Writing a Writing a Persuasive EssayPersuasive Essay

Higher FolioHigher Folio

ContentsContents 1) Getting Started1) Getting StartedA) Facts and Opinions A) Facts and Opinions

B)B) What issue should I write about? What issue should I write about?

C) Steps towards creating a Persuasive esC) Steps towards creating a Persuasive essaysay

2) Types of Evidence2) Types of EvidenceA) Using Anecdotal EvidenceA) Using Anecdotal Evidence

B) Using FactsB) Using Facts

C) Using StatisticsC) Using Statistics

D) Using Someone's OpinionD) Using Someone's Opinion

3) Research and Note ta3) Research and Note taking adviceking advice

4) Creating a Catchy Tit4) Creating a Catchy Titlele

5) Suggested Essay Str5) Suggested Essay Structureucture

6) Writing your Introduct6) Writing your Introductionion

A) A) PlayletPlaylet Introduction Introduction B) Banner Headline IntroductionB) Banner Headline Introduction C) C) VoxVox Pops Quote Introduction Pops Quote Introduction D) Statistical IntroductionD) Statistical Introduction E) Emotive IntroductionE) Emotive Introduction F) Anecdotal IntroductionF) Anecdotal Introduction

ContentsContents 7) Making your Argument7) Making your Argument

1) Forms of Evidence1) Forms of Evidence 2) Recommended Structure2) Recommended Structure 3) Rebutting Counter Arguments3) Rebutting Counter Arguments

8) Using Techniques8) Using Techniques

General ApproachesGeneral Approaches

i) Take ownershipi) Take ownership ii)ii) Provide information on the history of your Provide information on the history of your

issueissue iii)iii) Provide information on the geography of Provide information on the geography of

your issueyour issue

Specific TechniquesSpecific Techniques

1) Use a Rhetorical Question1) Use a Rhetorical Question 2) Use Statistics2) Use Statistics 3) Use Personal Experience3) Use Personal Experience 4) 4) Use the Language of PersuasionUse the Language of Persuasion 5) 5) Ask a question and answer itAsk a question and answer it 6) Use Emotive Language6) Use Emotive Language 7) Set out quotations correctly 7) Set out quotations correctly 8) Repetition8) Repetition 9) Create Flow (Link Words)9) Create Flow (Link Words) 10) Using a one sentence paragraph to finish10) Using a one sentence paragraph to finish 11) 11) Link conclusion to the introductionLink conclusion to the introduction 12) 12) Finish with a quotationFinish with a quotation

9) Writing your 9) Writing your ConclusionConclusion

A) Basic ConclusionA) Basic Conclusion B) Effective ConclusionB) Effective Conclusion C) Advanced ConclusionC) Advanced Conclusion

10) Bibliography10) Bibliography

11) Persuasive Essay 11) Persuasive Essay Features ChecklistFeatures Checklist

12) Persuasive Essay 12) Persuasive Essay ModelModel

Exemplar LinkExemplar Link

1) Getting Started1) Getting Started

CONTENTSCONTENTS

IntroductionIntroduction When you write a Persuasive essay you form When you write a Persuasive essay you form

arguments and present them for or against an issue. arguments and present them for or against an issue. You have a strong personal stance and aim to You have a strong personal stance and aim to

persuade the reader that your view on the issue can persuade the reader that your view on the issue can be fully supported.be fully supported.

It is important, however, to be clear about the It is important, however, to be clear about the difference in writing a difference in writing a Persuasive Persuasive essay, as outlined essay, as outlined above, and in writing a above, and in writing a DiscursiveDiscursive essay (sometimes essay (sometimes called Argumentative Writing)called Argumentative Writing). . 

Difference between Difference between Discursive and PersuasiveDiscursive and Persuasive

In writing a In writing a Discursive essayDiscursive essay the writer examines both sides of the writer examines both sides of an issue in a balanced way, without a clear personal stance and an issue in a balanced way, without a clear personal stance and (usually) in a formal neutral tone. (usually) in a formal neutral tone.

In a In a Persuasive essayPersuasive essay the emphasis is on a more personal, the emphasis is on a more personal, more emotional way of writing. more emotional way of writing.

This is why in a Persuasive essay you are encouraged to use This is why in a Persuasive essay you are encouraged to use techniques. Techniques help convey emotion. techniques. Techniques help convey emotion.

Think of your essay as 50% argument and 50% emotion. This Think of your essay as 50% argument and 50% emotion. This should help you write an effective essay.should help you write an effective essay.

Please note that each type of essay has its own individual Please note that each type of essay has its own individual structure.structure.

FACTS AND OPINIONSFACTS AND OPINIONS

CONTENTSCONTENTS

FACTS AND OPINIONSFACTS AND OPINIONS When you write your persuasive essay you will be writing both When you write your persuasive essay you will be writing both

facts and opinions so it is important to know the difference facts and opinions so it is important to know the difference between the two.between the two.

   FactsFacts are things known for certain to be true.  are things known for certain to be true. 

The following are facts:The following are facts: •  •  Edinburgh is the capital of Scotland.Edinburgh is the capital of Scotland. •  •  The main character of J K Rowling's novels is Harry Potter.The main character of J K Rowling's novels is Harry Potter.

OpinionsOpinions are things believed to be true are things believed to be true..

The following are opinions:The following are opinions: •  •  Edinburgh is a great city.Edinburgh is a great city. •  •  J K Rowling is the greatest living novelist.J K Rowling is the greatest living novelist.

Continued…Continued…

These are opinions and not facts because facts These are opinions and not facts because facts are true regardless of people's view. are true regardless of people's view.

For example, a  person living in Edinburgh may For example, a  person living in Edinburgh may not consider it to be "great", and many people not consider it to be "great", and many people prefer other writers to J K Rowling despite her prefer other writers to J K Rowling despite her huge success.huge success.

In a convincing persuasive essay In a convincing persuasive essay opinions are opinions are supported by factssupported by facts. This makes an argument.. This makes an argument.

What issue should I What issue should I write about?write about?

CONTENTSCONTENTS

What issue should I write What issue should I write about?about? Before you can choose your issue you have to think Before you can choose your issue you have to think

about your own opinions.about your own opinions.

The list below shows you the kind of issue students The list below shows you the kind of issue students have written about in recent years:have written about in recent years:

the war in Afghanistan, voting at 16, size zero the war in Afghanistan, voting at 16, size zero modelling, abortion, Scottish Independence, modelling, abortion, Scottish Independence, downloading music on the internet, film classification, downloading music on the internet, film classification, testing cosmetics on animals.testing cosmetics on animals.

Choose an issue that you genuinely feel strongly Choose an issue that you genuinely feel strongly about.about. This can help your writing. This can help your writing.

Issue TypesIssue Types Your choice could be about:Your choice could be about:

•  •  an an international issueinternational issue (...Third World poverty) (...Third World poverty) •  •  a a national issuenational issue (...student fees at universities) (...student fees at universities) •  •  a a local issuelocal issue (..the building of a new bridge over the (..the building of a new bridge over the

Forth) Forth)  •  •  a a personal issuepersonal issue (...your school should be given better (...your school should be given better

facilities)facilities)

Once you have decided on the issue to write about you have Once you have decided on the issue to write about you have to form arguments which you use to present your case.to form arguments which you use to present your case.

    →  →  some issues overlap in categories, for example, a some issues overlap in categories, for example, a local issue could also be a national issuelocal issue could also be a national issue

ExemplarExemplar

In this PowerPoint, whenever we look at In this PowerPoint, whenever we look at the idea of persuasive writing, we will do the idea of persuasive writing, we will do this in the context of a student who is this in the context of a student who is arguing the issue arguing the issue that that the tax on the tax on tobacco should be increasedtobacco should be increased..

Steps towards Steps towards creating a creating a

Persuasive essayPersuasive essay

CONTENTSCONTENTS

Once I have chosen Once I have chosen my issue how do I write my issue how do I write my persuasive essay on my persuasive essay on

it? it? You prepare notes by following You prepare notes by following

these steps:these steps:

STEP 1STEP 1

– Decide your point – Decide your point of view on the issueof view on the issue   

––

STEP 1STEP 1 - Decide your point of view - Decide your point of view on the issueon the issue  

Let us say that in your persuasive essay you Let us say that in your persuasive essay you intend to persuade the reader that the tax on intend to persuade the reader that the tax on tobacco should be increased so that the tobacco should be increased so that the demand for cigarettes will be reduced.  demand for cigarettes will be reduced. 

You start the note preparation with the simple You start the note preparation with the simple statement:statement:

‘‘I think that the tax on tobacco should be I think that the tax on tobacco should be increased.’increased.’

All pointsAll points made in the essay are written made in the essay are written to to convince the reader of this viewconvince the reader of this view..

STEP 2STEP 2

- Create points that - Create points that support your point of support your point of

view -view -

STEP 2 - Create points that STEP 2 - Create points that support your point of viewsupport your point of view

   You now produce a list You now produce a list

of points, of points, in any orderin any order,, FORFOR the tax on tobacco the tax on tobacco being increased.being increased.

Here, we have produced Here, we have produced a list of five points, a list of five points, although we could have although we could have listed more.listed more.

Points Points FORFOR the tax on tobacco the tax on tobaccobeing increasedbeing increased

1) less demand for cigarettes - 1) less demand for cigarettes - improvement in healthimprovement in health

2) less demand - reduces costs 2) less demand - reduces costs for NHS + increasedfor NHS + increased

income for Gvtincome for Gvt

3) less demand - fire risk3) less demand - fire risk reduced                                    reduced                                    

4) less demand – influence4) less demand – influence on children more limitedon children more limited

5)  less demand - fewer packets, 5)  less demand - fewer packets, less litterless litter

STEP 3STEP 3 - You now have to choose - You now have to choose the points you are going the points you are going

to develop -to develop -

STEP 3 - You now have to STEP 3 - You now have to choose the points you are choose the points you are

going to developgoing to develop In most cases, to present a convincing In most cases, to present a convincing

argument for your point of view, argument for your point of view, it is sufficient it is sufficient to select threeto select three persuasive points. persuasive points.

HoweverHowever many you choose to develop, the many you choose to develop, the points you select form the basis of your essay.points you select form the basis of your essay.

In the table that follows we have selected the In the table that follows we have selected the three points (three points (**) that we will develop in the ) that we will develop in the essay.essay.

