ANALYSING AND PRESENTING ARGUMENT SUMMARY OF KEY

IDEAS
WORD DEFINITION
ARGUMENT What the writer/speaker is saying
PERSUASIVE LANGUAGE AND TECHNIQUES OR How the writer/speaker is saying it
DEVICES
EFFECT ON THE AUDIENCE Why the writer/speaker is saying it in this way
AUDIENCE Anyone reading, viewing and/or listening to a
persuasive text
PURPOSE Generally, this is to persuade but it can be more
specific such as to convince and audience to buy a
product, sign a petition, vote for a particular politician,
donate money etc.
CONTEXT Refers to the setting , background and circumstances
surrounding a persuasive text all of which affect how
the text is understood
FORM This is also called genre and it relates to the type of
text e.g. argumentative or persuasive essay, speech,
letter to the editor, editorial, opinionative article etc.
TOPIC OF DEBATE The general topic for debate e.g. Legalising Heroin.
ISSUE The question being debated: Should heroin be
legalised?
CONTENTION/THESIS The writer/speakers main argument or point of view on
the issue e.g. Heroin should not be legalised.
SUPPORTING ARGUMENTS/REASONS Reasons for holding the contention: these are usually
expressed in the topic sentences of body paragraphs in
a TEEL based essay
REGISTER OF LANGUAGE There are three main registers: formal, informal and
standard
STYLE OF LANGUAGE The word choices and expressions a speaker/writer
makes and uses e.g. formal, informal, colloquial,
descriptive, polished, poetic, casual, conversational,
declarative, didactic etc.
TONE The mood or feeling of the writing. The tone reflects the
writers emotions or attitudes towards a topic or
audience. The tone is created by the word choices and
grammatical structures that a writer/speaker makes and
uses.
ACTIVE VOICE Direct language in which the subject of the sentence
does the action e.g. The dog bit the boy. The advantage
of the active voice is that the meaning of the
writer/speaker is direct and the message or point of
view is delivered in a straightforward way with direct
impavt
PASSIVE VOICE Indirect use of language in which the subject of the
sentence receives the action. E.g. The boy was bitten by
the dog. A writer/speaker will use the passive voice
when they want to draw attention away from a person
 or group who performed or should perform a particular
action.
CONNOTATIONS OF WORDS AND WORD Connotations are extra meanings or associations
CHOICE attached to a word beyond its literal meaning. E.g.
home literally means the place where a person
lives. However, the word home also carries
emotional associations linked to comfort, support and
refuge. In contrast, the word house has a similar
literal meaning but does not carry the same extra
associations.
BIAS IN THE NEWS One-sidedness in presentation of view/opinion. Does
the writer have an agenda or a motive? Can influence
the reader by intentionally only presenting one side of
the argument.
VISUAL LANGUAGE Persuasive texts often use visual language to support
the writers viewpoint. Visual language refers to both
images such as photographs, cartoons, videos,
drawings, graphs and charts and design features such as
the use of colour and typography (the choice of fonts
and the arrangement of text on the page or screen).
When studying a visual text, you need to ask yourself
these two general questions: Why has the creator of
the image decided to present it in this way? And How
might this visual text or element affect the viewers
response to the point of view being presented?

Words to Describe Tone

 Persuasive Techniques, Rhetorical Devices and Language
Description
Abuse / Abusive/ Attacking Language
The use of offensive remarks about the
appearance, character or ability of a
person; name-calling; devaluing
someone and their ideas.
Ad hominem attack
Attacking or insulting a person rather
than addressing their opinion or the
facts
Alliteration
Repeating and playing upon the same
sound / letter.
Analogy
Making a comparison between two
things.
Anecdote
The use of personal experiences and
real-life stories.
Appeal to being modern and up-to-
date
Based on peoples desire to be modern
and up-to-date.
Appeal to common decency
Based on peoples desire to be treated
with respect and concern.
Appeal to common sense
Makes the reader think that the writers
argument is logical.
Appeal to family values
Based on the belief that the traditional
family unit is valuable and must be
protected.
Appeal to fear
Makes the reader feel worried or
scared.
Examples
The minister is an idiot if he thinks the
proposal is a good idea.
The rise of the selfie is indicative of the
way that technology is fuelling the egos of
the empty look at me generation.
A back- breaking job
Winds fan fire fear
Daredevil dicing with danger
To criticise Kyle Sandilands for being
what he is would be akin to criticising the
ebola virus for causing people to vomit hot
blood.
In my experience...
Many years ago...
You may recall the story about...
Sometimes when Im listening to Federal
Parliament, I feel were headed back to the
1950s.
The worlds most advanced desktop
operating system advances even further.
