Persuasive Techniques Definition: Devices that can sway you to adopt a position or take an action

Testimonial (or Celebrity Spokesperson) Statement endorsing an idea/product by a prominent person. Product can be inside or outside particular field. Musical artists, sports figures, experts Actors/actresses **If the celebrity uses the product, then it must be good, so I will purchase it too!

Testimonial (from customer):

Repetition Words or phrases in an advertisement are repeated several times for effect. Repetition gets your attention and stresses a slogan or product Repeating something helps you remember the product or ad

Repetition ▪What is repeated in this ad?

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

Rhetorical Questions Questions that are not meant to be answered, but are asked for effect Example: Should students who are out late be jailed or fined? Do you understand what it means to be quiet?

Rhetorical Question

Logos To persuade by using reason An example of an argument that relies on logos is the argument that smoking is harmful based on the evidence that "Cigarette smoke contains over 4,800 chemicals, 69 of which are known to cause cancer."

Emotional Appeals Use strong feelings, words or images, rather than facts, to persuade. We will be investigating two types of emotional appeals – ETHOS and PATHOS. Ethos – morality, a means of convincing someone of the character or credibility of the persuader Example: "My three decades of experience in public service, my tireless commitment to the people of this community, and my willingness to reach across the aisle and cooperate with the opposition, make me the ideal candidate for your mayor."

Pathos – a way of convincing an audience of an argument by creating an emotional response  compassion, anger, pity, fear You probably appeal through pathos when you try to convince your parents of something: "Mom, there is clear evidence that cell phones save lives in emergency situations.“ -While that statement is true, the real power lies in the emotions that you will likely invoke in your parent. What mother wouldn't envision a broken-down automobile perched by the side of a busy highway upon hearing that statement?