               Points FOR the tax on Points FOR the tax on tobacco being increasedtobacco being increased

PointPoint

less demand for cigarettes –less demand for cigarettes –improvement in health  improvement in health  

      **

less demand - reduces costs forless demand - reduces costs forNHS + increased income for GvtNHS + increased income for Gvt

      **

less demand - fire risk less demand - fire risk reduced                            reduced                            

      XX

less demand - influence onless demand - influence onchildren more limitedchildren more limited

      **

less demand - fewer packets, lessless demand - fewer packets, lessLitterLitter

      XX

Deciding the order of your Deciding the order of your pointspoints

You now have to decide the order in which the You now have to decide the order in which the points will be used in the essay. points will be used in the essay.

This exemplar takes the approach that you can This exemplar takes the approach that you can lead up to your most convincing point, but there lead up to your most convincing point, but there are others.are others.

It is suggested you decide from your list It is suggested you decide from your list what your what your most convincing point ismost convincing point is and and number it number it "1"."1".

ExemplarExemplar

In the essay In the essay on increasing on increasing the tax on the tax on tobacco, our tobacco, our three points three points are prioritised are prioritised like this:like this:

Points FOR the tax on tobaccoPoints FOR the tax on tobaccobeing increasedbeing increased   No.No.

less demand for cigarettes - less demand for cigarettes - improvement in health    improvement in health         33

less demand - reduces costsless demand - reduces costsfor NHS + increased incomefor NHS + increased incomefor Gvt for Gvt 

    22

less demand -  influence onless demand -  influence onchildren more limitedchildren more limited     11

STEP 4 STEP 4 - Show that you aware of - Show that you aware of

opposing arguments -opposing arguments -

STEP 4 - Show that you aware STEP 4 - Show that you aware of opposing arguments of opposing arguments 

   You will You will impress the markerimpress the marker by showing that by showing that

you you understand both sides of the issueunderstand both sides of the issue and and that that you can argue against objections to you can argue against objections to your point of viewyour point of view. This will strengthen your . This will strengthen your persuasive essay.persuasive essay.

You make a list of two or three points You make a list of two or three points which which opposeoppose yours and introduce these points  yours and introduce these points in your essay explaining why you do not find in your essay explaining why you do not find them convincing. them convincing. 

Example of two Example of two opposingopposing points on the smoking points on the smoking issue:issue:

          Points AGAINST the tax on tobacco being increasedPoints AGAINST the tax on tobacco being increased

less demand - thousands of tobacco workers wouldless demand - thousands of tobacco workers wouldbecome unemployedbecome unemployed

it is unfair to tax people who are addicted to tobaccoit is unfair to tax people who are addicted to tobacco

→  →  you do not need to prioritise you do not need to prioritise opposing argumentsopposing arguments

  

Final PointFinal Point

If you have followed If you have followed STEP 1STEP 1 to  to STEP STEP 44 you are ready to find " you are ready to find "Types of Types of EvidenceEvidence" to support the points you " to support the points you have chosen to develop.have chosen to develop.

Types of EvidenceTypes of Evidence

CONTENTSCONTENTS

Types of EvidenceTypes of Evidence There are many types of evidence you can use in your There are many types of evidence you can use in your

persuasive essay to support the points made by each persuasive essay to support the points made by each side.side.

You can use any type as many times as you want, You can use any type as many times as you want, although it always shows skill to use more than one although it always shows skill to use more than one type, maybe even three or four types. type, maybe even three or four types. Being good at Being good at using several types of evidence makes a stronger using several types of evidence makes a stronger essayessay and shows more evidence handling skills. and shows more evidence handling skills.

(All the examples are based on a persuasive essay (All the examples are based on a persuasive essay arguing for an increase in tobacco tax.)arguing for an increase in tobacco tax.)

Using Anecdotal EvidenceUsing Anecdotal Evidence

CONTENTSCONTENTS

Using Anecdotal EvidenceUsing Anecdotal Evidence

Anecdotal evidence is 'story' evidence. A story is told Anecdotal evidence is 'story' evidence. A story is told and the facts of the story are the evidence. A story is and the facts of the story are the evidence. A story is used to back-up the point made by one side. It is used to back-up the point made by one side. It is important that the evidence is true (remember where important that the evidence is true (remember where you get it from as you will have to reference it in a you get it from as you will have to reference it in a bibliography at the end of your essay).bibliography at the end of your essay).

You can see that the anecdotal evidence You can see that the anecdotal evidence cancan be used be used to support the point that, because if Michelle Boisvert to support the point that, because if Michelle Boisvert had found cigarettes too expensive then she would not had found cigarettes too expensive then she would not have smoked. She would not then have to seek have smoked. She would not then have to seek expensive and ongoing treatment for her serious expensive and ongoing treatment for her serious illness.illness.

Example:Example: Point: Point: Less smoking means less demand for NHS services.Less smoking means less demand for NHS services.

Anecdotal Evidence:Anecdotal Evidence: Ex-smoker Michelle Boisvert suffers Ex-smoker Michelle Boisvert suffers from degenerative disc disease (DDD). Diagnosed at the age of from degenerative disc disease (DDD). Diagnosed at the age of 33, she has since learned that cigarette smoking is a leading 33, she has since learned that cigarette smoking is a leading risk factor for DDD.Michelle says, "I was diagnosed with severe risk factor for DDD.Michelle says, "I was diagnosed with severe DDD in 1998 when I was 33 years old and still a smoker. DDD in 1998 when I was 33 years old and still a smoker. Although genetic predisposition is the number 1 risk factor, a Although genetic predisposition is the number 1 risk factor, a growing number of studies indicate that smoking is a leading growing number of studies indicate that smoking is a leading risk factor for DDD, both in the lumbar discs (lower back) and risk factor for DDD, both in the lumbar discs (lower back) and cervical discs (neck).“cervical discs (neck).“

((Source:Source: www.about.com/smoking-relateddiseasestories/) www.about.com/smoking-relateddiseasestories/)

Impact of EvidenceImpact of Evidence

You can see that the anecdotal evidence You can see that the anecdotal evidence cancan be used to support the point that, because if be used to support the point that, because if Michelle Boisvert had found cigarettes too Michelle Boisvert had found cigarettes too expensive then she would not have smoked. expensive then she would not have smoked.

She would not then have to seek expensive She would not then have to seek expensive and ongoing treatment for her serious illness.and ongoing treatment for her serious illness.

Using FactsUsing Facts

CONTENTSCONTENTS

Using FactsUsing Facts A fact is a piece of information that is true. A fact is a piece of information that is true. The Earth The Earth

goes round the Sungoes round the Sun is a fact is a fact. It is a piece of . It is a piece of information that has been proved true.information that has been proved true.

Facts can be used to support points in a discursive Facts can be used to support points in a discursive essay. (essay. (Again, remember where you got the facts from Again, remember where you got the facts from - the source - as you will need to reference your - the source - as you will need to reference your sources in the bibliographysources in the bibliography.).)

If you use facts, If you use facts, try to use more than onetry to use more than one. .

A series of facts supports a point far better than just A series of facts supports a point far better than just one fact. Very rarely can one fact support a point, one fact. Very rarely can one fact support a point, some may call it a some may call it a coincidencecoincidence rather than real rather than real evidence!evidence!

Example:Example: Point: Point: Higher tobacco taxes means more income for the Higher tobacco taxes means more income for the

governmentgovernment..

Factual Evidence:Factual Evidence: According to Government figures, in 2011 According to Government figures, in 2011 the UK government received £11 billion by taxing tobacco the UK government received £11 billion by taxing tobacco products. This is a major contribution to Education spending products. This is a major contribution to Education spending which is £90 billion. Year-on-year tax rises have slowly which is £90 billion. Year-on-year tax rises have slowly increased the amount that government earns.increased the amount that government earns.

((Source:Source: www.the-tma.org.uk/tma-publications-research/facts- www.the-tma.org.uk/tma-publications-research/facts-figures/tax-revenue-from-figures/tax-revenue-from-tobacco/;www.ukpublicspending.co.uk/index.php?year=2011)tobacco/;www.ukpublicspending.co.uk/index.php?year=2011)

By By piling on the facts that support a pointpiling on the facts that support a point, you make the point , you make the point stronger and more convincingstronger and more convincing. .

It also shows that you are handling evidence well.It also shows that you are handling evidence well.

Using StatisticsUsing Statistics

CONTENTSCONTENTS

Using StatisticsUsing Statistics 'There are lies, damned lies and statistics'. This was 'There are lies, damned lies and statistics'. This was

said by former British Prime Minister, Benjamin said by former British Prime Minister, Benjamin Disraeli. Disraeli.

However, if used correctly, statistics can be used as However, if used correctly, statistics can be used as powerful evidence as they seem like scientific truth.powerful evidence as they seem like scientific truth.

When using statisitcs When using statisitcs it is crucial that you it is crucial that you understand what they showunderstand what they show. .

It is all too easy to use statistics incorrectly and end up It is all too easy to use statistics incorrectly and end up contradicting the point you want them to support.contradicting the point you want them to support.

Example:Example: Point: Point: If there is less smoking then health risks are reduced.If there is less smoking then health risks are reduced.

Evidence:Evidence: 85%-90% of all lung cancer deaths in the United States are 85%-90% of all lung cancer deaths in the United States are caused by active cigarette smoking. In the UK 25% to 40% of all smokers caused by active cigarette smoking. In the UK 25% to 40% of all smokers will die in middle age (35 to 69). will die in middle age (35 to 69). 

((Source:Source: www.info.cancerresearchuk.org/healthyliving/smokingandtobacco/howdowewww.info.cancerresearchuk.org/healthyliving/smokingandtobacco/howdoweknow/#Lung)know/#Lung)

It is possible to use statistics that are weaker than others. The fact that the It is possible to use statistics that are weaker than others. The fact that the statistic isn't clear about how many smokers will die in middle age makes it statistic isn't clear about how many smokers will die in middle age makes it slightly weaker.slightly weaker.

The problem with statistics is that they are only as accurate as what can be The problem with statistics is that they are only as accurate as what can be written down and recorded. There is no context for much of the figures (10% written down and recorded. There is no context for much of the figures (10% of the statistic about smokers may be non-smoking related). of the statistic about smokers may be non-smoking related).

But statistics can be powerful evidence, especially if the recording is very But statistics can be powerful evidence, especially if the recording is very tight. For example, pass or fail rates in exams - it is known exactly how tight. For example, pass or fail rates in exams - it is known exactly how many people sit the exam, how many pass and how many fail.many people sit the exam, how many pass and how many fail.

Using Someone's OpinionUsing Someone's Opinion

CONTENTSCONTENTS

Using Someone's OpinionUsing Someone's Opinion The The weakest type of evidenceweakest type of evidence is using someone's or is using someone's or

a group of people's a group of people's opinionopinion. After all, an opinion is . After all, an opinion is only a belief, and beliefs can very often be wrong. only a belief, and beliefs can very often be wrong. Holding a belief does not make it true.Holding a belief does not make it true.

