Persuasive writing

Persuasive writing is used to convince the reader of the writer’s argument. This may involve persuading the reader to perform an action, or simply consist of an argument convincing the reader of the writer’s point of view. Persuasive writers employ many techniques to improve their argument and show support for their claim.

Ethos, Logos and Pathos in Persuasive Writing

By appealing to their credibility, writers can make their claims more believable. This is called an appeal to ethos, as defined by Aristotle. The writer builds on his or her ethos by writing with clarity (an important element of style) and eliminating contradictions within the text itself. The writer will be more credible to the target audience if there are no internal errors in syntax and mechanics as well as no factual errors in the subject matter.

The writer will also appeal to logic when writing to persuade. This appeal is known as logos. This appeal is manifested in the supporting statements for the writer’s claim. In most cases, a successful appeal to logos requires tangible evidence, e.g. a quote from acknowledged written material. The writer will appeal to the rationality of the audience.

Finally, and possibly most importantly for persuasive writers, is the appeal to emotions or pathos. “A successful pathetic appeal will put the audience in a suitable mood by addressing their knowledge of or feelings about the subject” (Mendelson). This can be a very effective way to win over an audience.

Most persuasive writing techniques use an effective combination of all three appeals.

Traditional Structure in Persuasive Writing

Here is a list of the traditional parts that can be used to strengthen an argument presented in persuasive writing. While these do not have to be followed exactly or in this order, they are helpful in forming the structure in persuasive writing.

Exordium, or introduction
Narration, or background statement of the facts
Partition, or forecast of the topics to be presented
Conformation, or the confirmation of the piece. In contemporary English classes, this would be called the body of the text.
Refutation, or discussion of alternatives
Peroration, or a conclusion. It’s often helpful to tie the conclusion back to the introduction in order to strengthen your claim.

Common Techniques

Emphasizing benefits while ignoring drawbacks
Writing in active voice rather than passive voice
Writing in short sentences and shorter words
Creating a list of 'For and Against' points
Capturing the reader's interest from the first sentence
Using connectives e.g. Furthermore, Moreover and Therefore
Making opposing facts seem like problems
Using a lively anecdote to persuade your reader
Asking rhetorical questions
Using "in fact" and "indeed" to strengthen your viewpoint
Using "however" to offer a contrasting viewpoint
Ending with a positive and interesting statement
You can also use "loaded words" such as " predicament" or " the scenic sunrise"
Using personal pronouns such as "we" and "us" to make the reader feel more involved.

Visual Appeals

Visual appeals can add to the effectiveness of the written word alone. Using complementing visuals can help strengthen arguments. This improves the visual rhetoric by making the page more appealing and allowing the reader more access to the page.

Early Rhetoric and Persuasive Writing

Early rhetoricians dealt with this type of writing and oration. Cicero most notably defined this kind of writing as the grand style in his work Orator. Cicero states, “This eloquence has power to sway man’s mind and move them in every possible way” (Cicero). He also states, however, that the most effective orator, or in this case, writer, uses a combination of the plain, middle and this grand style to suit the context.

References

Mendelson, Michael. "A Glossary of Rhetorical Terms."