Writing a Persuasive Essay Higher Folio Contents 1

Writing a Persuasive Essay Higher Folio

Contents § 1) Getting Started A) Facts and Opinions B) What issue should I write about? C) Steps towards creating a Persuasive essay § 2) Types of Evidence A) Using Anecdotal Evidence B) Using Facts C) Using Statistics D) Using Someone's Opinion § 3) Research and Note taking advice § 4) Creating a Catchy Title § 5) Suggested Essay Structure § 6) Writing your Introduction § § § A) Playlet Introduction B) Banner Headline Introduction C) Vox Pops Quote Introduction D) Statistical Introduction E) Emotive Introduction F) Anecdotal Introduction

§ 7) Making your Argument § § § Contents 1) Forms of Evidence 2) Recommended Structure 3) Rebutting Counter Arguments § 9) Writing your Conclusion § 8) Using Techniques § § i) Take ownership ii) Provide information on the history of your issue iii) Provide information on the geography of your issue § § § § General Approaches Specific Techniques 1) Use a Rhetorical Question 2) Use Statistics 3) Use Personal Experience 4) Use the Language of Persuasion 5) Ask a question and answer it 6) Use Emotive Language 7) Set out quotations correctly 8) Repetition 9) Create Flow (Link Words) 10) Using a one sentence paragraph to finish 11) Link conclusion to the introduction 12) Finish with a quotation § § § A) Basic Conclusion B) Effective Conclusion C) Advanced Conclusion § 10) Bibliography § 11) Persuasive Essay Features Checklist § 12) Persuasive Essay Model § Exemplar Link

1) Getting Started CONTENTS

Introduction § When you write a Persuasive essay you form arguments and present them for or against an issue. § You have a strong personal stance and aim to persuade the reader that your view on the issue can be fully supported. § It is important, however, to be clear about the difference in writing a Persuasive essay, as outlined above, and in writing a Discursive essay (sometimes called Argumentative Writing).

Difference between Discursive and Persuasive § In writing a Discursive essay the writer examines both sides of an issue in a balanced way, without a clear personal stance and (usually) in a formal neutral tone. § In a Persuasive essay the emphasis is on a more personal, more emotional way of writing. § This is why in a Persuasive essay you are encouraged to use techniques. Techniques help convey emotion. § Think of your essay as 50% argument and 50% emotion. This should help you write an effective essay. § Please note that each type of essay has its own individual structure.

FACTS AND OPINIONS CONTENTS

FACTS AND OPINIONS § When you write your persuasive essay you will be writing both facts and opinions so it is important to know the difference between the two. § Facts are things known for certain to be true. § The following are facts: § • Edinburgh is the capital of Scotland. § • The main character of J K Rowling's novels is Harry Potter. § Opinions are things believed to be true. § The following are opinions: § • Edinburgh is a great city. § • J K Rowling is the greatest living novelist.

Continued… § These are opinions and not facts because facts are true regardless of people's view. § For example, a person living in Edinburgh may not consider it to be "great", and many people prefer other writers to J K Rowling despite her huge success. § In a convincing persuasive essay opinions are supported by facts. This makes an argument.

What issue should I write about? CONTENTS

What issue should I write about? § Before you can choose your issue you have to think about your own opinions. § The list below shows you the kind of issue students have written about in recent years: § the war in Afghanistan, voting at 16, size zero modelling, abortion, Scottish Independence, downloading music on the internet, film classification, testing cosmetics on animals. § Choose an issue that you genuinely feel strongly about. This can help your writing.

Issue Types § Your choice could be about: § • an international issue (. . . Third World poverty) § • a national issue (. . . student fees at universities) § • a local issue (. . the building of a new bridge over the Forth) § • a personal issue (. . . your school should be given better facilities) § Once you have decided on the issue to write about you have to form arguments which you use to present your case. § → some issues overlap in categories, for example, a local issue could also be a national issue

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

Steps towards creating a Persuasive essay CONTENTS

Once I have chosen my issue how do I write my persuasive essay on it? § You prepare notes by following these steps:

STEP 1 – Decide your point of view on the issue –

STEP 1 - Decide your point of view on the issue § Let us say that in your persuasive essay you intend to persuade the reader that the tax on tobacco should be increased so that the demand for cigarettes will be reduced. § You start the note preparation with the simple statement: § ‘I think that the tax on tobacco should be increased. ’ § All points made in the essay are written to convince the reader of this view.

