In addition to a contention, some written and visual pieces have an aim. First and foremost, the creator aims to persuade the audience of their contention, but they may also have a secondary aim to alter the audience’s behaviour.

Common examples of aims include:

Persuading the audience to…

  • Purchase a product
  • Donate money
  • Sign a petition or write a letter to the Government
  • Join a protest or attend an event
  • Vote for a particular person or party
  • Volunteer
  • Join a mailing list or read the writer’s other work
  • Change their behaviour (for example, through boycotting a product)

It is not uncommon for aims to appear in hyperlink form in online pieces, for example, a link to a petition or to additional work by the creator.