PERSUAS

IVE
LANGUA
Mastering the Art of

GE
Influence
 LEARNING
1
OBJECTIVES
Understand the concept of
3
persuasive language and its
Understand the purpose and
function of a range of persuasive
importance in communication. language features.

Apply this knowledge to create

Identify and differentiate
2 between the three main
persuasive appeals: ethos,
4 and present their own persuasive
arguments using appropriate
language and appeals.
pathos, and logos.
WHAT IS
PERSUASIV
E
LANGUAGE?
Persuasive language refers to the use of rhetoric
and communication techniques
aimed at influencing the beliefs, attitudes,
or behaviours of others.

It involves crafting messages that appeal to logic,

emotion, and credibility to persuade an audience
to adopt a particular viewpoint, take a specific
action, or support a particular cause.
WHY IS IT
IMPORTANT
?
Learning about persuasive language is important
because it equips us with the skills to effectively
communicate our ideas, influence others, and
advocate for change.

In this increasingly digital world where

information is constantly being disseminated
through various channels, it also allows us to
critically evaluate the messages we encounter so
that we can make more informed decisions and
judgements about the world.
 GROUP
BRAINSTORM
Brainstorm as many situations as you can
think of where persuasive language
and/or appeals might be used.
 HERE’S THREE
A heart-breaking
advertisement for a
EXAMPLES...
A politician delivers a
persuasive speech
During a friendly
debate with a teacher,
a student uses rhetoric
charity organisation rallying support for a
to argue their case for
uses emotive language, proposed policy change,
extending the
direct address and vivid employing statistics,
assessment due date,
imagery to persuade anecdotes and rhetorical
appealing to reason,
viewers to donate to a devices to sway public
emotion and shared
worthy cause. opinion.
values.
 Advertisements Social Media Posts Proposals

Political Speeches Essays Letters of Complaint

Opinion Columns These text types Speeches

might also use

Editorials persuasive Product Reviews

language!
Debates Fundraising Appeals Testimonials

Public Service
Job Applications Court Cases
Announcements
 TYPES
OF
APPEA
Logos, Ethos and Pathos

LS
There are three main types of rhetorical appeals. These are:

LOG ETH PATH

OS OS OS
LOGOS
The Greek word for 'word', 'reason' or 'plan'.

Logos refers to the use of logic, reasoning, and

evidence to persuade an audience.

Writers or speakers use logos to appeal to the

audience's intellect and rationality, providing
them with logical reasons to support a particular
argument or viewpoint.

Let’s look at some techniques that apply to logos.

ACTIVITY TIME
See if you can match up the
following techniques with their
correct definitions and examples.
 MATCH UP
FACTS & ACTIVITY
EXPERT JARGON FORMAL
STATISTICS OPINION LANGUAGE
DEFINITION

Using specialised
Using a quote from an Language that is Verified information or
terminology or
expert or claiming precise, structured, numerical data used
subject-specific
S

that a respected and adheres to as evidence-based

language associated
figure agrees with the grammatical rules and support to bolster
with a particular field
argument presented. conventions. arguments.
or profession.
EXAMPLES

“It is imperative that “According to “Approximately 1 in 4

“The defendant
we carefully consider Professor Howard students admit
pleaded guilty to
the long-term Ong, urgent action is they’ve cheated
three counts of
implications of this needed to address during an
aggravated assault.”
decision.” climate change.” assessment.”
 ANSWERS
FACTS & EXPERT JARGON FORMAL
STATISTICS OPINION LANGUAGE
DEFINITION

Using specialised
Verified information or Using a quote from an Language that is
terminology or
numerical data used expert or claiming precise, structured,
subject-specific
S

as evidence-based that a respected and adheres to

language associated
support to bolster figure agrees with the grammatical rules and
with a particular field
arguments. argument presented. conventions.
or profession.
EXAMPLES

“Approximately 1 in 4 “According to “It is imperative that

“The defendant
students admit Professor Howard we carefully consider
pleaded guilty to
they’ve cheated Ong, urgent action is the long-term
three counts of
during an needed to address implications of this
aggravated assault.”
assessment.” climate change.” decision.”
 QUESTIONS TO
ASK when evaluating logos

1. Does the argument present relevant facts, statistics, evidence or logical reasoning
to support its claims?

2. Is the information drawn from reliable and credible sources?

3. Is the argument structured in a logical and coherent manner, leading to a clear

conclusion?

4. Are there any flaws or inconsistencies in the argument's reasoning that you can
identify?
ETHOS
Ethos is the Greek word for 'character'.

Ethos focuses on establishing the credibility,

authority, and trustworthiness of the speaker or
writer.

This involves demonstrating expertise in the

subject matter, highlighting relevant qualifications
or credentials, and establishing a sense of integrity
and ethical character.

Let’s look at some techniques that apply to ethos.

