INTRODUCTION

The mass media is where important issues are

debated and discussed. Election campaigns are
fought and won over issues. Everyone has an
opinion. But who should you believe? What are
the facts? Who should you vote for? If you have an
understanding of how persuasive language works,
you’ll be able to see through persuasion and
rhetoric to answer these questions.
If you understand how language is used to
persuade, you are much more likely to have a
sophisticated understanding of issues in society.
You’ll be able to see through rhetoric, focus on the
facts and confidently address the important issues
facing our society.
What’s more, if you care deeply about an issue,
you can also engage in this sort of important
discussion. Write to your local newspaper,
comment on blogs, engage in discussions on social
networking.

LANGUAGE If you care about an issue, understanding how

language works means you’ll be able to successfully
engage in the debate.

ANALYSIS Understanding persuasive language, however,

doesn’t just involve complex social issues. The
modern world is saturated with advertising -
Study Pack for Year 10
newspapers, television, social networking, bus
shelters and billboards. Understanding how
persuasive language works will help you navigate
the world of advertising.
Creative Content Australia Persuasive Language
 Contents
PERSUASIVE LANGUAGE TECHNIQUES ............................................................................................. 2
 IDENTIFYING PERSUASIVE TECHNIQUES.............................................................................................................................. 8
APPEALING TO EMOTIONS ................................................................................................................... 9
TONE! WHAT IS TONE?! ........................................................................................................................ 10
 IDENTIFYING TONE ............................................................................................................................................................12
PREPARING YOUR ANALYSIS .............................................................................................................. 13
WRITING YOUR ANALYSIS .................................................................................................................. 14
USING QUOTES....................................................................................................................................... 15
PUNCTUATION IN QUOTES ................................................................................................................ 16
 INTEGRATING QUOTES ......................................................................................................................................................17
USEFUL PHRASES ................................................................................................................................... 18
VISUAL TEXTS ......................................................................................................................................... 19
 VISUAL ANALYSIS ................................................................................................................................................................21
FINAL DOS AND DON’TS ...................................................................................................................... 22

1
 Persuasive language techniques
When you are confronted with a piece of persuasive writing, it is useful to think
about how the writer is using language to persuade. Writers can use numerous
strategies to convince you of their point-of-view.

Word Visual Definition Example Effect

Ad hominem attacks can After Sally presents an - The result of an ad
take the form of overtly eloquent and compelling hominem attack can be to
attacking somebody, or case for a fairer taxation undermine someone's case
more subtly casting system, Sam asks the without actually having to
doubt on their character audience whether we engage with it.
Ad Hominem

or personal attributes as should believe anything

a way to discredit their from a woman who isn't
argument. married, was once
arrested, and smells a bit
weird.
The occurrence of the An angry alligator, - Adds emphasis,
same letter or sound at aggressively attacked reinforces meaning.
Alliteration

the beginning of adjacent another alligator. - Draws attention to key

or closely connected words or ideas.
words. Memorable.
A comparison between The structure of an atom - To explain and justify the
one thing and another, is like the structure of a argument so the reader
typically for the purpose solar system. The nucleus understands it better.
of explanation or is the sun, and electrons
clarification. are planets revolving
around their sun.

Analogies are a lot like

bridges. They serve to
transport people from
the unknown to the
known, but there are
limits to how far they can
Analogy

stretch, and they will

collapse under excessive
tension.
Assonance is the But some punks want to - Assonance gives internal
repetition of vowel jump up rhyme and rhythm to
sounds in nearby words. With a sharp tongue and language.
It is used to reinforce fronts up - This helps to create
the meanings of words Like we got here by mood and pace, the
or to set the mood. dumb luck repetition of the short u
But they just want to in the example, helps to
Assonance

become us. create a fast, sharp energy,

 “Banagarang” that emphasises the effect
Doomtree of the words - jabbing at
their competitors.

2
 People's concern about ‘The government is going - Positions the reader to
Appeal to the

their financial wellbeing, to desperately claw reject the view of those

hip pocket

positions readers to feel money out of purses and who want to raise prices,
threatened by those who wallets.’ fees etc.
nerve

want to raise prices

Assumes a commitment ‘Don’t let your - Positions the reader to

to our group, a love of community down—you agree with (and possible
our country, that old owe it a helping hand so take part in) actions that
ways of doing things it can help you in the will benefit the nation or
patriotism
Appeal to

should be highly valued. future.’ the group.

