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Persuasive Techniques


The introduction on the M-I Card is the topic of Dr. Tom Browns email response that appeared on the Medi-Info Card website on the 14th of October, 2001. The main contention of both Dr. Browns email and the M-I Card homepage is to emphasize the benefits and importance of the M-I Card. Dr. Browns response is written in a sincerely supportive tone where as the tone presented by the homepage is friendly and inviting.

On the M-I Card homepage, the writer uses Rhetorical Questions as a way of persuading the reader towards their point of view, that M-I Cards are a revolutionary lifesaving device. By using a Rhetorical Question, the writer engages the reader in thought. The question put forward on the M-I Card homepage is asking the reader “without the M-I Card in your wallet, can you be sure that vital information wont be missed?”. This question makes the reader think that if something was to happen to them, how the M-I Card may be useful.

The opening sentence on the M-I Card homepage begins with the generalization, ‘All over the world’. This statement attempts to persuade the reader as it is relaying a positive message about the M-I Card. By saying ‘All over the world’ the reader is made to believe the world is behind the M-I Card when in fact it may only be true in some or few cases.

Emotive language is a common, yet effective way of engaging the reader’s attention and playing on their feelings. The emotive language used in the content of the M-I Card homepage persuades the reader by using strong words. An example in the text would be ‘breakthrough’, automatically the reader assumes it is a new and high tech which appeals to their sense of interest therefore they want to read on. Another example of emotive language would be ‘fatal’. By using this strong word he reader is persuaded to agree with the usefulness of the M-I Card.

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