ACTIVITY TIME
See if you can match up the
following techniques with their
correct definitions and examples.
 MATCH UP
APPEALS TO
ACTIVITY
TESTIMONIALS/
ENDORSEMENTS LISTING
ACKNOWLEDGIN
G COUNTER-
ETHICS CREDENTIALS ARGUMENTS
DEFINITION

Mentioning qualifications
Addressing opposing Using statements or Appealing to the
or achievements such as
viewpoints or appeals from third audience’s sense of
awards, education
S

potential objections parties such as right and wrong,

levels or professional
with honesty and customers, celebrities, moral standards, or
specialties.
respect. influencers or experts. ethical principles.
EXAMPLES

“While some argue that

“I've worked with “One happy customer “As stewards of the
stricter gun laws may
infringe on our rights, it's hundreds of reported she lost 10kg Earth, we must take
important to consider the teenagers in my role after switching to our action to preserve our
need for public safety and as a clinical company’s healthy natural resources for
the prevention of gun- psychologist for the shakes range.” future generations.”
related violence.”
last 30 years.”
 ANSWERS
TESTIMONIALS/ ACKNOWLEDGIN
APPEALS TO ENDORSEMENTS LISTING G COUNTER-
ETHICS CREDENTIALS ARGUMENTS
DEFINITION

Mentioning qualifications
Appealing to the Using statements or Addressing opposing
or achievements such as
audience’s sense of appeals from third viewpoints or
awards, education
S

right and wrong, parties such as potential objections

levels or professional
moral standards, or customers, celebrities, with honesty and
specialties.
ethical principles. influencers or experts. respect.
EXAMPLES

“While some argue that

“As stewards of the “One happy customer
“I've worked with stricter gun laws may
Earth, we must take reported she lost 10kg infringe on our rights, it's
hundreds of
action to preserve our after switching to our important to consider the
teenagers in my role
natural resources for company’s healthy need for public safety and
as a clinical the prevention of gun-
future generations.” shakes range.”
psychologist for the related violence.”
last 30 years.”
 QUESTIONS TO
ASK when evaluating ethos

1. What credentials, expertise, or qualifications does the speaker or writer possess to

establish their credibility on the topic?

2. Does the speaker or writer demonstrate honesty, integrity, and trustworthiness in

their approach?

3. Are there any potential biases or conflicts of interest that may impact the credibility of
the argument?

4. How does the speaker or writer establish rapport with the audience and build trust
throughout the argument?
PATHOS
Pathos is the Greek word for 'suffering' and
'experience'.

Pathos involves appealing to the audience's emotions,

values and desires.

By eliciting emotional responses such as empathy,

sympathy, joy, anger or fear, the speaker or writer
seeks to create a strong emotional connection and
motivate them to take action or adopt a particular
viewpoint.

Let’s look at some techniques that apply to pathos.

ACTIVITY TIME
See if you can match up the
following techniques with their
correct definitions and examples.
 MATCH UP
EMOTIVE ACTIVITY
FIGURATIVE RHETORICAL PERSONAL
LANGUAGE LANGUAGE QUESTION ANECDOTES
DEFINITION

Using words or Using words with

Asking a question that A short story or
expressions that make strong emotional
implies its own account based on the
abstract comparisons connotations to
S

answer or that the speaker or writer's own

(e.g. simile, metaphor, position the
audience is forced to experiences or
personification, audience to feel a
answer themselves. observations.
metonym, idiom). particular way.
EXAMPLES

“As the flames of

“This profound cruelty
injustice rage on, we “Can we really “In my local
is inflicted upon
must stand together afford to ignore this community, I started a
helpless animals for
as a beacon of hope, problem any recycling awareness
the sake of profit.”
lighting the path to a longer?” program.”
better future."
 ANSWERS
EMOTIVE FIGURATIVE RHETORICAL PERSONAL
LANGUAGE LANGUAGE QUESTION ANECDOTES
DEFINITION

Using words with Using words or

Asking a question that A short story or
strong emotional expressions that make
implies its own account based on the
connotations to abstract comparisons
answer or that the speaker or writer's own
S

position the (e.g. simile, metaphor,

audience is forced to experiences or
audience to feel a personification,
answer themselves. observations.
particular way. metonym, idiom).
EXAMPLES

“As the flames of

“This profound cruelty
injustice rage on, we “Can we really “In my local
is inflicted upon
must stand together afford to ignore this community, I started a
helpless animals for
as a beacon of hope, problem any recycling awareness
the sake of profit.”
lighting the path to a longer?” program.”
better future."
 QUESTIONS TO
ASK when evaluating pathos

1. What emotions does the argument evoke in the audience, and how are they elicited?

2. Are there compelling stories, vivid imagery, or personal anecdotes used to engage
the audience emotionally?

3. Does the argument appeal to the audience's values, beliefs, or sense of identity to
evoke emotional responses?

4. Do the emotional appeals seem balanced and appropriate, or do they rely excessively
on manipulation or sensationalism?
 GROUP
BRAINSTORM
Can you think of any other persuasive
language features that we haven’t
already discussed?
 ? ? ?
“You wouldn't want your
“We need to act now if we “Let's cut to the chase
children to become
want to preserve the Earth and get down to
victims of cyberbullying
for future generations.” business.”
too.”

