self-interest or for the interest of others. We
may appeal to private or public interest, to social or religious duty.
When a boy urges his father to buy him a bicycle, he has his own pleasure
in mind. When we urge people to take care of their health, we have their
interest in view; and when we urge city improvements or reforms in
politics, we are thinking of the welfare of people in general.

+199. The Material of Persuasion.+--Persuasion aims to produce action and
may make use of any of the forms of discourse that will fit that purpose.
We may describe the beauty of the Adirondacks or narrate our experiences
there in order to persuade a friend to accompany us on a camping trip. We
may explain the workings of a new invention in order to persuade a
capitalist to invest money in its manufacture. Or we may by argument
demonstrate that there is a great opportunity for young men in New
Orleans, hoping to persuade an acquaintance to move there. When thus used,
description, narration, exposition, and argument may become persuasion;
but their effectiveness depends upon their appeal to some fundamental
belief or feeling in the person addressed. Our description and narration
would not bring to the Adirondacks a man who cared nothing for scenery and
who disliked camp life. The explanation of our invention would not
interest a capitalist unless he was seeking a profitable investment. Our
argument would not induce a man to move to New Orleans if his prejudice
against the South was greater than his desire for profit and position. In
each case there has been an appeal to some belief or sentiment or desire
of the person whom we seek to persuade.

+200. Appeal to the Feelings.+--Persuasion, therefore, in order to produce
action must appeal largely to the feelings. But all persons are not
affected in the same way. In order to bring about the same result we may
need to make a different appeal to different individuals. One person may
be led to act by an appeal made to his sense of justice, another by an
appeal made to his patriotism, while still another, unmoved by either of
these appeals, may be led to act by an appeal made to his pride or to his
love of power. If we would be successful in persuading others, we ought to
be able to understand what to appeal to in individual cases. Children may
be enticed by candy, and older persons may be quite as readily influenced
if we but choose the proper incentive. It is our duty to see that we