Campaign and advocacy are two closely related concepts usually seen in the form of speeches, print-

based materials, songs, video clip, and informational advertisements, among others.

Campaign – A campaign, usually social or political in nature, is technically defined as planned set of
activities that people carry out to attain a certain goal or objective.

Advocacy – An advocacy meanwhile, refers to the activities that argue, plead, support or favor a certain
cause. Various causes for advocacy usually aim to influence decision making especially with issues
involving social, political, environmental, and economic perspectives. While advocacy may be similar to
campaign in some points, advocacy speeches present strong points that either support or contradict
existing policies and legal mandates on specific topics or issues.

Persuasive Language – refers to the language the author uses to persuade either through speaking or
writing. In writing, this includes the techniques the author utilizes to convince the reader to believe his
ideas or point of view about an issue. Through persuasive language, conviction of one’s belief is done,
therefore, making others agree with our opinion. These are established through our presented facts,
shared values, accepted arguments and concluded ideas. With the use of persuasive language in writing,
we make people adopt our way of thinking.

B. POWER OF PERSUASION THROUGH LANGUAGE

Let us remember that the main aim of persuasive language is to convince the reader to agree with one’s
point of view. To be more specific, persuasion is intended for the following uses:

1. Call to Action

It refers to using language in doing something to achieve a goal or deal with an existing problem.

Example: let us work together in nurturing the youth in our community for a better future. Decide for
the younger generation.

2. Make a Change

It is the use of language to make people realize and make something out of the usual.

Example: look at the effects of literacy among people. We certainly do not want the future of the
Filipino to suffer from ignorance.

3. Prove Something Wrong

It refers to how you prove your stand by contradicting the opposition.

Example: education in the new normal may be different, but it will surely develop a better generations
who is willing to adapt and to adjust to specific circumstances.

4. Create Interest

It is using persuasion to spark interest and attention to the writer’s point.

Example: the distance learning has promoted digital awareness among the young and old.

5. Get People to Agree with your Point

It is when a writer uses language to persuade and convince people to agree with his point.

Example: We are optimistic that the learners will realize that the this new normal in distance learning
will put their generation in history.

C. TECHNIQUES IN PERSUASION

With the many purposes of persuasion, it may be identified that persuasion can be an excellent tool in
creating a stand in writing. Accordingly, writers adopt several persuasive techniques in writing.

1. Flattery

It is a persuasion technique developed by complimenting your audience.

Example: The determination of learners to pursue education despite the challenges surpasses many
expectations

2. Opinion
To state one’s opinion or stand is persuasive technique of putting a personal viewpoint often given fact.

Example: In my perspective, quality education is a right of every child.

3. Emotive Language

The writer’s vocabulary plays an important part in persuasion. Words in form of descriptions are used to
relate a particular emotion for the audience/reader to feel. This may also include words that appeal to
the senses of imagery. In this technique, words create interest and excitement in order to persuade the
audience.

Example: Though classes are done virtually, every child awaits learning something new with much joy
and excitement.

4. Exaggeration

This technique includes use of exaggerated language for the effect and appeal.

Example: Many people with big hearts willingly shared their blessings for the children.

5. Group of Three

It is believe that our minds process information in patterns. With these descriptions, statements,
example etc. that come in threes, are said to be more persuasive. This is how the use of three points or
reasons to prove your argument becomes a persuasive technique.

Example: Most children are willingly to defy the odds, to take the challenge, and surpass their limitations
to continue learning.

6. Personal Pronouns

It is the use of personal pronouns such as “I”, “We” and” You” to make connection to your audience.
This manifest a [person’s involvement as opinions or point of views are stated. This is also referred to as
the inclusive language.

Example: I am convinced that you, that you, the young ones, are the assets of this nation. We rely on
your decisions.

7. Repetition

Repeating words to emphasize a point is one kind of persuasive technique. It reinforces the ideas as well
as produces recall among the audience.

Example: As what Edward Murrow had said, “ To Be persuasive, we must believable; to be believable,
we must credible; to credible, we must be credible, we must be truthful.

8. Rhetorical Questions

A rhetorical question is a question which is asked not for answers but for the effect it will create to the
audience. It is used to give emphasis and to make the audience think about the topic.

Example: How many years do we have to wait for this to end?

Who else will accept these challenges for the sake of learning?

9. Facts and Statistics

Factual data forms of statistics, research findings, and credible sources are used in persuasion to show
strong support to one’s belief or opinion.

Example: On November 20, 1989, world leaders made a stand to ensure that the children around the
globe be allowed to grow, learn, play, develop and flourish with dignity.