However, when the opinion or belief comes from However, when the opinion or belief comes from someone with expertise and experiencesomeone with expertise and experience in the area in the area you are examining then it you are examining then it becomes strongerbecomes stronger..

Eg. The opinions of a doctor can carry greater weight Eg. The opinions of a doctor can carry greater weight with people as evidence than the opinions of non-with people as evidence than the opinions of non-experts with little experience in the area.experts with little experience in the area.

Points in your essay can be supported by opinions Points in your essay can be supported by opinions and beliefs - the and beliefs - the more expert and experienced in the more expert and experienced in the area of your persuasive essay, the betterarea of your persuasive essay, the better..

Example:Example: Point: Point: Smoking means more demands on NHS resources.Smoking means more demands on NHS resources.

Evidence:Evidence: A study commissioned by the British Heart Foundation A study commissioned by the British Heart Foundation has found that smoking costs the NHS £5 billion a year. Study has found that smoking costs the NHS £5 billion a year. Study leader Dr Steven Allender, said the increased costs were largely leader Dr Steven Allender, said the increased costs were largely due to increasing expense of treatment on the NHS with better due to increasing expense of treatment on the NHS with better treatment and technologies, 'The story is not so much the increase treatment and technologies, 'The story is not so much the increase (in costs) but that £5bn is an enormous number regardless'. Betty (in costs) but that £5bn is an enormous number regardless'. Betty McBride of the British Heart Foundation said, 'This is money being McBride of the British Heart Foundation said, 'This is money being drained out of the NHS as a direct result of something we have drained out of the NHS as a direct result of something we have the power to prevent'.the power to prevent'.

((Source:Source: http://news.bbc.co.uk/1/hi/health/8086142.stm) http://news.bbc.co.uk/1/hi/health/8086142.stm)

The opinion of experts can carry weight and support points The opinion of experts can carry weight and support points more effectively.more effectively.

When points are made about what When points are made about what might happenmight happen then using then using opinions of experienced experts may be the only evidence opinions of experienced experts may be the only evidence available.available.

Research and Notetaking Research and Notetaking adviceadvice

CONTENTSCONTENTS

ResearchingResearching

Researching your issue is very important Researching your issue is very important because you use the information from it to help because you use the information from it to help you to prepare convincing evidence for your you to prepare convincing evidence for your argument. argument.

When researching, When researching, carefully fit your evidence carefully fit your evidence to each point.to each point.

It is useful sometimes to provide It is useful sometimes to provide more than onemore than one piece of evidence for a point.piece of evidence for a point.

Fonts of InformationFonts of Information You can access useful information from:You can access useful information from:

•  •  your school libraryyour school library •  •  public librariespublic libraries •  •  the internetthe internet •  •  interviewing family members/friends/fellow interviewing family members/friends/fellow

pupilspupils •  •  teachers in schoolteachers in school •  •  contacting interested partiescontacting interested parties •  •  conducting a surveyconducting a survey

My advice for Research My advice for Research Each point should be researched. It is better to have Each point should be researched. It is better to have

too much than too little. It is easy to edit your essay too much than too little. It is easy to edit your essay and make it shorter, but making it longer is harder and make it shorter, but making it longer is harder without having research. You can end-up waffling.without having research. You can end-up waffling.

My advice:My advice: 1.  1.  Set out each pointSet out each point (For and Against) on a (For and Against) on a

separate sheet of paper.separate sheet of paper.

2.  Find 2.  Find trusted sourcestrusted sources with information about your with information about your topic and the points.topic and the points.

3.  Write down the facts relevant to each point in note 3.  Write down the facts relevant to each point in note form on each separate piece of paper.form on each separate piece of paper.

Taking Notes of your researchTaking Notes of your research

Set out the pointSet out the point and and the evidence that supports the evidence that supports it. it.

You can easily record your evidence in You can easily record your evidence in note note form. form.

This will allow you to write your evidence up This will allow you to write your evidence up using your own wordsusing your own words and and develop your develop your writing style.writing style.

Example:Example: Point: Point: Less smoking means less demand for NHS services.Less smoking means less demand for NHS services.

Anecdotal Evidence:Anecdotal Evidence: Ex-smoker Michelle Boisvert suffers from Ex-smoker Michelle Boisvert suffers from degenerative disc disease (DDD). Diagnosed at the age of 33, she has degenerative disc disease (DDD). Diagnosed at the age of 33, she has since learned that cigarette smoking is a leading risk factor for since learned that cigarette smoking is a leading risk factor for DDD.Michelle says, "I was diagnosed with severe DDD in 1998 when I DDD.Michelle says, "I was diagnosed with severe DDD in 1998 when I was 33 years old and still a smoker. Although genetic predisposition is was 33 years old and still a smoker. Although genetic predisposition is the number 1 risk factor, a growing number of studies indicate that the number 1 risk factor, a growing number of studies indicate that smoking is a leading risk factor for DDD, both in the lumbar discs (lower smoking is a leading risk factor for DDD, both in the lumbar discs (lower back) and cervical discs (neck)."back) and cervical discs (neck)."

In note form becomes...In note form becomes...

Point: Point: Less smoking means less demand for NHS services.Less smoking means less demand for NHS services.

Anecdotal Evidence:Anecdotal Evidence: Ex-smoker Michelle Boisvert suffers - Ex-smoker Michelle Boisvert suffers - degenerative disc disease (DDD). Diagnosed - 33 - cigarette smoking - degenerative disc disease (DDD). Diagnosed - 33 - cigarette smoking - leading risk factor - Michelle " diagnosed - 1998 - 33 years old - still a leading risk factor - Michelle " diagnosed - 1998 - 33 years old - still a smoker. - genetic predisposition - number 1 risk factor studies -  smoking smoker. - genetic predisposition - number 1 risk factor studies -  smoking leading risk factor - DDD - in lumbar discs - cervical discs"leading risk factor - DDD - in lumbar discs - cervical discs"

Final SummaryFinal Summary → →  taking notes is quicker than copying it all taking notes is quicker than copying it all

outout

→  →  notes allow you to identify essential notes allow you to identify essential evidence and understand it evidence and understand it

→ →  writing style is rewarded in a persuasive writing style is rewarded in a persuasive essay so using notes to write your essay essay so using notes to write your essay encourages you to use your own style encourages you to use your own style rather than the style of writing where you rather than the style of writing where you found the evidencefound the evidence

Creating a Catchy TitleCreating a Catchy Title

CONTENTSCONTENTS

Creating a TitleCreating a Title   The title of your persuasive essay will be the first words the marker The title of your persuasive essay will be the first words the marker

reads. Your title sends a strong signal to the marker about the quality reads. Your title sends a strong signal to the marker about the quality of your essay.of your essay.

A title can:A title can:

• • create immediate impact • show your intelligence • give informationcreate immediate impact • show your intelligence • give information

• • make the reader think • provoke emotion - make the reader think • provoke emotion - anger, shock, disgustanger, shock, disgust

• • be humorous • convey your opinion • make your issue clearbe humorous • convey your opinion • make your issue clear or provide a combination of these.or provide a combination of these.

• • Common language techniques which gain the reader's attention are: Common language techniques which gain the reader's attention are:    • • alliteration • questions • puns • rhyme • odd spelling • repetitionalliteration • questions • puns • rhyme • odd spelling • repetition

• • emotive language • command • creative punctuation • unusual use of emotive language • command • creative punctuation • unusual use of wordswords

Examples:Examples: →  →  many modern autobiographies have titles using these techniquesmany modern autobiographies have titles using these techniques Examples of language techniques creating effective titles in persuasive Examples of language techniques creating effective titles in persuasive

essays:essays:

TitleTitle TechniqueTechnique       EffectEffect

The Nuclear NightmareThe Nuclear Nightmare alliterationalliterationview on nuclear power clear,view on nuclear power clear,emotive languageemotive language

KO is not OKKO is not OK punpun  view against boxingview against boxingclear,  unusual use of words,clear,  unusual use of words,humourhumour

Bent Business of the BananaBent Business of the BananaTradeTrade

alliteration, punalliteration, punhumour, issue made clear, view humour, issue made clear, view made clearmade clear

Abortion - The SilentAbortion - The SilentHolocaust?Holocaust?

Emotive language,  questionEmotive language,  questionprovokes shock/anger, issue provokes shock/anger, issue

made clearmade clear

Universities should  beUniversities should  beUniversalUniversal

PunPunissue made clear, view madeissue made clear, view madeclearclear

Attack of the ClonesAttack of the Clones PunPunissue made clear, view madeissue made clear, view madeclearclear

There is Sense in   DefenceThere is Sense in   Defence rhymerhymeissue made clear, view madeissue made clear, view madeclearclear

Suggested Essay Suggested Essay StructureStructure

CONTENTSCONTENTS

Suggested Essay StructureSuggested Essay Structure

You are now ready to begin to write the essay itself. You are now ready to begin to write the essay itself.

To get the grade for a persuasive essay that you To get the grade for a persuasive essay that you would like it is essential that your essay has a sound would like it is essential that your essay has a sound structure.structure.

There are other ways to structure a persuasive essay There are other ways to structure a persuasive essay than appears on the following slides than appears on the following slides but the one but the one outlined is tried and tested in making an argument outlined is tried and tested in making an argument and creating successful essays at Higher.and creating successful essays at Higher.

We will now look at detailed explanations, with We will now look at detailed explanations, with examples, of each part of the structure in the slides examples, of each part of the structure in the slides which follow.which follow.

Persuasive Essay StructurePersuasive Essay Structure

Persuasive Essay StructurePersuasive Essay Structure

Title  Title  

IntroductionIntroduction

• Making your Argument using techniquesMaking your Argument using techniques• Paragraphs developing the points FOR your view in order of Paragraphs developing the points FOR your view in order of

"strength""strength"              followed byfollowed by• Paragraphs showing the weakness of some   points Paragraphs showing the weakness of some   points

AGAINST your viewAGAINST your view

ConclusionConclusion

→  →  an essay with a clear structure is a more persuasive essayan essay with a clear structure is a more persuasive essay

Writing your Writing your IntroductionIntroduction

CONTENTSCONTENTS

Writing your IntroductionWriting your Introduction After the title, the words you write in your introduction will be the After the title, the words you write in your introduction will be the

first that the marker reads. first that the marker reads. You should, therefore, consider carefully how you are going to You should, therefore, consider carefully how you are going to

start your essay. start your essay.