Suggests that people’s ‘If we don’t act now we - Pressures the reader to
safety, security or will be in mortal danger’ feel that solutions are
freedom are at risk. needed urgently so they
Appeal to fear

should agree with the

proposals.

Suggests that traditional The government needs - Leads the reader to view
family life provides the to make the well-being of traditional nuclear families
family values

essential values for a families a top priority to as most desirable.

Appeal to

healthy, stable society. ensure parents have the

time and resources to
care for children.
Plays on our belief that ‘the death penalty is the - Positions the reader to
we all have the right to ultimate form of cruel agree that ‘the punishment
Appeal to sense

be treated fairly. and inhuman punishment, should fit the crime’.

and a violation of
of justice/
fairness

fundamental human
rights’

Overused phrases that a ‘Let’s hope he turns over - Reassure the reader
wide range of readers a new leaf’ through a family
can recognise. expression that can
position the reader to
accept an idea because
they are lulled into an
Cliché

uncritical mindset.

Is casual conversation “Aye mate, how are ya?” - Everyday spoken

Colloquial Language

where some slang terms language gives your writing

are used and where no a casual, relaxed effect.
attempt is made at being - Colloquial language is
formal. not necessarily “wrong,”
but it is used when a
writer is trying to achieve
informality.

3
 Is convincing someone of My three decades of - Ethos confirms the
the character or experience in public credibility of the
credibility of the service, my tireless writer/speaker, making
persuader. commitment to the them more trustworthy in
people of this the eyes of their
community, and my readers/listeners, who are
willingness to reach then more easily
across the aisle and persuaded by their
cooperate with the arguments.
opposition, make me the
Ethos

ideal candidate to be you

mayor.
Professional who has Educational experts say - The reader is persuaded
acquired knowledge and “Student are get to believe, or trust in, the
skills through study and depressed because of ideas/opinions of experts.
practice over the years, homework.” Readers give more credit
in a particular field or to an argument that is
subject, to the extent backed by experts.
Expert Opinion

that his or her opinion

may be helpful in fact
finding, problem solving,
or understanding of a
situation
Formal language and “Dear sir” and “Hey - Makes the reader feel
informal language are mate” closer to the text
Informal

associated with personally and positions

Formal
versus

particular choices of the reader to be

grammar and vocabulary. persuaded.
The quality of being Totally Artraged' as a pun - Persuasive by dismissing
amusing or comic, on 'Totally Outraged' opposing views, providing
especially as expressed in when talking about a more engaging and
Humour

literature or speech. controversial art. friendly tone, and sway an

audience by having them
enter into the joke.
Use the superlative form The best party hits album - Depending on context,
Hyperbole

of the adjective to add ever! can be used to convince

strength to your the audience by
argument and make your emphasising the idea.
writing more believable.
Is a figure of speech in What made me take this - It engages the reader
which a writer raises a trip to Africa? There is while also informing them.
question and then no quick explanation. - The major purpose of
immediately provides an Things got worse and using hypophora is to
answer to that question. worse and worse and create curiosity among the
Commonly, a question is pretty soon they were readers, while a well-
Hypophora

asked in the first too complicated... timed pause, or silence,

paragraph and then the produce heightened
paragraph is used to tension, to create
answer the question. emphasis.

4
 Using “we”, “our”, “us”, “We all know that…” - The reader is positioned
etc. to include the to agree with the writer
readers in the same because it appeals to their
group as the writer. desire to belong to the
Language
Inclusive

group, or plays on their

fears of being excluded or
seen as an outsider.
Is when somebody “It's all their fault, - Can be used to target or
excludes somebody else because they are the accuse particular group, as
Exclusive
Language

through the words that ones who made the well as creating a “them
they use. decision. and us” mentally.

Is an appeal to logic, and The longer students - It positions the reader to

is a way of persuading an study the smarter they be persuaded by reason.
audience by reason. will become. - Appeals to the common
sense of the reader.
Logic

