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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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