This Section gives you constructive suggestions. This Section gives you constructive suggestions. 

Your Your IntroductionIntroduction should: should: •  •  capture the reader's attentioncapture the reader's attention •  •  show you can write with styleshow you can write with style •  •  make your issue clearmake your issue clear •  •  make clear what you are arguing formake clear what you are arguing for

→   →   an effective introduction will impress the markeran effective introduction will impress the marker

Types of IntroductionTypes of Introduction Examples of different types of introduction are explained belowExamples of different types of introduction are explained below. You . You

can choose the type that you think works best for your essay.can choose the type that you think works best for your essay.

To help you understand the effectiveness of each type of To help you understand the effectiveness of each type of introduction, all the examples given here are introductions to a introduction, all the examples given here are introductions to a student's persuasive essay with the title: student's persuasive essay with the title: "Increase the tax on tobacco "Increase the tax on tobacco - NOW!".- NOW!".

The types of introduction explained in this Section are:The types of introduction explained in this Section are:

>  Playlet >  Playlet  >  Banner Headline>  Banner Headline >  Person-in-the-street Quote (Vox Pops)>  Person-in-the-street Quote (Vox Pops) >  Statistical>  Statistical >  Emotive>  Emotive >  Personal Experience>  Personal Experience

Whichever type of introduction you choose it is essential that Whichever type of introduction you choose it is essential that you you linklink it to your point of view. it to your point of view.

Playlet IntroductionPlaylet Introduction

CONTENTSCONTENTS

Playlet IntroductionPlaylet Introduction   You create a dramatic human situation with You create a dramatic human situation with settingsetting, , characterscharacters

and and dialoguedialogue relating to aspects of your issue. relating to aspects of your issue.

In the introduction on the next slide the student has created a In the introduction on the next slide the student has created a playlet involving two young girls smoking in a school playground. playlet involving two young girls smoking in a school playground.

The student could, of course, have used other situations involving The student could, of course, have used other situations involving smoking, for example, a parent discovering cigarettes in a child's smoking, for example, a parent discovering cigarettes in a child's drawer, or a hospital visit to a patient suffering from a smoking drawer, or a hospital visit to a patient suffering from a smoking related illness.related illness.

The appropriate conventions for a playlet are:The appropriate conventions for a playlet are:

•  •  statement of scenestatement of scene •  •  character's name(s) placed left followed by a colon (:)character's name(s) placed left followed by a colon (:) •  •  inverted commas not usedinverted commas not used •  •  spacing between speakersspacing between speakers •  •  use of stage directionsuse of stage directions

Essay Example:Essay Example: The playlet below makes some "costs" of smoking clear - The playlet below makes some "costs" of smoking clear - its addictive natureits addictive nature

("dying"), ("dying"), how it adversely affects relationshipshow it adversely affects relationships ("granny's birthday money")  ("granny's birthday money") its secretive natureits secretive nature ("out-of-sight area"), ("out-of-sight area"), its criminal natureits criminal nature ("thirteen", ("thirteen", "bought them yesterday")"bought them yesterday")

(Scene: In an out-of-sight area of a school playground at break in a (Scene: In an out-of-sight area of a school playground at break in a secondary school.secondary school.))

Mary: (Mary: (opening a packet of cigarettesopening a packet of cigarettes) I'm absolutely dying for one of these!) I'm absolutely dying for one of these!

Jean: (Jean: (pleadingpleading) Give me one, Mary. Remember, I gave you one yesterday.) Give me one, Mary. Remember, I gave you one yesterday.

Mary: (Mary: (lighting up and inhaling deeply)lighting up and inhaling deeply) OK. I've got plenty. I bought them OK. I've got plenty. I bought them with my granny's birthday money. I was thirteen yesterday.with my granny's birthday money. I was thirteen yesterday.

‘‘How often is this kind of conversation heard in our school playgrounds? How often is this kind of conversation heard in our school playgrounds? Tragically, tobacco smoking has taken its toll not only on our young people Tragically, tobacco smoking has taken its toll not only on our young people but on our entire population. We have put up with the costs of this but on our entire population. We have put up with the costs of this destructive activity for too long. We have to reduce the demand for tobacco destructive activity for too long. We have to reduce the demand for tobacco and the time has now come to increase the level of taxation...’and the time has now come to increase the level of taxation...’

Banner HeadlinesBanner Headlines

CONTENTSCONTENTS

Banner HeadlinesBanner Headlines You create your own newspaper You create your own newspaper banner banner

headlinesheadlines. Three will be sufficient. Again, you . Three will be sufficient. Again, you must link them to a statement of your point of must link them to a statement of your point of view on the issue.view on the issue.

This introduction immediately:This introduction immediately:

•  •  catches the reader's attentioncatches the reader's attention •  •  places the reader in a dramatic situationplaces the reader in a dramatic situation •  •  gives the reader information about the issuegives the reader information about the issue •  •  makes the reader thinkmakes the reader think

The appropriate conventions The appropriate conventions for headlines are:for headlines are:

•  •  block capital lettersblock capital letters

•  •  inverted commas (".... ") or italicsinverted commas (".... ") or italics

•  •  exclamation marks (!)exclamation marks (!)

•  •  list formlist form

Example:Example: "Lung cancer rates a major concern!""Lung cancer rates a major concern!" "Teenage smoking - worrying statistics!""Teenage smoking - worrying statistics!" "Smoking related illness - NHS under pressure!""Smoking related illness - NHS under pressure!"

‘‘These types of headlines are common in newspapers These types of headlines are common in newspapers today as society battles against the tragic effects that today as society battles against the tragic effects that smoking has on the UK population. There is no doubt smoking has on the UK population. There is no doubt that these headlines address a major problem about that these headlines address a major problem about tobacco use. For too long it has damaged the health of tobacco use. For too long it has damaged the health of our population and the time has now come to reduce our population and the time has now come to reduce the demand for tobacco by increasing the tax on it...’the demand for tobacco by increasing the tax on it...’

Vox Pops Quote Vox Pops Quote IntroductionIntroduction

CONTENTSCONTENTS

Vox Pops Quote IntroductionVox Pops Quote Introduction This introduction creates immediate impact by using This introduction creates immediate impact by using

typical expressions heard about your issue. typical expressions heard about your issue. As always, you must As always, you must link the quote to a statement of link the quote to a statement of

your view on the issueyour view on the issue..

Use the appropriate conventions when setting out the Use the appropriate conventions when setting out the quotes:quotes:

•  •  inverted commas ("......... ") or inverted commas ("......... ") or italicsitalics

•  •  exclamation marks (!)exclamation marks (!)

•  •  list formlist form

Essay Example:Essay Example: "Addicted? No way! I could give up any time!“"Addicted? No way! I could give up any time!“

"I'm dying for a fag!“"I'm dying for a fag!“

"My aunt smoked 40 a day all her life and lived till she "My aunt smoked 40 a day all her life and lived till she was 85!“was 85!“

‘‘These statements on smoking that we hear in our These statements on smoking that we hear in our daily lives reveal that some people in society have not daily lives reveal that some people in society have not accepted the dangers that smoking can cause. Some accepted the dangers that smoking can cause. Some smokers will only respond to the immediate impact a smokers will only respond to the immediate impact a price rise has on them. It is now time to increase price rise has on them. It is now time to increase taxation on tobacco.’taxation on tobacco.’

Statistical IntroductionStatistical Introduction

CONTENTSCONTENTS

Statistical IntroductionStatistical Introduction This introduction presents a list of statistics This introduction presents a list of statistics

gathered from your research.gathered from your research.

These statistics:These statistics:

•  •  show you have done researchshow you have done research

•  •  show you have knowledge of your subjectshow you have knowledge of your subject

•  •  provoke thoughts and emotions in the readerprovoke thoughts and emotions in the reader

The appropriate conventions The appropriate conventions in presenting the statistics in presenting the statistics

are:are:

•  •  all statistics must contain all statistics must contain numbersnumbers

•  •  list formlist form

Essay Example:Essay Example: Smoking causes 90% of deaths from lung cancer.Smoking causes 90% of deaths from lung cancer.

Smoking related diseases cost NHS 2.7 billion pounds a year.Smoking related diseases cost NHS 2.7 billion pounds a year.

Globally 600,000 deaths a year from passive smoking.Globally 600,000 deaths a year from passive smoking.

114,000 smokers in UK die annually as a result of their habit.114,000 smokers in UK die annually as a result of their habit.

‘‘These statistics are a great cause for concern as they show the These statistics are a great cause for concern as they show the widespread problem that the destructive effects of smoking are widespread problem that the destructive effects of smoking are having on the population. Now is the time to increase taxes on having on the population. Now is the time to increase taxes on tobacco to prevent more harmful effects and pay for dealing tobacco to prevent more harmful effects and pay for dealing with the harm already done.’with the harm already done.’

Emotive IntroductionEmotive Introduction

CONTENTSCONTENTS

Emotive IntroductionEmotive Introduction

The Emotive Introduction is used to:The Emotive Introduction is used to:

•  •  make the reader feel make the reader feel angry/shocked/sympathetic etc.angry/shocked/sympathetic etc.

•  •  make clear what the issue ismake clear what the issue is

•  •  show that your view is sincerely heldshow that your view is sincerely held

•  •  provide a link to your argumentprovide a link to your argument

Essay Example:Essay Example: ‘‘Think about this. You have a cough most of the time. Think about this. You have a cough most of the time.

You are always short of breath. You cough up phlegm You are always short of breath. You cough up phlegm with signs of blood in it. It is sore when you breathe or with signs of blood in it. It is sore when you breathe or cough. You have lost your appetite. You feel cough. You have lost your appetite. You feel permanently tired. You are losing weight. You would permanently tired. You are losing weight. You would hate this to be you but, unfortunately, this is what hate this to be you but, unfortunately, this is what sufferers of lung cancer have to face on a daily basis. sufferers of lung cancer have to face on a daily basis. Not all lung cancer is caused by smoking but there is Not all lung cancer is caused by smoking but there is no doubt that in many cases smoking tobacco has no doubt that in many cases smoking tobacco has been the main factor. Raising revenues by increasing been the main factor. Raising revenues by increasing taxes on tobacco will reduce demand and is an act of taxes on tobacco will reduce demand and is an act of humanity.’humanity.’

Anecdotal IntroductionAnecdotal Introduction

CONTENTSCONTENTS

Anecdotal IntroductionAnecdotal Introduction

  In this introduction you write about your In this introduction you write about your personal experience of any aspect(s) of your personal experience of any aspect(s) of your issue.issue.