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

STEP 2 - Create points that support your point of view § You now produce a list of Points FOR the tax on tobacco being increased points, in any order, FOR the tax on tobacco 1) less demand for cigarettes - improvement in health being increased. 2) less demand - reduces costs § Here, we have produced a list of five points, although we could have listed more. for NHS + increased income for Gvt 3) less demand - fire risk reduced 4) less demand – influence on children more limited 5) less demand - fewer packets, less litter

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

STEP 3 - You now have to choose the points you are going to develop § In most cases, to present a convincing argument for your point of view, it is sufficient to select three persuasive points. § However many you choose to develop, the points you select form the basis of your essay. § In the table that follows we have selected the three points (*) that we will develop in the essay.

Points FOR the tax on tobacco being increased Point less demand for cigarettes – improvement in health * less demand - reduces costs for NHS + increased income for Gvt * less demand - fire risk reduced X less demand - influence on children more limited * less demand - fewer packets, less Litter X

Deciding the order of your points § You now have to decide the order in which the points will be used in the essay. § This exemplar takes the approach that you can lead up to your most convincing point, but there are others. § It is suggested you decide from your list what your most convincing point is and number it "1".

Exemplar § In the essay on increasing the tax on tobacco, our three points are prioritised like this: Points FOR the tax on tobacco being increased No. less demand for cigarettes - improvement in health 3 less demand - reduces costs for NHS + increased income for Gvt 2 less demand - influence on children more limited 1

STEP 4 - Show that you aware of opposing arguments -

STEP 4 - Show that you aware of opposing arguments § You will impress the marker by showing that you understand both sides of the issue and that you can argue against objections to your point of view. This will strengthen your persuasive essay. § You make a list of two or three points which oppose yours and introduce these points in your essay explaining why you do not find them convincing.

Example of two opposing points on the smoking issue: Points AGAINST the tax on tobacco being increased less demand - thousands of tobacco workers would become unemployed it is unfair to tax people who are addicted to tobacco → you do not need to prioritise opposing arguments

Final Point § If you have followed STEP 1 to STEP 4 you are ready to find "Types of Evidence" to support the points you have chosen to develop.

Types of Evidence CONTENTS

Types of Evidence § There are many types of evidence you can use in your persuasive essay to support the points made by each side. § You can use any type as many times as you want, although it always shows skill to use more than one type, maybe even three or four types. Being good at using several types of evidence makes a stronger essay and shows more evidence handling skills. § (All the examples are based on a persuasive essay arguing for an increase in tobacco tax. )

Using Anecdotal Evidence CONTENTS

Using Anecdotal Evidence § Anecdotal evidence is 'story' evidence. A story is told and the facts of the story are the evidence. A story is used to back-up the point made by one side. It is important that the evidence is true (remember where you get it from as you will have to reference it in a bibliography at the end of your essay). § You can see that the anecdotal evidence can be used to support the point that, because if Michelle Boisvert had found cigarettes too expensive then she would not have smoked. She would not then have to seek expensive and ongoing treatment for her serious illness.

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

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

Using Facts CONTENTS

Using Facts § A fact is a piece of information that is true. The Earth goes round the Sun is a fact. It is a piece of information that has been proved true. § Facts can be used to support points in a discursive essay. (Again, remember where you got the facts from - the source - as you will need to reference your sources in the bibliography. ) § If you use facts, try to use more than one. § A series of facts supports a point far better than just one fact. Very rarely can one fact support a point, some may call it a coincidence rather than real evidence!

Example: § Point: Higher tobacco taxes means more income for the government. § Factual Evidence: According to Government figures, in 2011 the UK government received £ 11 billion by taxing tobacco products. This is a major contribution to Education spending which is £ 90 billion. Year-on-year tax rises have slowly increased the amount that government earns. § (Source: www. the-tma. org. uk/tma-publications-research/factsfigures/tax-revenue-fromtobacco/; www. ukpublicspending. co. uk/index. php? year=2011) § By piling on the facts that support a point, you make the point stronger and more convincing. § It also shows that you are handling evidence well.

Using Statistics CONTENTS

Using Statistics § 'There are lies, damned lies and statistics'. This was said by former British Prime Minister, Benjamin Disraeli. § However, if used correctly, statistics can be used as powerful evidence as they seem like scientific truth. § When using statisitcs it is crucial that you understand what they show. § It is all too easy to use statistics incorrectly and end up contradicting the point you want them to support.

