Persuasive Advertising: What It Is & How to Do It [+Examples]

Clifford Chi

Published: September 28, 2021

What are some advertisements that live rent-free in your mind? As a millennial, ads that will always have a place in my heart include Britney Spears' iconic run as a Pepsi spokesperson, the enduring"got milk?" campaign (which is ironic considering myself and many others now prefer non-dairy alternatives), and the classic iPod silhouettes.

group of marketers creates a persuasive advertising campaign

These ads were not only compelling, but they were also incredibly influential. As marketers, we know that if we want to persuade an audience , we need to evoke an emotional response from them. But how do you actually do that?

persuasive-advertising_1

Before we discuss how to refine your persuasive advertising strategy, let's review what it is.

What is persuasive advertising?

Persuasive advertising leverages the desires and interests of consumers to convince them to purchase a product or service. This form of advertising often focuses on the benefits the product or service can offer the end-user.

Below, we’ll examine key persuasive advertising techniques you can use in your advertisements, examples you can reference if you ever need some inspiration and informative advertisement examples that are surprisingly just as compelling as the persuasive advertising examples.

Persuasive Advertising Techniques

  • The Carrot and The Stick
  • The Scarcity Principle
  • One Message Per Advertisement
  • Write in the Second Person
  • Give Your Audience a Sense of Control
  • Use a Call-to-Value Instead of a Call-to-Action

1. The Carrot and The Stick

Humans are hardwired to move towards pleasure, like a horse towards a carrot, and away from pain, like a donkey avoids a stick. When people read or watch your advertisements, "carrots", or promises of gain, can fill your prospects with hope and compel them to pursue that potential feeling of pleasure. "Sticks", possibilities of loss, evoke fear in your prospects, which will compel them to flee from that potential feeling of pain.

Both tactics can pull your prospects into a narrative and evoke emotions that inspire your desired action. Carrots, like a product’s benefit, entice people to take the desired action. Sticks, on the other hand, like anti-smoking campaigns, evoke fear in people to stop doing a certain action and start doing the alternative. To better understand how to craft advertisements that feature a carrot or stick, check out these insurance copywriting examples below.

Carrot: "15 minutes could save you 15% on car insurance." — Geico

Stick: "Get All-State. You can save money and be better protected from Mayhem like me." — All-State

As you can see, Geico's ad uses a small-time investment that could potentially produce big gains as a lure to get you to buy their product. Conversely, All-State’s ad uses the character"Mayhem" to evoke fear into people to stop using their"inferior" insurance and start using All-State’s.

2. The Scarcity Principle

People value objects and experiences that are rare — having something that most people want but can’t have, boosts our sense of self-worth and power . If you use words and phrases that imply scarcity and evoke a sense of urgency, like"Exclusive offer" or"Limited availability", you can skyrocket your product’s perceived scarcity and consumer demand.

3. One Message Per Advertisement

To immediately hook people and persuade them to read or watch the rest of your advertisement, try sticking to only one message. Spotlighting your product or offer’s main benefit or feature will make it easy for your customers to understand its value and increase the likelihood of their conversion because you’re only conveying one message to your audience: your product’s main feature will benefit your customer’s life somehow, someway.

4. Write in the Second Person

Since your prospects primarily care about how you can help them, and pronouns like "you" and "your" can engage them on a personal level and help them insert themselves in the narrative you’re creating, writing advertisements in the second person can instantly grip their attention and help them imagine a future with your product or service bettering their lives.

5. Give Your Audience a Sense of Control

According to a research study conducted by three psychology professors at Rutgers University, the need for control is a biological and psychological necessity. People have to feel like they have control over their lives.

If you want to give your audience a sense of control, you need to give them the ability to choose. In other words, after reading or watching your advertisement, they must feel like they can choose between the option you suggest or another path. If they feel like you’re trying to force them to buy your product, they’ll get annoyed and disengage from your message.

To give your audience the ability to choose, and in turn, a sense of control, use phrases like "Feel free" or "No pressure" in your advertisements, like this example from Hotwire.com below.

6. Use a Call-to-Value Instead of a Call-to-Action

Call-to-actions are crucial for getting prospects to take the next step, but a "Download Now" or "Call Now" CTA isn’t always going to convince the more skeptical prospects to take your desired action. You need to make sure your ad’s last line of copy or quip is the best of them all.

So instead of writing an uninspiring, final line of copy like "Download Now", write one that clearly communicates your offer’s value and gives a glimpse into your prospects’ potential life if they take your desired action, like this call-to-value prompting readers to download a blogging eBook: "Click today and be a blogger tomorrow."

Persuasive Advertising Examples

Ready to see persuasive advertising in action? Check out these examples.

Showing — not telling — your audience about your product’s benefits is one of the best ways to capture attention and get an emotional response. Obviously, Nikol’s paper towels can’t actually turn grapes into raisins, but this ad highlights the product's absorbent powers in such a clear and clever way, they didn’t need to write a single line of copy.

Persuasive Advertising - Nikol Paper Towls

Persuasive Advertising - Heinz

Persuasive Advertising - Mondo Pasta

"More Than OK" poked fun at how Pepsi usually takes a back seat to Coke, especially at restaurants. And by featuring a star-studded cast that included Steve Carell, Lil Jon, and Cardi-B (who hilariously and fervently backed up Pepsi’s OKness) their boldness to call people out for undermining Pepsi’s quality got a lot of laughs and persuaded a massive audience to reconsider their own perception of the soft drink.

7. Match.com

The year 2020 was challenging for countless reasons. Online dating company Match.com channeled the collective feeling towards the year with an ad depicting Satan meeting his perfect match – 2020.

Informative Advertising

Informative advertising is a form of persuasive advertising that focuses more on the facts. The main goal of informative advertising is to educate the audience on why they need your product instead of appealing to their desires.

It highlights how your product’s features and benefits solve your customers’ problems and can even compare your product to your competitors' products. Although this type of advertising relies on facts and figures to trigger the desired action, the ad’s message is usually framed in a compelling way.

To better understand the difference between informative and persuasive advertising, check out these examples.

Informative Advertising Examples

  • Miller Lite
  • Siskiyou Eye Center
  • Burger King

1. Miller Lite

After Bud Light took some jabs at Miller Lite for using corn syrup in their beer during their Super Bowl 53 ads , Miller Lite decided to throw a few punches back. A day later on Twitter, they revealed that their beer actually has fewer calories and carbs than Bud Light, which helped them persuade people that drinking Bud Light and Miller Lite actually have similar health benefits.

persuasive-advertising_2

2. Siskiyou Eye Center

There’s an old folk tale that carrots can improve your eyesight, but science has actually debunked this myth . That’s why this Siskiyou Eye Center ad is such a creative informative advertisement.

While it pokes fun at this common fable, it’s still relying on the facts of carrots not being able to improve your vision and the Eye Center’s ability to provide quality treatment for your eyes to persuade people to do business with them.

Informative Advertising - Siskiyou Eye Center

Popular meditation app Calm experienced an increase in downloads by sponsoring CNN's coverage of the 2020 US Presidential Campaign. Through clever product placement in front of an audience that was experiencing stress, the app was positioned as helpful a resource ready to educate on mindfulness during a turbulent time.

Informative Advertising - Calm App

In addition to creating popular body and skincare products, Dove has set out to educate its audience on the importance of body confidence, and the harmful impact fabricated social media imagery can have on the self-esteem of young people.

In the reverse selfie campaign, Dove depicts how social media users may be inclined to change their appearance for public approval. Other materials provided by Dove also share facts and statistics related to social media usage and body image.

Last year, Google released a Black History Month ad called "The Most Searched" that was equally informative and inspiring. Showing clips of famous Black figures, each clip read "most searched" to indicate each person shown and event shown was a history-maker.

Persuasive advertising vs. informative advertising: which one is better?

Persuasive advertising and informative advertising definitely focus on different aspects of persuasion, but they still aim to achieve the same goal: convincing your audience to take the desired action. So whether you pursue one advertising strategy or another, remember that if you can trigger an emotional response, regardless of the stimuli, your ad will be a success.

Editor's note: This post was originally published in October 2019 and has been updated for comprehensiveness.

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What Is Persuasive Advertising - Definition and Examples

Arthur nelson.

We all know advertising is a crucial aspect of modern business and that it plays a vital role in the promotion and sales of products and services. Thus, in the past decade, a number of advertising methods have emerged - from programmatic advertising to ambush marketing on billboards, the list is too long.

Advertising surely serves as a medium for businesses to communicate with their target audience and persuade them to take a specific action, such as purchasing a product. One type of advertising that utilizes this persuasive approach is known as persuasive advertising.

What Is Persuasive Advertising

Persuasive techniques used in advertising, examples of persuasive advertising, wrapping up.

Persuasive advertising is a form of marketing that seeks to convince or sway people to take a specific action, such as making a purchase, by presenting arguments and information in a way that appeals to the target audience's emotions, values, beliefs, or needs.

This type of advertising often relies on techniques such as emotional appeals, testimonials, and humor to create a connection with the audience and drive them towards the desired action.

An umpteen number of techniques are used in persuasive advertising. Let’s delve deeper into some of them,

1. Emotional Appeal

Creating an emotional connection with the audience is a key element of persuasive advertising. This can be done through various techniques such as:

Storytelling: Using narrative and emotional storytelling to create a connection with the audience and evoke a desired emotional response.

Emotional appeals: Using images, music, and other sensory elements to evoke emotions such as happiness, fear, sadness, excitement, etc.

Personalization: Addressing the target audience directly and highlighting how the product or service can improve their life.

Social proof: With the help of testimonials, endorsements, or statistics, you can show that others have found success with the product or service.

Humor: Using humor to create a lighthearted and memorable connection with the audience.

2. Fear Appeal

Fear appeal is a persuasive advertising technique that uses fear to motivate people to take action. This can be done by highlighting potential dangers or consequences of not using the product or service being advertised.

For example, an advertisement for a home security system may use fear appeal by showing images of burglaries and emphasizing the need to protect one's family and property. Fear appeal is often controversial and can be seen as manipulative. It can also backfire if the fear elicited is too intense or perceived as unrealistic.

Therefore, it is important for advertisers to use fear appeal responsibly and ethically, ensuring that the fear being evoked is proportional to the issue being addressed and that the advertised solution is seen as a credible and effective solution.

3. Testimonials

Testimonials are statements or endorsements from satisfied customers or experts that are used in persuasive advertising to build credibility and trust for a product or service. They are a form of social proof, which is the idea that people are more likely to take action if they see others doing the same.

Testimonials can be in the form of following formats:

  • Written quotes
  • Video interviews
  • Case studies

It can be anything that highlights the experiences and results of others.

When used effectively, testimonials can be powerful in persuading potential customers by demonstrating the real-life benefits of the product or service being advertised.

Advertisers should be careful to ensure that testimonials are genuine and representative of the typical experience of the target audience. Misleading or fake testimonials can damage a brand's reputation and credibility, so it's important to be transparent about the sources and selection process for the testimonials used in advertising.

4. Social Proof

“When you say it, it’s marketing, when they say it, it’s social proof” - Andy Crestodina, Co-founder & Chief Marketing Officer - Orbit Studios

Social proof can be a game-changer in marketing. In fact, according to research, it was found out, about 55% of online customers consider reviews to be very helpful.

People often look to the behavior of others as a guide for their own behavior, especially when they are uncertain or facing a new situation. By showcasing the popularity or endorsement of a product by others, marketers can leverage social proof to increase the perceived value and appeal of a product.

Examples of social proof in marketing include:

  • Customer reviews and ratings
  • User-generated content (e.g. social media posts)
  • Celebrity endorsements
  • Social media followers and likes
  • User testimonials
  • Case studies and success stories
  • Expert endorsements
  • Product usage statistics

However, it is important to note that the effectiveness of social proof can vary based on various factors such as the source of the proof, the target audience, and the type of product being marketed

5. Scarcity

Next in the list is scarcity, which plays on the human psychology of desire and urgency. By creating a sense of scarcity around a product or service, marketers can increase the perceived value and urgency to purchase, as people are more likely to act when they believe that an opportunity is limited or running out.