It is used to:It is used to:   •  •  show your personal experience of the issueshow your personal experience of the issue •  •  show your knowledge of the issueshow your knowledge of the issue •  •  show you have thought about the issueshow you have thought about the issue •  •  show you are an individualshow you are an individual •  •  provide a link to your argumentprovide a link to your argument

Essay Example:Essay Example: ‘‘When my aunt Annie, who lived alone, died last year, When my aunt Annie, who lived alone, died last year,

my sister and I helped to clear out her house. I took a my sister and I helped to clear out her house. I took a family picture off the wall in her living room. Where the family picture off the wall in her living room. Where the picture had been a perfect white square was left. I had picture had been a perfect white square was left. I had always thought that the wallpaper in her living room always thought that the wallpaper in her living room was a light brown colour but I then realised it was, in was a light brown colour but I then realised it was, in fact, white. Her lungs must have been a similar colour fact, white. Her lungs must have been a similar colour when she died because she smoked 40 cigarettes a when she died because she smoked 40 cigarettes a day sitting in that room for thirty years. What makes day sitting in that room for thirty years. What makes someone risk their health in this way? If cigarettes had someone risk their health in this way? If cigarettes had been more expensive would she have used them so been more expensive would she have used them so much? It is time to increase price through a tax rise on much? It is time to increase price through a tax rise on cigarettes.’cigarettes.’

Making your ArgumentMaking your Argument

CONTENTSCONTENTS

Making your ArgumentMaking your Argument When you write a persuasive essay you make and present When you write a persuasive essay you make and present

arguments to convince the reader that your point of view on an arguments to convince the reader that your point of view on an issue is the right one. issue is the right one.

The success of your essay will largely depend on how well you The success of your essay will largely depend on how well you do this.do this.

To make your essay more persuasive:To make your essay more persuasive:

•  •  prepare a number of points prepare a number of points FORFOR your point of view your point of view •  •  have evidence for themhave evidence for them •  •  undertake research and make notesundertake research and make notes

Evidence can take different forms. Evidence can take different forms.

Common ones are Common ones are anecdotes, statistics, opinions of experts anecdotes, statistics, opinions of experts and facts.and facts.

Forms of EvidenceForms of Evidence

CONTENTSCONTENTS

Forms of EvidenceForms of Evidence Let us consider preparation of points with evidence and notes from Let us consider preparation of points with evidence and notes from

research for the essay, research for the essay, "Increase the tax on tobacco - NOW!""Increase the tax on tobacco - NOW!"

A student researching for this persuasive essay might use the A student researching for this persuasive essay might use the following sources:following sources:

•  •  http://www.cancerhelp.org.uk/type/lung-cancer/living/coping- http://www.cancerhelp.org.uk/type/lung-cancer/living/coping- with-lung-cancerwith-lung-cancer •  •  http://www.ash.org.uk/information/facts-and-stats/fact-sheetshttp://www.ash.org.uk/information/facts-and-stats/fact-sheets •  •  http://kats.roycastle.org/facts_stats.htmhttp://kats.roycastle.org/facts_stats.htm •  •  interviewing an aunt who has smoked 20 cigarettes a day interviewing an aunt who has smoked 20 cigarettes a day since she was fifteensince she was fifteen •  •  borrowing a book from the school library on social issuesborrowing a book from the school library on social issues •  •  obtaining leaflets from a local doctor's surgeryobtaining leaflets from a local doctor's surgery

The points listed in the table on the next slide are the ones that will The points listed in the table on the next slide are the ones that will be developed in depth after they have been researched. be developed in depth after they have been researched. 

Main PointsMain Points                           Points FOR the tax on Points FOR the tax on

tobacco being increasedtobacco being increasedNo.No.

less demand for cigarettes –less demand for cigarettes –improvement in health improvement in health 

  33

  less demand - reduces costs forless demand - reduces costs forNHS + increased income for Gvt NHS + increased income for Gvt 

  22

less demand -  influence onless demand -  influence onchildren more limitedchildren more limited

  11

The table below shows evidence gained from researching for The table below shows evidence gained from researching for the points listed above.the points listed above.

  PointsPoints

less smoking:less smoking:improvement inimprovement inhealthhealth

more income formore income forgovernmentgovernment

less smoking: less smoking: reduces fire risksreduces fire risks

increased price –increased price –children lesschildren lesslikely tolikely tostart/influencestart/influencemore limitedmore limited

reduce costs forreduce costs forNHSNHS

    EvidenceEvidence

causes almostcauses almost90% of deaths 90% of deaths rom lung cancerrom lung cancer

Treasury earnedTreasury earned£8.8 billion from£8.8 billion fromtobacco duty intobacco duty in20092009

fires caused byfires caused bysmokingsmokingmaterials –materials –biggest killers inbiggest killers inaccidental houseaccidental housefiresfires

"Price of"Price ofcigarettescigarettes– – a major effecta major effecton consumption“on consumption“Action onAction onSmoking andSmoking andHealthHealth

NHS 2.7 billionNHS 2.7 billionpounds a year pounds a year

forfortreating smokingtreating smokingrelated illnessesrelated illnesses

    EvidenceEvidence  

80% of deaths80% of deathsfrom bronchitisfrom bronchitisand emphysemaand emphysema

in 2008 £16 in 2008 £16 billionbillion

spent on tobacco spent on tobacco --

nationally, nationally, someonesomeonedies every threedies every threedays from a firedays from a firecaused bycaused bycigarettescigarettes

every day in UKevery day in UK450 children 450 children start smokingstart smoking

costs to NHS incosts to NHS inhospitalhospitaladmissions,admissions,doctors‘ doctors‘ consultations,consultations,prescriptions,prescriptions,Sickness/Sickness/Invalidity benefitInvalidity benefit

    EvidenceEvidence

one third of allone third of allcancer deathscancer deathsattributed toattributed tosmokingsmoking

Gvt pays forGvt pays forsickness/invalidiysickness/invalidiybenefits, widows‘benefits, widows‘pensions andpensions andother socialother socialsecurity benefitssecurity benefitsfor dependantsfor dependantsfrom smokingfrom smokingrelated deathsrelated deaths

"The best way to"The best way toreduce fire in thereduce fire in thehome is to givehome is to giveup smoking" –up smoking" –StaffordshireStaffordshireFire ServicesFire Services

children whosechildren whoseparents orparents orbrothers andbrothers andsisters smokesisters smoke90 per cent more90 per cent morelikely to grow uplikely to grow upto become to become smokerssmokersthemselvesthemselves

reducing reducing smokingsmoking

results in a net results in a net annualannual

benefit of £benefit of £

Final PointFinal Point

When you have decided on your When you have decided on your points, and have evidence to support points, and have evidence to support them from your research, you are them from your research, you are ready to develop them in your ready to develop them in your argument.argument.

Recommended Recommended StructureStructure

CONTENTSCONTENTS

Recommended StructureRecommended Structure

This is the recommended paragraphing This is the recommended paragraphing structure to make your argument convincing:structure to make your argument convincing:

•  •  statement of your viewpointstatement of your viewpoint

•  •  explanation of your viewpointexplanation of your viewpoint

•  •  evidence for your viewpointevidence for your viewpoint

Essay Example:Essay Example: So, making the argument that there would be less demand on So, making the argument that there would be less demand on

the NHS if the tax on tobacco was increased, would be written, the NHS if the tax on tobacco was increased, would be written, using the above structure, like this:using the above structure, like this:

   ‘‘Increasing taxation on tobacco would mean that NHS Increasing taxation on tobacco would mean that NHS

resources were in less demand. [P] Higher taxes on tobacco resources were in less demand. [P] Higher taxes on tobacco would mean less people smoking. In turn, there would be fewer would mean less people smoking. In turn, there would be fewer patients needing to use the NHS for help with smoking related patients needing to use the NHS for help with smoking related diseases. [Ex] In one way or another, smoking costs the NHS diseases. [Ex] In one way or another, smoking costs the NHS 2.7 billion pounds a year for treating these diseases. These 2.7 billion pounds a year for treating these diseases. These costs include the hospital admissions, doctors' consultations, costs include the hospital admissions, doctors' consultations, prescriptions and care. Betty McBride from the British Heart prescriptions and care. Betty McBride from the British Heart Foundation claims, based on a BHF study conducted by Foundation claims, based on a BHF study conducted by doctors, that the cost is £5 billion a year. She says, 'This is doctors, that the cost is £5 billion a year. She says, 'This is money being drained out of the NHS as a direct result of money being drained out of the NHS as a direct result of something we have the power to prevent'. [I] Clearly, billions of something we have the power to prevent'. [I] Clearly, billions of pounds could be saved if the numbers of people with smoking pounds could be saved if the numbers of people with smoking related diseases could be reduced.’related diseases could be reduced.’

SummarySummaryStructure:Structure:

[P]  Point you are making[P]  Point you are making

[Ex] Explanation of your point[Ex] Explanation of your point

[I] Evidence for your point[I] Evidence for your point

Having a clear structure to your points helps your own Having a clear structure to your points helps your own understanding as well as the reader's.understanding as well as the reader's.

→  →  your evidence must support the specific point your evidence must support the specific point you are makingyou are making

Rebutting Counter Rebutting Counter ArgumentsArguments

CONTENTSCONTENTS

Rebutting Counter Rebutting Counter ArgumentsArguments

When you have made all the arguments for your point When you have made all the arguments for your point of view, of view, you are advisedyou are advised, as part of the structure of , as part of the structure of your essay, your essay, to deal with and rebut one or to deal with and rebut one or two arguments which oppose yours.two arguments which oppose yours.

This shows the marker that you:This shows the marker that you:

•  •  have good knowledge of your subjecthave good knowledge of your subject •  •  have considered both sides of the argumenthave considered both sides of the argument •  •  can use opposing arguments to strengthen your can use opposing arguments to strengthen your

casecase

Essay Example:Essay Example:

Firstly, you have to list one or two arguments against Firstly, you have to list one or two arguments against your point of view. For the essay on smoking from the your point of view. For the essay on smoking from the previous pages, these arguments could be:previous pages, these arguments could be:

          Arguments AGAINST the tax on tobacco being increasedArguments AGAINST the tax on tobacco being increased

                          8000 tobacco workers would become unemployed8000 tobacco workers would become unemployed

                          it is unfair to tax people who are addicted to tobaccoit is unfair to tax people who are addicted to tobacco

In the paragraph(s) in which you expose the weakness of opposing In the paragraph(s) in which you expose the weakness of opposing arguments the normal structure of Statement, Explanation, Evidence arguments the normal structure of Statement, Explanation, Evidence can can be reversed.be reversed.