Example: § Point: If there is less smoking then health risks are reduced. § Evidence: 85%-90% of all lung cancer deaths in the United States are caused by active cigarette smoking. In the UK 25% to 40% of all smokers will die in middle age (35 to 69). § (Source: www. info. cancerresearchuk. org/healthyliving/smokingandtobacco/howdowe know/#Lung) § It is possible to use statistics that are weaker than others. The fact that the statistic isn't clear about how many smokers will die in middle age makes it slightly weaker. § The problem with statistics is that they are only as accurate as what can be written down and recorded. There is no context for much of the figures (10% of the statistic about smokers may be non-smoking related). § But statistics can be powerful evidence, especially if the recording is very tight. For example, pass or fail rates in exams - it is known exactly how many people sit the exam, how many pass and how many fail.

Using Someone's Opinion CONTENTS

Using Someone's Opinion § The weakest type of evidence is using someone's or a group of people's opinion. After all, an opinion is only a belief, and beliefs can very often be wrong. Holding a belief does not make it true. § However, when the opinion or belief comes from someone with expertise and experience in the area you are examining then it becomes stronger. § Eg. The opinions of a doctor can carry greater weight with people as evidence than the opinions of nonexperts with little experience in the area. § Points in your essay can be supported by opinions and beliefs - the more expert and experienced in the area of your persuasive essay, the better.

Example: § Point: Smoking means more demands on NHS resources. § Evidence: A study commissioned by the British Heart Foundation has found that smoking costs the NHS £ 5 billion a year. Study leader Dr Steven Allender, said the increased costs were largely due to increasing expense of treatment on the NHS with better treatment and technologies, 'The story is not so much the increase (in costs) but that £ 5 bn is an enormous number regardless'. Betty Mc. Bride of the British Heart Foundation said, 'This is money being drained out of the NHS as a direct result of something we have the power to prevent'. § (Source: http: //news. bbc. co. uk/1/hi/health/8086142. stm) § The opinion of experts can carry weight and support points more effectively. § When points are made about what might happen then using opinions of experienced experts may be the only evidence available.

Research and Notetaking advice CONTENTS

Researching § Researching your issue is very important because you use the information from it to help you to prepare convincing evidence for your argument. § When researching, carefully fit your evidence to each point. § It is useful sometimes to provide more than one piece of evidence for a point.

Fonts of Information § You can access useful information from: § § § § • your school library • public libraries • the internet • interviewing family members/friends/fellow pupils • teachers in school • contacting interested parties • conducting a survey

My advice for Research § Each point should be researched. It is better to have too much than too little. It is easy to edit your essay and make it shorter, but making it longer is harder without having research. You can end-up waffling. § My advice: § 1. Set out each point (For and Against) on a separate sheet of paper. § 2. Find trusted sources with information about your topic and the points. § 3. Write down the facts relevant to each point in note form on each separate piece of paper.

Taking Notes of your research § Set out the point and the evidence that supports it. § You can easily record your evidence in note form. § This will allow you to write your evidence up using your own words and develop your writing style.

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

Final Summary § → taking notes is quicker than copying it all out § → notes allow you to identify essential evidence and understand it § → writing style is rewarded in a persuasive essay so using notes to write your essay encourages you to use your own style rather than the style of writing where you found the evidence

Creating a Catchy Title CONTENTS

§ Creating a Title The title of your persuasive essay will be the first words the marker reads. Your title sends a strong signal to the marker about the quality of your essay. § A title can: § • create immediate impact • show your intelligence • give information § • make the reader think • provoke emotion - anger, shock, disgust § • be humorous • convey your opinion • make your issue clear or provide a combination of these. § • Common language techniques which gain the reader's attention are: § • alliteration • questions • puns • rhyme • odd spelling • repetition § • emotive language • command • creative punctuation • unusual use of words

Examples: § → many modern autobiographies have titles using these techniques § Examples of language techniques creating effective titles in persuasive essays: Title Technique Effect The Nuclear Nightmare alliteration view on nuclear power clear, emotive language KO is not OK pun view against boxing clear, unusual use of words, humour Bent Business of the Banana Trade alliteration, pun Abortion - The Silent Holocaust? Emotive language, question provokes shock/anger, issue made clear Universities should be Universal Pun issue made clear, view made clear Attack of the Clones Pun issue made clear, view made clear There is Sense in Defence rhyme issue made clear, view made clear humour, issue made clear, view made clear

Suggested Essay Structure CONTENTS

Suggested Essay Structure § You are now ready to begin to write the essay itself. § To get the grade for a persuasive essay that you would like it is essential that your essay has a sound structure. § There are other ways to structure a persuasive essay than appears on the following slides but the one outlined is tried and tested in making an argument and creating successful essays at Higher. § We will now look at detailed explanations, with examples, of each part of the structure in the slides which follow.

