1. Ethos, Pathos & Logos

2. Once you know how advertisers convince you to want something, you will be more aware of why certain products are persuasive.
If you know why you are persuaded by something, you will be able to make a less-biased decision and form your own opinion.

4. Logos
Ethos
Pathos

5. Use of statistics is popular
LOGOS
Logical or fact-based
Use of statistics is popular
Focus on facts, recorded evidence, historical data
May mention studies, surveys

6. Uses “buzz words” - words that sound factual but mean nothing
LOGOS
Uses “buzz words” - words that sound factual but mean nothing
Examples:
Natural, freedom, tasty
“-er” words; better, cleaner, faster

8. Credible or ethical appeal We tend to believe people whom we respect
ETHOS
Credible or ethical appeal
We tend to believe people whom we respect
The goal is to convince people you are someone worth listening to - someone with authority, is likeable and/or respected

9. May include:
Testimonials from celebrities, or “professionals”
An appeal to fundamental rights

10. ETHOS

11. Persuasion by appealing to the audience’s emotions
Pathos
An emotional appeal
Persuasion by appealing to the audience’s emotions
Uses specific language to affect the audience’s emotional response

12. Advertising can play on fear.
Pathos
Advertising can play on fear.
What is the implication of this ad?
“If you buy a different brand..."

13. Advertising can play on nostalgia, as well as humor.
Pathos
Advertising can play on nostalgia, as well as humor.
Ad for iPhone 6s

19. Posters will be graded on two criteria:
ASSIGNMENT
At your table groups, create an ad which utilizes ethos, logos or pathos to convey its message (your persuasion method will be assigned). Use images, quotes, “stats” and/or any other methods discussed.
Posters will be graded on two criteria:
Does the the poster match the assigned method?
Effort put into the poster

20. Bandwagon: Advertisers make it seem that everyone is buying this product, so you feel you should buy it, too. For example, an ad for a new video game may claim: “The ultimate online game is sweeping the nation! Everyone is playing! Join the fun!” This statement is intended to make you feel left out if you are not playing.

21. Avant-Garde: This technique is the opposite of bandwagon
Avant-Garde: This technique is the opposite of bandwagon. Advertisers make it seem that the product is so new that you will be the first on the block to have it. The idea is that only supercool people like you will even know about this product.

22. Testimonials: Advertisers use both celebrities and regular people to endorse products. For example, a famous actor might urge consumers to buy a certain car. Pay close attention: sometimes the celebrity does not actually say that he or she uses the product.

23. Facts and Figures: Statistics, percentages, and numbers are used to convince you that this product is better or more effective than another product. However, be aware of what the numbers are actually saying. What does “30 percent more effective than the leading brand” really mean?

24. Transfer: To recognize this technique, pay attention to the background of the ad or to the story of the commercial. The transfer technique wants you to associate the good feelings created in the ad with the product. For example, a commercial showing a happy family eating soup may want you to associate a feeling of comfort and security with their soup products.