public communication course

1. Persuasive Language
Techniques
Ten of many!

2. Assumptive Adverb Opener
 Start with an adverb
 Not necessarily based on a fact
 E.g. “Obviously, this is the best diet ever!”.
 “Obviously” is an adverb
 No proof the diet is the best

3. Connection & Inclusive Language
 Connect with your audience - relate to your audience but don’t reveal too
much.
 E.g. “Don’t you also get frustrated when you read and don’t remember much the
next day? There is a great method to improve your memory”.
 The connection is made: both speaker and the audience probably share the same
frustration.
 There is a preview for an exciting breakthrough, but the audience needs to continue
listening to learn more.
 Make everyone feel included – use the right pronouns.
 E.g. “We need to think about our future”.
 It’s not just the speaker but the audience too.

4. Future Language
 Use the future tense to persuade people to believe you and even take action
 E.g. “We will be free if we fight for our rights”.
 Projects confidence
 Encourages people to do something

5. Perceptual & Sensory Language
 Say things as you perceive them:
 Visual words: “There appears to be a mistake”.
 Audio words: “It sounds like a great opportunity”.
 Thinking words: “I believe in this cause”.
 Feeling words: “It feels likes a difficult issue to settle”.
 Refer to the senses:
 Sight: “The vibrant pink and blue of the houses dazzled the eye”.
 Sound: “The bells chimed in the distance, following the cow trail”.
 Feeling: “His heart sank when he heard the news”.
 Taste: “Bitterness invaded her mouth as she took a sip of Ukrainian porter beer”.
 Smell: “I can smell a rat in this business”.

6. Sensory vs Non-sensory Language
 Sensory:
 The cool morning sun cast long fingers of shadow and light across the green field as
our visitors tramped across the rough and dewy grass.
 Non-sensory:
 Morning came and the people arrived.
 *Both examples were taken from: http://changingminds.org/techniques/language/persuasive/sensory_language.htm

7. Colloquial Language
 Everyday language, slang, idioms
 Makes the speaker seem down-to-earth
 Makes the speaker have a better connection with the audience
 E.g. “In our fight for our rights, we will take a shot at anything within our reach”.

8. Euphemism
 A synonym with an inoffensive meaning
 Used for topics related to bodily functions, sex or religious subjects
 Types:
 Generalizations – stuff
 Indirection – go to the restroom
 Onomatopoeia – to tinkle
 Abbreviations – loo, SOB
 Mispronunciation – dang it
 Words with other meanings – john
 Physically descriptive – pinky
 Foreign words – derriere
 Technical / scientific words – to defecate
 Softening – sounds stupid
 Trivialization – no biggie

9. Appeal to Patriotism
 Pride in the country for emotional connection and possible call to action
 E.g. “America is different because we right the wrongs” (from Obama’s speech on
Syria from September 11th, 2013).
 Feeling of unity with all of the Americans, politicians included.
 Support for the point of view presented.

10. Status Quo
 Statuos quo – “the state of things”
 Explain how things are to provide alternatives
 E.g. “Most Mexican couples are still having children in their 20s”.
 This is how things are
 The alternative – have children at an older age because of several reasons

11. Hyperbole
 Exaggeration – gives a clearer image
 E.g. “The president carries the weight of the world on her shoulders”.
 This statement makes it clear that she has a lot of responsibilities.
 Should not be overused
 E.g. “The president carries the weight of the world on her shoulders because she
has to deal with a mountain of work every minute and every second of the day”.
 This statement is redundant and appears overexagerrated.

12. Repetition
 Promotes agreement
 E.g. “If you try the new reading method, you will improve your memory. Not only
will you remember more information, but you will also understand it better.”
 Aspects:
 Frequency – better over a longer span
 Intensity – good for emotional issues
 Variety – use synonyms