KXEX2167

Thinking and Communication Skills

Identifying Persuasive
Language
Definition

Persuasive – having the power to influence

others into believing or doing what one
wishes

Persuade – to cause to do something by
reasoning, arguing, begging etc…

Language – the system of human expression
by means of words

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Related terms

Influence

Induce

Convince

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Why?

We want to win the arguments

We want people to believe us

We want to prove that we are right

We want to influence other people to accept
our opinion

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Propaganda techniques

1. Vagueness
2. Ambiguity
3. Emotive language
4. Euphemism
5. Language of advertising

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1. Vagueness

Words that lack a clear and distinct meaning

A matter of degree; a scale between extreme
generality and extreme specificity

"She is really smart" - General

"She got an A in physics" - Specific

One strategy for clarifying vague language is to ask
and try answer the following questions: Who? What?
Why? Where? How?

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2. Ambiguity

A word with more than one meaning that is open to

different interpretations; used to represent various
areas of experiences

We make the mistake of thinking that each word
stands for one distinct area of experience - an
object, thought or feeling.

"I hope you get what you deserve".

We may or may not be sure if the speaker is wishing us
well or ill unless the context of the remark make clear his or
her intention.
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3. Emotion language

Words that is probably stimulate certain

feelings in you

"The pen is mightier than the sword!".

“Kuala Lumpur is so polluted and filthy. Only
idiots would want to live there.”

“She's the most generous, wise, honest and
warm friend that a person could have.”

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4. Euphemism

The term comes from the Greek word meaning "to

speak with good words" and involves substituting a
more pleasant, less objectionable way of saying
something for a blunt or more direct way.

“He died”

We say “He departed his life”

“Garbage collector”

We say “Sanitation engineer”

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5. Language of advertising

Advertisers : to influence people's perceptions,

beliefs and actions

One basic strategy is to associate positive or
negative thoughts and emotions with the product or
service being sold

Many people buy products not because they are
better quality than another, but because of
associations that have absolutely nothing to do with
the products

NOKIA “Connecting people"
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Other techniques

1. Stereotyping
2. Euphemisms
3. Dysphemisms

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1. Stereotyping

Convince people that someone has a

particular characteristics because he/she
belongs to a group that has this characteristic

Makes hasty generalizations

Eg : She’s probably a dumb blonde.

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2. Euphemisms

Substitution of a negative word with another

word with positive connotation

Used in political and social issues to be
politically correct

Eg : instead of anti-abortion,
use pro-life

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3. Dysphemisms

Substitution of a neutral/positive word with

another word with negative connotation

Used to persuade people to think negatively
about a person, situation or event

Eg : instead of problem or challenge,
use mess

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Examples

Neutral word Euphemism Dysphemism

Death penalty Capital Government

punishment subsidized
murder
Rebel Freedom fighter Terrorist

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Most persuasive words used
in advertising

Suddenly miracle

Now magic

Announcing offer

Introducing quick

Improvement easy

Amazing wanted

Sensational bargain

Remarkable hurry

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10 minutes task

You are selling your house

or flat…
Create an illustrated advert
(persuasive description)
that you could put in the
newspaper or estate
agent’s window or web
page.

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