How to Sell a Product or an Idea

LOGOS Facts, numbers, and information can be very convincing. This is an anti-smoking ad that uses facts about the effects of smoking to prove a point. Instead of bullets you see cigarettes, showing us that cigarettes are just as harmful as bullets.

PATHOS Getting people to feel happy, sad, or angry can help your argument. This is an ad portraying the sad life of an shelter animal. It uses emotion to create a sense of sadness and responsibility in the reader. You then learn that Pedigree is willing to help you resolve your emotion. By purchasing their dog food, you can help end the plight of shelter animals.

ETHOS If people believe and trust in you, you’re more likely to persuade them. This Smart Water ad shows Tom Brady speaking to a group of football players. We trust Tom Brady because he is a professional athlete that knows a lot about his game. His body language in the ad is non threatening and really shows that he cares about these players

SPECIFIC STRATEGIES

PATRIOTISM The suggestion that purchasing this product shows your love of your country. Flag in the pocket Red, white, and blue Building the country What is the message?

TRANSFER Positive words, images, and ideas are used to suggest that the product being sold is also positive. Usher is cool. Usher drinks milk. If I drink milk….. What is the message?

PLAIN FOLKS The suggestion that the product is a practical product of good value for ordinary people. Average, everyday people Happy and satisfied Good value for everyone What is the message?

SNOB APPEAL The suggestion that the use of the product makes the customer part of an elite group with a luxurious and glamorous lifestyle. Movie Star New York Skyline Expensive Suit What is the message?

BANDWAGON Everyone uses it. I don’t want to miss out. I need to use the product

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Objective Like a solid object – can’t be argued Factual Straightforward No bias or opinion Suited to technical writing The Menchville Monarchs won six districts championships in a row. Subjective Opinionated Personal view Emotional charged or biased Reflective Suited to a memoir or persuasion The Menchville Monarchs are the greatest team ever! OBJECTIVE VS. SUBJECTIVE