Examples of scarcity in marketing include:

  • Limited time offers and sales
  • Limited edition or exclusive products
  • Limited availability of a popular product
  • A countdown timer to create urgency
  • A limited number of units available
  • "Last chance" offers

The list goes on.

Similarly to social proof, it’s important to note that the effectiveness of scarcity can vary based on various factors. It includes the target audience, type of product being marketed, and the credibility of the scarcity claim.

6. Expert Opinion

People often place high trust in the knowledge and credibility of experts in a particular field. By endorsing a product or service, experts can help increase its perceived value and credibility, and provide valuable insights and information that can help potential customers make informed purchasing decisions.

There are various ways you can go about it. Following are a few of them:

  • Celebrity endorsements from experts in a related field
  • Testimonials from industry experts
  • Endorsements from academic experts
  • Quotes and interviews with experts in print and online advertisements
  • Product reviews and recommendations from industry publications and websites

With that being said, let’s move to the examples of persuasive advertising and see how marketers out there are already making an impact with the same.

Following we have discussed how aforementioned persuasive techniques are used by the marketers.

Food and Beverage

By creating an emotional connection to healthy eating, such as highlighting the joy of cooking and sharing healthy meals with loved ones, marketers can make healthy eating seem more appealing and enjoyable. And this helps them meet their marketing goals.

Beauty and Personal Care

Emotional appeals can also be effective in beauty and personal care marketing. Here, marketers highlight the impact on self-confidence and personal goals.

This creates a powerful connection between the product and the individual's desires, leading to increased likelihood of purchasing. Marketers use emotional appeals, such as emphasizing improved self-confidence and personal benefits, to tap into people's emotions and drive purchasing decisions.

Technology and Electronics

Generally, testimonials work very well in this category. By featuring real customers who have had positive experiences with the product, companies can create a sense of trust and reliability in potential buyers.

Testimonials can also highlight key features and benefits of the product, helping to build interest and excitement. Including quotes, photos or videos of satisfied customers can make a big impact in convincing someone to make a purchase.

Real Estate

Here, the factor of scarcity usually comes into the picture. By emphasizing that there are only a few units available, real estate companies can create a sense of urgency and encourage potential buyers to act quickly. Highlighting the rarity and exclusivity of the properties can also increase their perceived value.

This marketing strategy works well for properties that are highly desirable and in high demand, as buyers may be more likely to make a purchase if they believe the opportunity to own such a property may not come along again.

Personal Finance

Lastly, personal finance is one of the sectors, where expert opinions come into the picture.

Using expert opinion can be a valuable tool in promoting financial products and services. By featuring endorsements from respected financial experts, companies can build credibility and trust with potential customers. Highlighting the expertise and experience of these individuals can help to demonstrate the quality and reliability of the products being offered.

Additionally, by offering advice and insights from experts, companies can position themselves as a trusted source of information and guidance in the financial world.

In the end, we’d like to mention persuasive marketing  is not all about driving sales. It’s also about building a relationship with the customer by providing valuable information and demonstrating the benefits of a product or service.

Whether it's through television commercials, online ads, or print advertisements, effective persuasive advertising can be the key to success for any business looking to stand out in a crowded marketplace.

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Persuasive Advertising Techniques - Ethos Pathos Logos - On a Horse Tide Commercial - StudioBinder

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Ethos, Pathos & Logos: Definition and Examples of Persuasive Advertising Techniques (2023)

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E thos, pathos and logos are techniques of persuasion that form the rhetorical triangle. A compelling argument, sales pitch, speech, or commercial ideally uses elements of all three strategies. We’ll show you how to employ each of the techniques and present some awesome examples along the way.

Ethos, Pathos and Logos: How to Create Persuasive Ads

Ethos, Pathos, Logos, Definition

Persuasion in advertising.

What are persuasive advertising techniques? They're how you convince a buyer of your product through visuals.

You can thank Aristotle for inventing persuasive advertising techniques . More than 2,000 years ago, he categorized how rhetoric is used in arguments into three groups: ethos, pathos and logos.

This is also known as the the rhetorical triangle .

And we still depend on it today.

How to Make a Commercial by Mastering Persuasive Ads - Logos Ethos Pathos Rhetorical Triangle.

Ethos, pathos and logos are the three categories of persuasive advertising techniques.

Each category invokes a different appeal between speaker and audience.

Ethos calls upon the ethics, or what we'd call the values, of the speaker. Pathos elicits emotions in the audience. Finally, logos puts logic into play by using evidence and facts.

Good persuasive advertising technique is when you balance all three.

But using ethos, pathos and logos in commercials sometimes means featuring one advertising technique prominently.

ETHOS DEFINITION

What is ethos.

Ethos  is the persuasive technique that appeals to an audience by highlighting credibility. Ethos advertisement techniques invoke the superior “character” of a speaker, presenter, writer, or brand.

Ethos examples aim to convince the audience that the advertiser is reliable and ethical. It’s easier to make a decision when someone you respect signs off on it, right?

This is broadly the function of ethos in commercials.

When an esteemed public figure endorses a product, it validates it to the end consumer.

An ethos advertisement plays off the consumer’s respect for a given spokesperson.

Through that respect, the spokesperson appears convincing, authoritative and trustworthy enough to listen to. Of the types of persuasive techniques in advertising, ethos is best used to unlock trust.

USE OF ETHOS IN ADVERTISING

How is ethos used in advertising.

So what does ethos mean?

It’s all about credibility. Famous people enjoy a high status in our society. So they’re the ones selling products to us -- whether or not they have product-specific expertise.

Persuasive Advertising Techniques - Ethos Pathos Logos - Ethos techniques in Advertising - StudioBinder

Example of ethos in advertising: Jennifer Aniston in a campaign for Glaceau Smart Water

For example, a recent Infiniti commercial featured Steph Curry. Even though he’s not known for his taste in vehicles, his stature validates the product.

This is ethos in commercials at work.

Example of ethos in commercials: Steph Curry in a recent spot for Infiniti.

Ethos rhetoric is also invoked to tie a brand to fundamental rights.

Brands build trust with their audience when they stand with an important cause. Anheuser-Busch illustrated this in their recent “Born the Hard Way” spot.

Ethos examples: This ethos advertisement by Anheuser-Busch underscores the value of multiculturalism.

This spot focuses on the origin story of Anheuser-Busch’s founders.

It shows Busch’s turbulent immigration from Germany to St. Louis, and speaks to the importance of immigration and multiculturalism.

This is how ethos rhetoric is used in advertising.

Of the many types of persuasive advertising techniques in advertising, ethos is best for playing up the strength of a brand or spokesperson’s character.

ETHOS EXAMPLE IN COMMERCIALS

Ethos advert case study.

If you want a really strong example of Ethos that also has a pretty funny meta quality to it, check out the shot list for this Heineken spot. See how many times they use foreground elements and OTS shots in this spot:

Ethos Pathos Logos - Ethos Heineken Screenshot - StudioBinder

Ethos Examples • Shot Listed in StudioBinder

This Heineken commercial shows famous actor Benicio Del Toro at the bar enjoying a Heineken. Benicio chats about how both he, and Heineken, are world famous and instantly recognizable.

Then, a pair of goofy tourists spot him in the bar, and they call out for him to pose for a photo, but... they actually think he's Antonio Banderas.

Ethos Example in Heineken Commercial

This commercial not only uses ethos as a way to tie the celebrity of Benicio to the celebrity of Heineken, but it uses humor and the bold faced usage of ethos to make fun of the brand, people, and fame. 

THE "PLAIN FOLKS" PERSUASIVE ADVERTISING TECHNIQUE

How is "plain folks" used in ads.

Ethos rhetoric often employs imagery of everyday, ordinary people.

Known as the  Plain Folks persuasive advertising technique,  in this approach a spokesperson or brand appears as an Average Joe to feel common and sensible. In doing so, they appear concerned and cut from the same cloth as you.

This approach is very common in political ads. Consider the “Family Strong” ad from Hillary Clinton’s 2016 presidential campaign.

Ethos Examples: Hillary Clinton underscores the “Plain Folks” definition in her campaign videos.

Despite her status and wealth, Clinton draws on imagery of her family and upbringing to make her feel more relatable. In this way, “Plain” folks is propaganda and also a logical fallacy .

But it’s also an effective and persuasive advertising technique.

Of the types of persuasive techniques in advertising, Plain Folks aligns your brand with the values of the everyday consumer.

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Pathos DEFINITION

What is pathos.

Pathos is persuasive technique that try to convince an audience through emotions. Pathos advertisement techniques appeal to the senses, memory, nostalgia, or shared experience. Pathos examples pull at the heartstrings and make the audience feel.

A quick way to appeal to a viewer’s emotions? A cute animal. A devastated family. A love story. Overcoming great odds. An inspirational song and imagery. A good zinger. 

Learn More Logos Ethos and Pathos

Comparing other techniques.

There are many types of rhetorical strategies. To get a full picure on how they work together, or when to use which rhetorical strategies, explore the full guide below.

EVERYTHING ABOUT Rhetorical appeals

Basics & terminology, appeal to credibility , appeal to emotion, appeal to logic, appeal to purpose, appeal to timeliness.

Each of these rhetorical strategies can be effective in its own way. When combined, their potential effects grow exponentially. To fully understand the power of persusaion, these are the tools you need.

Emotions create responses and, in our increasingly consumer-driven culture, the response is to buy something. Pathos appeals to an audience’s basic emotions like joy, fear, and envy. All are easily triggered in many ways.

So what is pathos?

Well, it's a model enjoying a refreshing Coke. Or a frustrated infomercial character desperate for a better remedy. And "tired" of the "same old blah-blah-blah."

The many different pathos advertisement examples not only evoke your feelings but anticipate your responses too. If you want to explore pathos in advertising, language is the best place to start.

Because the words we hear and read  trigger specific feelings . Positive words conjure feelings of love, excitement and wonder.

Persuasive Advertising Techniques - Ethos Pathos Logos - Coca Cola Pathos technique - StudioBinder

What is pathos? Cutting to the emotional core, really.

Look at how General Mills and Cheerios achieved this in their “Good Goes Round” campaign.

Example of pathos: This Cheerios pathos advertisement injects good vibes with positive words

We see sunshine, smiles and bright colors while we hear the words “good goes around.”

It invites positivity and encourages us to associate Cheerios accordingly.

On the other hand, pathos advertisements can also employ unpleasant emotions like fear and worry just as effectively.

Pathos examples: this somber pathos advertisement says don’t let heart disease happen to you.

This ad by the British Heart Foundation underscores the dangers of heart disease. As the spot unfolds, you start to realize that the narrator suddenly died at her sister’s wedding.

Her tragic story encourages you to not let it happen to you.

Persuasive Advertising Techniques - Ethos Pathos Logos - BMW Pathos technique in advertising - StudioBinder

Pathos examples: BMW warns against drinking and driving in this pathos advertisement example.

Pathos example in commercials, pathos advert case study.

If you want a really strong example of pathos is an advertisement, check out this shot list from a particularly emotional Zillow spot. Notice how the shots on the son are often singles and medium close-ups:

Ethos Pathos Logos - Pathos Zillow Screenshot - StudioBinder

Pathos Examples  • Shot Listed in StudioBinder

This Zillow commercial shows a father and son who have just suffered the terrible loss of their wife/mother. The father tries to cheer his son up by finding a new home, one preferably near the boy's grandparents. 

The son seems disinterested, but then the father finds his son and the family dog looking up at the stars, one of which is particularly bright. The son decides that the star is his mother, looking down on him.

That gives the father an idea:

Pathos example in Zillow Commercial

The father searches on Zillow, finds a home, and buys it. We then learn that the home is not only close to the grandparents, but it also has a skylight in the son's room, allowing him to see his Mother's star at night.