Persuasive Essay Structure Title Introduction • Making your Argument using techniques • Paragraphs developing the points FOR your view in order of "strength" followed by • Paragraphs showing the weakness of some points AGAINST your view Conclusion → an essay with a clear structure is a more persuasive essay

Writing your Introduction CONTENTS

Writing your Introduction § After the title, the words you write in your introduction will be the first that the marker reads. § You should, therefore, consider carefully how you are going to start your essay. § This Section gives you constructive suggestions. § § § Your Introduction should: • capture the reader's attention • show you can write with style • make your issue clear • make clear what you are arguing for § → an effective introduction will impress the marker

Types of Introduction § Examples of different types of introduction are explained below. You can choose the type that you think works best for your essay. § To help you understand the effectiveness of each type of introduction, all the examples given here are introductions to a student's persuasive essay with the title: "Increase the tax on tobacco - NOW!". § The types of introduction explained in this Section are: § § § > Playlet > Banner Headline > Person-in-the-street Quote (Vox Pops) > Statistical > Emotive > Personal Experience § Whichever type of introduction you choose it is essential that you link it to your point of view.

Playlet Introduction CONTENTS

Playlet Introduction § You create a dramatic human situation with setting, characters and dialogue relating to aspects of your issue. § In the introduction on the next slide the student has created a playlet involving two young girls smoking in a school playground. § The student could, of course, have used other situations involving smoking, for example, a parent discovering cigarettes in a child's drawer, or a hospital visit to a patient suffering from a smoking related illness. § The appropriate conventions for a playlet are: § § § • statement of scene • character's name(s) placed left followed by a colon (: ) • inverted commas not used • spacing between speakers • use of stage directions

Essay Example: § The playlet below makes some "costs" of smoking clear - its addictive nature ("dying"), how it adversely affects relationships ("granny's birthday money") its secretive nature ("out-of-sight area"), its criminal nature ("thirteen", "bought them yesterday") § (Scene: In an out-of-sight area of a school playground at break in a secondary school. ) § Mary: (opening a packet of cigarettes) I'm absolutely dying for one of these! § Jean: (pleading) Give me one, Mary. Remember, I gave you one yesterday. § Mary: (lighting up and inhaling deeply) OK. I've got plenty. I bought them with my granny's birthday money. I was thirteen yesterday. § ‘How often is this kind of conversation heard in our school playgrounds? Tragically, tobacco smoking has taken its toll not only on our young people but on our entire population. We have put up with the costs of this destructive activity for too long. We have to reduce the demand for tobacco and the time has now come to increase the level of taxation. . . ’

Banner Headlines CONTENTS

Banner Headlines § You create your own newspaper banner headlines. Three will be sufficient. Again, you must link them to a statement of your point of view on the issue. § This introduction immediately: § § • catches the reader's attention • places the reader in a dramatic situation • gives the reader information about the issue • makes the reader think

The appropriate conventions for headlines are: § • block capital letters § • inverted commas (". . ") or italics § • exclamation marks (!) § • list form

Example: § § § "Lung cancer rates a major concern!" "Teenage smoking - worrying statistics!" "Smoking related illness - NHS under pressure!" § ‘These types of headlines are common in newspapers today as society battles against the tragic effects that smoking has on the UK population. There is no doubt that these headlines address a major problem about tobacco use. For too long it has damaged the health of our population and the time has now come to reduce the demand for tobacco by increasing the tax on it. . . ’

Vox Pops Quote Introduction CONTENTS

Vox Pops Quote Introduction § This introduction creates immediate impact by using typical expressions heard about your issue. § As always, you must link the quote to a statement of your view on the issue. § Use the appropriate conventions when setting out the quotes: § • inverted commas (". . ") or italics § • exclamation marks (!) § • list form

Essay Example: § "Addicted? No way! I could give up any time!“ § "I'm dying for a fag!“ § "My aunt smoked 40 a day all her life and lived till she was 85!“ § ‘These statements on smoking that we hear in our daily lives reveal that some people in society have not accepted the dangers that smoking can cause. Some smokers will only respond to the immediate impact a price rise has on them. It is now time to increase taxation on tobacco. ’

Statistical Introduction CONTENTS

Statistical Introduction § This introduction presents a list of statistics gathered from your research. § These statistics: § • show you have done research § • show you have knowledge of your subject § • provoke thoughts and emotions in the reader