AFL footballers should adhere more
strictly to its policy of respect and
responsibility towards women.
If nothing else, surely this would be
sensible risk management.
How are children supposed to develop
emotionally and socially without the
presence of a father? Single women are
only thinking of themselves when they
decide to have children.
Violent computer games are training our
children to become professional killers with
the marksmanship of military assassins and
the blood lust of mass murderers.
Remember Port Arthur and Columbine.
How this could persuade
Arouses the readers dislike towards something or
someone; it shocks the reader.
Undermines the oppositions arguments by attacking
their credibility (either through direct insults or by
linking them with untrustworthy or discredited
people or ideas)
Adds emphasis and reinforces meaning, especially
where an idea is repeated. Often used to create a
highly emotive image.
Helps the reader understand a difficult idea; gives
the reader a visual picture of an idea.
Makes the contention look simple and obvious
Usually makes the reader sympathetic and receptive
to the point; can set up a character, then position
the reader to accept or reject that individual
character.
Appeals to being modern play on peoples desires
to be part of the scene or the in-crowd and are
seen as ways to gain popularity and acceptance.
This appeal to be with it is a very powerful tool
for persuading individuals who pride themselves on
being up-to-date.
Persuades the reader to agree with the writer
because everyone should be treated with respect
and courtesy.
Persuades the reader to agree because the writer is
appealing to their intelligence by using factual
arguments.
Argues in favour of traditional family life often
stereotyped as trouble-free with two loving and
patient parents or two or three well-adjusted
children. Family life is promoted as the best way to
provide a healthy nurturing environment for
children, ensuring that they become socially
responsible, well-adjusted, caring and morally
sound citizens.
People tend to respond emotionally when things
like their safety, security, country and family
appear to be threatened. This appeal is widely used
by politicians in times of crisis when strict security
measures or defence strategies seem necessary.
Appeal to fear of change
Makes the reader feel uneasy about new
developments.
Appeal to freedom
Makes the reader yearn for unrestricted
possibilities.
Appeal to group loyalty
Draws on peoples desire to be part of a
group.
Appeal to hip-pocket nerve
Based on peoples desire for financial
security and to get value for money.
Appeal to justice
Engages with peoples belief that
everyone deserves fair treatment
Appeal to morality
Concerns the distinction between right
and wrong.
Appeal to patriotism
Draws on peoples national pride.
Appeal to self-interest
Suggests that ones own interests
should be placed ahead of others.
Appeal to a sense of justice
Promotes the belief that justice should
be served.
Appeal to sense of responsibility
Highlights to the reader that someone or
something should take responsibility.
Lygon Street, Carlton, used to be the home
of good coffee, Italian restaurants and
intimate bookshops. It had atmosphere and
culture. Now it is being taken over by
multinationals such as Starbucks, 7-11 and
Borders. One of Melbournes most
treasured areas is being transformed into a
cold and bland strip mall.
Too often we submit meekly to bans
suggested by those who think they know
whats best for us.
What a stirring sight Saturdays march
against McDonalds was! It seemed the
whole town turned out to tell the
multinational corporation in no uncertain
terms that this town does not want them in
our community.
Its all very well to say lets open our
doors to all refugees, but whos going to
pay for their housing, their health care,
their English lessons?
Altering the fee structures for university
entry mid-way through students degrees is
unfair; its like doing your grocery
shopping to find a surprise 100% surcharge
added when you get to the checkout.
It is our duty to provide every child with a
safe and respectful environment.
Aussie swimmers show their courage in
race for gold.
Sure, a new freeway might reduce the
commute for those who work in the city, but
is not worth the price my neighbours and I
will have to pay in terms of noise, pollution
and plummeting house values.
The two men who gunned down two police
officers in cold blood are simply sent to jail
and justice is said to be done. What a joke!
Justice would have only been done with the
death penalty.
Businesses have a duty of care to provide a
safe workplace.
We should minimise our carbon footprint.
We have a duty to leave the Earth a
habitable place for our children.
Plays on peoples insecurities and increases their
desire to cling to the familiar. Often the idea of
confronting or experiencing new things is more
challenging than staying within ones comfort zone.
Most people tend to resist change which is why
writers play on the human desire for comfort,
safety and routine in order to make people feel
uneasy about embracing new ideas, developments,
social changes and new ways of doing everyday
tasks.
People feel angry, indignant and cheated if they
believe their freedom is threatened. Everyone
yearns for an ideal state of freedom.
Appeals to the need to stick together under any
circumstances. It does not allow for personal
differences or disagreements within a group. This
appeal is used to inspire people to take action and
make them feel obliged to join or support a cause
because of they are a member of a group.
Makes readers feel concerned for their financial
wellbeing, making them feel ripped off or
overcharged. This incites strong emotions such as
indignation, anger and even outage.