The example below illustrates how the normal structure has been The example below illustrates how the normal structure has been reversed to Evidence, Explanation, Statement.reversed to Evidence, Explanation, Statement.

‘‘People argue that the tobacco industry employs eight thousand people People argue that the tobacco industry employs eight thousand people [d1] [d1] who, if made redundant, through a reduction in demand for who, if made redundant, through a reduction in demand for cigarettes, would not be able to provide for their families and so cigarettes, would not be able to provide for their families and so contribute to the economy or pay taxes that pay for other contribute to the economy or pay taxes that pay for other services. services. [d2] [d2] However, think of the benefit to the country if these eight However, think of the benefit to the country if these eight thousand workers were not involved in the destructive industry that thousand workers were not involved in the destructive industry that cigarette production is, but were retrained by the government, using the cigarette production is, but were retrained by the government, using the increased money from tobacco taxation, to use their skills in emerging increased money from tobacco taxation, to use their skills in emerging industries, such as green technologies. They would still pay taxes and industries, such as green technologies. They would still pay taxes and give the UK a leading edge in selling these technologies around the give the UK a leading edge in selling these technologies around the world. world. [d3][d3] Therefore, raising taxes on tobacco can have further Therefore, raising taxes on tobacco can have further benefits.’benefits.’

[d1] Evidence for opposing viewpoint[d1] Evidence for opposing viewpoint [d2] Explanation of opposing viewpoint[d2] Explanation of opposing viewpoint [d3] Rebuttal of the opposing viewpoint[d3] Rebuttal of the opposing viewpoint [d4] Re-statement of your argument[d4] Re-statement of your argument   

8) Using Techniques8) Using Techniques

CONTENTSCONTENTS

Using TechniquesUsing Techniques Your Your arguments will be more convincingarguments will be more convincing if they if they

are presented with are presented with knowledge, sincerity and knowledge, sincerity and style.style.

Features of writing which help you to present Features of writing which help you to present your arguments in this way are explained in the your arguments in this way are explained in the slides which follow.slides which follow.

Each feature contains an example relating to Each feature contains an example relating to the persuasive essay, "Increase the tax on the persuasive essay, "Increase the tax on tobacco NOW!"tobacco NOW!"

General ApproachesGeneral Approaches

CONTENTSCONTENTS

i) Take ownershipi) Take ownership

CONTENTSCONTENTS

Take ownershipTake ownership

In your persuasive essay the point of view you In your persuasive essay the point of view you express express is a very personal oneis a very personal one..

What you write, therefore, What you write, therefore, should communicate your should communicate your personality.personality.

You can do this effectively by:You can do this effectively by: •  •  using the personal pronoun 'using the personal pronoun 'II'' •  •  using expressionsusing expressions

Examples:Examples:     I believe... It seems to me… In my opinion… I feel I believe... It seems to me… In my opinion… I feel

strongly that...strongly that...

ii) Provide information ii) Provide information on the history of your on the history of your

issueissue

CONTENTSCONTENTS

Provide information on the history Provide information on the history of your issueof your issue

Providing historical background Providing historical background to your issue - relevant to your issue - relevant

information about the past - information about the past - shows knowledge and gives shows knowledge and gives

you authority.you authority.

Essay Example:Essay Example:

‘‘Before the 1950sBefore the 1950s there was no there was no serious research into the health serious research into the health effects of smoking. effects of smoking. After thatAfter that, , however, the first warnings were however, the first warnings were sounded as links between sounded as links between smoking and lung cancer started smoking and lung cancer started getting reported. It is these getting reported. It is these warnings that society has had to warnings that society has had to heed in the heed in the last fifty yearslast fifty years...’...’

iii) Provide information iii) Provide information on the geography of on the geography of

your issueyour issue

CONTENTSCONTENTS

Provide information on the Provide information on the geography of your issuegeography of your issue

Providing geographical background to Providing geographical background to your issue - relevant information your issue - relevant information

about other countries - shows about other countries - shows knowledge and gives your argument knowledge and gives your argument

authority.authority.

Essay Example:Essay Example:

‘‘Smoking is a Smoking is a world-wideworld-wide problem. problem. ChinaChina has has an estimated 350 million smokers - that's 1 in 3 an estimated 350 million smokers - that's 1 in 3 of the world's smokers. In of the world's smokers. In USAUSA smoking kills smoking kills approximately half a million people per year. approximately half a million people per year. Most of them die of lung cancer, heart disease Most of them die of lung cancer, heart disease or emphysema. We should, therefore, be in no or emphysema. We should, therefore, be in no doubt of the scale of the problem or its doubt of the scale of the problem or its dangers...’dangers...’

Specific Persuasive Specific Persuasive TechniquesTechniques

CONTENTSCONTENTS

Use a Rhetorical QuestionUse a Rhetorical Question

CONTENTSCONTENTS

Use a Rhetorical QuestionUse a Rhetorical Question

A Rhetorical Question is a question asked for A Rhetorical Question is a question asked for its persuasive effect. its persuasive effect.

It does not expect an answer. The answer is It does not expect an answer. The answer is implied in the question itself.implied in the question itself.

Rhetorical questions can be used to Rhetorical questions can be used to engageengage the reader and the reader and emphasise your point of viewemphasise your point of view..

Example:Example:

Who could argue that smoking is not damaging Who could argue that smoking is not damaging to health? (Implied answer: No one)to health? (Implied answer: No one)

Can anybody seriously doubt that the NHS Can anybody seriously doubt that the NHS would benefit if there were fewer smokers? would benefit if there were fewer smokers? (Implied answer: No)(Implied answer: No)

Use StatisticsUse Statistics

CONTENTSCONTENTS

Use StatisticsUse Statistics

Statistics show you:Statistics show you:

•  •  have done researchhave done research •  •  know your subjectknow your subject •  •  can use facts to strengthen your casecan use facts to strengthen your case

Example:Example:

Let us look at the toll that tobacco smoking is Let us look at the toll that tobacco smoking is taking on our population.taking on our population.

Today, tobacco consumption is recognised as Today, tobacco consumption is recognised as the UK's single greatest cause of preventable the UK's single greatest cause of preventable illness and early death with illness and early death with 107,000 people107,000 people dying in dying in 20072007 from smoking-related diseases from smoking-related diseases including cancers. In addition, around including cancers. In addition, around 86% of 86% of lung cancer deathslung cancer deaths themselves are caused by themselves are caused by tobacco smoking. We need to act now to tobacco smoking. We need to act now to change this situation...change this situation...

Use Personal ExperienceUse Personal Experience

CONTENTSCONTENTS

Use Personal ExperienceUse Personal Experience

Personal Experience:Personal Experience:

•  •  shows knowledge of your subjectshows knowledge of your subject •  •  strengthens your casestrengthens your case •  •  reveals your individualityreveals your individuality

Example:Example:

‘‘I saw a television documentary about smoking once. I saw a television documentary about smoking once. The programme started with a close up of a man's The programme started with a close up of a man's face. He was smoking a cigarette. Half way through face. He was smoking a cigarette. Half way through the programme we were shown the man again sitting the programme we were shown the man again sitting in a wheelchair. He had lost one leg. He said that he in a wheelchair. He had lost one leg. He said that he had had to have it amputated because his arteries had had had to have it amputated because his arteries had hardened with smoking. He said he was told that if he hardened with smoking. He said he was told that if he did not stop smoking he would lose his other leg, too. did not stop smoking he would lose his other leg, too. At the end of the programme we saw the man again. At the end of the programme we saw the man again. This time we could see that he had lost his other leg, This time we could see that he had lost his other leg, too. The programme shocked me because it showed too. The programme shocked me because it showed me how addictive smoking is and how dangerous it is me how addictive smoking is and how dangerous it is to health, and I vowed there and then never to to health, and I vowed there and then never to smoke....’smoke....’

Use the Language of Use the Language of PersuasionPersuasion

CONTENTSCONTENTS

Use the Language of Use the Language of PersuasionPersuasion

You can emphasise arguments, and show that You can emphasise arguments, and show that your point of view is important to you, by your point of view is important to you, by including assertive expressionsincluding assertive expressions at at appropriate points in your essay.appropriate points in your essay.

Examples:Examples: Example 1:Example 1:

‘‘It cannot be denied that... It is undoubtedly true that... It cannot be denied that... It is undoubtedly true that... My firm view is that...There is no alternative to the fact My firm view is that...There is no alternative to the fact that... Society must realise that... Informed opinion that... Society must realise that... Informed opinion accepts that... No one could question that...’accepts that... No one could question that...’

Example 2:Example 2:

No one could questionNo one could question  that smoking poses great that smoking poses great health risks. Among these are...health risks. Among these are...

Society must realiseSociety must realise that the costs of tobacco to the that the costs of tobacco to the country can no longer be tolerated...country can no longer be tolerated...

Ask a question and Ask a question and answer itanswer it

CONTENTSCONTENTS

Ask a question and answer itAsk a question and answer it

Asking a question, and answering it, Asking a question, and answering it, is a is a stylish way of introducing an argumentstylish way of introducing an argument, , providing information and making the reader providing information and making the reader think about an aspect of your issue.think about an aspect of your issue.

Types of questions to ask and answer are:Types of questions to ask and answer are:

Why is this the case? Why is this the case? What are the reasons for this? What are the reasons for this? What can be done about this?What can be done about this?

Example:Example:

So what areSo what are the specific risks that smoking can  the specific risks that smoking can cause? cause? Undoubtedly, smoking is a risk to Undoubtedly, smoking is a risk to healthhealth. Among the smoking related diseases . Among the smoking related diseases there is lung cancer and emphysema...there is lung cancer and emphysema...

Use Emotive LanguageUse Emotive Language

CONTENTSCONTENTS

Use Emotive LanguageUse Emotive Language

In your essay you want the reader to agree that In your essay you want the reader to agree that your point of view is one that can be supported. your point of view is one that can be supported.

Emotive language appeals to the reader's Emotive language appeals to the reader's emotions, for example, sympathy, outrage or emotions, for example, sympathy, outrage or disgust disgust and is a useful technique to make and is a useful technique to make your argument convincingyour argument convincing..

The table on the next slide indicates how your The table on the next slide indicates how your use of words can provoke emotion:use of words can provoke emotion:

        Neutral languageNeutral language       More emotive languageMore emotive language Most emotive languageMost emotive language

  crowdcrowd ganggang     mobmob

  saidsaid shoutedshouted     roaredroared

  did not likedid not like hatedhated     abhorredabhorred

  manman old manold man     pensionerpensioner

  hurriedhurried ranran     racedraced

  attractiveattractive beautifulbeautiful     gorgeousgorgeous

Emotive Language working in Emotive Language working in practicepractice

  The emotive language in this passage has been highlighted.The emotive language in this passage has been highlighted.