The appropriate conventions in presenting the statistics are: § • all statistics must contain numbers § • list form

Essay Example: § Smoking causes 90% of deaths from lung cancer. § Smoking related diseases cost NHS 2. 7 billion pounds a year. § Globally 600, 000 deaths a year from passive smoking. § 114, 000 smokers in UK die annually as a result of their habit. § ‘These statistics are a great cause for concern as they show the widespread problem that the destructive effects of smoking are having on the population. Now is the time to increase taxes on tobacco to prevent more harmful effects and pay for dealing with the harm already done. ’

Emotive Introduction CONTENTS

Emotive Introduction § The Emotive Introduction is used to: § • make the reader feel angry/shocked/sympathetic etc. § • make clear what the issue is § • show that your view is sincerely held § • provide a link to your argument

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

Anecdotal Introduction CONTENTS

Anecdotal Introduction § In this introduction you write about your personal experience of any aspect(s) of your issue. § § § § It is used to: • show your personal experience of the issue • show your knowledge of the issue • show you have thought about the issue • show you are an individual • provide a link to your argument

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

Making your Argument CONTENTS

Making your Argument § When you write a persuasive essay you make and present arguments to convince the reader that your point of view on an issue is the right one. § The success of your essay will largely depend on how well you do this. § To make your essay more persuasive: § • prepare a number of points FOR your point of view § • have evidence for them § • undertake research and make notes § Evidence can take different forms. § Common ones are anecdotes, statistics, opinions of experts and facts.

Forms of Evidence CONTENTS

Forms of Evidence § Let us consider preparation of points with evidence and notes from research for the essay, "Increase the tax on tobacco - NOW!" § A student researching for this persuasive essay might use the following sources: § • http: //www. cancerhelp. org. uk/type/lung-cancer/living/coping- with-lung-cancer § • http: //www. ash. org. uk/information/facts-and-stats/fact-sheets § • http: //kats. roycastle. org/facts_stats. htm § • interviewing an aunt who has smoked 20 cigarettes a day since she was fifteen § • borrowing a book from the school library on social issues § • obtaining leaflets from a local doctor's surgery § The points listed in the table on the next slide are the ones that will be developed in depth after they have been researched.

Main Points Points FOR the tax on tobacco being increased No. less demand for cigarettes – improvement in health 3 less demand - reduces costs for NHS + increased income for Gvt 2 less demand - influence on children more limited 1

The table below shows evidence gained from researching for the points listed above. Points Evidence more income for government less smoking: reduces fire risks increased price – children less likely to start/influence more limited Treasury earned £ 8. 8 billion from tobacco duty in 2009 fires caused by smoking materials – biggest killers in accidental house fires "Price of cigarettes – a major effect on consumption“ Action on Smoking and Health NHS 2. 7 billion pounds a year for treating smoking related illnesses 80% of deaths from bronchitis and emphysema in 2008 £ 16 billion spent on tobacco - nationally, someone dies every three days from a fire caused by cigarettes every day in UK 450 children start smoking costs to NHS in hospital admissions, doctors‘ consultations, prescriptions, Sickness/ Invalidity benefit one third of all cancer deaths attributed to smoking Gvt pays for sickness/invalidiy benefits, widows‘ pensions and other social security benefits for dependants from smoking related deaths "The best way to reduce fire in the home is to give up smoking" – Staffordshire Fire Services children whose parents or brothers and sisters smoke 90 per cent more likely to grow up to become smokers themselves reducing smoking results in a net annual benefit of £ less smoking: improvement in health causes almost 90% of deaths rom lung cancer reduce costs for NHS

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

Recommended Structure CONTENTS

Recommended Structure § This is the recommended paragraphing structure to make your argument convincing: § • statement of your viewpoint § • explanation of your viewpoint § • evidence for your viewpoint

Essay Example: § So, making the argument that there would be less demand on the NHS if the tax on tobacco was increased, would be written, using the above structure, like this: § ‘Increasing taxation on tobacco would mean that NHS resources were in less demand. [P] Higher taxes on tobacco would mean less people smoking. In turn, there would be fewer patients needing to use the NHS for help with smoking related diseases. [Ex] In one way or another, smoking costs the NHS 2. 7 billion pounds a year for treating these diseases. These costs include the hospital admissions, doctors' consultations, prescriptions and care. Betty Mc. Bride from the British Heart Foundation claims, based on a BHF study conducted by doctors, that the cost is £ 5 billion a year. She says, 'This is money being drained out of the NHS as a direct result of something we have the power to prevent'. [I] Clearly, billions of pounds could be saved if the numbers of people with smoking related diseases could be reduced. ’