A figure of speech in - It’s raining cats and - Appropriate use of

which a word or phrase dogs. metaphors can appeal
is applied to an object or - The skies of his future directly to the readers’
action to which it is not began to darken imaginations, and use their
literally applicable (Darkness is gloomy and senses to create more
threatening, this implies, powerful images when
therefore, that the attempting to
coming times are going to communicate a message.
be difficult.) - Metaphors can offer the
Metaphor

reader a new
perspective/way of looking
at an idea, or person.
- Connotation refers to The stupid mutt needs a - Words may have positive
the additional meaning leash, so he doesn’t run or negative connotations
we associate with a away at the park. depending on the social,
word other than its cultural, personal
explicit/literal meaning. experiences of individuals.
- Negative connotation is For example, the words
Negative Connotation

when the word implies childish and youthful have

something negative. the same denotative
- Positive connotation is (literal) but different
when the word implies connotative (associated)
something positive. meaning. Childish has a
negative connotation
when referring to a
person’s behaviour -
This man’s best friend implying that the
needs to be kept on a behaviour is immature,
leash, so that he doesn’t whereas the word
get lost at the park. youthful could imply that a
Positive Connotation

person is lively and

energetic.
- Connotations allow
writers to add meaning to
their works, without
having to directly state
what they think.
5
 Pathos is an appeal to “There are plans for a - Appeals to the reader's
emotion, and is a way of national helpline. This emotions, drawing on
convincing an audience should be fast-tracked. In emotions like sympathy,
of an argument by the desperate, late-night sorrow, love, etc., can
creating an emotional hours, a prompt reply manipulate readers into
response could make the difference developing connections
Pathos

between life and death.” with an argument.

A joke exploiting the I tried to come up with a - Grabs the reader’s

different possible squirrel pun but interest and attention,
meanings of a word or everything I thought of especially through the use
the fact that there are was nuts. of humour.
words which sound alike
but have different
Pun

meanings.
Rebuttal refers to an However this isn't - The purpose of a
attempt to disapprove, entirely true as... rebuttal is to prove that
contradict or argue the opposing argument is
against an opposing false, this may mean that
argument, by using the author suggests an
Rebuttal

reasoning and evidence. argument that they

disagree with, in order to
criticise it and pull it apart.
The action of repeating ‘It’s a simple choice, a - Increases the impact of
something that has simple plan, a simple the main point or key
Repetition

already been said or solution’ term and so engages the

written. reader’s attention.

A rhetorical question is a ‘How can we be - Suggests that the

question that you ask expected to abandon our ‘answer’ is self-evident and
without expecting an cars in favour of public therefore the reader must
answer. The question transport when the agree with it.
might be one that does system is in such despair?’
Rhetorical question

not have an answer. It

might also be one that
has an obvious answer
but you have asked the
question to make a
point, to persuade or for
literary effect.
A figure of speech ‘The team was about as - Create a striking and
involving the comparison effective as a walking memorable images, often
of one thing with corpse.’ with emotional impact
another thing of a than can influence the
different kind, used to reader’s viewpoint. (Like
make a description more metaphors).
Simile

emphatic or vivid (e.g. as

brave as a lion ).

6
 The use of irony to “English is definitely my - To discredit an argument
mock or convey favourite subject, because through mockery.
contempt. I really love all the
reading and I never get
bored of writing essays,
they are the best.”
Sarcasm

muttered a year ten

student to Miss
Boronovskis.
The use of humour, Some shows in TV are - The role of satire is to
irony, exaggeration, or satire, like SNL, The Daily ridicule or criticise the
ridicule to expose and Show, The Colbert Report. vices, stupidity, follies of
criticize people's These shows claim to those within society,
stupidity or vices, target what they think particularly those with
particularly in the are stupid political and power in society.
context of contemporary social viewpoints. A - The writer considers it
politics and other topical sample of Stephen their obligation to expose
issues. Colbert’s social satire: these problems, and to
“If this is going to be a warn society.
Christian nation that - The function is not
doesn’t help the poor, simply to make people
either we have to laugh at the persons, or
pretend that Jesus was ideas, that they are making
just as selfish as we are, fun of, but to warn
or we’ve got to people/the public, to
acknowledge that He realise what is going on
commanded us to love and to change their
the poor and serve the opinions, or take action.
needy without condition,
Satire

and then admit that we

just don’t want to do it.”
A strategy that uses Walking into the zoo - Make the reader sit up
violent or extreme compound, we could and listen to your
action or imagery to hear the crying and argument. You can shock
shock someone into wailing of trapped them with pictures that
doing something. animals. The stench of appeal to the reader’s
stale faeces was almost sense of guilt or sympathy,
Shock tactic

unbearable. or by using words and

phrases which have
powerful associations or
connotations.
Numerical data 60% of Teenagers hate - A writer uses statistics
presented in school. to convince the reader
facts/figures, or in that they cannot argue
graphs, based on with “facts/numbers” that
research, that support prove the writer’s point.
Statistics

the argument. They are used to add

factual weight to an
argument.

