The Art of Persuasion Communication with a Purpose

Aristotle

Persuasion per·sua·sion / pərˈswāZHən/ Noun to do or believe 1.The action or fact of persuading someone or of being persuaded to do or believe something. 2. A means of persuading someone to do or believe something; an argument or inducement. Synonyms: conviction - belief - faith - creed - suasion per·suade/pərˈswād/Verb to do 1. Cause (someone) to do something through reasoning or argument. to believe 2. Cause (someone) to believe something, esp. after a sustained effort; convince. Synonyms: convince - induce - coax - prevail - argue

Ethos An appeal to credibility or character. Builds credibility and trustworthiness with your audience.

ETHOS: Ethos is related to the English word ethics and refers to the trustworthiness of the speaker/writer. Ethos is a Greek word meaning "character" that is used to describe the guiding beliefs or ideals that characterize a community, nation, or ideology. It’s the basis of the English word ethics. Ethos is an effective persuasive strategy because when we believe that the speaker does not intend to do us harm, we are more willing to listen to what s/he has to say. When a judge comments on legal precedent audiences tend to listen because it is the job of a judge to know the nature of past legal cases.

Pathos An appeal to emotion. Evokes an emotional response (fear, sympathy, empathy, anger)

PATHOS: Pathos is related to the words pathetic, sympathy and empathy (emotional response). Whenever you accept an claim based on how it makes you feel without fully analyzing the rationale behind the claim, you are acting on pathos. They may be associated with any emotion: love, fear, patriotism, guilt, hate or joy.

PATHOS (CON ’ T) A majority of arguments in the popular press are heavily dependent on pathetic appeals. Appeals to pathos touch a nerve and compel people to not only listen, but to also take the next step and act in the world.

Logos An appeal to logic or reason. Promotes a rational response. Audience believes because it is a logical explanation.

LOGOS: The Greek word logos is the basis for the English word logic. Logos refers to any attempt to appeal to the intellect, the general meaning of "logical argument." Everyday arguments rely heavily on ethos and pathos, but academic arguments rely more on logos: there will be logical chains of reasoning supporting all claims.

LET’S TALK ABOUT DEMOGRAPHICS… Demographics are the quantifiable statistics of a given population. Marketers typically combine several variables to define a demographic profile. A demographic profile (often shortened to "a demographic") provides enough information about the typical member of this group to create a mental picture of this hypothetical aggregate. For example, a marketer might speak of the single, female, middle-class, age 18 to 24, college educated demographic 1/14/ RAPHICS

LET’S TALK ABOUT DEMOGRAPHICS… The breakdowns in demographics include the following: Gender Age Ethnicity Knowledge of Languages Disabilities home ownership Employment/Socio-economic status Location

TAKE A LOOK…

LET’S DISCUSS… (CP, 1 MIN) Who do you believe is the audience? Break down the demographics. Which type of persuasion does this commercial use? What evidence can you use to support your choice?