Unit 5.2 Persuasive strategies数字时代的商务英语写作.pdf

Unit 5 Persuasive Messages 第五章说服性写作 5.2 Persuasive strategies 5.2 说服策略 •Three-phase writing process •Persuasive strategies ➢Frame your arguments ➢Direct ➢Indirect ➢ Base your arguments on logos, pathos, and ethos ➢ logos: logical reasoning ➢ Pathos: emotional appeal ➢ ethos: credibility and trust • Direct pattern • When you expect quick agreement • When you write to busy people • When your organization culture favors directness • When you have close relationship with your audience • When you have the authority, expertise, or power in an organization AIDA model •Attention • Interest • Desire •Action • Subject: A Proposal to Implement Casual Attire Program • Subject: Arguments for Implementing Casual Attire Program • Subject: Why ABC Electronics Should Implement Casual Attire Program • Subject: Making Employees More at Ease in the Office Three types of reasoning •Analogy •Induction •Deduction Logical fallacies • hasty generalizations • mistaken assumptions of cause and effect • faulty analogies • illogical support • attacking an opponent • the actions you hope to motivate • your readers’ expectations • the degree of resistance you need to overcome • how far you feel empowered to go in order to sell your point of view. 资料 Dual appeal • Leave the urban bustle behind and escape to sun- soaked SanYa! To recharge your batteries with an injection of sun and surf, all you need is your bathing suit, a little suntan lotion, and your CMBC credit card. • New Credit card holders are immediately eligible for a $300 travel certificate. • Leave the urban bustle behind and escape to sun- soaked SanYa! To recharge your batteries with an injection of sun and surf, all you need is your bathing suit, a little suntan lotio