7
Identifying persuasive techniques
• According to a recent survey, 67% of Australians agree.
• Professor Andrew Horner once described the proposal as a ‘disgrace’.
• Surely, we all agree that this is the right course of action.
• The money is a drop in the bucket compared to what the government spends on other
services.
• It’s a more humane, more sensible option.
• Can’t you do anything right?
• The government’s decision is nothing short of disgraceful and will cause untold trauma
and anguish for those involved.
• It will be the end of civilisation as we know it.
• There’s a million reasons the proposal won’t work.
• The decision was a kick in the guts for workers everywhere.
• He was as fit as a fiddle.
• The slaughter of sheep in overseas abattoirs is hideously brutal.
• It’s a problem that we can’t turn away from.
• The government has been working like dogs to achieve this change.
• Why should I have to put up with foul-mouthed language on public transport?
• Experts agree that treating drug addiction like a disease is the right thing to do.

Read over the sentences above, and identify which

persuasive techniques are being used. In some cases, there
might be than one!

8
Appealing to emotions
Writers will often appeal to different emotions to convince you of a particular point
of view. When you are reading a piece of persuasive writing, think carefully about
how the writer is trying to make you feel. Persuasive writers commonly appeal to
these emotions:
Compassion
Writers often make arguments that rely on exploiting the reader’s sense of compassion. This
type of argument makes the reader feel sorry for a particular group of people who have endured
some kind of hardship.
Fairness
No one likes being treated unfairly. Persuasive writers frequently play on their readers’ sense of
fairness to persuade. If a writer attempts to convince you that something is unfair or that people
have been treated poorly, they may be exploiting your sense of fairness.
Family
Everyone believes that family is important. As such, persuasive writers often appeal to a sense of
family and family values. These arguments often build support for a particular point of view by
claiming that the issue will have a damaging effect on family life.
Fear
Fear is a strong motivator and writers often use it to rally support for their point of view. An
argument in support of law and order, might create a sense of fear that the reader will be a victim
of crime.
Money
Money is important and we don’t like to feel that we’ve been ripped off. Writers often exploit
this to convince readers of a particular point of view, pointing out that they will be worse off
financially or might benefit from a particular decision. This is often called appealing to the ‘hip
pocket nerve’.
Patriotism
Belief in your country is a powerful emotion. Writers often stir up patriotic feelings to persuade.
If a writer points out how great your home country is, they might be playing on your sense of
patriotism.
This is not an extensive list of emotions. Whenever you are reading a piece of persuasive writing, think
about the emotions and attitudes that the writer might be playing on to persuade the audience of a
particular point of view. Think about how the author might have picked a particular emotional appeal to
target their specific audience, i.e. appealing to family values to convince mothers that they should not buy
sugary products, as those products are harmful to their children.

9
Tone! What is tone?!
When you are thinking about the use of persuasive language in a piece of writing, it
is also important to consider the tone. The word ‘tone’ refers to the overall feeling
of a piece of writing, or the feeling that the author is trying to express about their
subject.

When you are presented with a piece of persuasive writing, it’s useful to think
about how tone helps to persuade the audience. A humorous article, for example,
might persuade by gently poking fun at the people who support a particular idea. A
logical article might persuade by presenting a well-organised case supported by
evidence. In your analysis, always identify the tone of the article and explain how it
helps to persuade the audience.

Here are some common words to help you describe tone:

Angry – Aggrieved, bitter, exasperated, incensed, hostile, frustrated, outraged.

Arrogant – Condescending, patronizing, self-righteous, authoritative, preaching, stubborn.

Aggressive – Confrontational, hostile, attacking, abrasive, vitriolic, critical.

Concerned – Worried, troubled, bothered, upset.

Disappointed – Despondent, discouraged, disenchanted, disheartened, disillusioned,

dismayed, dispirited, downhearted, saddened.

Emotional – Emotive, heart-breaking, impassioned, passionate, moving, poignant,

touching, heart-felt, sentimental.

Excited – Exhilarated, exuberant, enthusiastic, lively.

Hopeful – Buoyant, cheerful, optimistic, positive.

Humorous – Amusing, funny, entertaining, comical, witty, light-hearted, tongue-in-cheek.

10
 Logical – Reasonable, moderate, rational, straightforward,

Negative – Bleak, cynical, dejected, demoralised, depressed, gloomy, hopeless,

melancholic, pessimistic.

Neutral – Impartial, balanced, objective, unbiased, diplomatic.