Example:Example:

Celebrity! Celebrity! Celebrity! Teenagers are Celebrity! Celebrity! Celebrity! Teenagers are obsessedobsessed by it. Celebrities  by it. Celebrities are in all the papers, in all the magazines, on television, every night - it just are in all the papers, in all the magazines, on television, every night - it just never ever ends.... But why are young people (except me!) so never ever ends.... But why are young people (except me!) so fixatedfixated? ? Maybe they feel their lives are Maybe they feel their lives are dull and drabdull and drab : 9-4 school with lots  : 9-4 school with lots of of routineroutine activity; 5-6 homework (not more English!); 6-7 tea , 7-9  activity; 5-6 homework (not more English!); 6-7 tea , 7-9 mind-mind-numbingnumbing soaps. Maybe by  soaps. Maybe by concentratingconcentrating on all kinds of celebrities - film  on all kinds of celebrities - film stars/models/singers -they give their own lives stars/models/singers -they give their own lives colour and varietycolour and variety but, if  but, if you ask me, there are other ways to do this.you ask me, there are other ways to do this.

   Example:Example: I simply cannot I simply cannot fathomfathom how someone would put their lives at risk by  how someone would put their lives at risk by

smoking. After all, we all have free and open choices. There are smoking. After all, we all have free and open choices. There are enough enough dangersdangers in society -  in society - horrendoushorrendous traffic accidents, traffic accidents,  violentviolent crime,  crime, the the menacemenace  of pollution - without us choosing to of pollution - without us choosing to risk ending our lives risk ending our lives prematurely.prematurely.

Set out quotations Set out quotations correctlycorrectly

CONTENTSCONTENTS

Set out quotations correctly Set out quotations correctly 

  Whatever the issue, you can Whatever the issue, you can find find quotationsquotations  from from interested partiesinterested parties. .

These quotations should be set out as part of These quotations should be set out as part of the paragraph they are being used to support a the paragraph they are being used to support a point.point.

•  •  mention the source of the quotationmention the source of the quotation •  •  introduce with a comma or a colonintroduce with a comma or a colon •  •  open and close with quotation marksopen and close with quotation marks

Example:Example: Quotation from an expert person.Quotation from an expert person.

‘‘Of course, the health risks of smoking are not only confined to Of course, the health risks of smoking are not only confined to the UK. It is a worldwide problem. the UK. It is a worldwide problem. According to Dr. Thomas According to Dr. Thomas Frieden (U.S. Center for Disease), "More than five million Frieden (U.S. Center for Disease), "More than five million people die each year from smoking, many of them in people die each year from smoking, many of them in developing countries and fewer than ten per cent of the developing countries and fewer than ten per cent of the world's nations are doing enough to prevent it."world's nations are doing enough to prevent it." He also  He also says, says, "Other countries should follow their example. "Other countries should follow their example. Tobacco is now the world's leading single cause of death. Tobacco is now the world's leading single cause of death. It kills more people than AIDS, TB (tuberculosis) and It kills more people than AIDS, TB (tuberculosis) and malaria combined. And unlike those conditions which are malaria combined. And unlike those conditions which are decreasing, it is increasing as a single cause of death".decreasing, it is increasing as a single cause of death". Dr  Dr Frieden is someone whose opinion all smokers should listen to.’Frieden is someone whose opinion all smokers should listen to.’

Repetition Repetition 

CONTENTSCONTENTS

Repetition Repetition 

Repeating questions, repeating phrases or Repeating questions, repeating phrases or repeating words can be effective in conveying repeating words can be effective in conveying your point.your point.

Examples:Examples:

Is it right that smokers should pollute the air of others? Is it right that smokers should pollute the air of others? Is it right that other should risk cancer? Is it right?Is it right that other should risk cancer? Is it right?

Smoking kills. There are thousands of people dying Smoking kills. There are thousands of people dying each year of lung cancer. Smoking kills. There are each year of lung cancer. Smoking kills. There are thousands of people dying each year from secondary thousands of people dying each year from secondary smoke. Smoking kills.smoke. Smoking kills.

   Do we want smoking to continue as a money making Do we want smoking to continue as a money making

enterprise while people suffer? No. No. No!enterprise while people suffer? No. No. No!

Create FlowCreate Flow(Link Words)(Link Words)

CONTENTSCONTENTS

Create FlowCreate Flow   To create a flow in your essay you link your paragraphs To create a flow in your essay you link your paragraphs

with with transitional expressions.transitional expressions.

Transitional expressions bring ideas together. Transitional expressions bring ideas together. They show you are leaving one thought and presenting a They show you are leaving one thought and presenting a

new onenew one. . If you think of these expressions as linking the old and opening If you think of these expressions as linking the old and opening

the new, it will help you to join the ideas in your essay.the new, it will help you to join the ideas in your essay.

Think of your essay as a house and the points you make in it as Think of your essay as a house and the points you make in it as bricks. The transitional expressions are the mortar that bonds bricks. The transitional expressions are the mortar that bonds the bricks together so that the house will not fall apart. Using the bricks together so that the house will not fall apart. Using them helps you to produce an essay which reads as a complete them helps you to produce an essay which reads as a complete whole.whole.

You can see on the next slide what a good choice of transitional You can see on the next slide what a good choice of transitional expressions you have!expressions you have!

To addTo addInformationInformation

  and, not only . . . but also, also, too, moreover, furthermoreand, not only . . . but also, also, too, moreover, furthermore

to provideto provideExamplesExamples

for example, for instance, specifically, in particular,for example, for instance, specifically, in particular,the first (second, another, etc.) example/reason is, in the case of, as revealed by, such asthe first (second, another, etc.) example/reason is, in the case of, as revealed by, such as

to showto showContrastContrast

but, however, on the other hand, otherwise, whereas, instead of, alternatively, unlike,but, however, on the other hand, otherwise, whereas, instead of, alternatively, unlike,while this is the case it is also true that, in contrast to this, moving on from this we see,while this is the case it is also true that, in contrast to this, moving on from this we see,this is not the only important pointthis is not the only important point

to qualifyto qualifyyet, nevertheless, even so, however, although, even although, despite the fact that,yet, nevertheless, even so, however, although, even although, despite the fact that,despite, or whether... or..., ifdespite, or whether... or..., if

to showto showSimilaritySimilarity

likewise, similarly, in the same waylikewise, similarly, in the same way

to show causeto show causeand effectand effect

so, as a result, therefore, thus, as a consequence, consequentlyso, as a result, therefore, thus, as a consequence, consequently

to showto showSequenceSequence

firstly, secondly, finally, in conclusion, in summary, meanwhile, as well as this we alsofirstly, secondly, finally, in conclusion, in summary, meanwhile, as well as this we alsosee that, this is not the only pointsee that, this is not the only point

to compareto compare likewise, equally, similarly, as with, likelikewise, equally, similarly, as with, like

to emphasiseto emphasisein fact, actually, in other words, above all, in particular, especially, significantlindeed,in fact, actually, in other words, above all, in particular, especially, significantlindeed,notablnotablyy

Example:Example:

‘‘Not onlyNot only  is smoking a problem in the UK, it is a is smoking a problem in the UK, it is a world-wide problem. China, world-wide problem. China, for examplefor example, has an , has an estimated 350 million smokers - that's 1 in 3 of the estimated 350 million smokers - that's 1 in 3 of the world's smokers. world's smokers. MoreoverMoreover, in USA smoking kills , in USA smoking kills approximately half a million people per year. Most of approximately half a million people per year. Most of them die of lung cancer, heart disease or emphysema. them die of lung cancer, heart disease or emphysema. We should, We should, therefore,therefore, be in no doubt of the scale of  be in no doubt of the scale of the problem or its dangers.’the problem or its dangers.’

   →  →  transitional expressions link transitional expressions link

ideas between paragraphs or within paragraphsideas between paragraphs or within paragraphs

Using a one sentence Using a one sentence paragraph to finishparagraph to finish

CONTENTSCONTENTS

Using a one sentence Using a one sentence paragraph to finishparagraph to finish

A A dramatic stand alone sentencedramatic stand alone sentence or minor or minor sentence can sentence can increase the impactincrease the impact..

Example:Example:

‘‘When we think of these dangers our thoughts must go When we think of these dangers our thoughts must go to our children. Every day in the UK 450 children start to our children. Every day in the UK 450 children start smoking. We need to look on this as an epidemic. The smoking. We need to look on this as an epidemic. The organisation, Action on Smoking and Health (ASH), organisation, Action on Smoking and Health (ASH), has made it clear that, "The price of cigarettes has a has made it clear that, "The price of cigarettes has a major effect on cigarette consumption". We need to major effect on cigarette consumption". We need to increase the price of tobacco immediately to protect increase the price of tobacco immediately to protect our children so that they do not become part of these our children so that they do not become part of these frightening worldwide statistics.frightening worldwide statistics.

Otherwise the cost is simply too high.’Otherwise the cost is simply too high.’

Link conclusion to the Link conclusion to the introductionintroduction

CONTENTSCONTENTS

Link conclusion to the Link conclusion to the introductionintroduction

You can bring a satisfying circularity to your You can bring a satisfying circularity to your arguments by finishing where you began.arguments by finishing where you began.

Example:Example: Introduction Introduction 

Smoking causes almost 90% of deaths from lung cancer.Smoking causes almost 90% of deaths from lung cancer.

Smoking costs the NHS 2.7 billion pounds a year for treating Smoking costs the NHS 2.7 billion pounds a year for treating smoking related illnesses.smoking related illnesses.

ConclusionConclusion

When we think of these dangers our thoughts must go to the When we think of these dangers our thoughts must go to the families and individuals who suffer from lung cancer: 90% families and individuals who suffer from lung cancer: 90% smoking related. The drain on the NHS which is starved of smoking related. The drain on the NHS which is starved of funds to do everything we would want at the best of time: £2.7 funds to do everything we would want at the best of time: £2.7 billion spent on smoking-related diseases. When we know that billion spent on smoking-related diseases. When we know that every day in the UK 450 children start smoking, then it has to every day in the UK 450 children start smoking, then it has to be time to raise the taxes on tobacco.be time to raise the taxes on tobacco.

