Persuasive Essay: a QuickStudy Digital Reference Guide

Introduction

Before you write a persuasive essay, you must decide what persuasion involves. Persuasion may be written or oral: a formal paper, a memo, an advertisement, or a sales pitch. You may wish to persuade people to buy something, switch brands, share your political beliefs, adopt an ethos, or solve a problem your way. Some persuasions involve money; some don’t. Ultimately, all persuasions are sales pitches of one kind or another.

Communication: Persuasion is a communication technique with three parts:

Logos: Appeal to reason

Reason is an essential part of any persuasion, but its importance varies widely. In some persuasions, its role is minimal.

EX: You’re hungry; food satisfies hunger; here it is. At this level the argument is rarely conscious—it’s that obvious.

Reason may be the only element of the persuasion that matters.

EX: A public utility in Waterfront City has been asked to draw 50% of its energy from renewable sources by a given deadline. It researches all available options in the region and persuades the city council that wind turbines are the most economical and efficient source of renewable energy in the neighborhood. In this case, the goal (renewable energy) has already been determined, so the council simply needs to be persuaded that other options (e.g., solar or hydro power) are less practical.

Ethos: Appeal to belief Belief is not a factor in every argument, but it can be pivotal.

EX: Waterfront City has high utility rates and an extensive, privately owned beachfront with strong ocean breezes. The wealthy owners of beachfront property object to wind turbines and have long blocked any such proposal. In a case like this, the indignation of those defending the public good against self-interest may be more persuasive (politically as well as morally) than any economic argument.

Pathos: Appeal to emotion

Emotion is the principal focus of most people trying to master the art of persuasion, and with reason. While logic may convince the mind and ethos the conscience, pathos-based arguments are far more likely to move people to action or hold their imagination than either a logos or ethos argument alone.

EX: In Waterfront City, logos arguments (economic based) favored wind turbines twenty years ago, but the council ignored them. While the public good argument is ethos based, that too had no influence alone. However, when public advocates called attention to the selfishness of the wealthy beach owners and roused the indignation of the locals, the council could not hold out.

How do you decide what technique to emphasize? Start by examining goals—both yours and that of your audience.