Sarcastic – Sharp, satirical, scathing, cutting, razor-edged, caustic, harsh, severe, spiteful,
vicious, venomous, vindictive, malicious.

Shocked – Alarmed, dismayed, appalled

Sympathetic – Compassionate, caring, kind-hearted, understanding, sensitive, supportive.

Keep in mind that these words and phrases are not an extensive list. When identifying the tone of a piece
of writing, think about how it sounds, then use your dictionary or thesaurus to find the right word to
describe its tone.

11
Identifying tone
• Our public parks and waterways are thriving, thanks largely to highly effective
environmental protection laws and the hard work of enthusiastic volunteers around
Australia. It’s terrific to see that we really care about our environmental legacy.

• The Prime Minister should hang his head in shame. The treatment of asylum seekers is
nothing short of a disgraceful blight on Australia’s international reputation. To the rest of
the world, we’re selfish and cruel and insular.

• We should feel sorry for the friends and families. They’re the real victims of road
accidents. Imagine the grief and sorrow that tears through a community in the aftermath
of a tragic accident like this.

• Thanks to the government’s broadband policy, we’re looking at a period of great promise
where Australians will have access to new, exciting employment opportunities and
business will experience incredible new growth.

• You should feel ripped off. After all it’s your tax dollars that have paid for this terrible
idea.

• Seeing people whose lives have been affected by gambling in this way is a harrowing
experience. You begin to understand the way that it tears apart families and harms the
most vulnerable people in our society.

• There are numerous reasons why we should start treating drug addiction like a disease.
First, punitive measures simply aren’t working. Second, it has been demonstrated time
and time again - in countries like Sweden - that this type of approach simply works.

Read the examples above and identify two words in each

that can be used to describe the tone.

12
Preparing your analysis
Before you write a language analysis essay, you must read and annotate the text to
better your understanding of it. The process of read, chunk, annotate will help you
to understand the key arguments and the techniques that are used to support the
author’s point of view (contention). It is important to understand the whole
text and how the author develops their argument across the text.

Read the article several times before you start writing and following the following
steps:
• Step One: Read
While you are reading you should be trying to identify the contention, audience, purpose
and tone of the piece. Think about how the tone might change throughout the piece.
• Step Two: Chunk
What are the key arguments/reasons that the author has used to support their
contention? Identify the key points that the author uses to support their contention. How
do the arguments connect/flow from each other? Does the author revisit arguments at
different points during the article?
• Step Three: Annotate
Identify and label all of the
persuasive techniques that you
can, in each chunk. Decide which
persuasive techniques you are
going to analyse in your writing
and note the effect(s) of those
techniques – how do they support
the argument? How do they
target/influence the audience?

13
Writing your analysis
Once you have read the article several times, and started to consider how the
writer is using language to persuade, it is time to start writing your analysis.
Remember, your analysis is a clear and straightforward discussion of how a writer
is using language to persuade.

Introduction
A good introduction is critical for all forms of analytical writing, and language analysis is no
different! Your introduction should show your understanding of the article and the issue, you
must identify and describe the following:
• Contention: What is the author’s overall argument? What is their stance on the issue?
• Audience: Who are they targeting? Who did they want to read this piece of writing?
• Purpose: What do they want their audience to think/do?
• Tone: What is the tone of the article, and what effect does it have on the reader?
• Issue: What is the issue that the author is exploring?
• Publication: Where is this article being published? (This should help you to identify the
audience).
Body paragraphs
In the body of your analysis, you need to clearly identify the different techniques that the writer
has used, and explain how they help to persuade the reader. Your body paragraphs should follow
this structure:
• Argument: Explain one the arguments (reasons) the author makes to support their
contention.
• Technique: Explain one of the persuasive techniques the author employs to make this
argument.
• Evidence: Provide evidence of this technique.
• Effect: What is the effect/impact of the technique? What does it make the reader
think/feel/do?
• Technique: Explain a second (different!) technique that the author uses to make this
argument.
• Evidence: Provide evidence of the second technique
• Effect: Explain the effect/impact of this technique, how does it work with the first
technique?
Conclusion
The conclusion should bring your analysis to a close, giving an overview of the different techniques
that the author has used to persuade. Advanced conclusions will comment on how the persuasive
language, and the arguments, are developed to lead the intended audience to agree/act on the
author’s contention.

