1. Persuasion

2. What is persuasion?
The process aimed at changing a person’s attitude or behavior.
Often it is illogical and manipulative.
Got Milk?

3. Argument
Involves the process of establishing a claim and then proving it with the use of logical reasoning, examples, & research.

4. Persuasive Speech
A speech which has the goal of convincing the audience to accept the speaker‘s point of view.

5. Advertisements
The goal of advertisements is to convince the consumer to purchase a particular product.
Advertisers spend about $200 billion a year on advertisements
The average cost for a Super Bowl ad is $2.6 million per 30 second spot
The average American watches about 24,000 commercials a year.

6. Modes of Persuasion
Ethos—(trustworthiness + similarity + authority + reputation) = credibility of speaker
Pathos—emotional appeals
Logos—logical appeals

7. What is Ethos?
Trustworthiness—Does the audience believe you are a good person who can be trusted to tell the truth?
Similarity—Does audience identify with you?
Authority—Do you have authority relative to your audience?
Reputation—How much expertise does your audience think you have on this topic?

8. How to Improve your Ethos
Develop your expertise in your topic
Highlight ethos in your introduction
Analyze & adapt to your audience
Tell stories/anecdotes that are consistent with your message
Use language familiar to your audience
Use visuals/examples which resonate with your audience
Use quotes & statistics from well-known reliable sources
Refer to people in the audience or common experiences

9. Pathos/Emotional Appeals
The term refers to manipulating someone by targeting their emotions and feelings.
For example, the message can make viewers feel happy, sad, angry, fearful, etc.

10. Want to feel happy? 

11. Appeal to Fear
This technique is very popular among political parties in the U.S. The idea is to present a dreaded circumstance and usually follow it up with the kind of behavior needed to avoid that horrible event.

12. Bandwagon
The name comes from the phrase "Jump on the bandwagon," a bandwagon being a wagon big enough to hold a band of musicians.
These messages imply that because everyone else is doing something, you should, too.
Capitalizes on the fun of being part of a crowd and the desire to be socially accepted.

13. Snob appeal
Arouses the desire to achieve status or wealth to feel superior

14. Appeal to Pity
Showing an image or telling a story which makes the reader/viewer feel that they should "act now" and do/buy something to make them feel happier

15. Transfer
Attempts to transfer our feelings/emotions (positive or negative) about one thing/person to another thing/person
(Flag=patriotism= President Obama)

16. Celebrity and expert endorsement (both are types of testimonials)
An appeal to an improper authority, such as a famous person which appeals to feelings of respect or familiarity with a famous individual.
Expert endorsement refers to scientists, doctors, etc. to give reliable advice.
Ex: 9 out of 10 dentists choose…
Expert testimony may also be considered logos (logical support).

17. Plain Folks (a type of testimonial)
Communicating the message that "we are alike" and "I/we" use this or do this, so you should, too.
Appeals to our need to be understood & feel familiar with others
Using personal testimonial also increases your ethos.

18. Loaded Language
Consists of strongly positive or negative word connotations, intended to influence an audience’s attitude.
Connotation: Emotions and attitudes suggested by a word.
Positive
Negative
Plan
Scheme
Prosperous
Loaded
Leisurely
Lazy
Honest
Blunt
Assertive
Aggressive

19. Loaded Language Words with positive connotations are called
GLITTERING GENERALITIES
Examples: golden, mother, home, delightful, scrumptious, and success
Words with negative connotations are called
SNARL WORDS/NAME CALLING
Examples: ugly, unsightly, wrinkles, dirt
Words that are qualifiers, unclear, and purposely used to mislead are called
WEASEL WORDS
Examples: almost, virtually, and close to

20. Other Emotional Appeals
Appeal to humor
Appeal to desire/sex
Appeal to outrage/anger
Appeal to guilt/shame
Appeal to flattery
Appeal to reciprocation
Just about any emotion can be targeted in a persuasive message

21. 1. What emotional appeal?
Loaded language

22. 2. What emotional appeal is being used here?
Plain Folks

23. 3. What emotional appeal?
transfer

24. 4. What emotional appeal?
Loaded language/glittering generalities

25. 5. What emotional appeal is being used here?
testimonial

26. 6. Which emotional appeal?
Appeal to pity

27. 7. What emotional appeal?
Bandwagon

28. 8. What emotional appeal?
Plain Folks

29. 9. What emotional appeal is being used here?
Appeal to fear

30. 10. Appeal?
Appeal to fear

31. 11. Appeal?
bandwagon

32. 12. Appeal?
Snob/testimonial

33. 13. Appeal?
testimonial