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Repetition, repetition, repetition > Repetition, repetition, repetition - Pg. 56

Persuasive wriTing this is I now can't use these people on the back cover of this book . . . You can also use weight of numbers to spark a desire to conform. A typical example from advertising is: "80% of people we surveyed said they would recommend Gleemex to a friend." Social proof can even come about via association. Quoting people the reader admires talking generically about your subject matter is still persuasive, as the reader seeks to avoid a con- flicting opinion with that held by the idol, even if they are not talking about your product/service in particular. For example, if I wanted investment in my company, I might use the following quote on the document: "Today is absolutely the time to invest in our most promising tech- nology companies" (Lord Drayson, Science and Innovation minister) Clearly Lord Drayson is not talking about my company, which may be a terrible investment. However, the famous name and relevant quote will add credibility to my request for funds. rePeTiTion, rePeTiTion, rePeTiTion "We shall fight on the beaches, we shall fight on the landing grounds, we shall fight in the fields and in the streets, we shall fight in the hills, we shall never surrender." (Winston Churchill) Good repetition is reiterating the main points of your argument more than once and, preferably, in multiple different ways. The 56