Chapter 10, Problem 10.5dE

Summary Introduction

To determine:

If the approach used by the writer an emotional appeal or a logical appeal

Introduction:

AIDA model:

The most effective model accepted as the way to organize persuasive messages. It stands for Attention (engage the audience to encourage hearing the idea), Interest (Emphasizing the relevance of the message), Desire (motivating the audience to accept the change by creating the spark needed), and Action (aiding the process of execution and to emphasize the benefits). AIDA method can be used with both direct and indirect speech depending on the purpose of the message which could be either to grab the attention of the reader, or to highlight the subject.

Emotional appeal:

Refers to the consideration of the audience’s feelings towards a message rather than facts, evidence, and rationality. This helps the audience to have a positive set of mind and to accept the message.

Logical appeal:

Use of proper reasoning such as analogy, induction, and deduction to make a claim based on rational argument supported by strong evidence.