Persuasive Techniques
● Advertisers make use of persuasive & loaded languages, to sway public opinion
● Aims at providing information particular product or service
● Persuade people to buy or use
● Advertiser compete one another
● NB for them to use exciting, innovative & attention-grabbing adverts
● Promote products
Aims of Advertising
● A I D A
Attention
Interest
Desire
Action
● Advertisers both visual & linguistic techniques
Persuasive Techniques
● Emotive language : loaded language (positive / negative) to sway public opinion
● Hyperbole or exaggeration : more persuasive to “detest” something than “dislike” it, can
influence your reaction to text
● Modality : refers to selection words used by writer or speaker suggest shades of meaning.
Words “might… must… could” place different emphasis meaning & becomes more / less
persuasive
● Puns & Chliché : well-known / familiar, more persuasive
● Anecdotes : (short stories) engage an audience & get them on your side
● Inclusive language : words like “I, us, we” help include reader / audience to sway audience
● Rhetorical questions : imply answer is obvious. Question presents as statement
● Repetition : “never, never, never” carries convictio & emphasis makes memorable &
persuasive
● Bias : only one point of view presented
● Generalisations : sweeping statements “everybody / nobody”, help the claim sound like
truth
● Active voice : opposed passive voice, easier to understand, more direct
● Rule of three : humans naturally process information in patterns & things that come in 3
more persuasive (cool, calm, collected)
● Advertisers make use of persuasive & loaded languages, to sway public opinion
● Aims at providing information particular product or service
● Persuade people to buy or use
● Advertiser compete one another
● NB for them to use exciting, innovative & attention-grabbing adverts
● Promote products
Aims of Advertising
● A I D A
Attention
Interest
Desire
Action
● Advertisers both visual & linguistic techniques
Persuasive Techniques
● Emotive language : loaded language (positive / negative) to sway public opinion
● Hyperbole or exaggeration : more persuasive to “detest” something than “dislike” it, can
influence your reaction to text
● Modality : refers to selection words used by writer or speaker suggest shades of meaning.
Words “might… must… could” place different emphasis meaning & becomes more / less
persuasive
● Puns & Chliché : well-known / familiar, more persuasive
● Anecdotes : (short stories) engage an audience & get them on your side
● Inclusive language : words like “I, us, we” help include reader / audience to sway audience
● Rhetorical questions : imply answer is obvious. Question presents as statement
● Repetition : “never, never, never” carries convictio & emphasis makes memorable &
persuasive
● Bias : only one point of view presented
● Generalisations : sweeping statements “everybody / nobody”, help the claim sound like
truth
● Active voice : opposed passive voice, easier to understand, more direct
● Rule of three : humans naturally process information in patterns & things that come in 3
more persuasive (cool, calm, collected)
