Persuasive techniquesPersuading the reader

Contrast

This is a comparison of two things intended to highlight one of them because of the contrast.

How it works

• By showing the different viewpoints, the writer is showing that they are fair and this makes them a more reliable source of information.
• The reader will see the writer as balanced, honest and trustworthy.

Criticising the opposition

This is where a writer will mention all of the alternative arguments and explain their downfalls.

How it works

• The writer is showing that they are aware of what the reader could be thinking.
• The writer is making sure that the reader knows all of the negative points about the opposition.
• It also makes the writer seem knowledgeable and that what they are saying is important.

Emotive words

These are words that are deliberately designed to make a reader have strong feelings. These can be positive or negative.

How it works

• Human beings will react to some words very positively. Words like 'love', 'happiness', 'wealth' and 'good health' make us feel good.
• Other words, such as 'death', 'illness', 'poverty' and 'tears' make us feel negative.
• Writers are very clever with the words that they use in order to persuade us of their argument.

Emotive pictures

These do not have to be actual pictures. They may be a description of a picture. A detailed description of a picture can put an image in the mind of the reader.

How it works

• An emotive picture will either be one that is really happy or really unhappy. It will depend on what the writer is trying to achieve.
• Trying to get the reader to picture a sad scene or happy scene is the writer’s way of making the reader feel good about being on their side or bad if they are not.