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Persuasive Techniques

cole-lynch avatar
cole-lynch
10 diapositives · 282 Views · Nov 03, 2014

This guide explores the three primary persuasive techniques used in advertising: Pathos, Logos, and Ethos. Pathos appeals to the audience's emotions, attempting to evoke feelings such as happiness or sadness to influence decision-making. Logos provides logical evidence and statistics to appeal to reason, while Ethos establishes credibility and trustworthiness through endorsements by experts or celebrities. By understanding these techniques, consumers can become more discerning and critical of the advertisements they encounter, enhancing their ability to make informed choices.

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Persuasive Techniques
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  1. Persuasive Techniques English II CP

  2. 3 Categories • Pathos • Logos • Ethos

  3. Pathos • What it is: • An appeal to emotion • What it does: • Attempt to evoke an emotional response in the consumer (happiness, fear, guilt, pain, sadness, etc.) • Examples: • Images of starving children to persuade you to send money. • People enjoying themselves while driving in a BMW.

  4. Logos • What it is: • An appeal to logic or reason • What it does: • Provides you with the evidence and statistics (the facts) you need to fully understand what the product does. • Examples: • One glass of Florida orange juice contains 75% of your daily Vitamin C needs. • Lipitor lowers your cholesterol.

  5. Ethos • What it is: • An appeal to credibility of character • What it does: • Tries to convince you that the company is more reliable, honest, and credible; therefore, you should buy its products. Often uses experts (Doctors) or celebrities to endorse. • Examples: • 4 out of 5 dentists recommend Trident gum. • Michael Jordan makes us want to wear Hanes.

  6. Practice • A child is shown covered in bug bites after using an inferior bug spray. • Answer: Pathos • Tiger Woods endorses Nike. • Answer: Ethos • Sprite Zero is 100% sugar-free. • Answer: Logos • A 32-oz. bottle of Tide holds enough to wash 32 loads. • Answer: Logos

  7. Practice • A commercial shows an image of a happy couple riding in a Corvette. • Answer: Pathos • Cardiologists recommend Ecotrin more than any other brand of aspirin. • Answer: Ethos • Advil Liqui-Gels provide up to 8 hours of continuous pain relief. • Answer: Logos

  8. Practice • Miley Cyrus appears in Oreo advertisements. • Answer: Ethos • People who need more energy drink Red Bull Energy Drink. • Answer: Logos • A magazine ad shows people smiling while drinking Pepsi. • Answer: Pathos

  9. Bill Clinton • Take a look at the text of his speech from the Democratic National Convention. • When looking at text, the easiest element of persuasion to identify is Logos because we usually look for facts when we read. Ethos and Pathos will be identified when we watch the highlight; however, it can be identified, and often is, through the text. How does Bill Clinton appeal to us by means of Ethos, Pathos, and Logos? • http://www.washingtonpost.com/politics/speech-highlights-bill-clinton-at-the-2012-democratic-national-convention/2012/09/05/9c99d11c-f7a1-11e1-8253-3f495ae70650_video.html

  10. Exit Slip • On a half sheet of paper, answer the following question: • What is the importance of having ethos, pathos, and logos in advertisements and persuasive arguements?