Summary Structure: § [P] Point you are making § [Ex] Explanation of your point § [I] Evidence for your point § Having a clear structure to your points helps your own understanding as well as the reader's. § → your evidence must support the specific point you are making

Rebutting Counter Arguments CONTENTS

Rebutting Counter Arguments § When you have made all the arguments for your point of view, you are advised, as part of the structure of your essay, to deal with and rebut one or two arguments which oppose yours. § This shows the marker that you: § • have good knowledge of your subject § • have considered both sides of the argument § • can use opposing arguments to strengthen your case

Essay Example: § Firstly, you have to list one or two arguments against your point of view. For the essay on smoking from the previous pages, these arguments could be: Arguments AGAINST the tax on tobacco being increased 8000 tobacco workers would become unemployed it is unfair to tax people who are addicted to tobacco

§ In the paragraph(s) in which you expose the weakness of opposing arguments the normal structure of Statement, Explanation, Evidence can be reversed. § The example below illustrates how the normal structure has been reversed to Evidence, Explanation, Statement. § ‘People argue that the tobacco industry employs eight thousand people [d 1] who, if made redundant, through a reduction in demand for cigarettes, would not be able to provide for their families and so contribute to the economy or pay taxes that pay for other services. [d 2] However, think of the benefit to the country if these eight thousand workers were not involved in the destructive industry that cigarette production is, but were retrained by the government, using the increased money from tobacco taxation, to use their skills in emerging industries, such as green technologies. They would still pay taxes and give the UK a leading edge in selling these technologies around the world. [d 3] Therefore, raising taxes on tobacco can have further benefits. ’ § § § [d 1] Evidence for opposing viewpoint [d 2] Explanation of opposing viewpoint [d 3] Rebuttal of the opposing viewpoint [d 4] Re-statement of your argument

8) Using Techniques CONTENTS

Using Techniques § Your arguments will be more convincing if they are presented with knowledge, sincerity and style. § Features of writing which help you to present your arguments in this way are explained in the slides which follow. § Each feature contains an example relating to the persuasive essay, "Increase the tax on tobacco NOW!"

General Approaches CONTENTS

i) Take ownership CONTENTS

Take ownership § In your persuasive essay the point of view you express is a very personal one. § What you write, therefore, should communicate your personality. § You can do this effectively by: § • using the personal pronoun 'I' § • using expressions § Examples: § I believe. . . It seems to me… In my opinion… I feel strongly that. . .

ii) Provide information on the history of your issue CONTENTS

Provide information on the history of your issue § Providing historical background to your issue - relevant information about the past - shows knowledge and gives you authority.

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

iii) Provide information on the geography of your issue CONTENTS

Provide information on the geography of your issue § Providing geographical background to your issue - relevant information about other countries - shows knowledge and gives your argument authority.

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

Specific Persuasive Techniques CONTENTS

Use a Rhetorical Question CONTENTS

Use a Rhetorical Question § A Rhetorical Question is a question asked for its persuasive effect. § It does not expect an answer. The answer is implied in the question itself. § Rhetorical questions can be used to engage the reader and emphasise your point of view.

Example: § Who could argue that smoking is not damaging to health? (Implied answer: No one) § Can anybody seriously doubt that the NHS would benefit if there were fewer smokers? (Implied answer: No)

Use Statistics CONTENTS

Use Statistics § Statistics show you: § § § • have done research • know your subject • can use facts to strengthen your case

Example: § Let us look at the toll that tobacco smoking is taking on our population. § Today, tobacco consumption is recognised as the UK's single greatest cause of preventable illness and early death with 107, 000 people dying in 2007 from smoking-related diseases including cancers. In addition, around 86% of lung cancer deaths themselves are caused by tobacco smoking. We need to act now to change this situation. . .

Use Personal Experience CONTENTS

Use Personal Experience § Personal Experience: § § § • shows knowledge of your subject • strengthens your case • reveals your individuality

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

Use the Language of Persuasion CONTENTS

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

Examples: § Example 1: § ‘It cannot be denied that. . . It is undoubtedly true that. . . My firm view is that. . . There is no alternative to the fact that. . . Society must realise that. . . Informed opinion accepts that. . . No one could question that. . . ’ § Example 2: § No one could question that smoking poses great health risks. Among these are. . . § Society must realise that the costs of tobacco to the country can no longer be tolerated. . .

