Becoming an Effective Persuader

To be an effective persuader, you must use sound reasoning,, and data, and appropriate language.

Think about why the second one of each of the following pairs of passages is more persuasive than the first one.

a. Several members of the school chess club are on the honor roll. Join the chess club so that you can get on honor roll.

b. Several members of the school chess club are on the honor roll. If you join the chess club, you will have chance to associate with outstanding students and perhaps learn some of their study methods. I urge you to join the chess club.

a. Super Sludge, a new breakfast cereal, is a better value than Corny Creepers, another breakfast cereal. You should buy Super Sludge, not Corny Creepers.

b. Super Sludge, a new breakfast cereal, costs nine cents per ounce. It contains the daily minimum requirement of vitamins A, C, E, B-l, B-2, B-6, B-12, folic acid, niacin, and pantothenic acid. Corny Creepers costs nine and a half cents per ounce. It contains the minimum daily requirements of vitamins A, C, E, B-l, B-2, B-6, and B-12 but not folic acid, niacin, or pantothenic acid. Super Sludge is the better value.

a. Lisa Quaid, candidate for student council president, said, “Vote for me. I’ll do a lot to make kids at this school happier. You know that I’m a live wire, full of good ideas.”

b. Lester Quilty, candidate for student council president, said, “Vote for me. I believe that lunch periods could be staggered to eliminate the mob scene every day in the cafeteria. I will propose my plan to the principal.

“I also think that this school needs an active intramural sports program. I will support tennis, handball, volleyball, and pingpong matches and will petition the school board to provide money for playoff trophies to be awarded every year.”

Buy the Daypacker’s Economy Outfit. Now on sale. Includes daypack, canteen, first aid kit, and high-energy food.

b. Buy the Daypacker’s Economy Outfit. Now on sale. Includes

•  sturdy, waterproof daypack with padded shoulder straps

•  plastic, one-quart canteen with belt loop for carrying

•  first aid kit, including assortment of bandages, mole skin, merthiolate, and elastic wrappings for sprains

•  high-energy food, including dried fruit and nut mix and date-nut bars

a. Don’t vote for that wimp Lester Quilty. If you vote for
that jerk, you’ll just be showing your own ignorance.

b. Think carefully before you vote for Lester Quilty. He made several promises that he probably won’t be able fulfill. If you vote for him, you may regret your decision later.

The second passage in each of the above pairs uses sound reasoning, facts and data, and/or persuasive language. In the sections that follow you will learn more about those devices.

Sound Reasoning

In sound reasoning, conclusions follow naturally from premises. Here are some examples of sound reasoning:

Premise: All members of the Drama Club at Lincoln Junior High School will attend a performance of Man and Superman.

Conclusion: If you are a member of the Drama Club, you will attend a performance of Man and Superman.

Premise: To participate in intermural athletics, students in Los Angeles schools must have a grade point average of at least C.

Premise: Alfonso, a Los Angeles student, has a grade point average of B.

Conclusion: Alfonso is eligible to participate in intermural athletics.

The science of sound reasoning is called logic, but a writer does not need to be a logician in order to use sound reasons to persuade.

When you write persuasion, use your common sense to check your reasoning. Ask yourself frequently, “Does this make sense? Does it add up?”

Facts and Opinions

A fact is a statement that can be proven to be true. For example, it is a fact that 100 divided by 5 equals 20; the laws of mathematics prove that calculation. It is a fact that English is a Germanic language; research by language scholars has proved this. It is a fact that Queen Elizabeth I ruled England from 1558 until her death in the year 1603; historical evidence supports the statement.

An opinion is a personal view about something. Opinions cannot be proven. For example, it is a fact that Bryce Canyon National Park is in southwestern Utah . A person may hold the opinion that Bryce is the most beautiful of the national parks. Here are some other examples of facts and opinions.

The Language of Persuasion

In “Feral Horses and Burros,” John Hart says that the horses are “romantic” and the burros are “cute.” These words help explain why people don’t want to shoot or otherwise harm the animals. These are descriptive words which are important to the argument.

When you read an advertisement for orange juice, you see such words as “the sunshine drink,” “refreshing,” “ice cold,” and “thirst quencher.” An automobile advertisement might include “powerful,” “quiet,” and “stylish.” Words that have motional or other types of appeal are effective persuasive tools

Which group of verbs below might be used by a conservative (a person who upholds tradition), and which might be used by a radical (a person who wants extreme changes)?