The skillful use of language comes into play in all types of writing, but especially in persuasive writing. In persuasive writing, the writer can give information to his or her readers and at the same time can also project personal preferences and dislikes by using carefully selected words that are charged with attitudes and emotions. By using words that will strongly impact the reader, the writer can attempt to shape the reader's thoughts or reactions to match those of the writer. Through careful word choice, the writer can convey favorable, unfavorable, or neutral feelings or attitudes towards a subject. For example:

• The word "dog" is a neutral choice of words since it simply refers to a certain type of animal.
• However, the word "mutt" can convey a low opinion of dogs, ones that are noisy, dirty, sloppy, sniveling, etc.
• The word "hound" can convey a more favorable opinion of dogs, ones that are sleek, clean, powerful, fast, etc.

In the following sets of words, the terms could be applied to the same person; however, each term would project different feelings about that person.

Some words are so emotionally strong, an almost automatic response can be felt by the reader. For example:

• The word "murder" can cause a reaction of horror, disgust, and violent disapproval.
• The word "execution" can sound more respectable and official.
• On the other hand, the word "exterminate" might sound as if one were getting rid of bugs.

When writing persuasion, the writer needs to be careful not to overuse emotional language to the point where it loses its effectiveness. Thoughtful readers may not be easily influenced by terms like "reactionary," "radical," "fascist," and "communist" that perhaps have lost their power because of misuse.