers, including superlatives, comparatives, hyperbole, exaggeration, and many other ways to hype the product.
The Big Lie: more than exaggeration or hype; it’s telling a complete falsehood with such confidence and charisma that people believe it. New. We love new things and new ideas, because we tend to believe they’re better than old things and old ideas. Scientific evidence: uses the paraphernalia of science (charts, graphs, etc) to "prove" something. It works because many people trust science and scientists. Symbols. Symbols are words or images that bring to mind some larger concept, usually one with strong emotional content. Simple solution. Life is complicated. People are complex. Problems often have many causes, and they’re not easy to solve so the use simple solutions.
Timing. Sometimes a media message is persuasive not because of what it says, but because of when it’s delivered, for example, placing ads for flowers and candy just before Valentine’s Day. Majority belief: It works on the assumption that if most people believe something, it must be true. Denial: This technique is used to escape responsibility for something that is unpopular or controversial. It can be either direct or indirect. Card stacking: No one can tell the whole story; we all tell part of the story. It deliberately provides a false context to give a misleading impression.
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