14
Using quotes
In your analysis you will need to use short examples which help to explain how the
writer has used a particular technique to support their argument. Try to keep these
quotes (examples) short and appropriate. Integrating quotes – quoting a few words,
or part of a sentence – in a sentence of your own, can help to explain the impact
of language more successfully than copying a whole sentence.

Here is an example of how to include a short quotation:

From the outset of the article, the writer contends that people who download film and
television shows are nothing but “thieves”. The use of this emotive word helps to
influence the reader that internet piracy is wrong, by attaching the negative connotation
of theft, to the people who download media content.

If you need to include a whole sentence, use a colon to introduce the quote:
Towards the beginning of the article, the writer argues that people who download film
and television are doing the wrong thing: “Let’s face it. When we download a television
program, we’re little better than common thieves.” The use of inclusive language positions
the reader to accept the author’s argument by creating a friendly tone, whilst still showing
that the actions of downloading are wrong, and that everyone is responsible, not only for
the problem, but also the solution.

When you are writing your analysis, do not simply use a quote from the article without any discussion.
Remember, you need to explain how language and persuasive techniques are being used to persuade the
audience.

15
Punctuation in quotes
Important things to remember when integrating quotes into your sentences:

Ellipsis … Square Brackets [ ]

When the quote is long and you want to cut To make the grammar of the quote agree
it down to just the important bits, you can with the grammar of your sentence, you
use […] to show that you have deleted some may need to use square brackets to show
of the original text. how you have changed the quote so that it
fits within your sentence. Never change a
For example, original text: quote so much that you alter its original
“Killing an animal humanely is still killing an animal meaning!
unnecessarily. The fact that the animal did nothing
wrong is bad enough, but killing animals just for
For example, original text:
someone to make some cash seems very, very wrong.
“I don't eat or kill animals anymore because it is
I'm sure some of you come from generations of cattle
just not necessary.”
farmers, but tradition has never been a very good
excuse for anything. I could understand if our fate
depended on it, but meat is just another luxury item Using square brackets to integrate the
no one really needs.” quote into a sentence:
By arguing that he “[does not] eat or kill animals
anymore because it is just not necessary”, the
With ellipsis:
writer positions the audience to agree that if he,
“Killing an animal humanely is still killing an animal
the writer, can stop eating meat, then they should
unnecessarily […] meat is just another luxury item no
also stop.
one really needs.”

16
Integrating quotes
• “I've heard the argument that it tastes good, but you've been living under a rock if you
haven't had meat-free food that's delicious.”
• “Animal rights groups harp on about mistreated puppies and the slaughtering of whales,
but I can't help but think there's a very large white elephant in the room. Those things are
valid, but aren't the millions of farm animals being butchered each year as a luxury not
worth fighting for as well?”
• “We had a pet dog, a turtle, some mice, and a budgie or two who were my friends. I'd
feed them and play with them just like any normal kid. I never made the connection
between the animals I loved and the food on my dinner plate. One day something clicked
though. I was 18 at the time. It was not anything big or exciting, I just wondered why I
actually needed pepperoni on a pizza that was already delicious.”
• “Call me a tree-hugging hippie if you must, but the simple facts are that I live in the First
World, I'm not dying of starvation and I can buy thousands of delicious things that aren't
dead from the local supermarket.”
• “There is a truckload of statistics and facts that I could wheel out to put my case, but
there was one startling fact that always stuck out in my mind: You need to feed cattle five
kilos of grain to make one kilo of beef.”
• “I'm all about conserving life. I don't eat or kill animals anymore because it is just not
necessary.”

Using the quotes in the list above, create your own

sentences explain the effect of the language. Practise using
ellipsis and square brackets to integrate the quotes into
your sentences.

17
 Useful phrases
When you are writing your analysis, finding the right words to show your
understanding of persuasive techniques can sometimes be difficult. Here are some
phrases that will help you to improve the expression of your analytical language.

In the article Explain the effect

• Towards the beginning of the • …makes the reader feel…
article… • …makes the reader think…
• From the outset… • …leads the reader to the conclusion that…
• In the introduction, the writer… • …persuades the reader to conclude that…
• Midway through the argument… • …encourages the reader to think…
• Partway into the article… • …helps the reader to think…
• In the middle of the article… • …prompts the reader to agree…
• To conclude, the writer… • …makes the reader acknowledge…
• When wrapping up the argument, the • …forces the reader to concede…
writer… • …prompts the reader to accept…
• The writer ends with… • …makes the reader recognise…
• The article ends on a… • …influences the reader to…
• Throughout the article… • …guides the reader to the conclusion that…
• Over the course of the article… • …sways the reader to…
• …positions the audience to…
• …brings the audience round to…
Linking words
• Additionally • For example
By the same token, further, For instance, to demonstrate, as an example.
furthermore, in addition, likewise,
moreover, on the topic of, similarly, • Conclusion
equally. Finally, hence, in conclusion, in summary,
therefore, thus.
• Contrast
In comparison, conversely, on the
other hand, however, regardless,
whereas.

