In language analysis, ‘appeals’ are commonly found in articles and illustrations since it is an effective persuasive technique. Most appeals fall under three categories: appeal to ethics, emotions or logic – intended to manipulate how readers feel or think about a certain topic. This study guide considers the most popular appeals used by authors and illustrators in newspapers and other persuasive platforms.
Appeal to authority/expert opinion
Ms Hepburn, the CEO of NutureNature, has endorsed the technology, stating that ‘it is the new future’.
Readers may be manipulated into believing in the cause since they may respect or be intimidated by the authority’s knowledge and expertise.
Appeal to bandwagon
Everyone is buying the new iPad these days.
The writer urges readers to hope that they are ‘in with it’ or ‘up-to-date’ rather than be rejected and left out of social trends.
Appeal to common sense
Isn’t it well-known that Australia was once called ‘New Holland’?
By stating an everyday knowledge that is immediately established by the writer as being ‘fact’, the reader is invited to agree since they don’t want to be perceived as ‘unintelligent’.