Ask a question and answer it CONTENTS

Ask a question and answer it § Asking a question, and answering it, is a stylish way of introducing an argument, providing information and making the reader think about an aspect of your issue. § Types of questions to ask and answer are: § § § Why is the case? What are the reasons for this? What can be done about this?

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

Use Emotive Language CONTENTS

Use Emotive Language § In your essay you want the reader to agree that your point of view is one that can be supported. § Emotive language appeals to the reader's emotions, for example, sympathy, outrage or disgust and is a useful technique to make your argument convincing. § The table on the next slide indicates how your use of words can provoke emotion:

Neutral language More emotive language Most emotive language crowd gang mob said shouted roared did not like hated abhorred man old man pensioner hurried ran raced attractive beautiful gorgeous

Emotive Language working in practice § The emotive language in this passage has been highlighted. § Example: § Celebrity! Teenagers are obsessed by it. Celebrities are in all the papers, in all the magazines, on television, every night - it just never ends. . But why are young people (except me!) so fixated? Maybe they feel their lives are dull and drab : 9 -4 school with lots of routine activity; 5 -6 homework (not more English!); 6 -7 tea , 7 -9 mindnumbing soaps. Maybe by concentrating on all kinds of celebrities - film stars/models/singers -they give their own lives colour and variety but, if you ask me, there are other ways to do this. § § Example: § I simply cannot fathom how someone would put their lives at risk by smoking. After all, we all have free and open choices. There are enough dangers in society - horrendous traffic accidents, violent crime, the menace of pollution - without us choosing to risk ending our lives prematurely.

Set out quotations correctly CONTENTS

Set out quotations correctly § Whatever the issue, you can find quotations from interested parties. § These quotations should be set out as part of the paragraph they are being used to support a point. § § § • mention the source of the quotation • introduce with a comma or a colon • open and close with quotation marks

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

Repetition CONTENTS

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

Examples: § Is it right that smokers should pollute the air of others? Is it right that other should risk cancer? Is it right? § Smoking kills. There are thousands of people dying each year of lung cancer. Smoking kills. There are thousands of people dying each year from secondary smoke. Smoking kills. § Do we want smoking to continue as a money making enterprise while people suffer? No. No!

Create Flow (Link Words) CONTENTS

Create Flow § To create a flow in your essay you link your paragraphs with transitional expressions. § Transitional expressions bring ideas together. § They show you are leaving one thought and presenting a new one. § If you think of these expressions as linking the old and opening the new, it will help you to join the ideas in your essay. § Think of your essay as a house and the points you make in it as bricks. The transitional expressions are the mortar that bonds the bricks together so that the house will not fall apart. Using them helps you to produce an essay which reads as a complete whole. § You can see on the next slide what a good choice of transitional expressions you have!

To add Information and, not only. . . but also, too, moreover, furthermore to provide Examples for example, for instance, specifically, in particular, the first (second, another, etc. ) example/reason is, in the case of, as revealed by, such as to show Contrast but, however, on the other hand, otherwise, whereas, instead of, alternatively, unlike, while this is the case it is also true that, in contrast to this, moving on from this we see, this is not the only important point to qualify yet, nevertheless, even so, however, although, even although, despite the fact that, despite, or whether. . . or. . . , if to show Similarity likewise, similarly, in the same way to show cause and effect so, as a result, therefore, thus, as a consequence, consequently to show Sequence firstly, secondly, finally, in conclusion, in summary, meanwhile, as well as this we also see that, this is not the only point to compare likewise, equally, similarly, as with, like to emphasise in fact, actually, in other words, above all, in particular, especially, significantlindeed, notably

Example: § ‘Not only is smoking a problem in the UK, it is a worldwide problem. China, for example, has an estimated 350 million smokers - that's 1 in 3 of the world's smokers. Moreover, in USA smoking kills approximately half a million people per year. Most of them die of lung cancer, heart disease or emphysema. We should, therefore, be in no doubt of the scale of the problem or its dangers. ’ § → transitional expressions link ideas between paragraphs or within paragraphs

Using a one sentence paragraph to finish CONTENTS

Using a one sentence paragraph to finish § A dramatic stand alone sentence or minor sentence can increase the impact.

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

Link conclusion to the introduction CONTENTS

Link conclusion to the introduction § You can bring a satisfying circularity to your arguments by finishing where you began.