This commercial uses the emotions of the father, the son, the grandparents, and of course the viewer to suggest that Zillow is the type of website that can balm grief through its functionality.

USE OF PATHOS IN ADVERTISING

The appeal of pathos in advertising.

Sex appeal is of course also hugely successful among the pathos advertising techniques. Open any  Cosmopolitan  magazine and you’ll find scantily clad models, muscular men and sexual innuendo.

Although the common expression “sex sells” has been debated, sexually provocative ads do leave a lasting impression. Mr. Clean , for example, spiced up their eponymous mascot for comedic effect.

Pathos Examples: This Mr. Clean pathos advertisement gave their mascot a sexy upgrade.

Their brawny Mr. Clean upgrade wears tight clothes and turns mopping the floor into something more... sensual?

Humor, patriotism and snob appeal are also all common in pathos advertisement examples. The pathos definition even extends to nostalgia and the strategic use of music in ads.

Pathos Examples: The pathos definition extends to evoking emotions with music ... even *NSYNC

The bandwagon advertising technique, what is the "bandwagon advertising".

“Bandwagon advertising” is commonly categorized under pathos advertisement examples. While it may sound unfamiliar, you're probably pretty familiar with it.

It creates that impression that using certain product will put you on the “winning team”. It adheres to the pathos definition because it plays off your fear... of being left out.

Old Spice used this in their “The Man Your Man Could Smell Like” spot.

Bandwagon advertising: to be The Man Your Man Could Smell Like, you buy Old Spice.

In its comical way, it puts pressure on men to smell as good as the Old Spice Guy. Like the “Plain Folks” technique, Bandwagon advertising is a very popular form of propaganda.

Of the persuasive advertising techniques, “Bandwagon” puts your brand on the right side of popular opinion. Remember the "Be like Mike" Ads?

Pathos example: Talk about putting the consumer on the "winning team"

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LOGOS DEFINITION

What is logos.

Logos is the persuasive technique that aims to convince an audience by using logic and reason. Also called “the logical appeal,” logos examples in advertisement include the citation of statistics, facts, charts, and graphs.

Persuasive Advertising Techniques - Ethos Pathos Logos - Samsung logos technique - StudioBinder

Logos Examples: This Samsung ad puts the Logos persuasive advertising technique to work.

Ever told someone to “listen to reason” during an argument? This is what logos does. The best logos advertisement examples are when a speaker appeals to logic.

Statistics, surveys, facts, and historical data can make a product seem like a more reasonable decision. Whether the data is sound or not is another story...

LOGOS EXAMPLE IN COMMERCIALS

Logos advert case study.

If you want a really strong example of logos is an advertisement, check out this shot list from a recent Nissan Commercial. You'll notice how the angles and shot size change when the "ProPilot" system clicks on:

Ethos Pathos Logos - Logos Nissan Screenshot - StudioBinder

Logos Advertisment Examples  • Shot Listed in StudioBinder

This Nissan commercial shows a daughter and father driving on a highway. The daughter is about to drive past some scary construction, but then the father uses his sage like wisdom to instruct her to turn on the "ProPilot" system that Nissan now features in their cars.

Once the daughter does this, we see a Star Wars battle scene playing out in front of out eyes, and she becomes so distracted that she begin to veer off the road... but guess what? The "ProPilot" system saves her by auto-correcting the trajectory of the car based on the sensor system. 

So how is this logos? Well, the commercial places the daughter in a relatively common situation and uses the machine logic behind having a guided system in the car to keep your distracted children safe.

Now... is it logical that this Star Wars homage suggests the daughter reach out to use the force by using a guided machine? Of course not! That's the opposite of what Luke does in the movie. Is it logical for your kid to be scared of driving past construction at 40mph? Of course not!

Is there anything in this spot that is logical? The basic fact that young drivers get distracted, and the Nissan "ProPilot" system might just save their lives one day, well that is how you use logic to sell cars.

LOGOS TECHNIQUES

How is logos being used in advertising.

Technology advertisements use logos because their goal is to showcase cool new features. Consider the example of logos in Apple’s advertisement for the iPhone X:

A logos advertisement example: In Apple’s iPhone X spot, the features pop out at you.

In logos rhetoric, you have to the sell best reasons to buy your product..

How does Apple do that?

They have their new innovative features pop out at you. From durable glass to Face ID software. It effectively asks you why you would choose any phone but iPhone. Logos often use buzzwords to sell the product. 

What's a great example of this?

Food companies capitalizing on the rising demand for healthy choices.

Logos Examples: I Can’t Believe It’s Not Butter underscore organic and vegan offerings

This I Can’t Believe It’s Not Butter ad hinges on the two words “organic” and “vegan" to prove the point that they’re “made with the goodness of plants.” Of the types of persuasive techniques in advertising, logos will build your brand as the most logical, functional and helpful option.

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Wrapping up ethos, pathos, logos

When browsing the many types of persuasive techniques in advertising, consider what your user needs from you. Then ideate on which technique can best fulfill that need.

As you’ve seen in these ethos, pathos and logos ads, the brand should guide how the persuasive advertising techniques are deployed. What is the company known for? What does it stand for? 

Hopefully you’ve found a few striking examples to inspire you. If so, create a free moodboard to capture the look and feel you’re going for. And be sure to let us know your thoughts in the comments below!

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6 Successful Persuasive Writing Strategies

Matt Ellis

Persuasive writing is any written work that tries to convince the reader of the writer’s opinion. Aside from standard writing skills, a persuasive essay author can also draw on personal experience, logical arguments, an appeal to emotion, and compelling speech to influence readers. 

Persuasive writing relies on different techniques and strategies than other written works: In a persuasive essay, it’s not enough to simply inform; you also have to convince the reader that your way of thinking is best. So to help you get started, this guide explains all the basics and provides persuasive writing examples. 

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What is persuasive writing? 

Unlike other forms of writing meant to share information or entertain, persuasive writing is specifically written to persuade , which is to say it convinces the reader to agree with a certain point of view. 

Persuasive essays are most closely related to argumentative essays , in that both discuss a serious issue with logical arguments and offer conclusive resolutions. The main difference between a persuasive essay and an argumentative essay is that persuasive essays focus more on personal experience and appeal to emotions, whereas argumentative essays mostly stick to the facts. 

Moreover, argumentative essays discuss both sides of an issue, whereas persuasive essays focus only on the author’s point of view. The language and tone in persuasive essays tend to be more conversational as well—a tactic of persuasive speech intended to build a more personal and intimate relationship between the author and reader. 

>>Read More: The Only Guide to Essay Writing You’ll Ever Need

Why is persuasive writing important?

For starters, there’s always a demand for persuasive writing in the world of business. Advertising, website copywriting, and general branding all rely heavily on persuasive messaging to convince the reader to become a customer of their company. 

But persuasive writing doesn’t always have to be self-serving. Historically speaking, persuasive essays have helped turn the tide in many political and social movements since the invention of the printing press. 

As you can see from the persuasive writing examples below, the techniques of persuasive speech can help change or challenge majority beliefs in society. In fact, if you look into any major cultural movement of the last few centuries, you’ll find persuasive writing that helped rally the people behind a cause. 

Ethos, logos, and pathos in persuasive writing

There are lots of ways to persuade people, but some methods are more effective than others. As we mention in our guide on how to write a persuasive essay , good persuasive writing utilizes what’s known as the modes of persuasion : ethos, logos, and pathos. 

First put forth by Aristotle in his treatise Rhetoric from 367–322 BCE, ethos, logos, and pathos have since become the core of modern persuasive speech and should be incorporated into any persuasive essay. Let’s break them down individually.

The ancient Greek word for “character” or “spirit,” ethos in persuasive writing refers to how the author presents themself. Authorities on an issue are most likely to convince the reader, so authors of persuasive writing should establish their credibility as soon as possible. 

Aristotle suggests that the author demonstrates their useful skills, virtue, and goodwill toward the reader to present themselves in the best light. 

The ancient Greek word for “logic” or “rationale,” logos refers to using logical arguments and evidential data. A good writer doesn’t rely only on persuasive speech—they also back up their perspective with statistics and facts. 

Logos isn’t just about backing up arguments with plenty of research (although that is essential). In persuasive writing, logos also refers to structuring your argument in the best way possible. That includes knowing how to start an essay , progressing your points in the right order, and ending with a powerful conclusion . 

The ancient Greek word for “suffering” or “experience,” pathos involves an author’s appeal to emotion. As much as we’d like to think of ourselves as logical creatures, study after study has shown that humans tend to make decisions more from emotions than from reason—and a good persuasive writer is well aware of this. 

Persuasive speech often “tugs at the heartstrings.” The author might share a personal experience, such as describing a painful event to either win the reader’s sympathy or urge them to consider someone else’s feelings. 

Aristotle emphasizes the importance of understanding your reader before employing pathos, as different individuals can have different emotional reactions to the same writing. 

Persuasive writing tips and strategies

1 choose wording carefully.

Word choice —the words and phrases you decide to use—is crucial in persuasive writing as a way to build a personal relationship with the reader. You want to always pick the best possible words and phrases in each instance to convince the reader that your opinion is right. 

Persuasive writing often uses strong language, so state things definitively and avoid “ hedging .” Persuasive writing also takes advantage of emotive language—words and phrases that describe feelings—to encourage the reader to form sentimental connections to the topic. 

Wordplay like puns, rhymes, and jokes also works as a good memory tool to help the reader remember key points and your central argument. 

2 Ask questions

Questions are great for transitioning from one topic or paragraph to another , but in persuasive writing, they serve an additional role. Any question you write, your reader will instinctively answer in their head if they can, or at least they’ll wonder about it for a moment. 

Persuasive writers can use questions to engage the reader’s critical thinking. First, questions can be used to plant ideas and lead the reader straight to the author’s answers. Second, if you’ve presented your evidence clearly and structured your argument well, simply asking the right question can lead the reader to the author’s conclusion on their own—the ultimate goal of persuasive writing. 

3 Write a clear thesis statement

A thesis statement openly communicates the central idea or theme of a piece of writing. In a persuasive essay, your thesis statement is essentially the point of view that you’re trying to convince the reader of. 

It’s best to include a clear, transparent thesis statement in the introduction or opening of your essay to avoid confusion. You’ll have a hard time trying to convince the reader if they don’t know what you’re talking about. 

4 Draw a persuasion map

A persuasion map is like an outline of your argument, designed as a writing tool to help writers organize their thoughts. While there are different formats to choose from, they all typically involve listing out your main points and then the evidence and examples to back up each of those points. 

Persuasion maps work great for people who often lose track of their ideas when writing or for people who have trouble staying organized. It’s a great tool to use before you write your outline, so you know everything you want to include before deciding on the order. 

5 Speak directly to the reader

As we’ve mentioned above, the relationship between the author and reader is quite significant in persuasive writing. One strategy to develop that bond is to speak directly to the reader, sometimes even addressing them directly as “you.” 

Speaking to the reader is an effective strategy in writing. It makes the writing feel more like a conversation, even if it is one-sided, and can encourage the reader to lower their defenses a little and consider your points with an open mind. 

6 Repeat your main arguments

Repetition is a classic technique in persuasive writing as a way to get ideas into your readers’ heads. For one thing, repetition is an excellent memory aid, as any teacher will tell you. The more someone hears something, the more likely they are to remember it. In persuasive writing, however, repetition can also influence readers’ way of thinking. 

Repeating the same idea over and over essentially normalizes it. When combined with substantial evidence and rationality, repetition can make even radical ideas seem more grounded. 

