2 Types of persuasive appeals LogosThe use of logic to convince the audienceFacts, statistics, data, numbers, tables, and graphsPathosThe use of emotion to convince the audienceUsually pity or sympathy to sell a product or service.EthosEstablishing trust to convince the audienceKairosA call to action
3 PropagandaTechniques used to influence opinions, emotions, attitudes or behavior.It appeals to the emotions not the intellect.It is not negative or positive.The purpose is to persuade.
5 Snob Appeal Aims to flatter Makes assumption/ insinuation that this product/idea is better than others…Thus, those that use it are too.Purpose: make the audience feel better than other people if they have that product
6 Plain Folks Opposite of Snob Appeal Identifies with “Average Joe” Practical product for ordinary peoplePurpose: identify with the customer and make them feel like part of the group
7 Card StackingOnly presents information that is positive to a product and omits negative information.Selective omission
8 Whose slogan is: “Like a good neighbor, _____ ______ is there” A catchword or phrase loaded with emotionOften sells through repetitionClever and easy to rememberStays with you a long timeOften a melody you already knowWhose slogan is:“I’m Loving It”
9 Price AppealConsumers will be getting something extra for less money.
10 Testimonial Statement endorsing an idea/product by a prominent person Product can be inside or outside particular fieldMusical artistsSports giantsActors/actressesPurpose: audience believes the person making the testimony because they’re famous
11 Bandwagon Persuasive technique that invites you to join the crowd Everybody’s doing it!Purpose: audience feels they will be left out if they don’t
12 Transfer Positive feelings/desires are connected to a product/user Transfers positive feelings we have of something we know to something we don’t.Love/ PopularityFameWealthPowerAttractiveness
13 Name-Calling A way of smearing an opponent Purposes: to damage opponentto arouse suspicion of opponentto create an uneasy feelingUsed by politicians and product companies
14 Glittering Generality Definition: Using simple phrases that sound good but have no real value or meaning.“Glittering” because it’s falsely attractiveExamples:“I am the candidate for change.”“It’s new!”A popular slogan on teacher stationery: “Making the Difference!”