Example: § Introduction § Smoking causes almost 90% of deaths from lung cancer. § Smoking costs the NHS 2. 7 billion pounds a year for treating smoking related illnesses. § Conclusion § When we think of these dangers our thoughts must go to the families and individuals who suffer from lung cancer: 90% smoking related. The drain on the NHS which is starved of funds to do everything we would want at the best of time: £ 2. 7 billion spent on smoking-related diseases. When we know that every day in the UK 450 children start smoking, then it has to be time to raise the taxes on tobacco.

Finish with a quotation CONTENTS

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

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

9) Writing your Conclusion CONTENTS

Writing your Conclusion § The words you write in your conclusion will be the last in the essay that the marker reads. § Carefully consider how you can create a positive lasting impression. § This Section gives you constructive suggestions. § § § The conclusion should: • summarise your line of argument • emphasise the point you are arguing for • provide an opportunity to show style • allow for further evaluation

A) Basic Conclusion CONTENTS

Basic Conclusion § A basic conclusion keeps it very simple. It: § • sums up your main point § • re-states what you are arguing for § ‘In conclusion, we see how smoking can be very damaging to the smoker's health and why taxes should be raised on all tobacco products. ’

B) Effective Conclusion CONTENTS

Effective Conclusion § An effective conclusion can afford to show more style. It: § § • summarises the points made § • uses style § • re-states the point being argued for as effectively as possible

Example: § ‘What have we learned, then, about the cost of smoking? We have learned that exposure to other people's tobacco smoke is a cause of ill health including respiratory illnesses, increased severity of asthma symptoms and, tragically, terminal illnesses in adult non-smokers. We have learned, too, that smoking can cause lung cancer and cancers in other parts of the body, and death from emphysema, bronchitis and heart conditions. We have learned about the costs to the NHS and to society in general. Given all the disease, suffering and death that smoking causes is it now right to make tobacco more expensive? It it time to raise taxes on tobacco. ’

C) Advanced Conclusion CONTENTS

Advanced Conclusion § The advanced conclusion should aim for more style and emotional power. It: § • states your point of view § • summarises the statements and evidence § • evaluates the issue - comments on it in a stylish way § • varies vocabulary and sentence structure

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

10) Bibliography CONTENTS

Bibliography § A bibliography is important as it shows you have researched your material and proves you have the skills to find appropriate evidence. § It also gives credit where credit is due. § Often other people will have done work that contributes to another person's work, in this case, your essay. § Finally, it allows any person interested in the arguments and evidence provided to discover more by referring to your bibliography. § Different sources are presented in different ways in a bibliography:

For Example: § § § § A book Schlosser, E, Fast Food Nation: What The All-American Meal is Doing to the World, Penguin (2002) A magazine or newspaper Klein, J, Outsiders vs. Insiders: The Struggle for the GOP's Soul, Time Magazine (June 2011) An encyclopedia Encyclopaedia Britannica, Obesity, Encyclopaedia Britannica Inc (1991) A website NHS, Obesity: Brendon and Debbie's Story, http: //www. nhs. uk/conditions/obesity/pages/realstories. aspx (Accessed on 31/5/2010) A documentary Spurlock, M, Supersize Me (documentary), Independent Film (2004)

11) Persuasive Essay Features Checklist CONTENTS

Persuasive Essay Features Checklist § Why should I use a checklist? § A checklist ensures that you have used techniques in your persuasive writing. § Using techniques shows that you can present a convincing argument in a skilful way. § You can use the checklist as you write your essay as well as after you have written it.

Higher English: Persuasive Essay CHECKLIST § Before submitting your folio essay it is advisable to check that you have included many of the features of persuasive writing listed below. § Print out the checklist and tick each one as appropriate.

Have you. . . ? TECHNIQUE used several arguments FOR your point of view prioritised them shown the weakness of some arguments AGAINST used an effective opening included a bibliography given information on the History of your issue given information on the Geography of your issue taken ownership used a rhetorical question used statistics used personal experience used the language of persuasion asked a question and answered it created an impressive title appealed to the reader’s emotions included quotations from interested parties linked your paragraphs used an effective conclusion Yes or No

12) Writing a Persuasive Essay Model CONTENTS

Persuasive Essay Model § The model provided contains the structure and techniques explained in the Sections. § Each technique has been explained with a comment. § The essay follows the recommended Structure: Link to Essay

Persuasive Essay Structure 1) Title 2) Introduction 3) Making your Argument using techniques Paragraphs developing the points FOR your view in order of "strength“ followed By 4) Paragraphs showing the weakness of some points AGAINST your view 5) Conclusion