? ?
“Together, united, we can Can you name “Join the hundreds of
overcome any problem, satisfied customers who
any obstacle, any these have already switched to
challenge.” our product.”
techniques?
? ? ?
“We have passion in our “There are a million “She's a modern-day
hearts, purpose in our reasons why the Shakespeare, captivating
actions and perseverance government’s plan won't audiences with her
in our endeavours.” work.” eloquence.”
 INCLUSIVE DIRECT COLLOQUIAL
LANGUAGE ADDRESS LANGUAGE
Use of the first person Use of the second person Informal, everyday
plural words 'we', 'us' and pronoun 'you', 'your' or language that is
'our' to unify the writer and 'yourself' to speak directly characteristic of ordinary
audience. to the audience. conversation.

REPETITION BANDWAGON
Can you name APPEAL
Suggesting that everyone
The purposeful re-use of else is doing or believing
words or phrases for these something, so the audience
emphasis. should too.
techniques?
TRICOLON HYPERBOLE ALLUSION
The use of exaggerated or An expression designed to
The repetition of words,
extravagant language to call something to mind
phrases, or clauses in
emphasise a point or without mentioning it
groups of three.
create a dramatic effect explicitly.
SHAPING
LANGUAG
E
Context, purpose &
audience
COMBINING
APPEALS
It's important to understand that most persuasive
texts utilise a combination of different types of
appeals — logos, ethos, and pathos — to
effectively persuade their audience.

However, the specific appeals used can vary

depending on the context, purpose, and
audience of the persuasive text.

Let’s consider this further...

 CONTEXT
Context refers to the circumstances, environment, or
setting in which something occurs or is situated. The
context in which a persuasive text is presented can
greatly influence the choice of appeals.

For example, an argumentative In contrast, a persuasive speech at

essay about the importance of a charity fundraiser may heavily
renewable energy may primarily rely emphasise pathos, using emotional
on logos, presenting facts and stories and appeals to inspire people
statistics to support its arguments. to donate to the cause.
 PURPOSE
Purpose refers to the reason or intention behind a piece
of writing or spoken communication. The purpose of the
persuasive text also plays a significant role in
determining the appeals employed.

For example, if the goal is to inform On the other hand, if the goal is to
and educate, logos may be the motivate action or change
predominant appeal used to present attitudes, pathos may be used to
logical arguments and evidence to evoke emotional responses and build
the audience. connections with the audience.
 AUDIENCE
Audience refers to the group of people who receive a
message, whether it's spoken, written or visual. The
characteristics of the target audience can influence which
appeals are most effective.

For instance, an audience consisting In contrast, a general audience may

of experts or academics may be more receptive to appeals to
respond more favourably to appeals pathos, connecting more with
to logos, appreciating well-reasoned emotional stories and relatable
arguments and evidence. personal anecdotes.
 ACTIVITY TIME
Working in small groups, you’ll be presented
with a unique scenario. Based on the context,
purpose and audience, discuss the type/s of
appeal that you believe would be most effective
and create three different examples of
persuasive language features you could use to
persuade your audience.
SCENARIO 1 SCENARIO 2 SCENARIO 3
Context: A school Context: A community Context: A marketing
assembly discussing the meeting discussing the presentation pitching a
importance of construction of a new new product (a wearable
implementing a recycling recreational facility. fitness tracker) to
program. potential investors.
Purpose: To persuade
Purpose: To persuade community members to Purpose: To persuade
students and teachers to support or oppose the investors to provide
participate in recycling construction project. funding to develop and
efforts. launch the product.
Audience: Residents of
Audience: Students, the community, local Audience: Venture
teachers, and school staff. officials, and stakeholders. capitalists, investors, and
potential stakeholders.
SCENARIO 4 SCENARIO 5 SCENARIO 6
Context: A student Context: A public health Context: A student-led
council meeting discussing campaign promoting campaign to encourage
proposed changes to the vaccination in response to classmates to volunteer at
school dress code. a disease outbreak. a local charity.

Purpose: To persuade Purpose: To persuade Purpose: To persuade

student council members community members to fellow students to
to approve revisions to the get vaccinated to prevent participate in volunteer
dress code policy. the spread of the disease. activities.

Audience: Student Audience: Residents of Audience: Student body,

council members from the community, including particularly peers who
different grade levels. individuals hesitant about may not typically engage
vaccination. in community service.
WRAPPING
UP
Persuasive language and appeals are
powerful tools that can shape attitudes,
influence behaviours and drive positive
change.

By understanding the different modes of

persuasion and employing effective
techniques responsibly and ethically, we
have the ability to captivate audiences,
inspire action, and make a lasting
impact around issues that are really
important to us!