1. P ERSUASIVE T ECHNIQUES

2. W HAT ’ S THE S TANDARD ? ELA9LSV2 The student formulates reasoned judgments about written and oral communication in various media genres. When responding to written and oral texts and media (i.e., television, radio, film productions, and electronic media), the student: b. Analyzes the types of arguments used by the speaker, including argument by authority, emotion, and logic.

3. Persuasion is the act of trying to get an audience to think or act a certain way Persuasion is used in essays, speeches and advertising. Today we will focus on advertising.

4. The author’s/speaker’s ability to persuade is based on how well he/she appeals to the audience in three areas: authority (ethos), emotion (pathos), and logic (logos)

5. A UTHORITY (E THOS ) Persuasion based on the reputation of the writer/speaker Must give the audience the impression that the writer/speaker is someone worth listening to

6. E MOTION (P ATHOS ) Persuasion is based on emotion. Includes use of vivid, emotional language and numerous sensory details Can appeal to positive or negative emotions

7. L OGIC (L OGOS ) Persuasion is based on reasoning Uses facts, figures and data

8. P RACTICE : WHICH PERSUASIVE APPEAL IS REPRESENTED BELOW ? A child is shown covered in bug bites after using an inferior bug spray

9. P RACTICE : WHICH PERSUASIVE APPEAL IS REPRESENTED BELOW ? Sprite is 100% sugar-free

10. P RACTICE : WHICH PERSUASIVE APPEAL IS REPRESENTED BELOW ? A 32-ounce bottle of Tide holds enough to wash 32 loads

11. P RACTICE : WHICH PERSUASIVE APPEAL IS REPRESENTED BELOW ? The ASPCA ads show dogs and cats in cages while a sad song plays in the background.

12. P RACTICE : WHICH PERSUASIVE APPEAL IS REPRESENTED BELOW ? Lebron James endorses Nike

13. P RACTICE : WHICH PERSUASIVE APPEAL IS REPRESENTED BELOW ? Cardiologists recommend Ecotrin more than any other brand of aspirin

14. P RACTICE : WHICH PERSUASIVE APPEAL IS REPRESENTED BELOW ? A commercial shows an image of a happy couple driving a Corvette

15. P RACTICE : WHICH PERSUASIVE APPEAL IS REPRESENTED BELOW ? Advil Liqui-Gels provide up to 8 hours of continuous pain relief

16. P RACTICE : WHICH PERSUASIVE APPEAL IS REPRESENTED BELOW ? Miley Cyrus appears in Oreo ads

17. A magazine ad shows people smiling while eating yogurt.

18. Y OUR T URN Find an advertisement on the internet and decide if it appeals mainly to authority (ethos), emotion (pathos), or logic (logos). If you can’t find one, here are a couple of websites you can use: http://www.adflip.com/ OR http://www.magazine.org/advertising/kelly_awar ds/winners_finalists/index.aspx http://www.adflip.com/ Post a comment with a description of your ad and an explanation of why you think it’s mainly ethos, pathos or logos.