How do I convince
someone to take action
or to see my point of
What is persuasion?
A means of convincing people:
•to buy a certain product
•to believe something or act in a
•to agree with a point of view
Different forms of
• Letter to the Editor
Logical appeal is the strategic use of logic,
claims, and strong evidence to convince an
audience of a certain point. The audience will
use the following persuasive techniques:
Facts – Information that can be proven.
Example: Kentucky has passed a law that
vending machines at schools cannot have
snacks with more than 6 grams of fat.
Logical Appeal Cont’d
Statistics - Using research to
support the writer’s view.
Example: According to a Middle School
Health survey, only 85% of adolescents
Using quotes and statements from a
person considered to be an expert on
Example: Sally Jones, the Health Inspector,
said after her visit to our cafeteria, “You have
wonderfully clean facilities.”
Appealing to an audience by persuading them
that a certain message is accepted by people
of good will, good sense, and good moral
character, therefore establishing creditability
and trust. An ethical appeal draws on our
sense of right and wrong.
Example: We cannot let murderers go
free, no matter what the age.
Using details to create an emotional
response from the reader (loaded words
that create pity, disgust, fear, anger,
Example: When you skip a meal, your
body begins converting energy into fat in
an effort to keep from starving.
Call to Action
Encouraging the reader to do
something about the issue being
Example: All of us need to eat
lunch in our cafeteria each day.
Using a question to get the reader’s
attention and focus the purpose.
Example: Do you enjoy the sound
of your stomach growling?
Predicting the outcome of the
Example: If we do not take our
eating habits seriously, our grades
will drop and our future will be
Cause and Effect
Stating the effect that something
Example: Because not enough
students are eating in the cafeteria,
our choices of food items have been
Repeating a word or phrase throughout
Example: Hunger. It affects all of us at
some point in the day. Hunger. Our
growing bodies need fuel to help us
function. Hunger. It is keeping many of us
from achieving our best in school.
Using the testimony or statement of
someone to persuade you to think or act
as he or she does.
Example: Bob has been in three
different middle schools, and he claims
our cafeteria has the best pizza.
Using the argument that because
everyone is doing it, you should, too.
Example: Every kid loves pizza, so our
cafeteria should serve it every day.
Suggests that by using this product you
can be superior to others – more
powerful, wealthy, or beautiful.
Example: “You deserve this car. Don’t
settle for less than the best.”
Refer to members of a group as if they
were all the same.
Example: Teenagers are bad drivers.
Attack people who disagree with them by
giving those people negative labels.
Lacks reasons and logical evidence.
Example: That’s just what I’d expect a nerd
like you to say.
Logical, Ethical, or Emotional Appeal
The subject is “Trying children as adults”
1. It is not fair to the child. She's only fourteen years old.
Just imagine how it would hurt the family. Answer 1
2. Children finish developing their frontal lobes around
age 14, which means they have the same moral Answer 2
capabilities as any adult.
3. It is inhuman to try children. It is against societies
standards to hold children fully responsible. Answer 3
How good are you at recognizing
persuasive or propaganda
techniques in advertisements in
print or in commercials?
Underline and label all the
persuasive techniques you
Are you right?
1. It is not fair to the child. She's
only fourteen years old. Just
imagine how it would hurt the
What are the loaded words that pull at our heart
It is not fair to the child. She's only
fourteen years old. Just imagine how it
would hurt the family.
2. Children finish developing their frontal
lobes around age 14, which means they
have the same moral capabilities as any
3. It is inhuman to try children. It is
against societies standards to hold
children fully responsible.
A moral appeal of what is right or wrong. A
statement against this (3.) would be, “As long as Return
its justice its fair.
Emotional Appeal -
Ethical Appeal - Call to Action
Picture of an
Joiner Kersee. Emotional Appeal