Examples of persuasive writing

As mentioned above, persuasive essays have assisted in many major historical events and movements, often when society was undergoing a significant shift in beliefs. Below are three such persuasive writing examples from different periods of American history: 

  • Common Sense by Thomas Paine (1776): Not all colonial Americans thought a revolution against England was a good idea. Thomas Paine released this forty-seven-page pamphlet to the general public to convince them the American Revolution was not only a good idea but also an ethical one. 
  • Declaration of Rights of the Women of the United States by Susan B. Anthony, et al. (1876): Written in the style of the Declaration of Independence, this document outlined the requests of the National Woman Suffrage Association (NWSA). Mentioning the hardships of women and calling out the inequality between genders, this printed pamphlet was distributed illegally at the centennial Independence Day celebration in Philadelphia. 
  • Letter from Birmingham Jail by Martin Luther King, Jr. (1963): Imprisoned for a nonviolent protest, King wrote this persuasive essay in response to published criticism of the Civil Rights Movement by Southern religious leaders. Although the essay addressed the critics directly, it was simultaneously approachable to anyone interested in King’s point of view. 

Persuasive writing FAQs

What is persuasive writing?

Persuasive writing is a text in which the author tries to convince the reader of their point of view. Unlike academic papers and other formal writing, persuasive writing tries to appeal to emotion alongside factual evidence and data to support its claims. 

What is an example of persuasive writing?

Some famous examples of persuasive writing throughout history include Common Sense by Thomas Paine, the Declaration of Rights of the Women of the United States by Susan B. Anthony, et al., and Letter from Birmingham Jail by Martin Luther King, Jr. 

What are different types of persuasive writing?

While persuasive essays are the most famous example of persuasive writing, the same style also applies to writing in advertising, journalistic op-ed pieces, public speeches, public service announcements, and critical reviews.

persuasive writing examples advertising

The art of persuasive advertising: Techniques and examples

Written by Spotify Editorial Team

The art of persuasion—it's as timeless as Shakespeare and as contemporary as your next Spotify playlist. It's also the root of success in the marketing world. All ads are intended to be persuasive, but some fall short. Truly persuasive advertising forms a compelling bridge between your brand's voice and that highly sought "yes" from your target audience.

What is persuasive advertising?

Persuasive advertising is the art of creating messages that do more than simply capture an audience's attention—they also encourage people to take a specific action, whether that's buying a product, signing up for a newsletter, or simply viewing your brand favorably. The overarching goal of the persuasive advertisement is to influence listeners to think favorably of and remember your brand .

5 persuasive techniques to try in your advertising

Meet ethos, pathos, and logos, the trifecta that's formed the backbone of persuasion since Aristotle got all philosophical on us more than 2,300 years ago. Ethos appeals to credibility, pathos to emotion, and logos to logic—and these ancient principles continue to power today's most persuasive ads.

Want to be more persuasive in your own campaigns? These persuasive techniques in advertising not only shine in audio ads—they can be the centerpiece of any advertising format.

1. Authority

Closely aligned with ethos, the authority technique uses credible experts to establish trust quickly. Authority doesn't always mean bringing in an external expert, either. Sometimes, the authority is your brand—especially if your product or service targets a specific need with a laser-like focus. Got people with years of experience in your team? Use them to your advantage, and build that authority.

2. Emotional appeal

The emotional appeal technique comes straight out of the pathos handbook. With this technique, your goal is to resonate emotionally with your audience, igniting the feelings that drive decision-making. Use emotive language and relatable references to make your point.

3. Social proof

Nothing says "trust me" like a chorus of happy listeners—this is the essence of social proof. Drawing from the principle of ethos, the technique showcases testimonials or reviews to make your brand the talk of the town. Don't be afraid to leverage any positive sentiment within your ad, whether that's a direct quote, or a layered testimonial in a blog post.

4. Association

Association allows you to piggyback on something people already love, aligning your brand with those good feelings: Pathos at its finest. With this technique, your brand gets to be the cool kid on the block simply by basking in the "halo effect" of others. Think about what seasonal moments you want your brand to align with, and build a credible, authentic campaign around it.

5. Celebrity/influencer

Ethos, in its 21st-century form, is the celebrity/influencer technique that lets your brand capitalize on the allure of individuals with an already-established reputation and emotional resonance. Whether Hollywood A-listers, social media influencers, podcast hosts, or industry leaders, their seal of approval adds instant gravitas.

Anatomy of a persuasive advertisement

Let's dive into the mechanics that lay the foundation for any irresistible ad.

  • The hook. This is your first impression, so make it count. Start with an emotional pull—perhaps a compelling question like, "Ever feel like you're running on empty?" You're speaking to a real emotional need.
  • The message. This is your elevator pitch. You want to lay out your value proposition here. Hit that emotional chord and invite your audience into a specific feeling they can achieve with your product or service.
  • The call to action (CTA). Time to seal the deal. Give your audience a simple and direct action to take—one that ties into the emotion you're evoking, for example, "Treat yourself to a much-needed boost." Make it so irresistible they'll regret not taking action.
  • The sign-off. This is the last thing your audience hears, so you want it to leave a lasting impression. Consider rephrasing your hook for an extra emotional boost, or close with a reminder or a feeling they won't forget.

Persuasive advertising examples

You've got the framework. Here are a few persuasive advertising examples that get the game just right:

Ever read an ad and think, "Nailed it"? That's Grammarly's Spotify ad in a nutshell. Packed with clear, solutions-driven language, it speaks directly to every professional who's ever struggled to hit the right tone in an email. It makes you think—if they're this clear in an ad, imagine how they could help my writing.

Picture a Spotify ad wrapped as a gift under the tree. Yeah, weird image. But if it were possible, Wonderbox's ad would be that gift. No hard sell, just genuine emotion, like a warm hug in audio form. The ad isn't just about gift boxes; it's an invitation to feel. It's as if Wonderbox is whispering in your ear, "Why give a gift when you can give an entire feel-good mood?"

Nationwide pulled off a slick marketing move in their Spotify advertising campaign. By aligning themselves with a platform with millions of listeners aged between 25 and 49, Nationwide boosted their own trustworthiness with the same crowd—one playlist at a time.

Elevate your brand with persuasive audio ads

You've glimpsed the magic behind influential brands and their audio ad strategies. Ready to weave some magic of your own? Check out how Spotify can help you achieve your advertising objectives or sign up for Spotify's Ad Studio now.

Ready to be heard?

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Can Persuasive Advertising Assist in Your Ad Designs

It is a simple concept. people don’t read ads, they read what interests them. so if you are going to create compelling and persuasive advertising, you are going to have to study some of the best persuasive advertising examples..

persuasive advertising

You know, the ones that consumers want to read.

And, oh, by the way, it must be more interesting than the millions of other advertisements out there. now that is a daunting task, isn’t it, there is an interesting story about how pablo picasso, the famous spanish artist, developed the ability to produce remarkable work in just minutes., as the story goes, picasso was walking through the market one day when a woman spotted him. she stopped the artist, pulled out a piece of paper, and said, “mr. picasso, i am a fan of your work. please, could you do a little drawing for me”, picasso smiled and quickly drew a small, but beautiful piece of art on the paper. then, he handed the paper back to her saying, “that will be one million dollars.”, “but mr. picasso,” the woman said. “it only took you thirty seconds to draw this little masterpiece.”, “my good woman,” picasso said, “it took me thirty years to draw that masterpiece in thirty seconds.” , picasso isn’t the only brilliant creative who worked for decades to master his craft. his journey is typical of many creative geniuses. even people of considerable talent rarely produce incredible work before decades of practice., check out our thoughts on  creative marketing., related:  insurance advertising war … 8 examples to learn from, does it have the power to encourage the right sort of conversations we’ll discuss this point in a bit. to get you started here a short video on persuasive ad design., it has been said that advertising is the price to be paid for being unremarkable. that may be true, but i have noticed, despite the growth in online marketing, that even remarkable businesses also advertise the old fashion way. it is a key component of your marketing campaign, for awareness or consumer education of your value., according to nielsen, there are 27,000,000 pieces of content are shared each day.  and statistic brain says that our average attention span has dropped from 12 seconds in 2000 to 8 seconds. that is one second less than a goldfish, we check our phones 150 times per day. we check our email up to 30 times an hour. and the amount of information in the world continues to double every 18 months., all this available information and data is creating a battle for customer attention between brands, publishers, and every one of us.  but more importantly, it’s forcing businesses to think and act like publishers and creative designers., ever written an advertisement, or thought about it i’ve done marketing for my clients in small businesses for the past 4+ years. i’ve learned a few things about making advertising look professional even on a tight budget., many small businesses don’t have a lot of time or resources to have ads professionally made. so what’s a small business to do, if everyone is creating content, how does a business break through the noise how do we reach our customers in a way that engages them, here are 6 creative steps we recommend you follow to create or critique your advertisements:.

define your theme

Define you theme

There are many themes to choose from. these include visual design, attention grabbing, music, and emotion, just to name a few., there is no better theme as a means of influence or the power of persuasion than emotion. hands down the best, in our opinion., experiences that trigger our emotions are saved and consolidated in lasting memory. why because the emotions generated by the experiences signal our brains that they are important to remember.,  persuasive advertising … b uild the message, focus on  customer needs end state  and not the means. the end state is the only priority. make the message as  clean and simple  as possible., you cannot over achieve on the simplicity of the message. a message that the reader will quickly understand. keep in mind that pictures are far more valuable than words., a good example is this prudential’s billboard ad. this commercial definitely considers the end state needs of its customers. the retirement needs of target customers are the commercial’s objective., reminder advertising … ask a thoughtful question, you can always depend on asking thoughtful questions to grab attention of your customers. getting attention by getting them to think., a good example is the recent prudential commercial. have you seen this ad design, you know … the one with the visualization design central to their story. quite clever isn’t it, and likely one you will remember. and maybe even talk about, right, the ad starts out with the commentator asking people a simple, yet thoughtful question:, how much money do you have in your pocket right now, after he collects everyone’s answer, he asks a second, more probing question:, could something that small make an impact on something as big as your retirement goal.

connect the dots

Connect the dots

Your ads should connect the dots with other elements of your integrated marketing campaign. remember to stop interrupting what people interested in, and be what people are interested in., it was in early 2009 when ibm began its smarter planet marketing campaign strategy. at the time, the strategy seemed very ambitious. one that was maybe even a bit risky, even for ibm. but their success was based on a strategy to build out a long term campaign., to do this they defined a theme around their vision (smarter planet). they used the theme to craft a marketing strategy connecting and integrating as many smaller marketing objectives and tactics as they could., they also linked their core competencies to this theme, vision and challenge. obviously, they made sure they were all obvious to their customers., this very successful campaign continued for 5 years., persuasive advertising examples … a simple story, a good story has a beginning where a sympathetic character encounters a complicating situation. it has a middle where the character confronts and attempts to resolve the situation. and it has an end where the outcome is revealed. it does not interpret or explain the action in the story for the audience., instead, a good story allows each member of the audience to interpret the story as he or she understands the action. this is why people find good stories so appealing., it is why they find advertising that simply conveys facts and information boring., persuasive advertising examples … create a visual analogy, look for ways to illustrate your messages with visualization. visual analogies are even better., a great example of this technique is the recent prudential commercial we discussed previously. you know … the one with the visualization design central to their story., related post:  successful advertisement design … 12 best examples to study, to make this point with a visual analogy, the commentator points to a series of dominoes, smallest to largest. when he makes his point on putting away investments consistently over time, he knocks over the smallest domino., this causes the chain reaction to topple all the dominoes. a great analogy to the retirement goal being achieved. as the dominoes fall the emotion rises..

   

The bottom line

I’m not as much surprised as saddened that such nutty beliefs and misconceptions about advertising. marketing overall can lead otherwise smart, creative people to squander their effort, money, and the patience of consumers., i’m sure there are binders full of rationale for why it’s stunningly brilliant stuff. there’ll be metrics that declare the spot a wild success., but believing those arguments, or valuing those outcomes, requires that you swallow the message hook line and sinker. not me., so if you remember one thing from this article, remember this:, marketing or advertising, you need to create information that your customers find interesting. information  worth talking about and remembering. and standing for things that potential customers value., we believe an effective ad is interesting, entertaining, and stands for things viewers can stand behind. we believe it is persuasive and certainly creates the right kind of conversation..

