Elements of Persuasion

To move your readers you must discover all available ways of persuasion. According to Aristotle, you can persuade your readers using three elements:

    1.   Logos: The appeal to the audience’s reason.

    2.   Pathos: The appeal to the audience’s emotions.

   3. Ethos: The degree of confidence that the speaker’s character or personality inspires in the readers.

Rational Appeal (Logos)	Emotional Appeal (Pathos)	Ethical Appeal (Ethos)
facts          case studies          statistics          experiments          logical reasoning          analogies          anecdotes          authority voices	belief in fairness          love          pity          greed          lust          revenge	trustworthiness    credibility    reliability           expert testimony           reliable sources           fairness

These three appeals can be used separately, or they can be combined to increase your persuasive effect. Whenever you argue a point in writing, you analyze your subject, topic, or issue in order to persuade your readers to think and act in a specific way.

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Why do I need to be persuasive?

To be persuasive means to have the power to induce action or belief. 

Persuasive writing moves readers to adopt a certain point of view or approve a course of action.

In recent years, people have learned how to use the skill of persuasive writing to gain influence in the society.

We listen to speeches by Martin Luther King, Barack Obama, Bill Clinton and our actions are influenced by their words. They have simply learnt the art of persuasion.

We use persuasion:

·        In the work place, persuasion is crucial in negotiating a contract or a promotion.

·        In personal relationships, it is important to communicate our feelings and subtle aspects of compromise.

·        In marketing and copywriting, you need persuasion to engage your prospects and lead them to buy your products or services.

·        To get a good job, you need to convince your interviewer that you are worth their paycheck.

Persuasive skills are important in writing, marketing, negotiating, and even when wooing a woman.

We will discuss the elements of persuasion tomorrow.

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Using Numbers in Writing

I am sure you have wondered, “Are there really any rules when using numbers in writing?’’ 

Well, there are a few standards you should be familiar with, and they are outlined below: 

§ In scientific and technical writing, most numbers are written in figures. This is especially true for statistics and measurements.

o Example: Less than ½ of those polled responded.

§ In nontechnical writing, fractions and numbers 100 and below are usually written out.

o Example: one-half of clowns.

§ For round numbers over 100, like 200, 300, 1,000, 2,000, and 3,000, you can write them out in words. Round numbers can be expressed in two words (two hundred, one thousand). Otherwise, use figures.

o Examples: five thousand (round number), 66,987 (not a round number, so use figures).

§ Use numbers consistently.

o Example: Today, 23 lions and 67 dogs were trained.

o Or

o Today, twenty-three lions and sixty-seven dogs were trained.

§ Use figures in dates and addresses and with abbreviations and symbols. Example: April 14, 1988.

§ Numbers used with o’clock, past, to, till, and until are generally written out.

o Example: seven o’clock, twenty past one.

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tailored to your specific requirements. 

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Abbreviations

This week we will learn how to use numbers, abbreviations and capital letters when writing. We will begin with abbreviations. 

What is an abbreviation?

An abbreviation is a shortened form of an existing word or phrase.

How do you use abbreviations?

1)   Abbreviate social titles like Mister, Mr.; Missus, Mrs.

2)   Abbreviate title of rank.
     Example: Col. Remi Ashton

Title	Abbreviation
Ambassador	Amb.
Doctor	Dr.
Colonel	Col.
Honourable	Hon.
Lieutenant	Lt.
Governor	Gov.
Major	Maj.
Lieutenant General	Lt. Gen.
Lieutenant Colonel	Lt. Col.
President	Pres.
Professor	Prof.
Representative	Rep.
Superintendent	Supt.

3)   Abbreviate time and dates.

     Examples: A.M. (ante meridian), P.M. (post meridian).

4)   Abbreviate earned degrees.

Degree	Abbreviation
Associate’s Degree	A.A.
Bachelor of Arts	B.A. or A.B.
Bachelor of Business Administration	B.B.A.
Bachelor of Science	B.S.
Masters of Arts	M.A.
Doctor of Philosophy	Ph.D.
Masters of Business Administration	M.B.A.
Masters of Science	M.S.
Medical Doctor	M.D.
Registered Nurse	R.N.

5)   Abbreviate some historical periods.

     Examples: B.C. (before the birth of Christ), A.D. (Anno Domini), C.E. (common era).

6)   Abbreviate geographical terms.

Place	Abbreviations
Avenue	Ave.
Building	Bldg.
Boulevard	Blvd.
County	Co.
District	Dist.
Drive	Dr.
Island	Is.
Province	Prov.
Road	Rd.
Territory	Terr.
Route	Rte.