1. Persuasive Strategies
University High School of Science and Engineering

2. Initiation
“Persuasion is all around you.” Think-Pair-Share: In addition to TV commercials, where else do you see persuasion all around you? Is that persuasion influencing you or your family in any way? Explain.

3. Persuasive Techniques Used in Advertising
Big Names or Testimonial
Logos
Pathos or Emotional Appeal
Ethos
Kairos
Research or Expert Opinion

4. Big Names or Testimonial
Important people or experts can make your argument seem more convincing.
Example: Tiger Woods promotes Wheaties

5. Logos Facts, numbers, and information can be very convincing.
Example: A Snickers bar has 280 calories and 30 grams of sugar. That’s not very healthy.

6. Pathos or Emotional Appeal
Getting people to feel happy, sad, or angry can help your argument.
Example: Your donation might just get this puppy off the street and into a good home.

7. Ethos
If people believe and trust in you, you’re more likely to persuade them.
Example: Believe me! I’ve been there before. I’m just like you.

8. Kairos
Try to convince your audience that this issue is so important they must act now.
Example: This is a one-time offer. You can’t get this price after today.

9. Research or Expert Opinion
Using reliable research can help your argument seem convincing.
Four out of five dentists recommend sugarless gum for their patients who chew gum.

10. Tools of the Trade
Slogan
Repetition
Bandwagon
Focus on audience

11. Slogan
A catchy phrase or statement often used to sell a service or a product
“Can you hear me now? Good.”

12. HEAD ON Apply directly to the forehead
Repetition
The name of the product is repeated many times.
HEAD ON Apply directly to the forehead

13. Bandwagon
A statement suggesting that everyone is using a specific product, so you should too.

14. Audience
Think about your audience- age, gender, demographics, level of education, interests.
Advertisers know how to
target their audiences
use appropriate persuasive techniques

15. Who’s the audience?

16. Who’s the audience?

17. Who’s the audience? What’s the technique?

18. Making Connections What is your favorite jingle?
What slogan for a product do you find yourself saying?
What TV commercial has influenced you to make a purchase?

19. Create an Ad Activity
Work in teams to create an effective ad based on your assigned product.
Create an ad using a variety of persuasive techniques.
Work effectively and respectfully using the team process.
Create a poster.
Write one paragraph explaining the persuasive techniques used.
Edit and Revise the text.
Proofread for grammar and mechanics.
Effectively use color and design.

20. Closure
Look at the three pictures below. Chose one to complete this assignment with. On a separate piece of paper identify and write at least two persuasive techniques that are being used. Then, come up with a new way of marketing the product. On the bottom of the page, name the technique you used.