112 / Methods of Development
STEP 5: Prewriting—Using the Right Appeals
The writer must somehow appeal to the reader in order to change his or her position
or opinion. Logic is certainly one way. Emotional appeal is another. Credibility is a
third. A combination of these three will most likely persuade the reader. Look at each
appeal:
Logic. You can use a number of approaches to logic, many of which are specifically
addressed in other sections of this book. Consider the following:
-^ analogy, in which a simple situation is compared with a complicated one to
make clear the general concepts of the more difficult situation [See Chapter 5,
Analogy.]
-^ cause-and-effect relationships, in which one event is proved to be the cause or
effect of another [See Chapter 6, Cause and Effect.]
-^ facts, examples, and illustrations that support or explain a given situation or idea
-^ judgments or opinions that support ideas that cannot be proven statistically
[See Chapter 12, Opinion.]
Emotional Appeal. Persuasive writing must somehow help the reader become per-
sonally involved in the argument. If a situation or belief will not affect the reader’s
life in some way, he or she will have little reason to respond, positively or negatively.
Consider these possible emotional appeals:
-^ physiological needs, such as food, drink, and shelter
-^ psychological needs, such as the need to be loved, or to feel attractive,
accepted, successful
-^ emotions, such as love, hate, guilt, fear, loyalty, pride, self-esteem
Credibility. An author’s credibility in large part determines the reader’s reaction. A
credible writer is one who approaches the reader as an equal, avoids logical fallacies,
uses only subtle emotional appeal, and shows clear understanding of his topic, either
as a result of firsthand knowledge or objective research. Content that enhances writer
credibility enhances persuasiveness.
Choose the appeals most suitable for your topic and your audience. List them.
STEP 6: Prewriting—Organizing the Approach
The organization of a persuasive paper will vary somewhat depending on how ada-
mant the reader’s opposition will be. The firmer the objection, the more carefully you
must present the argument. Consider these possibilities:
For a persuasive paper that merely asks the reader to write to his or her member
of Congress or to show support for an issue, the most adamant opposition may be