Persuasion Is All Around You! “Can You Hear Me Now?”

What is persuasion? A means of convincing people: to buy a certain product to believe something or act in a certain way to agree with a point of view

Three Types of Appeals: Pathos Ethos Logos

Pathos Emotional Appeal The writer appeals to the audience’s emotions by stirring up strong feelings.

Pathos: Emotional Appeal Words or pictures that appeal to your emotions. Words or pictures that appeal to your emotions. They appeal to positive emotions like your desire for success. They appeal to positive emotions like your desire for success. They can also appeal to negative emotions like fear. They can also appeal to negative emotions like fear. Example: Save the Children. Feed the Children. Example: Save the Children. Feed the Children.

Common persuasive techniques often used in advertising Slogan Repetition Facts and Statistics Bandwagon Testimonial Transfer

Ethos- Ethical appeal Also referred to as an appeal to character, this appeal suggests that it is the “right” thing to do. May use authority figures (doctors, experts, etc…) Implies trustworthiness, morals or values Ex: “As an English teacher, I recommend Rosetta Stone for people learning to speak English.”

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

Repetition: The name or symbol of a product is repeated many times HEAD ON Apply directly to the forehead

Repetition Example: What is repeated in this ad?

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

Bandwagon Example: A friend convinces another friend to go to a party by saying, “Everyone is going to be there! You’ll be laughed at if you don’t go too!”

LOGOS- Logical Appeal

Logos- Logical Appeal “Be Smart” Facts Figures Statistics Research Expert Opinion Testimonials

Logos- Logical Appeal Advertisers try to convince you to make the right decision, smart decision or best choice in purchasing their product Advertisers try to convince you to make the right decision, smart decision or best choice in purchasing their product Examples: It makes sense to buy this Examples: It makes sense to buy this  Smart moms choose JIF  Save time and money with this  Shop smart, buy here

Facts and Statistics In this persuasive technique, numbers, tables, and graphs are used to show statistics of both sides. In this persuasive technique, numbers, tables, and graphs are used to show statistics of both sides.

Compare and Contrast Two items are compared to convince that one is better than the other.

Logical Appeal Example Logical appeal- “Smarten Up”

Transfer: a celebrity endorses a product WITHOUT saying anything. Gap “Red Shirt” Ads with celebrities Chris Rock Mary J. Blige Penelope Cruz Steven Spielberg

Expert opinion Experts approve this product, so you should use it “Four out of five dentists recommend sugarless gum for their patients who chew gum”

Facts and Statistics Examples: An advertisement might read, “This product kills 99% of your germs.” Surveys may be conducted and the results graphed to show people’s opinions.

Testimonial Example: confessions for Proactiv Solution "I'm a normal person and I do get zits. I'm not happy when I do so I like to try and find anything that's preventative towards it, and Proactiv has done that for me." –Lindsay Lohan

Testimonial A well-known person speaks about and supports a product or service

Nike is paying Tiger Woods about $100 million to use Nike products for five years. Nike is paying Tiger Woods about $100 million to use Nike products for five years.

Relevant facts Advertisers spend about $200 billion a year on TV advertising The cost for a Super Bowl ad this year was $3 million per 30 second spot The average American watches about 24,000 TV commercials a year

Ad with Emotional& Logical Appeal Makes you look younger and has an expert opinion.

Recognizing Bias Bias occurs when someone has an opinion or preference to the object being judged. For example: A student’s parents would not be the best judge for the talent show their child is in. They may show bias for their child.

Quick review Slogan Repetition Bandwagon Testimonial Facts and Statistics Emotional Appeal Expert Opinion Logical Appeal Compare and Contrast

Who’s the audience?

Audience? Those wanting to lose weight.

Audience? Purpose? Persuasive technique?

Which persuasive technique is being used?

Audience? Purpose?

Audience? Persuasive technique? Purpose?

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? Since Tubby Smith and Billy Gillispie shop at Kroger, does that mean we should too?

Reflection “Persuasion is all around you” 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.