Try to use a variety of different sentence starts and expressions, using the same words over and over,
becomes very repetitive and uninteresting to read!

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 Visual texts
Persuasive writing is often accompanied by visual material – including photographs,
cartoons, graphs, and charts – which can help to persuade the reader to agree with
a particular point of view. Visuals may inform, shock, engage, or manipulate the
emotions of a reader. They are deliberately chosen to accompany the written text
that they sit alongside, and they can be just as powerful as the words themselves.

Photographs
It is often a good idea to start by considering what has been included in the photograph and what
has been left out. Photographs, like all media texts, are constructed. When someone takes a
photograph, they make decisions about what will be included and left out of the photograph. In
newspapers, writers often don’t have a say about the images that accompany their article but
subeditors usually choose an image that will reinforce the point-of-view and tone of the article.

Cartoons
Cartoons often accompany opinion articles online and in newspapers. Political cartoons often
stand alone as persuasive texts. If they accompany an article, they are usually not the work of the
writer but often reinforce the message or tone of the article. Cartoons are often used to ridicule
and caricature politicians. They might comment on the absurdity of a situation. Although people
think about cartoons as light-hearted, they often use satire to highlight important issues.

Elements to consider when analysing a visual include:

Colour Focus
Colour always conveys meaning and can be a When discussing photographs, always consider how
powerful persuasive technique. Always consider how focus contributes to the image. For example,
colour contributes to the meaning conveyed by an photographers often place the subject of the photo in
image and how it might be used to persuade. Are the foreground (front of the image) in sharp focus, while
colours bright and vivid? Are they dull and the background is slightly out of focus, or blurry. This
desaturated? The colours themselves also convey technique can be used to emphasise the subject of
meaning. Red is commonly used to convey passion the photograph.
and romance. Blue might create a sense of sadness or
depression. The colour green might be used to
reinforce an environmental message.

Camera angle Shot size

• High angle. The camera is positioned at an • Extreme long shot. An extreme long shot is
angle above the subject, looking down. This when the camera is positioned a long way from
camera angle usually makes the subject appear the subject. Extreme long shots are usually used
small and powerless. to show landscapes or cityscapes. This type of
shot size could be used to show how vast or
large a location is.
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• Eye level. Most photographs are taken at eye • Long shot. In a long shot, people are usually
level because it is how we’re used to seeing the visible but there is often a great deal of
world. It can create a sense of normalcy. background as well. Long shots often depict
• Low angle. The camera is positioned below places and provide some sort of commentary
the subject, looking up, giving them a sense of about how people in the frame are affected.
power and dominance. • Full shot. A full shot shows a person from head
to toe. Full shots can be used to show what a
person is wearing or capture their body
language, both of which can convey a great deal
about an issue.
• Mid shot. A mid shot shows the subject from
the waist up, capturing aspects of their
appearance and body language while helping to
illustrate their facial expression more clearly.
• Close up. Close ups are usually used to
emphasise the facial expressions of a subject.
Whether pain, anguish, happiness or confusion,
the close ups of these expressions can help to
persuade an audience to accept a particular
point of view.
• Extreme close up. Extreme close ups show a
very small detail. It might be a shot of someone’s
eyes or something else entirely. Extreme close
ups can create emphasis by capturing a detailed
view of something related to the issue.

Position and size of subjects/objects Symbolism

Consider how the people and things in the image Is there anything in the cartoon that might symbolise
have been placed alongside each other, this can or represent something else? For example, a white
indicate what is considered more important, or who dove might symbolize peace, and a person holding a
has the power. Where people/things are placed in an dove might be a person who is trying to promote
image can be significant, for example someone placed peace. Think about how you can combine elements,
off to the side might not be considered as important for example, a person wearing green might represent
as the person in the center of the image. Equally, the a person who is interested in environmental issues,
size of people and objects can be a visual cue about or someone who is an environmental activist.
the message of the text. Is one person much larger?
This could suggest that they hold the power.
Caption/text Caricature/facial expressions/body language
Is there a caption or any text in the cartoon? How Are particular features of the subject
does this make the subject look? What does it exaggerated or ridiculed? What might this make
suggest about the issue? How does it make the the audience think or feel about the subject?
audience feel about the issue?