Customer engagement

What do you think?

Heard enough i rest my case., so what’s the conclusion the conclusion is there is no conclusion. there is only the next step. and that next step is completely up to you., it’s up to you to keep improving your innovation and creativity in ad designs. lessons are all around you. in many situations, your competitor may be providing the ideas and or inspiration. but the key is in knowing that it is within you already., all you get is what you bring to the fight. and that fight gets better every day you learn and apply new lessons., when things go wrong, what’s most important is your next step., test. learn. improve. repeat., are you devoting enough energy improving your innovation design, do you have a lesson about making your innovation better you can share with this community have any questions or comments to add in the section below,   digital spark marketing will stretch your thinking and your ability to adapt to change.  we also provide some fun and inspiration along the way. , more reading on marketing strategy from digital spark marketing’s library:, ogilvy on advertising … best lessons learned from his secrets, volkswagen ad … the secrets to its effectiveness, effective advertising … 14 best examples of ad design, use 8 breathtaking commercials that employ emotional appeal,   , mike schoultz is a digital marketing and customer service expert. with 48 years of business experience, he consults on, and writes about topics to help improve the performance of small business. find him on  facebook ,  twitter ,  quora ,  digital spark marketing , and  linkedin ..

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Literacy Ideas

How to Write an Advertisement: A Complete Guide for Students and Teachers

How to write an advertisement

As with persuasive texts in general, advertisements can take many forms – from billboards and radio jingles to movie trailers and pop-ups on your computer.

In this guide, we’ll work towards writing a standard magazine-format advertisement known as the print ad. Print ads are text-heavy enough to provide something meaty for our students to get their teeth into. Though advertisers are increasingly overlooking print ads in favor of more trackable and often cheaper digital forms of advertising, the same strategies and techniques can apply to both.

Likewise, strategies such as emotive language and other persuasive devices are essential when writing ads. Much of the writing advice that follows applies to the other persuasive texts , which can also be found on our site. Be sure to check it out, also.

Let’s explore the structure and persuasive elements that make an advertisement successful. These elements combine to make us think and act favourably about a service or product. So let’s get into it and learn how to write an advertisement.

A COMPLETE UNIT ON ADVERTISING FOR TEACHERS & STUDENTS

how to write an advertisement | ADVERTISING AND MARKETING UNIT 2 | How to Write an Advertisement: A Complete Guide for Students and Teachers | literacyideas.com

Teach your students essential  MEDIA LITERACY SKILLS  with this  COMPLETE UNIT  on  ADVERTISING.  It’s packed with  ENGAGING, INFORMATIVE & FUN  activities to teach students the persuasive techniques to  READ ADVERTS  and the skills to  WRITE ADVERTS.

This  COMPLETE UNIT OF WORK  will take your students from zero to hero over  FIVE STRATEGIC LESSONS  covered.

PERSUASIVE TECHNIQUES TUTORIAL VIDEO (2:20)

how to write an advertisement | RHETORIC | How to Write an Advertisement: A Complete Guide for Students and Teachers | literacyideas.com

STRUCTURE AND FEATURES OF ADVERTISEMENTS (PERSUASIVE ELEMENTS)

For students to create their own advertisements and successfully employ the various persuasive techniques, they’ll first need to develop a clear understanding of an advertisement’s underlying structure. We’ll explore the primary structural elements and features of advertisements, though the order of how these appear varies from advert to advert. Here, we’ll take a look at the following persuasive text elements.

  • Call to Action

how to write an advertisement | advertisement features 1 | How to Write an Advertisement: A Complete Guide for Students and Teachers | literacyideas.com

THE BRAND NAME AS A PERSUASIVE ELEMENT

how to write an advertisement | brand names | How to Write an Advertisement: A Complete Guide for Students and Teachers | literacyideas.com

The brand name of the product or service frequently comes at the top of the advertisement – though not always. One of the first tasks for students when writing their own advertisement is to decide on a name for their product or service.

Please encourage students to select a name that reflects the product, service, or values they wish to present to their audience.

Brand names have evolved from being wordy and aspirational to very short and snappy since the inception of the internet, so they can be found easily on a search engine.

BRAND NAME CONSIDERATIONS

  • What are the names of similar already existing products or services?
  • Does the name look and sound good?
  • Is the name short, punchy, and memorable?
  • Does it evoke a feeling or an idea?
  • Is it distinctive and original?

THE AUDIENCE AS A PERSUASIVE ELEMENT

how to write an advertisement | audience persuasive | How to Write an Advertisement: A Complete Guide for Students and Teachers | literacyideas.com

An advertisement’s target audience may not always be immediately apparent and often needs to be inferred through language and imagery choices made by the writer.

However, who the target audience does need to be decided before writing as it will inform subsequent choices on the use of language (e.g. pronouns, tone, etc.) and imagery.

There are several ways to help students determine their target audience. A good starting place is for them to consider creating a target persona, a fictional character who represents the type of person their product or service is aimed at.

  • Education level
  • Marital status
  • Likes/Dislikes
  • Who they trust
  • What they read/watch

An effective print advertisement presents a product or service in an appealing manner. It quickly conveys essential information about that product or service. It will include a clear and specific offer and also provide the information required for the reader to act on that offer.

Once we have the brand name sorted and the audience defined, it’s time to look at the critical structural elements to consider when writing an ad. It’s important to note that not every element will be used in every ad, but the following model serves well for writing most print advertisements.

THE HEADLINE AS A PERSUASIVE ELEMENT

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The ad headline should provide a short, snappy preview of what the reader will find in the copy. A good headline grabs the potential customer’s attention and makes them want to read the rest of the ad. There are several tried and tested means of writing a good headline. Here are 3 of the most effective:

The Problem/Solution Headline – This headline details a problem a potential customer may be facing and offers the solution in the form of the product or service. For example: Tired? Sluggish? Overweight? Excero Bike Gets You Where You Need to Go, Fast!

The Testimonial Headline – This headline uses a quote from a customer’s positive review to help sell the product or service. The testimonial allows the potential customer to see some ‘proof’ upfront before buying. “With the Excero Bike, I lost 15lbs in 15 days. I’m now thinner, fitter, and much, much happier!”

The Question Headline – This headline asks a question that the target customer will be seeking an answer to, for example, “Are you paying too much for your x?” Are You Paying Too Much for Your Gym Membership?

THE LOGO AS A PERSUASIVE ELEMENT

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Logos are visual representations of a brand and are used to help promote a range of products and services under a single umbrella and also to allow for quick identification by the reader. They are more of a design element than a writing one.

THE SLOGAN AS A PERSUASIVE ELEMENT

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A slogan is a phrase or a short sentence used to represent or sell a particular brand. Usually, they’re designed to be short and snappy to help make them more memorable for readers. Slogans often use alliteration, rhyme, puns, or other figurative language techniques to make their message more memorable.

THE OFFER AS A PERSUASIVE ELEMENT

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A good print ad makes readers an offer. This is usually in the form of a benefit the potential customer will gain or a motivating reason for finding out more about the product or service.

The Offer acts as a ‘hook’ that maintains the reader’s focus and draws them into the body of the ad. It can take the form of a time-limited discount or a 2-for-1 offer, etc. This Week Only – 25% Off!

Offers can also form part of the Call to Action at the end of the ad – more details on this soon.

THE BODY COPY AS A PERSUASIVE ELEMENT

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Good body text (or body copy) in an ad is well-organized and quickly gets to the point. Readers want to get the necessary information with minimum effort. For the writer, this requires skill, patience, and much editing. There are several different types of body copy that students need to consider when writing their ads. Let’s take a look at 5 of these:

Factual – Factual copy gives the reader just enough factual information about the product or service to persuade them that it’s worth buying.

Humor – Using humor is a tried-and-tested means of making an ad memorable. To use it successfully, students will need to have an excellent understanding of their target audience.

Narrative – This copy tells a story as a way to draw the customer in. Many people are resistant to direct selling. Narrative copy uses the power of storytelling to build a connection with the customer to ‘soft sell’ to them.

Testimonial – While testimonial content usually comes from a customer, it can also come from experts, celebrities, or any kind of spokesperson. The testimonial is based on what the customer or spokesperson liked about the product or service. Testimonials are often woven into the humanity of the ad. This copy appeals to emotions. Rather than boasting directly of the benefits of the product or service, this type of ad evokes the senses and appeals to emotions.

The body copy might include details of available products or services, special offers, or specific information the advertiser wants potential customers to know. Subheadings and bullet points can help organize the text and make information easier to find. Texts should be short and easy to read. Walls of text can be off-putting; if the language is too complex, it may turn off potential customers.

THE CALL TO ACTION AS A PERSUASIVE ELEMENT

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The Call to Action or CTA frequently comes at the end of the advertisement. It’s usually made up of a few sentences that invite the reader to take a specific action. This action might take the form of buying the product, sharing contact information, or, in the case of an online ad, clicking on a link to find out more about the product or service.

Call to action Contexts:

  • An electronics company encouraging readers to buy their new computer
  • A helpline requesting readers to call a number
  • A political party urging readers to vote for them in an upcoming election
  • A travel agent appealing to readers to book
  • A travel agent appealing to readers to book their next holiday through them

There are many ways to write a CTA but some effective strategies that are commonly used include:

  • Start with strong action words urging the reader to take action, e.g. Join, Discover, Order, Subscribe, Buy , etc.
  • Let the reader know precisely what you want them to do.
  • Ensure the necessary contact details are included, e.g. address, email, website address, phone numbers, etc.
  • Motivate the reader to take action through the use of promotional offers, e.g. Get 50% off or Book your free consultation today!
  • Provide a reason to take action by communicating the benefits, e.g. Losing weight, Saving money, Performing better, etc.
  • Use numbers to appeal to the reader, e.g. Save 20% on your next video, Now with 33% extra free! etc.
  • Make your audience an offer they can’t refuse, e.g. Book Your School Marketing and Promotion Analysis today – No Strings Attached.
  • Create a sense of urgency by limiting a special offer in some way, e.g. 25% off for the first 100 customers, Free T-shirt if booked today, Buy 2 get 1 free this month only , etc.

PERSUASIVE DEVICES

how to write an advertisement | persuasive devices guide | How to Write an Advertisement: A Complete Guide for Students and Teachers | literacyideas.com

The use of persuasive devices is an essential aspect of writing an advertisement. Our students must clearly understand the following strategies to confidently produce an advertisement that works.

ALLITERATION IN ADVERTISING

This is a literary device that involves the repetition of the initial letter or sound of consecutive words or words near each other. It’s more commonly associated with poetry than nonfiction text types; however, it is also a popular technique used in advertising. Alliteration can help make brand names more memorable. Examples abound, e.g. PayPal, Coca-Cola, Range Rover, and Krispy Kreme, to name but a few.

It’s not just in company names that you’ll find alliteration at work, though. We can also see alliteration alive in slogans such as:

The best four by four by far – Land Rover

Made to make your mouth water – Opal Fruits

Greyhound going great – Greyhound

Don’t dream it. Drive It. – Jaguar

EMOTIVE LANGUAGE

Using emotive language involves deliberately choosing words to provoke an emotional response in the reader. Different ways exist to express the same idea.

We can choose to put a positive, neutral, or negative spin on the same event through the words we select. For example:

Positive: She triumphed gloriously against stiff competition in the spelling bee.

Neutral: She won the spelling bee.

Negative: She received first prize in the poorly attended minor-league spelling bee.

Asking questions can help to engage the reader and persuade them to come to the desired conclusion by themselves. This is the ad equivalent of the ‘show, don’t tell’ mantra employed by fiction writers.