Positions the reader to agree that the punishment
should fit the crime and arouses anger at the
perceived injustice.
Makes readers feel reassured, dignified and proud
and gives a sense of purpose and wellbeing.
Arouses strong emotions of pride and loyalty.
Positions the reader as disloyal or unAustralian if
they disagree with the writer.
Is divisive and creates an us and them mentality.
These appeals usually provoke an immediate strong
response such as indignation or outrage.
Appeals to a deep-seated belief that we all have the
right to be treated fairly. It is a common form of
appeal as people react quickly when they think
they, or others, are victims of unjust circumstances.
This appeal works by making the reader believe
that someone or something is to blame. It
encourages the reader to point the finger at
individuals, bodies or groups for passing the
buck.
Appeal to a sense of security
Draws on peoples need to feel safe and
free from attack.
Appeal to tradition and custom
Places a high value on the past and
ones heritage.
Appeal to wellbeing
Places a high value on the health or
wellbeing of a person.
Assumption
An idea or statement that someone
takes for granted as being true
Attacks / praise
The writer attacks or praises an
opponent or idea. This is really an
assertion of the writers viewpoint.
Begging the question
Basing an argument on a premise that
is the same as the conclusion
Cause and effect
Argues that Factor A (cause) results in
Factor B (effect).
Cliche
Worn-out, over-used expressions
Colloquial language
Everyday language; the use of common
speech
Connotations
Connotations are implied meanings of
words meanings or associations that
words carry beyond their literal
meanings. Words can have positive or
negative connotations.
Deductive reasoning
Australias isolation no longer justifies a
no worries detachment from a dangerous
world. Down Under is now within reach of
the long arms of terrorists and rogue
states.
His family have farmed the land for
generations. But now drought relief
payments are all that separates him from
having to give up his farm.
Teenagers should turn down their portable
listening devices to prevent irreversible ear
damage.
The government is purposely ignoring the
needs of the pensioners in its changes to
Medicare.
- denigrating or humiliating the person
- discrediting opponents as unreliable /
dishonest etc.
- suggesting unsatisfactory associations
with political parties
- attacking the person rather than the idea
You are wrong about the proposed
changes to drug sentencing laws because
you dont have your facts right.
Smoking causes lung cancer
Using marijuana leads to using harder
drugs.
Fit as a fiddle
Turn over a new leaf
Pushing the envelope
The bottom line
Fair shake of the sauce bottle
Where the bloody hell are ya?
Descriptive words such as slimy, beautiful,
ugly etc.
A range of words with related meanings can
have different associations.
General Practitioners study medicine for
years and dedicate their lives to helping
Plays on our need to feel safe and free from
unexpected attack. People strongly value adequate
and continued protection from random attacks, acts
of violence and other destabilising events that
threaten to disrupt their lifestyle.
Persuades people that a failure to retain tradition or
observe customs will result in the breakdown of
social cohesion and sense of community or even
undermine our national identity and weaken moral
values.
Persuades the reader to believe that peoples
wellness and desire for a good quality of life are
paramount.
States ideas as if they are universal truths facts
that need no supporting evidence.
These methods are often effective in placing the
reader in a position of agreement with the writer.
This process works by forceful assertion through
appropriate language and insistent claims that are
not usually supported with evidence.
Distracts from a lack of evidence in a rebuttal while
drawing attention to the opinion that your opponent
is wrong.
Persuades the reader to believe that there is a
definite link between two different ideas.
Are familiar, often colloquial, so can offer a
shortcut to convey meaning.
To persuade the reader that they are part of the
same group / on the same level as the writer; to
present the writer as a down-to-earth person.
Through careful choice of words, different effects
are gained and different reader responses are
generated. These effects include: gaining the
readers interest; evoking the readers emotions;
making a memorable impression, or; exaggerating a
point
If the reasoning is strong, the logic behind the
statement gives weight to the argument. If the
Examining general rules about a group
to form a conclusion about one small
part of the group
Emotive language
The deliberate use of strong emotive
words to play on readers feelings.
Language that carries strong emotions.
Euphemism
A substitute word / expression to
disguise something unpleasant
Evidence be specific about the type
Information, facts or statements used to
support a belief, opinion, point of view
or proposition.
Exaggeration / hyperbole
Overstatement; stating the case too
strongly; magnifying importance,
danger, happiness, the excellent state of
the economy etc.
Generalisation
A general statement that infers or
claims that whatever is being asserted is
true for most people or a majority
because it is true in some cases.
Humour
To make words; to use word-puns; to
point out the ridiculous.