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Visual analysis

Write one paragraph analysing the image above. Explain

what the issue is, and how the visual is intended to
persuade the audience. What if the effect of this visual?

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Final dos and don’ts
Some useful things to remember, and some things to avoid!

 DO Read the article several times

Read through the articles you’ve been asked to the techniques that you are most
to analyse several times. As you’re reading comfortable/familiar with. Remember you
the article, think about the intended effect of will have to use the ATEETEE structure for
the language. What is the writer trying to your body paragraphs.
make you think and feel?  DO Analyse the visual text
 DO Highlight and annotate If the article you have been asked to analyse
As you’re reading the article, certain words is accompanied by a photograph, cartoon,
or phrases will stand out as being obviously illustration, graph or other visual material,
persuasive. Highlight these words or think about the impact that these images
phrases. In the margins, identify the have on the reader and how they might
persuasive technique that is being used and reinforce the writer’s point of view. Try to
briefly describe its intended impact. How include a discussion of the visual text, and
does it make you feel? What does it make how it supports the written text, within one
you think? How is it positioning you to agree of your body paragraphs.
with the writer’s point of view? Also try to  DO Write an introduction
annotate, or make short notes on the work,
about the contention, audience, purpose, Always start your analysis with an
tone, and the arguments in each paragraph. introduction that shows a clear
Having identified and labeled these will help understanding of the issue debated in the
you to plan your response. articles that you have been asked to analyse.
Your introduction should also identify the
 DO Think about tone title and author of the persuasive texts you
As you’re reading the article, start to think have been asked to analyse. If appropriate,
about the writer’s tone. What would this introduce the writer and explain their
piece of writing sound like if it were read interest in the issue. When you start your
aloud? Is it logical and rational? Does it mock analysis, refer to the writer by their full name
or belittle? Is it humorous? Thinking about and afterwards only use their surname.
the overall tone of the article can help you Remember to include all the elements of
understand how the writer is attempting to CAPTIP!
persuade, and how they are targeting their  DO Be clear and expressive
audience.
When you’re writing your analysis, it’s
 DO Plan your response important to state your ideas clearly. Don’t
Before writing your analysis, it’s a good idea confuse yourself by using words or phrases
to plan your response. Decide which that you’re unfamiliar with. To avoid
arguments in the piece you are going to focus repetition and make your analysis more
on, and then pick two techniques for each expressive, develop a bank of phrases that
argument to structure each paragraph. Stick you can substitute for phrases like ‘this

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makes the reader feel’ or ‘this helps to make conclusion, bringing your discussion back to
the reader think’. the tone of the article can be an effective way
to show an understanding of the writer’s
 DO Use short, relevant quotes
overall approach to persuasion.
Short and relevant quotations from the
article can help to explain how language and
 DO Proofread
persuasive techniques are being used to When you’ve finished writing your analysis,
influence the audience. Never use a quote it’s a good idea to proofread your work. As
from the article without discussing its impact you’re reading, ask yourself whether you
on the audience. have clearly identified a range of persuasive
techniques and explained how they influence
 DO Write a conclusion
the reader. When you are proofreading,
A good conclusion will provide closure to make sure you eliminate any points that
your analysis. When you’re writing the aren’t relevant or might be poorly explained.

 DON’T Evaluate  DON’T Summarise

When you’re analysing the use of persuasive If you find yourself simply rewriting the
language in an article, you are not being contents of the article, remember that
asked to point out the flaws in a writer’s you’re being asked to explain how persuasive
argument. Remember, the focus is on how a language is used to persuade. Using phrases
writer or speaker is using language and like ‘this encourages the reader to think’ or
various techniques to persuade their ‘this encourages the reader to feel’ can help
audience. ensure that you’re staying on track.
 DON’T Praise  DON’T List
Another common mistake made by students Avoid listing the rhetorical techniques that a
when they are first asked to analyse the use writer has used. Instead, focus on particular
of persuasive language is praising the writer. techniques and explain their intended impact
You are not being asked to write a glowing on the reader. Weaker responses often
review, you are being asked to analyse the lapse into reciting a ‘shopping list’ of
language. persuasive techniques. Once you’ve
identified a technique, always give an
example and explain its intended impact on
the reader.

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