2. Students use persuasive writing to argue logically with
reasons, to present another viewpoint, to sway opinions,
and to convince someone to their way of thinking. It is
crucial that students have a clear sense of audience and
that they adapt the writing and reasoning they use to their
audience. Forms of persuasive writing include essays,
letters, letters to the editor, advertisements, and
commercials. Created by Cindy Farnum
Created by Cindy Farnum

3. 1. Based on reason. Use facts, strong
possibilities, cause and effect
conclusions. (for example: healthy living
would be supported by medical
research)
2. Appeal to character. Make your
audience trust you and your facts.
3. Appeal to emotions. Appeal to
your audience’s concern for the well-
being and rights of others.
Created by Cindy Farnum

4. 4. Repetition. The more your audience hears the
argument, the better the chance they will remember it.
5.Tell stories. Make your topic interesting.
6. Address the counter-argument. Make sure
your audience knows that you understand both sides.
7. State the benefits of your argument. Teach
your audience about how they will benefit or gain
from siding with you.
Created by Cindy Farnum

5. 8. Be clear, simple and direct. Don’t confuse
your topic trying to use intimidating vocabulary.
9. Order your argument most effectively.
Do you want to use your best argument first? Or
last? Think about the amount of material you’re
sharing.
10. Give lots of evidence. Share details that
will support your argument.
11. Make your audience feel privileged to
receive your information. Created by Cindy Farnum

6. Propaganda . . . .
• Suggests something shady or
underhanded
•Uses techniques to distort, conceal,
exaggerate the facts, or confuse the
audience.
• Uses deceptive language
Persuasion . . . .
• Tells the truth
• Uses legitimate facts
• Reasoned or logical appeal
Both . . . .
• The purpose of both is to influence
The difference is . . . .
• ethics/ values
Buy my
product and
live forever!
Buy our genuine
imitation leather
products!
Guaranteed!
Created by Cindy Farnum

7. Persuasive/Propaganda
Techniques in Advertising
• Loaded Words: Using words that appeal to the
emotions, rather than facts. The sporty new
design of our car will make you feel like a
teenager again.
• Plain Folks Approach: Using words that appeal to
common people instead of the rich or privileged.
As a homemaker like you, I want a product like
Easy Glow that makes my floors shine.
• Testimonial: Using a famous person to endorse a
product. Michael Jordan uses it … so should you!
• Bandwagon: Trying to persuade someone to join
the group. Don’t be the last person in your
neighborhood to get a Lawn Happy Mower.
• Opinions as Facts: Using the personal opinion of
the speaker or writer as fact. Vita Vitamins is the
best brand on the market.
• Unsupported Generalities: Making bold claims and
empty promises without supporting them with
facts. We are the best at what we do! Created by Cindy Farnum

8. Created by Cindy Farnum
Are you Mc-convinced?

10. Got Milk?