As with all the techniques and strategies, this technique must be used with care. It can have the opposite of the desired effect, such as building resistance in the reader, if used carelessly. Students should avoid making hyperbolic suggestions with their rhetorical questions. For example, the question “Want to lose 50lbs in 2 weeks?” implies a highly exaggerated claim that most intelligent readers will not believe. In this instance, the rhetorical question detracts from the ad’s effectiveness rather than enhances it.

The most important thing for students to remember when using this technique is that they should only ask rhetorical questions in their ads when they can predict with a reasonable degree of certainty what the answer will be in the reader’s mind. Nine times out of ten, that answer should be a simple yes. Questions should be straightforward, as should the answers they generate.

how to write an advertisement | Coca ColaBillboardAd1 | How to Write an Advertisement: A Complete Guide for Students and Teachers | literacyideas.com

Advertisers know that we usually need to see or hear things several times before we’ll remember them. Also, the reader is more likely to believe something true the more frequently they hear it. For these reasons, advertisements rely heavily on repetition to drive their message home.

In advertising, the repetition of certain keywords or phrases is used to emphasize a specific idea or emotion. When used well, it can increase the overall effectiveness of an ad. However, students should be careful not to bore the reader. Repetition should always be used strategically.

Repetition doesn’t just involve the repeating of words. It can also include repeating colors and images.

Here are some examples of repetition at work.

ADVERTISING WRITING TIPS FOR STUDENTS

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  • Carefully Consider the recount TYPE and AUDIENCE before writing.
  • Keep the title simple, e.g. My First Day at High School
  • Organize the text using paragraphs, e.g. a new paragraph for each section. Use the first orientation paragraph to set the scene by introducing characters, setting, and context.
  • Write the recount in chronological order – the order in which things happened and keep it in the past tense – relating events that have already happened.
  • Choose the correct perspective from which to write the recount, e.g. personal recounts will be told from a first-person perspective (e.g. I, me, etc.). Factual recounts are most often told from the third-person perspective (e.g. she, he, they, etc.).
  • Use time connectives to help organize the text and link the different sections of the recount together.
  • Avoid repetitive use of language like then x, then y, and then z.”
  • Aim to draw the reader into the action by using descriptive and figurative language
  • Focus on the most critical/exciting parts.
  • Use plenty of detail but ensure it is relevant to the purpose of the recount.

PERSUASIVE VOCABULARY

Vocabulary can elicit an emotional response beyond the literal meaning of the words used. When students understand this, they understand a powerful tool of persuasion.

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PERSUASIVE ADVERTISING STRATEGIES

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The Pain Solution: Persuades by highlighting a problem and suggesting a solution.

The Bandwagon: Persuades to do, think, or buy something because it is popular or because “everyone” is doing it.

The Testimonial: Persuades by using a previous customer or famous person to endorse a product or idea.

The Logical Appeal: Persuades by using reason, usually in the form of a claim backed by supporting evidence.

The Emotional Appeal: Persuades using words that appeal to emotions instead of logic or reason.

The Youth Appeal: Persuades by suggesting you’ll feel younger and more energetic using this product or service.

The Romantic Appeal: Persuades the reader by invoking the powerful and inspiring feelings of love.

The Empathy Appeal: Persuades the reader by encouraging them to identify with the plight of another.

The Testimonial: Persuades the reader by using a previous customer or famous person to endorse a product or idea

THE ROLE OF IMAGES IN AN ADVERTISEMENT

advertising_images

It’s a competitive world out there! Advertisements must catch and hold attention in an overwhelmingly noisy world, and images are a powerful means of doing this. Photos, pictures, diagrams, logos, color schemes – the visual look of an ad is as important as the text and, in some cases, more important!

Interesting images capture interest. They can intrigue the reader and encourage them to read the text they accompany.

Images also help the reader visualize the product or service offered. Advertising space can be expensive, and, as the old adage has it, a picture tells a thousand words. Images help advertisers make the most of their advertising real estate.

Students should carefully choose (or create) images to accompany their text. They should ensure that images are relevant and appropriate for their selling audience. They should look natural and genuine rather than posed.

Students can create their own images using their cell phones or graphic designer apps such as Canva .

This is our complete guide on writing an advertisement for students, and be sure to browse all our persuasive articles whilst you are here. Finally, we also have a complete unit of work on advertising for students and teachers that can be found here.

PERSUASIVE DEVICES TUTORIAL VIDEO

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how to write an advertisement | persuasive writing prompts | 23 Persuasive writing Topics for High School students | literacyideas.com

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Teaching Fact and Opinion

The content for this page has been written by Shane Mac Donnchaidh.  A former principal of an international school and English university lecturer with 15 years of teaching and administration experience. Shane’s latest Book, The Complete Guide to Nonfiction Writing , can be found here.  Editing and support for this article have been provided by the literacyideas team.

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Understanding Persuasive Writing (Definition, Examples, Tips)

Persuasive Writing

Persuasive writing is a type of non-fiction writing that has the aim of spreading information while persuading the reader of the writer’s stance or point of view. Persuasive writing has been used in the English language for years . It can easily be found in reviews, advertisements, marketing copies, etc.

This article will detail the basics of persuasive writing, its importance, core components, and tips for effective persuasive writing.

Persuasive writing

What exactly is persuasive writing?

In simple terms, persuasive writing is a written way of communication that is used to try and convince the readers of a particular viewpoint. It basically aims to change or influence the readers’ viewpoint about a topic and drive them to take an action, through facts, logical arguments, or an emotional appeal.

Wikipedia defines persuasive writing as – “ any written communication with the intention to convince or influence readers to believe in an idea/ opinion and to do an action.”

The very fact that persuasive writing is not just about spreading information, but about persuading the reader enables it to have a different set of techniques and strategies to effectively convince the reader.

What is the importance or real-life applications of persuasive writing?

Persuasive writing has lots of real-life applications , some of which are as follows:

  • In a company blog article to convince the reader to buy a company product or service
  • In a research proposal or a technical paper to convince the readers of the findings and deductions
  • In a review article of food, a book, or a movie
  • In a cover letter of a job applicant
  • In an advertising campaign script to create a sense of urgency and convince the audience to buy a product or service. Advertising or marketing forms one of the biggest use cases for persuasive writing.
  • In a political speech script to convince the audience of the leader’s opinion. Persuasive writing is heavily utilized in political speeches.

Ethos, Logos, and Pathos- the three pillars of persuasive writing

An effective piece of persuasive writing utilizes three fundamental features viz. ethos, logos, and pathos. These three features are to be strategically embedded at the core of any piece of persuasive writing to enhance it.

Let’s have a quick look at each of them and understand their significance:

Ethos

Ethos is a Greek word that means “character”. Ethos is the foundational pillar in persuasive writing which aims at establishing the credibility of the writer.

To convince any reader of any written piece of content, the first step is to make them believe the writer, and ethos achieves exactly that. Ethos helps establish a positive mindset in the minds of the readers, even before they start reading the written piece.

Logos

Logos is a Greek word that means “logic”. Logos is the second pillar in persuasive writing which aims at backing the arguments or viewpoints of the writer with evidence, logical arguments, and data to persuade the readers.

Any form of written content or argument becomes more persuasive when it is backed by facts and data. Backing their work with relevant facts expresses that the writer did a lot of research and has a very good idea of what they are talking about.

But merely having the facts and data is not enough. This is because if presented in a haphazard way, it will not be effective in capturing the reader’s attention. Thus, logos also deals with structuring the persuasive writing piece in the best possible manner to present them in the most effective manner.

Pathos

Pathos is a Greek word that means “experience”. Pathos is the third pillar in persuasive writing which aims at involving a writer’s appeal to emotion. A lot of human actions tend to be led by emotions rather than facts.

Hence, it is important for the readers to sympathize or empathize with the writer in order to be convinced of their viewpoint. These emotions can be engrained in the reader through the personal experiences of the writer.

Effective storytelling helps achieve a significant persuading impact. However, it is important for the writer to reflect on the various feelings that the readers might have while sharing this, as every person thinks differently.

What are some tips and strategies for effective persuasive writing?

Persuasive writing finds its applications in a wide variety of scenarios and, if effectively framed, can help achieve tremendous outcomes.

Here are some tips that writers can use for result-generating persuasive writing :

1. Choosing the right topic is important

It is crucial for writers to have deep knowledge about the topic for which the content is going to be written. Effective persuasive writing will involve a lot of subject knowledge, research, experiences, and passion for the topic. Only when a writer is absolutely clear about their own stance, will they be able to convince their readers.

2. Targeting the right audience and researching about them can do wonders

As much as possible, the writing should try to focus on a specialized set of reading audiences. This is because trying to cater to a broader audience will only dilute the impact of the content.

Writers must have a clear idea about their audience and what they want. In this way, they will be able to emotionally engage with them and deliver the message in a crisp and effective manner, inevitably persuading a larger number of readers.

3. The thesis statement should be defined appropriately

A clear and well-defined thesis statement is the heart and soul of any persuasive writing piece. Basically, it briefly summarizes the stance of the author (what the author wants to convince the audience). Clearly defining the thesis statement will help the author to appropriately structure the content around it. 

4. Extensive research

A piece of persuasive writing content will involve a lot of logical arguments, facts, evidence, etc. Thus, writers must thoroughly research every piece of evidence or data that they plan to present to the readers. Even a glimpse of truthlessness might be a major turn-off for the reader.

5. Strategic repetition is important

It is important to remind the reader of the actual point of view that needs to be established and prevent them from getting swerve off the main topic. Hence, strategically repeating the main points in different ways in different places will keep the readers on track.  

6. Address counter-arguments

One of the most interesting, but useful ways to convince the readers or increase the credibility of the content is by addressing the counter-arguments. This will strengthen the author’s original argument as contrasting viewpoints will be proved weaker.

7. Directly speaking to the readers is important

Merely targeting the right reading audience will not suffice. The audience needs to connect with the content and feel that this content is what they wanted to read .

Speaking directly to the reader will help achieve this in an impactful manner (for example referring to them as “you” and asking relevant questions at the right places).

8. Careful selection of words

Choosing the right words is one of the most important things in persuasive writing. Persuasive writing involves creating a bond with the reader through facts and emotions. It involves strong and emotive language (words that describe feelings).

Thus, any wrong choice of word or phrase might discourage the reader from forming a deep and impactful connection with the writer.

Ethos, Logos, and Pathos are at the core of every piece of persuasive writing. Complementing them with the strategies mentioned above will help create an extremely impactful piece of persuasive writing.

Persuasive writing can be defined as a form of non-fiction writing that is used to convince the reader of the writer’s stance or point of view.

The writer provides their point of view and backs it up with research, evidence, and data. Along with this, they also try to emotionally appeal to the reader and convince them per that viewpoint or change their pre-existing viewpoint.

Persuasive writing can be used in a variety of places like advertisements, brochures, editorials, proposals, reviews, political speeches, etc.

Advertising is one of the major areas where persuasive writing is heavily used to urge customers to buy the product or service of a company.

Persuasive writing is important because it finds a lot of real-life applications or scenarios. For example, it can be used in book reviews where the author tries to give an opinion about a book and back it up with their thoughts and opinions.

It can also be used in marketing campaigns or political speeches which has tremendous political or business impact. Hence, if persuasive writing is utilized effectively, it has the ability to create impactful changes in society or tremendous business or political outcomes.

Persuasive writing has three key components or types or pillars, namely ethos, logos, and pathos.

  • Ethos: Credibility of the author
  • Logos: Relevant logical arguments, evidence, data, and facts to back the viewpoint of the author.
  • Pathos: Emotional appeal toward the reader. 
  • Wikipedia-Persuasive writing – Definition
  • Grammarly-6 persuasive writing strategies
  • Your Dictionary – persuasive writing examples
  • Interaction Design Foundation – Persuasive writing foundation

Inside this article

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Fact checked: Content is rigorously reviewed by a team of qualified and experienced fact checkers. Fact checkers review articles for factual accuracy, relevance, and timeliness. Learn more.