Inclusive language
Includes reader / audience by assuming
we all agree or disagree
Inductive reasoning
Observing a series of specific events to
form a more general theory about
what is most likely happening
Irony
Implied or intended meaning is
different, often the opposite, from the
literal meaning.
A situation arising from an ill-timed or
perverse event or circumstance
people be healthy, so my GPs advice about
breastfeeding is obviously reliable.
That proposal is outrageous and
disgusting, typical of a bigoted racist.
e.g. pass away instead of die
- statistics
- research
- expert opinion
- expert advice
- facts
Ill die if he finds out.
This weighs ten tonnes.
Often used in sports reports to describe the
winner as the hero or to capture the spirit of
success.
Australian children see too much violence
on television.
The above statement implies that this is true
for all children. The claim would need
statistics from reputable research to be
acceptable.
One-armed man applauds the kindness of
strangers
Teacher strikes idle kids
We all know that Kevin Rudd was the right
man for the job
Every time I go past this intersection there
has been a recent accident, so further
accidents are inevitable until something is
changed.
Oh great! Ive just lost my wallet with
everything in it.
How ironic he survived so many threats
to his life during war only to die in a freak
accident in his new country.
reasoning is weak it can lead to incorrect
conclusions.
Evokes strong emotional response in order to
coerce / force agreement from the reader.
Such language is used to stimulate strong emotional
reactions that manipulate the readers responses.
Used to avoid offending or shocking the reader.
Adds weight to / backs up the authors point of
view; often seems objective and irrefutable. Check
for omissions as often only part of the picture is
being presented in order to make a particular point
more persuasive.
Exaggeration makes a point to dramatically
reinforce it. It is used to gain attention and can
arouse strong emotional responses such as panic
and anxiety to manipulate the reader. Used widely
in headlines to grab attention.
- can appeal to our general sense of what is true and
sound authoritative
- may pick up on prevailing prejudices and
stereotypes in the culture and seem convincing
because familiar
- can appeal to our agreed prejudices and untested
opinions
To entertain; to invite a light-hearted attitude to the
topic
Engages the reader and is often friendly gains
sympathy or persuades reader to reject an idea,
individual.
If the reasoning is strong, the logic behind the
statement makes the argument very persuasive. If
the reasoning is weak, an event or idea can appear
to be related to other things when it is not.
To appear intelligent; to flatter the reader because
s/he can read between the lines; to create a sense of
us against them
e.g. something desired happens but at
the wrong time.
Metaphor
A comparison that describes one thing
in terms of another. It does not use
like or as.
Pun
A play on words to suggest different
meanings.
Reason and logic
The use of an argument developed step
by step with reasoning and evidence to
support each main point.
Repetition
Repeated words, phrases, sentence
patterns and ideas.
Rhetorical question
A question that requires no answer
because the answer is implied.
Sarcasm
An extreme form of irony in which the
speaker is hurtful or spiteful.
Simile
One thing is likened to another using
like or as
Straw man argument
Misrepresenting an opponents
argument in order to make it easier to
rebut
Time is the subtle thief of youth.
He was whip-fast off the blocks
point.
Harry Potter a headline used for an
article when Prince Harry was caught
smoking marijuana.
If you choose to forfeit your right to vote,
then you forfeit all right to complain about
the outcome.
That man should never, never, never be
released.
Are we going to accept these third-world
hospital conditions in our country?
Great! Ive just lost my wallet and
everything in it.
He ran like a rocket
As slow as a tortoise
make a point.
The oppositions proposal for a shark cull
in WA to reduce attacks on humans is
ridiculous; trying to make the ocean as safe
as a swimming pool is unrealistic and
undesirable.
Can reinforce a point without mere repetition;
image creates interest and engages the reader. In
opinion articles and political comment, metaphors
add colour, are often witty and can highlight a
Humorous, clever. Positions the reader to enjoy the
joke. Engages mind often used in headlines and
sub-headlines. Attention-getting device.
Often takes into account the opposing viewpoint to
help establish the strength of one side. Gives the
writer credibility for being objective and rational.
Gives emphasis and prominence to a point or idea;
repeats ideas to reinforce point, makes reader
remember the point.
Powerful device to manipulate the reader to agree
because it assumes the answer is obvious. Can
position the reader in a way that to disagree would
be to dismiss some point that clearly commands
agreement.
The reader has to read between the lines to
understand the writers attention which flatters the
reader. Sarcasm is effective as a method of attack.
Similar to irony, usually has the opposite meaning.
Clarifies and enhances an idea or situation.
Effective if comparison is unexpected as surprise
can delight / shock; aptness of comparison can help
Puts forward a weaker form of the opponents
argument to undermine their credibility. Makes it
seem as though the opponents argument has been
discredited when in fact it hasnt properly been
addressed.