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Persuasive Language. How to Create Voice in Your Public Service Announcement. Alliteration Anecdote Bias Clich és Colourful Words / Descriptive language Emotional appeal. Emotive language Evidence Exaggeration Generalization Inclusive Language Repetition Rhetorical Question.

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Persuasive language

Persuasive Language

How to Create Voice in Your

Public Service Announcement


Techniques

Alliteration

Anecdote

Bias

Clichés

Colourful Words / Descriptive language

Emotional appeal

Emotive language

Evidence

Exaggeration

Generalization

Inclusive Language

Repetition

Rhetorical Question

Techniques


Alliteration
Alliteration

  • Repeating and playing upon the same letter

  • eg: 'a back-breaking job‘

    • Persuades by adding emphasis and reinforcing meaning


Anecdote
Anecdote

  • A short account or story of a sad, heart warming or interesting situation

  • Eg: ‘Jimmy spends five hours a day walking to get water. . .‘

    • Usually makes reader sympathetic and receptive to the point


Bias

  • One-sidedness in presentation of view/opinion

  • Eg: The cigarette industry generates billions of dollars for the economy

    • Can influence the reader by intentionally only presenting one side of the argument


Clich s
Clichés

  • Worn-out, over-used expressions

  • eg: “Life or death situation", "Turning over a new leaf“

    • These are familiar, often colloquial, a shortcut to convey meaning


Colourful words descriptive language
Colourful Words / Descriptive Language

  • Words that are heightened, lively, vivid and full of interest

  • eg: hot = blistering, sultry, muggy, suffocating, steamy, wilting.

    • These produce a picture and/ or induce an emotion. Engage the reader.


Emotional appeal
Emotional Appeal

  • Play on peoples emotions such as fears, insecurities, desires, hopes and values.

  • Can target moral values, patriotism, a sense of justice or injustice, family values, customs & tradition.

  • Eg: “I am Canadian”

    • Can manipulate the reader by triggering an emotional response


Emotive language
Emotive Language

  • The deliberate use of strong emotive words to play on people's feelings.

  • Language that carries strong emotions

  • Eg: words like sleazy, slimy, vicious, disgusting, outrageous.

    • Evoke a strong emotional response in a reader to coerce/force agreement


Evidence
Evidence

  • Information, facts or statements used to support a belief, opinion, point of view or proposition.

  • Eg: statistics, research, expert opinion, facts

    • Positions the reader & adds weight to the author's argument


Exaggeration
Exaggeration

  • Overstatement, stating the case too strongly, magnifying importance.

  • Eg: “It will be a disaster of epic proportions!“

    • Exaggeration makes a point dramatically to reinforce it


Generalizations
Generalizations

  • A general statement that claims that whatever is being said is true for most or a majority

  • Eg: "Children see too much violence on TV“

    • These statements may not be wholly correct, but they are easy to identify with


Inclusive language
Inclusive Language

  • Includes reader/audience, engages them, sounds friendly

  • Eg: "We all know that ...“, “Together, we can make a difference”


Repetition
Repetition

  • Repeated words, phrases, ideas

  • Eg: "Never, never, should we stand by and let this happen.“

    • Gives emphasis & prominence to a point/idea, repeats ideas to reinforce point & make reader remember it.


Rhetorical questions
Rhetorical Questions

  • Questions that have the answer embedded in them

  • Eg: “Would YOU accept these third-world hospital conditions in our country?“

    • The answer seems obvious, so this is a very powerful manipulating device. You find yourself agreeing with the speaker automatically


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