Argument analysis

How do appeals persuade readers?

• Primary: evoke fear, guilt, outrage, money worries, urgency or national pride in readers who share that value or concern

• Secondary: readers are mobilised to support the author's stance and take action

• Deeper: fear targets what readers protect (children, pets, home); justice taps into their belief in fairness; hip-pocket nerve connects to real financial pressures; patriotism flatters their pride, so agreeing feels like loyalty

How does emotive language persuade readers?

• Primary: charged words stir empathy, sadness, anger or shock in emotionally invested readers

• Secondary: readers are emotionally charged into action and led to view the issue like the author

• Deeper: triggers readers' own memories and relationships (e.g. a pet owner pictures their own dog), so the emotion feels personal

How does concession/rebuttal persuade readers?

• Primary: acknowledging then dismissing the opposing view makes the author seem fair, targeting sceptical readers

• Secondary: weakens the opposing argument so undecided readers accept the contention

• Deeper: validates readers' existing attachment so they don't feel judged, lowering their defences before their values are challenged

How do statistics and evidence persuade readers?

• Primary: shows the claim rests on facts, not opinion, appealing to logical or sceptical readers

• Secondary: builds credibility so readers trust the author and are receptive to following arguments

• Deeper: appeals to readers who see themselves as sensible decision-makers, and can turn a private worry into proven fact

How does inclusive language persuade readers?

• Primary: "we", "us" and "our" build rapport and a shared sense of responsibility or belonging

• Secondary: readers become receptive and unite behind the author's cause

• Deeper: taps into community pride and shared experiences, making the issue part of readers' identity, so rejecting the author feels like turning on their own community

How does expert opinion persuade readers?

• Primary: lends authority from someone qualified, targeting readers who respect expertise or feel unsure

• Secondary: builds credibility so readers accept the contention as valid

• Deeper: works on readers who already trust authority figures in daily life (doctors, vets, teachers), and reassures those who feel unqualified to judge

How does a rhetorical question persuade readers?

• Primary: a question with an obvious answer prompts reflection, engaging undecided readers

• Secondary: readers reach the author's conclusion as if it were their own idea

• Deeper: readers test it against their own experience, and the answer matches values they already hold, so they agree before realising they've been persuaded

How does anaphora persuade readers?

• Primary: repeating a word or phrase at the start of consecutive sentences creates a powerful rhythm that heightens emotion

• Secondary: the message stays with readers, galvanising support

• Deeper: repeated values words (e.g. "safe", "together") reinforce what readers care about, like a shared rallying cry

How does hypophora persuade readers?

• Primary: asking a question readers may be thinking and answering it straight away makes the author seem knowledgeable and in control

• Secondary: readers accept the author's answer as the logical one

• Deeper: voicing readers' private doubts makes them feel heard, then the answer is framed to fit their values

How does hyperbole persuade readers?

• Primary: exaggerating the issue provokes shock or alarm in readers who don’t yet see it as important

• Secondary: creates urgency so readers take the issue seriously and act

• Deeper: magnifies fears readers already hold about what they love, and pushes others to imagine the harm happening to their own family

How does listing persuade readers?

• Primary: piling up examples makes benefits or problems seem endless, overwhelming readers weighing up the issue

• Secondary: the case seems too strong to ignore, so readers side with the author

• Deeper: each item may match a different reader’s experience, so more readers see themselves in the argument

How does an anecdote persuade readers?

• Primary: a personal story humanises the issue and evokes empathy in readers who can connect with it

• Secondary: the issue feels personal rather than abstract, so readers support the stance

• Deeper: mirrors experiences readers have had or fear having, and builds a neighbour-like relationship that deepens trust

How does tone persuade readers?

• Primary: the author’s attitude shapes how readers feel about the issue and the author; different tones suit different readers (measured for pragmatic, urgent for worried)

• Secondary: readers adopt the same attitude as the author and act on it

• Deeper: tone mirrors how readers already feel, sets up the relationship the author wants (friend, fellow resident, expert), and a shift in tone lets readers change their view alongside the author

What does CFCTAPV stand for?

• Context

• Form

• Contention

• Tone

• Audience

• Purpose

• Visual

How do you identify the context?

• What has happened to spark the article

• Found in the background information

How do you identify the contention?

• The author’s main message

• What they want readers to believe

How do you identify the audience?

• Primary audience: main readers targeted

• Secondary audience: other readers affected

How do you identify the purpose?

• What the author wants readers to do

• Actionable steps

How do you analyse a visual using SSS?

• Section: describe what you see

• Suggest: interpret what it means

• Support: give the primary and secondary effect

How do you write an introduction using the formula?

• Polarised discourse has proliferated due to (context)

• Weighing into the debate in their (form + publication), (author) opines that (contention)

• Transitioning from (tone 1) to a (tone 2) approach, (author) simultaneously addresses (primary audience) and (secondary audience) in an attempt to (purpose)

• Accompanying the piece is a (visual description) to visually reinforce their stance

What is a primary effect?

• What readers initially think and feel

• Which audience is affected

What is a secondary effect?

• The expected response from readers

• What they will do or believe as a result

What verbs introduce a technique?

• Employs

• Uses

• Utilises

• Incorporates

• Implements

• Integrates

What verbs introduce a primary effect?

• This aims to incite

• Evoke

• Inspire

• Generate

• Stimulate

What verbs introduce a secondary effect?

• Thereby encouraging

• Mobilising

• Positioning

• Galvanising

• Charging

What verbs can replace "argues"?

• Contends

• Asserts

• Maintains

• Insists

• Proposes

• Opines

• Posits

What are the main persuasive techniques?

• Appeals

• Emotive language

• Inclusive language

• Concession/rebuttal

• Statistics/evidence

• Expert opinion

• Rhetorical question

• Anaphora

• Hypophora

• Hyperbole

• Anecdote

• Listing

What types of appeals can authors use?

• Emotion

• Fear

• Justice

• Hip-pocket nerve (money)

• Urgency

• Patriotism

How can you describe tone?

• Pair two tones with “yet” (e.g. appreciative yet pragmatic)

• Positive: hopeful, optimistic, warm

• Reasoned: pragmatic, measured, considered

• Critical: concerned, frustrated, urgent, indignant