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About the author

Dalia Y.: Dalia is an English Major and linguistics expert with an additional degree in Psychology. Dalia has featured articles on Forbes, Inc, Fast Company, Grammarly, and many more. She covers English, ESL, and all things grammar on GrammarBrain.

Core lessons

  • Abstract Noun
  • Accusative Case
  • Active Sentence
  • Alliteration
  • Adjective Clause
  • Adjective Phrase
  • Adverbial Clause
  • Appositive Phrase
  • Body Paragraph
  • Compound Adjective
  • Complex Sentence
  • Compound Words
  • Compound Predicate
  • Common Noun
  • Comparative Adjective
  • Comparative and Superlative
  • Compound Noun
  • Compound Subject
  • Compound Sentence
  • Copular Verb
  • Collective Noun
  • Colloquialism
  • Conciseness
  • Conditional
  • Concrete Noun
  • Conjunction
  • Conjugation
  • Conditional Sentence
  • Comma Splice
  • Correlative Conjunction
  • Coordinating Conjunction
  • Coordinate Adjective
  • Cumulative Adjective
  • Dative Case
  • Declarative Statement
  • Direct Object Pronoun
  • Direct Object
  • Dangling Modifier
  • Demonstrative Pronoun
  • Demonstrative Adjective
  • Direct Characterization
  • Definite Article
  • Doublespeak
  • Equivocation Fallacy
  • Future Perfect Progressive
  • Future Simple
  • Future Perfect Continuous
  • Future Perfect
  • First Conditional
  • Gerund Phrase
  • Genitive Case
  • Helping Verb
  • Irregular Adjective
  • Irregular Verb
  • Imperative Sentence
  • Indefinite Article
  • Intransitive Verb
  • Introductory Phrase
  • Indefinite Pronoun
  • Indirect Characterization
  • Interrogative Sentence
  • Intensive Pronoun
  • Inanimate Object
  • Indefinite Tense
  • Infinitive Phrase
  • Interjection
  • Intensifier
  • Indicative Mood
  • Juxtaposition
  • Linking Verb
  • Misplaced Modifier
  • Nominative Case
  • Noun Adjective
  • Object Pronoun
  • Object Complement
  • Order of Adjectives
  • Parallelism
  • Prepositional Phrase
  • Past Simple Tense
  • Past Continuous Tense
  • Past Perfect Tense
  • Past Progressive Tense
  • Present Simple Tense
  • Present Perfect Tense
  • Personal Pronoun
  • Personification
  • Persuasive Writing
  • Parallel Structure
  • Phrasal Verb
  • Predicate Adjective
  • Predicate Nominative
  • Phonetic Language
  • Plural Noun
  • Punctuation
  • Punctuation Marks
  • Preposition
  • Preposition of Place
  • Parts of Speech
  • Possessive Adjective
  • Possessive Determiner
  • Possessive Case
  • Possessive Noun
  • Proper Adjective
  • Proper Noun
  • Present Participle
  • Quotation Marks
  • Relative Pronoun
  • Reflexive Pronoun
  • Reciprocal Pronoun
  • Subordinating Conjunction
  • Simple Future Tense
  • Stative Verb
  • Subjunctive
  • Subject Complement
  • Subject of a Sentence
  • Sentence Variety
  • Second Conditional
  • Superlative Adjective
  • Slash Symbol
  • Topic Sentence
  • Types of Nouns
  • Types of Sentences
  • Uncountable Noun
  • Vowels and Consonants

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162 Persuasive Writing Prompts & Topics: Examples & Tips

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Writing a persuasive essay can be a challenging task. While it is excellent for improving a student’s critical thinking and rhetoric skills, coming up with a good topic might be difficult.

The easiest way to kickstart the writing process is to find persuasive writing prompts. Are you passionate about some controversial issue? Want to express your opinion? A prompt will help you to start thinking about it critically. It may contain a set of questions or a brief guideline for your discussion.

Our team will help you!

There is plenty of persuasive writing prompts for high school and college that deserve attention. So, we’ve prepared a list of such. Once you choose one to your liking, remember to read a prompt thoroughly. The controversy of an issue is usually apparent. It is crucial to find a prompt that states the main aspects of the topic clearly.

Believe us—writing a persuasive essay is elementary with prompts at your disposal!

  • 🤷 Writing with Prompts
  • 💡 How to Write?
  • ⭐ 12 Best Prompts
  • 🧒 Elementary School
  • 🎒 Middle School
  • 🖊️ High School
  • 🌊 Environment
  • 🕹️ Video Games
  • 🔌 Technology

🤷 Persuasive Writing with Prompts

Before we dive into the prompts, let’s answer a few vital questions.

What is a persuasive essay?

A persuasive essay is a type of academic writing where you try to persuade your reader using arguments and supporting evidence. You provide facts and examples that explain why your position is the correct one. Describe the issue in the introduction, and express your stance on it in your thesis statement.

Remember to include the other side of the argument in your essay. It is essential to consider different perspectives on the problem. You can find numerous examples of persuasive papers in a free essay database . Not only will it serve as a sample, but can act as a source of writing prompts, too.

What is a writing prompt?

A writing prompt is a short passage that describes an idea for an essay, report, article, or some other piece of writing. It can be as short as one sentence, although it is usually more elaborate.

Some prompts can be presented in the form of an image. The most crucial thing is that they give a clear understanding of the topic.

Re-read the writing prompt when to ensure that you should write a persuasive essay.

How does a persuasive writing prompt look like?

The main goal of persuasive writing is to convince the reader that your side of an argument is the most legitimate one. Unlike in expository or descriptive writing, persuasive essay prompts express the duality of a dispute.

Persuasive letter prompts should be pertinent to the audience’s concerns. A prompt should ultimately convey your stance on the subject. Use words like convince , persuade , and why . Avoid using how in a persuasive essay prompt as it distracts from the purpose of such writing.

💡 How to Write a Persuasive Essay Using a Prompt?

Persuasive writing prompts help produce a good quality essay. Here is a list of things you should do to write an essay using a prompt:

  • Read it and learn what issue the prompt states. What should you elaborate on? Look out for words that you find especially important or problematic.
  • Understand what the prompt wants you to do. See whether you should discuss causes and effects or your opinion. In the case of persuasive writing prompt, it asks you to convince your reader in something. In what? Should you discuss both sides of an argument or state your opinion immediately?
  • Divide the prompt. Look deeper into what it’s saying. Write down your initial thoughts on the subject.
  • Compose a thesis statement . Outline the question or the situation the prompt states and elaborate on it in one topic sentence.
  • Write arguments and supporting evidence. Dedicate one body paragraph to describing the opposing argument. Remember to use transition words to ensure good writing flow.
  • Revise if you have time for it. Check with the prompt not to miss anything. That’s why writing drafts is always a good idea. This way, you can change your text without making a mess out of your paper.

⭐ 12 Persuasive Writing Prompts for High School

  • Cooking as art — a delicate craft.
  • 4-Day work week.
  • Facebook vs. Instagram: visual design.
  • Winter holidays — a time for friends.
  • Is living in a village stressful?
  • Beef production.
  • Is kindergarten education importnat?
  • Hobby as a job is a bad idea.
  • High school students and independence.
  • Allowance for kids: how much?
  • Reptiles as pets — a lifelong commitment.
  • Outside classes and fresh air benefits.

✔ 50 Persuasive Essay Writing Prompts

If you have trouble coming up with ideas for writing a persuasive essay, here is our prompts list. Whether you’re in school or college, we’re sure here you’ll find a topic that interests you!

Ask someone to proofread your persuasive essay.

🧒 Persuasive Writing Prompts for Elementary Students

  • Your parents should go to bed at 9 pm every day. They say that it’s your time to fall asleep, but why? This way, they get to have a good night’s rest to feel energized the next morning. And your parents need it as their jobs are tedious and stressful. While you would like to have more spare time before going to bed. Persuade your parents that going to bed at 9 pm is perfect for them, not for you.
  • We should stop wearing a uniform to school. If not every day, at least once a week, students should be allowed to wear casual clothes to school. Discuss why it is a fun and useful initiative.
  • You need to move to another country for a year. Explain why you think that studying abroad is essential for you. Which country would you pick and why? Discuss what made you choose this country.
  • Every child needs a pet. Some parents don’t allow animals at home. Explain why it is vital to have a pet in a family. Convince that a pet of your choice is the perfect option for any kid.
  • Pupils should select their seats in the class . Your teacher always tells you where to sit in class. Would it be better if you get to pick your place? What is your opinion on that?
  • Playing music is an educating activity that is crucial for child development. What musical instrument is the most fun to play? Convince your reader that the music instrument of your choice is the best one.
  • The summer break has to be longer. Do you believe the summer holidays are long or short? Is it enough for you to get rest and find the strength to start a new term? Convince your reader that your point of view is the right one.
  • The ability to read people’s minds in both the worst and best superpower. Imagine that you get to have this superpower. What are its advantages and disadvantages? When can you use it? Is it ethical? Discuss your opinion in your essay.
  • Pupils should select their tutors. In school, you don’t get to choose your teacher. Would it be better if you could? Can students change teachers based on their personal preferences? Discuss why or why not.
  • We should manage our budget from an early age. Do your parents give you pocket money? Well, they’re better to start. Some parents think they should give their kids pocket money even if they misbehaved. Others wouldn’t give allowance to their children if they did something wrong. What position do you think is fairer, and why?

Giving a set budget for a specific task teaches teenagers responsibility.

🎒 Persuasive Writing Prompts for Middle School Students

  • Tutors should wear uniforms to schools, just like students do. Imagine there is an initiative that wants teachers to do so. Some people believe it is a sign of equality and professional attire. Others think that just a formal dress code is enough. What is your opinion on this?
  • Every school has to initiate school trips. Some individuals think they are disruptive to the study process. Other people claim that such trips unite students and are an essential part of education. What do you think? Explain your point of view and why it is the right one.
  • Students should learn from famous people from time to time. There is an opportunity for one famous person to come to your school with a motivational speech. Who would you want to come, and why? Discuss why your school can benefit if a celebrity of your choice gives a speech there.,
  • Single-sex schools are better than mixed ones. Do you agree or disagree? Why or why not? Talk about your point of view using convincing argumentation.
  • Some individuals should lack money. What’s better: enough money to get by or too much money and more problems? Some think that too much money makes you forget about more straightforward and essential things in life. Yes, cash gives more opportunities, but people tend to strive for more money than necessary. What’s the point of millionaires in the 21st century? What is your opinion on this?
  • Fast food damages children’s health and should be excluded from the school meal plan. Do you agree or disagree? What are some benefits of having fast food as a meal option at school? Discuss which opinion is more legitimate.
  • Educational institutions have to support the arts and sciences more. Imagine there is a new building opening up in your school. The school administration hasn’t decided what is going to be there. It could be an art studio, a new sports center, or a computer class. Explain why it should belong to the arts and sciences. Talk about how such disciplines motivate students to evolve.
  • We should study for four days a week. There is a law that considers implementing a more extended weekend. Do you think three days would be too much? Why or why not? Support your point of view with thoughtful arguments.

25 US states have at least one district using a four-day school week.

  • Teachers should be required to turn off their mobiles during the classes. You can’t use your phone during the course (or at school). It’s a law in various educational institutions and for obvious reasons. Should teachers be prohibited from using their phones as well? Is it fair?
  • It is better to have PE lessons as the first classes of the day. Some people think it is an excellent way to kickstart the day. Others believe that students will be physically tired to carry on with other classes. Which opinion is the right one?
  • Plagiarism and cheating should be punished more strictly. Copying others’ works or using crib notes in class is strictly prohibited, yet it happens. Should schools implement more measures to ensure there is no cheating? How can they work?
  • Students should select their courses according to their performance. Some people are better at science, while others excel at arts. Would it be better if we were allowed only to study things we are naturally good at? Why or why not? Convince your reader that your opinion is valid.
  • You shouldn’t eat in class. Teachers generally think that it interrupts the lesson and distracts other students. At the same time, eating a snack can help you concentrate better and stay energized. Discuss your opinion on this in your essay.
  • There should be mixed sports teams at school. Girls often like to play the same sports as boys. Should schools let them play in the same groups? Why or why not? Support your opinion with argumentation.
  • Teachers should treat every student equally. It seems like an obvious thing, but the reality is often different. What would you do to make sure everyone is respected? Why?