Finish with a quotationFinish with a quotation

CONTENTSCONTENTS

Finish with a quotationFinish with a quotation

Finishing with a quotation can leave the reader Finishing with a quotation can leave the reader with a pointed, almost advert-like message to with a pointed, almost advert-like message to think about.think about.

Example:Example:

‘‘We must raise taxes on tobacco to stop We must raise taxes on tobacco to stop suffering and save lives. When we think of suffering and save lives. When we think of these dangers our thoughts must go to our these dangers our thoughts must go to our children. Every day in the UK 450 children start children. Every day in the UK 450 children start smoking. We need to look on this as an smoking. We need to look on this as an epidemic. Our weapon in the war against epidemic. Our weapon in the war against tobacco and its costs should be to increase the tobacco and its costs should be to increase the tax on tobacco now because as Action on tax on tobacco now because as Action on Smoking and Health (ASH) makes absolutely Smoking and Health (ASH) makes absolutely clear, clear, "The price of cigarettes has a major effect "The price of cigarettes has a major effect on cigarette consumption".on cigarette consumption".

9) Writing your 9) Writing your ConclusionConclusion

CONTENTSCONTENTS

Writing your ConclusionWriting your Conclusion The words you write in your conclusion will be the last The words you write in your conclusion will be the last

in the essay that the marker reads.in the essay that the marker reads. Carefully consider how you can create a positive Carefully consider how you can create a positive

lasting impression. lasting impression.

This Section gives you constructive suggestions. This Section gives you constructive suggestions. 

The conclusion should:The conclusion should:    •  •  summarisesummarise your line of argumentyour line of argument •  •  emphasise the pointemphasise the point you are arguing for you are arguing for •  •  provide an opportunity to provide an opportunity to show styleshow style •  •  allow for allow for further evaluationfurther evaluation

A) Basic ConclusionA) Basic Conclusion

CONTENTSCONTENTS

Basic ConclusionBasic Conclusion

A basic conclusion keeps it very simple. It:A basic conclusion keeps it very simple. It:

•  •  sums up your main pointsums up your main point •  •  re-states what you are arguing forre-states what you are arguing for

   ‘‘In conclusion, we see how smoking can be In conclusion, we see how smoking can be

very damaging to the smoker's health and why very damaging to the smoker's health and why taxes should be raised on all tobacco products.’taxes should be raised on all tobacco products.’

B) Effective ConclusionB) Effective Conclusion

CONTENTSCONTENTS

Effective ConclusionEffective Conclusion An effective conclusion can afford to show An effective conclusion can afford to show

more style. It:more style. It:    •  •  summarises summarises the points madethe points made •  •  uses styleuses style •  •  re-states there-states the pointpoint being argued for being argued for as as

effectively as possibleeffectively as possible

Example:Example: ‘‘What have we learned, then, about the cost of What have we learned, then, about the cost of

smoking? We have learned that exposure to other smoking? We have learned that exposure to other people's tobacco smoke is a cause of ill health people's tobacco smoke is a cause of ill health including respiratory illnesses, increased severity of including respiratory illnesses, increased severity of asthma symptoms and, tragically, terminal illnesses in asthma symptoms and, tragically, terminal illnesses in adult non-smokers. We have learned, too, that adult non-smokers. We have learned, too, that smoking can cause lung cancer and cancers in other smoking can cause lung cancer and cancers in other parts of the body, and death from emphysema, parts of the body, and death from emphysema, bronchitis and heart conditions. We have learned bronchitis and heart conditions. We have learned about the costs to the NHS and to society in general. about the costs to the NHS and to society in general. Given all the disease, suffering and death that Given all the disease, suffering and death that smoking causes is it not now right to make tobacco smoking causes is it not now right to make tobacco more expensive? It it time to raise taxes on tobacco.’more expensive? It it time to raise taxes on tobacco.’

C) Advanced ConclusionC) Advanced Conclusion

CONTENTSCONTENTS

Advanced ConclusionAdvanced Conclusion The advanced conclusion should aim for The advanced conclusion should aim for more more

style and emotional powerstyle and emotional power. It:. It:

•  •  states your point of viewstates your point of view

•  •  summarisessummarises the statements and evidence the statements and evidence

•  •  evaluates the issueevaluates the issue - - comments on it in a comments on it in a stylish waystylish way

•  •  varies vocabularyvaries vocabulary and and sentence structuresentence structure

Example:Example: ‘‘What do these statistics, personal experiences and facts tell us What do these statistics, personal experiences and facts tell us

about the cost of smoking? They tell us that the 4000 chemical about the cost of smoking? They tell us that the 4000 chemical compounds in tobacco, including carbon monoxide, arsenic, compounds in tobacco, including carbon monoxide, arsenic, benzine and cyanide, are very, very harmful to our health. We benzine and cyanide, are very, very harmful to our health. We all know that they can cause lung cancer but they can be all know that they can cause lung cancer but they can be attributed to deaths from cancers in other parts of the body, too, attributed to deaths from cancers in other parts of the body, too, - the mouth, lip, bladder, throat, kidney, stomach, liver and - the mouth, lip, bladder, throat, kidney, stomach, liver and cervix. And deaths from emphysema, bronchitis and heart cervix. And deaths from emphysema, bronchitis and heart conditions. By "our health" I mean the health of non-smokers, conditions. By "our health" I mean the health of non-smokers, too, because, as has been shown, second hand smoke is a too, because, as has been shown, second hand smoke is a cause of ill health. It causes respiratory illness, increased cause of ill health. It causes respiratory illness, increased severity of asthma symptoms, glue ear and, tragically, causes severity of asthma symptoms, glue ear and, tragically, causes of death - lung cancer and heart disease - in adult non-of death - lung cancer and heart disease - in adult non-smokers. Remember, too, the demands made on the NHS and smokers. Remember, too, the demands made on the NHS and the price society at large pays for smoking. It is a very, very, the price society at large pays for smoking. It is a very, very, costly business making us all pay too high a price.’costly business making us all pay too high a price.’

10) Bibliography10) Bibliography

CONTENTSCONTENTS

BibliographyBibliography

A bibliography is important as it shows you have researched A bibliography is important as it shows you have researched your material and proves you have the skills to find appropriate your material and proves you have the skills to find appropriate evidence. evidence.

It also gives credit where credit is due. It also gives credit where credit is due.

Often other people will have done work that contributes to Often other people will have done work that contributes to another person's work, in this case, your essay. another person's work, in this case, your essay.

Finally, it allows any person interested in the arguments and Finally, it allows any person interested in the arguments and evidence provided to discover more by referring to your evidence provided to discover more by referring to your bibliography.bibliography.

Different sources are presented in different ways in a Different sources are presented in different ways in a bibliography:bibliography:

For Example:For Example:    A bookA book Schlosser, E, Schlosser, E, Fast Food Nation: What The All-American Meal is Doing to the Fast Food Nation: What The All-American Meal is Doing to the

WorldWorld, Penguin (2002), Penguin (2002)    A magazine or newspaperA magazine or newspaper Klein, J, Klein, J, Outsiders vs. Insiders: The Struggle for the GOP's SoulOutsiders vs. Insiders: The Struggle for the GOP's Soul, Time , Time

Magazine (June 2011)Magazine (June 2011)    An encyclopediaAn encyclopedia Encyclopaedia Britannica, Encyclopaedia Britannica, ObesityObesity, Encyclopaedia Britannica Inc (1991), Encyclopaedia Britannica Inc (1991)    A websiteA website NHS, Obesity: Brendon and Debbie's Story, NHS, Obesity: Brendon and Debbie's Story,

http://www.nhs.uk/conditions/obesity/pages/realstories.aspx (Accessed on http://www.nhs.uk/conditions/obesity/pages/realstories.aspx (Accessed on 31/5/2010)31/5/2010)

   A documentaryA documentary Spurlock, M, Supersize Me (documentary), Independent Film (2004)Spurlock, M, Supersize Me (documentary), Independent Film (2004)

11) Persuasive Essay 11) Persuasive Essay Features ChecklistFeatures Checklist

CONTENTSCONTENTS

Persuasive Essay Features Persuasive Essay Features ChecklistChecklist

Why should I use a checklist?Why should I use a checklist?

A checklist A checklist ensures that you have used ensures that you have used techniquestechniques in your persuasive writing. in your persuasive writing.

Using techniques Using techniques shows that you can present shows that you can present a convincing argument in a skilful waya convincing argument in a skilful way. .

You can use the checklist as you write your You can use the checklist as you write your essay as well as after you have written it.essay as well as after you have written it.

Higher English: Persuasive Higher English: Persuasive Essay Essay

CHECKLIST CHECKLIST

Before submitting your folio essay it is Before submitting your folio essay it is advisable to check that you have included advisable to check that you have included many of the features of persuasive writing listed many of the features of persuasive writing listed below.below.

Print out the checklist and tick each one as Print out the checklist and tick each one as appropriate. appropriate.

Have you...? TECHNIQUE Have you...? TECHNIQUE Yes or No Yes or No

used several arguments FOR your point of view used several arguments FOR your point of view

prioritised them prioritised them

shown the weakness of some arguments AGAINST shown the weakness of some arguments AGAINST

used an effective opening used an effective opening

included a bibliography included a bibliography

given information on the History of your issue given information on the History of your issue

given information on the Geography of your issue given information on the Geography of your issue

taken ownership taken ownership

used a rhetorical question used a rhetorical question

used statistics used statistics

used personal experience used personal experience

used the language of persuasion used the language of persuasion

asked a question and answered it asked a question and answered it

created an impressive title created an impressive title

appealed to the reader’s emotions appealed to the reader’s emotions

included quotations from interested parties included quotations from interested parties

linked your paragraphs linked your paragraphs

used an effective conclusion used an effective conclusion

12) Writing a Persuasive 12) Writing a Persuasive EssayEssay

Persuasive Essay ModelPersuasive Essay Model

CONTENTSCONTENTS

Persuasive Essay ModelPersuasive Essay Model

The model provided contains the structure and The model provided contains the structure and techniques explained in the Sections. techniques explained in the Sections.

Each technique has been explained with a Each technique has been explained with a comment.comment.

The essay follows the recommended Structure:The essay follows the recommended Structure:

Link to EssayLink to Essay

Persuasive Essay StructurePersuasive Essay Structure

1) Title1) Title

2) Introduction2) Introduction

3) Making your Argument using techniques3) Making your Argument using techniques

Paragraphs developing the points FOR your view in order of "strength“Paragraphs developing the points FOR your view in order of "strength“

followed Byfollowed By

4) Paragraphs showing the weakness of some points AGAINST your view4) Paragraphs showing the weakness of some points AGAINST your view

5) Conclusion5) Conclusion