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Early rhetoricians dealt with persuasive writing and oration. Cicero most notably
defined persuasive writing as the grand style in his work “Orator”
Cicero stated, “This eloquence has power sway man’s mind and move them in
every possible way”.
He also stated, however, that the most effective orator, or in this case, writer, uses
a combination of the plain, middle, and this grand style to suit the context.
Writers can appeal to logic when writing to persuade using the appeal known as
logos. This appeal is manifested in the supporting statements for the writer’s claim.
In most cases, a successful appeal to logos requires tangible evidence, e.g., a quote
from acknowledged written material. The writer will appeal to the rationality of the
audience.
Possibly the most important appeal for persuasive writers is the appeal to emotions
or pathos. “A successful pathetic appeal will put the audience in a suitable mood by
addressing their knowledge of or feelings about the subject”. This can be a very
effective way to win over an audience.
Traditional structure
Here are the traditional parts of persuasive writing that can be used to strengthen
an argument. While these do not have to be followed exactly or in this order, they
are helpful in forming the structure in persuasive writing.
Exordium, or introduction
Peroration, or a conclusion. It’s often helpful to tie the conclusion back to the
introduction in order to strengthen your claim.
Common techniques
Personal appeal: Human beings are emotional; establish common ground that your
audience can relate to. Also known as empathy.
Tone: The tone of the piece can alienate a reader if too harsh or sarcastic. The
writer wants the reader to like them and to approve of their idea.
Logic: If A equals B, and B equals C, then A must equal C. If the statements in your
equation are true, then your conclusion must be true as well.
Authority: Speak from personal experience, or if you have none, then provide facts,
figures, and quotes from authorities to support your opinion
Develop stance: Clearly explain the argument; include viewpoint(s) you personally
advocate.
Organizational patterns
Pro and con organization: present the reasons against your opinion, then give
reasons in favor of your opinion. Explain why your reasoning is superior.
Cause and effect organization: connect ideas logically by showing their cause and
effect relationship. For example, if you wanted to persuade people to get a dental
checkup every six months, present effects of frequent dental checkups.
Main idea and detail organization: provide key point or main ideas and factual
details to support it.
Order of importance organization: present your argument so you progress from the
least important detail to the most important or vice versa.