1. Persuasive Writing

2. Persuasive Essays
A persuasive essay (also known as the argument essay) has one of two objectives:
To convince your reader to adopt your point of view
To convince your reader to take a specific course of action

3. Characteristics: Stated position or belief Factual supports
Persuasive techniques
Logical argument
Call to action

4. Ted Talks: Persuasion

5. Uses: Persuasive writing appears in and is not limited to speeches
letters to the editor
Editorials
Advertisements
award nominations
Pamphlets
Petitions
scholarly writing
opinion pieces

6. How can I effectively present my argument?
Use an organizational structure that arranges the argument in a way that will make sense to the reader
The Toulmin Method of logic is a common and easy to use formula for organizing an argument

7. The Toulmin Method Claim: The overall thesis you will argue for.
Data: Evidence gathered to support the claim.
Bridge (essential): Explanation of why or how the data supports the claim, the underlying assumption that connects your data to your claim.
Backing (optional): Additional logic or reasoning that may be necessary to support the warrant.
Counterclaim: A claim that negates or disagrees with the thesis/claim. Adds credibility to your claim
Rebuttal: Evidence that negates or disagrees with the counterclaim.
If you present data to your audience without explaining how it supports your thesis they may not make a connection between the two or they may draw different conclusions.
Don't avoid the opposing side of an argument. Instead, include the opposing side as a counterclaim. Find out what the other side is saying and respond to it within your own argument. This is important so that the audience is not swayed by weak, but unrefuted, arguments. Including counterclaims allows you to find common ground with more of your readers. It also makes you look more credible because you appear to be knowledgeable about the entirety of the debate rather than just being biased or uniformed. You may want to include several counterclaims to show that you have thoroughly researched the topic.

8. Claim: Hybrid cars are an effective strategy to fight pollution.
Data1:Driving a private car is a typical citizen's most air polluting activity.
Bridge 1:Because cars are the largest source of private, as opposed to industry produced, air pollution switching to hybrid cars should have an impact on fighting pollution.

9. Claim: Hybrid cars are an effective strategy to fight pollution.
Data 2: Each vehicle produced is going to stay on the road for roughly 12 to 15 years.
Bridge 2: Cars generally have a long lifespan, meaning that a decision to switch to a hybrid car will make a long-term impact on pollution levels.

10. Claim: Hybrid cars are an effective strategy to fight pollution.
Data 3: Hybrid cars combine a gasoline engine with a battery-powered electric motor.
Bridge 3: This combination of technologies means that less pollution is produced. According to ineedtoknow.org "the hybrid engine of the Prius, made by Toyota, produces 90 percent fewer harmful emissions than a comparable gasoline engine."

11. Claim: Hybrid cars are an effective strategy to fight pollution.
Counterclaim: Instead of focusing on cars, which still encourages a culture of driving even if it cuts down on pollution, the nation should focus on building and encouraging use of mass transit systems.

12. Claim: Hybrid cars are an effective strategy to fight pollution.
Rebuttal: While mass transit is an environmentally sound idea that should be encouraged, it is not feasible in many rural and suburban areas, or for people who must commute to work; thus hybrid cars are a better solution for much of the nation's population.

13. Can You Convince Me? Show Me the Data!
© S. Ryan, Eng. Comp.
3/25/2010
Can You Convince Me? Show Me the Data!
Big Names
Logos
Research
Pathos
Ethos
Kairos

14. The 4 P’s of Persuasion Power Positioning Performance Politeness
©Suzanne Ryan

15. Big Names (Power)
Important people or experts can make your argument seem more convincing.
Important people or experts can make your argument seem more convincing.
Example: Former U.S. president Bill Clinton thinks that junk food should be taken out of vending machines.
Example: Former U.S. president Bill Clinton thinks that junk food should be taken out of vending machines.

16. "Persuasion is the art of getting people to do what you want them to do, and to like it.“ ~ President Eisenhower
©Suzanne Ryan

17. Logos (Power) Facts, numbers, and information can be very convincing.
Example: A Snickers bar has 280 calories and 30 grams of sugar. That’s not very healthy.

18. Research (Power)
Using reliable research can help your argument seem convincing.
Example: A recent study found that students who watch TV during the week don’t do as well in school.

19. Pathos (Positioning)
Getting people to feel happy, sad, or angry can help your argument.
Example: Your donation might just get this puppy off the street and into a good home.

20. Ethos (Positioning)
If people believe and trust in you, you’re more likely to persuade them.
Example: Believe me! I’ve been there before. I’m just like you.

21. Kairos (Performance)
Try to convince your audience that this issue is so important they must act now.
Example: This is a one-time offer. You can’t get this price after today.

22. Politeness You’ll catch more flys with honey than vinegar.
© S. Ryan, Eng. Comp.
3/25/2010
Politeness
You’ll catch more flys with honey than vinegar.
Mark Bezos: a life lesson from a volunteer firefighter

23. Microsoft Engineering Excellence
Questions?
Microsoft Confidential

24. Persuasive Essays Introduction
Main point one
Main point two
Main point three
Counterclaim & Rebuttal
Conclusion
Persuasive Essays
Introduction
Attention catcher! Thesis. Main point 1, and Main point 2, and Main point 3. Transitioning sentence.
Body Paragraph #1
Main point #1. Supporting details, supporting details, supporting details. Also, more supporting details.
Body Paragraph #2
Body Paragraph #3
Conclusion
In conclusion, thesis. Main point one, and main point two, and main point three. Clinching Statement.
I am not grading your ideas. I am grading your ability to put your ideas into a structured form.
By including all of the necessary parts in the correct order, you will create writing of a higher quality
than if you just throw all your ideas into an unorganized list. Readers w