🖊 Persuasive Writing Prompts for High School Students

  • In the US, the 18-year-olds should be allowed to drink alcohol. In the country, driving is permitted after age 16, while drinking becomes legal after 21. How fair are these age thresholds? Statistics show that countries with integrated drinking culture (like France or Italy) have lower alcoholism rates. Would it be better to bring the legal drinking age down to 18? Discuss why or why not, using supportive argumentation.
  • The “book of your choice” is fantastic, and here is why. Write a persuasive essay explaining why your favorite book deserves attention. Convince your audience it is worth reading it.
  • Time management skill is vital for a successful adult life. It’s what you acquire in school and use for a job. Why is being organized so important? And why should you learn this already in school? Talk about your opinion on this subject.
  • What’s more important in school – discipline or an ability to self-express? Some think that you come to school to get knowledge and acquire social skills. However, some students thrive in a less harsh environment. Discuss your point of view and why it is valid.
  • Educational institutions should implement anti-bullying policies. School authorities should intervene if a student is bullied by other students, even outside of school. Do you agree or disagree? Convince your reader that your opinion is the most legitimate.

The definition of bullying includes three characteristics.

  • Parents shouldn’t raise their children the same way they’ve been raised. Some people think there are universal values and principles that parents should teach their kids. While this is true, times change tremendously as generations grow up. What do you think is more just? Discuss your point of view in your essay.
  • Your neighborhood requires a renovation. Imagine city authorities are planning on improving your area. What would you change in particular, and why? Write an essay using the appropriate argumentation.
  • The importance of community is overrated. Some people are naturally more outgoing and thrive in such environments. Others often feel pressured and may feel out of place. Talk about your opinion on that subject.
  • Are fictional books useless? Some people believe fiction improves imagination and teaches empathy. Others consider it a waste of time since there is no actual value in it. Which stance is more valid?
  • Life is fair because it is unfair to everyone. Do you think this statement is true? Discuss the issue of class privilege. Do you think modern society gives everyone equal opportunities? Why or why not?
  • Community service should be mandatory for high school students. Do you agree or disagree? What kind of activities would be included? Discuss your point of view in your essay.
  • Classic literature should be an integral part of the high school curriculum. Should students be required to read old texts like Homer’s Odyssey or Shakespeare’s tragedies? Why or why not?
  • You can make a career out of a hobby. True or not? Pick your side of an argument and convince a reader it’s valid.
  • It would be better if all countries in the world switched to one currency. There are many aspects to consider when talking about this argument. Which side of it would you support? Why?
  • Safety on school property should be a primary concern. Some institutions offer inefficient security services, which can result in tragedies. They may lack funds to ensure their students are safe. Should the government prioritize these issues? Discuss your opinion on this.

🎓 Persuasive Writing Prompts for College Students

  • Abortions should be legal in all US states. Some religious communities are vehemently opposed to abortions. People with more liberal beliefs claim that it should be a mother’s personal choice. Discuss your opinion in an essay.
  • The military should be voluntary. Military service is a civic duty is some countries. Should it be obligatory everywhere? Why or why not? Persuade your reader that your opinion is the most legitimate.
  • Veganism and vegetarianism should become a new norm. They start to gain popularity in Western society. Some people consider it beneficial for health and the environment. Others switch to these diets because good meat is often too pricey. What are the real advantages? Or are they a myth? Discuss your opinion.
  • The education system in the Western world has become outdated. Do you agree or disagree? What should be changed to make it more suitable for modern times?
  • Your parents shouldn’t be your buddies. What’s better: a parent who is your mentor or best friend? Choose your stance on the subject and defend it using appropriate reasoning.
  • Soft skills are more important than hard skills. It is thought that employers often prioritize your personal skills over professional ones at first. Do you think this is the right position? Express your opinion and support it with facts.

Technical skills alone are not enough to be truly effective.

  • Social media is a major frustrating factor in the lives of many people. Have you ever gotten FOMO looking at other’s picture-perfect lives? Why is it so easy to succumb to this illusion of ideal life? Discuss your opinion on the subject and support your point of view with pertinent facts.
  • Democracy has proven to be the most sustainable governmental form. Do you agree or disagree with this statement? Express your opinion and use relevant argumentation in your essay.
  • United Nations have become inefficient over time. There is an opinion that the UN does not function properly anymore. Would you agree with this statement?
  • Are genderless pronouns a good idea? They have become a crucial tool for transgender and genderfluid people to express their identity. Or does society overthink about words instead of actions? Do you agree or disagree?

💯 Persuasive Essay Writing Topics

If you feel more confident and inspired after reading our prompts list, check out some persuasive writing topics!

🎤 Persuasive writing: Music

  • Hip-hop music objectifies women .
  • Jazz does not exist anymore.
  • Music festivals involve too many drugs.
  • Classical music is the most sophisticated genre.
  • The music culture of other societies does not get enough attention because of Western dominance .
  • Musical therapy is not efficient.
  • Patriotic songs can have a stimulating effect on people.
  • Listening to music can increase one’s productivity.
  • Anyone can learn how to sing.
  • Humanity cannot imagine itself without the art of music.
  • Music is the most influential form of art.
  • Rap should be considered a form of poetry .
  • Jazz sounds the best at a live concert .
  • A piano is the best musical instrument.
  • All children should have musical training at school.
  • Music can unite people from all over the world.
  • Specific lyrics can trigger aggression in people.
  • Queen is the most influential band in Western history.
  • To some extent, all music reflects a creator’s personal experience.
  • Is the bell ringer a musician?

🦙 Persuasive Writing: Animals

  • Wild animals should not be kept in a zoo.
  • Animal fights should be illegal.

Three most common types of animal fighting in the US.

  • Hybrid animals are unnatural.
  • Agricultural production puts endangered species at more significant risk .
  • Slaughtering farm animals for food does not justify their killing .
  • Animal hunts should be illegal everywhere.
  • There is no better alternative than animal experimentation for some medicine.
  • Exotic animals should not be kept as pets.
  • Animals should not be treated as objects—they are meant to cohabitate with humans .
  • Cow milk is terrible for human health.
  • Dolphins are the most intelligent animals.
  • Using animals for medical research is unethical.
  • There are better alternatives than cosmetic testing on animals .
  • Poaching has multiple adverse effects on the economy.
  • Farming is a form of animal abuse .
  • Zoos can help in preserving endangered animals.
  • All makeup brands should switch to cruelty-free policies.
  • The use of elephants in the entertainment industry can lead to their extinction .
  • Children should be taught how to treat animals.
  • A dog is the best animal companion for a human.

🌊 Persuasive Writing: Environment

  • Governments should advocate for the use of renewable energy sources.
  • Garbage recycling should be obligatory.
  • Humanity should take rainforest conservation more seriously.
  • Urban areas should implement environment-friendly design and policies .
  • There is a connection between waste management and global warming.

Fuel buyers in the United States could be convinced to buy back their carbon.

  • If proper measures are not taken, the loss of biodiversity in coral reefs will be devastating .
  • Greta Thunberg is the voice of her generation . The girl’s letter to the UN was one of the most discussed events of 2019. Talk about why her call to enhance environmental protection is more than timely.
  • Sustainable clothing is the best fashion trend in 2023.
  • Poor farming technologies accelerate climate change .
  • Water pollution will soon become a more significant issue than air pollution.
  • Environmental conservation is an essential element of economic growth in developing countries .
  • First-world countries should implement a carbon tax.
  • It is impossible to decrease environmental pollution without severe damage to the world’s economy .
  • Weather forecasts are too inaccurate.
  • Climate change trends have made the risk of natural disasters worse.

🌽 Persuasive writing: Food

  • Parents in America should take better care of their children’s diets . Childhood obesity is a growing concern in the US.
  • Healthy eating is more important than exercise.
  • Overeating junk food affects mental health.
  • Restaurants should be transparent about the nutritional value of the food they serve.
  • There is no harm in consuming GMOs .
  • Addiction to sugar can be worse than drug addiction.
  • The fast-food industry isn’t entirely responsible for consumers’ health . It is up to every individual to take care of their diet.
  • Food is not just fuel; it’s a leisure experience .
  • Schools must provide students with healthy food options.
  • Intuitive eating is the best diet.
  • The downsides of sugar substitutes aren’t thoroughly researched .
  • Being underweight is more dangerous than being overweight.
  • Social and psychological factors have a notable role in obesity development .
  • Eating meat is bad for health.
  • Food supplements are harmful.

🕹 Persuasive Writing: Video Games

  • Violence in video games causes behavioral problems in kids .
  • Board games will never go out of fashion.
  • Playing computer games can develop one’s cognitive skills .
  • Game addiction is a more prominent concern than most of us realize.
  • Virtual reality can disrupt one’s social skills .
  • Children should have limited access to certain video games.

The American Academy of Pediatrics suggests the time for video games should be limited.

  • There is no place for gaming in education.
  • Certain video games can be beneficial for human health and brains.
  • Hunger Games should not have been turned into a franchise.
  • Gaming will become the most popular leisure activity in 30 years.
  • You can earn a fortune by playing online games.
  • Video games have multiple adverse effects on children .
  • Gaming is just a way to escape reality.
  • First-person shooter games improve one’s reaction and reflexes.
  • Playing video games too much affects one’s academic and life performance.

🔌 Persuasive Writing: Technology

  • Siri is the best example of publicly available Artificial intelligence .
  • Computer science classes at school should incorporate beginner-level software engineering.
  • Internet is humanity’s greatest invention.
  • E-learning in medicine is still too expensive .
  • Nowadays, nobody’s personal data is protected.
  • If World War III happens, it will be a war of modern technology and information, not nuclear power.
  • Genetically modified organisms are science’s big mistake.
  • Cloning should be illegal.
  • Cell phone addiction will soon become humanity’s worst challenge.
  • Cyberbullying leads to drug and alcohol abuse among the youth .
  • Robots will never be able to replace humans .
  • Technology can help individuals with learning disabilities .

Assistive technology is available to help individuals with many types of disabilities.

  • Drones are an invasion of privacy and should be illegal.
  • Apple is the best technology brand on the market.
  • Data mining is an essential part of every company’s marketing strategy .

Thank you for reading the article! Leave a comment below to let us know what you think. Share the page with friends who may find the persuasive writing prompts and topics useful.

🔗 References

  • 15 Awesome Persuasive Writing Prompts: Thoughtful Learning, K-12
  • 200 Prompts for Argumentative Writing: Michael Gonchar, The New York Times
  • English II Persuasive Essay [10th grade]: Brianna Johnson, Trinity College
  • Writing Prompt (Composition): Richard Nordquist, ThoughtCo
  • What Is a Writing Prompt: Karen Frazier, LoveToKnow
  • What Makes a Great Writing Prompt: Laura Davis, Kripalu
  • Writing Prompts for Middle School: Holt McDougal Online
  • Persuasive Essay Outline: Houston Community College Learning Web
  • Tips To Write An Effective Persuasive Essay: Melissa Burns, The College Puzzle
  • Counterargument: Gordon Harvey for the Writing Center at Harvard University
  • Persuasive Essay: EssayInfo, Writing Guides
  • Ten Timeless Persuasive Writing Techniques: Brian Clark, CopyBlogger
  • 31 Powerful Persuasive Writing Techniques: Karri Stover, Writtent
  • A CS Research Topic Generator or How To pick A Worthy Topic In 10 Seconds: Department of Computer Science, Purdue University
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