1. Persuasive Techniques
English II CP

2. 3 Categories
Pathos
Logos
Ethos

3. Pathos Snob Appeal Bandwagon Happy Family Romantic Appeal Humor
Avante Garde
Heart Strings
Fear

4. Snob Appeal
The suggestion that the product makes the customer part of an elite group with a luxurious and glamorous lifestyle.
Example: A coffee manufacturer shows people dressed in formal gowns and tuxedos drinking their brand at an art gallery.

5. Bandwagon
The suggestion that you should join the crowd or be on the winning side by using a product
Example: Everyone uses Tide!

6. Happy Family
The suggestion that you should buy this product and you and your family will be a happy one.
Example: A smiling family enjoying a movie while wearing Snuggies.

7. Romantic Appeal
The suggestion that you should buy this product and you will look like this, or be with someone who looks like this.
Example: A gorgeous girl rides in the passenger seat of a BMW.

8. Humor The use of laughter to sell a product.
Example: A singing cat sells cat litter.

9. Avante Garde
The suggestion that using this kind of product puts the user ahead of the times.
Example: A toy manufacturer encourages kids to be the first one on the block to have a new toy.

10. Heart Strings
The use of sadness to sell a product. Playing with your emotions.
Example: The image of starving children to collect money.

11. Fear
The suggestion that if you don’t buy this product something bad will happen. Or if you do use a product something bad will happen.
Example: If you don’t use Oxy Clean your clothes will always have stains on them.

12. Logos
Basic Ad
Statistical Approach
Factual Approach

13. Basic Ad Use of strictly information.
Example: Head On, apply directly to the forehead.

14. Statistical Approach The use of statistics to sell a product.
Example: 4 out of 5 dentists recommend.

15. Factual Approach The use of facts to sell a product.
Example: Tide is the number 1 selling brand of detergent.

16. Ethos
Celebrity
Expert Says
Testimonies
Plain Folks

17. Celebrity The use of a celebrity to endorse a product.
Example: Catherine Zeta Jones endorses T-Mobile.

18. Expert Says
The use of an “expert” to sell a product (Doctors, Dentist, etc.)
Example: Doctor recommended

19. Testimonies The use of real people who use the product endorsing it.
Example: Real people who use Tempurpedic Mattresses talk about how much they love them.

20. Plain Folks
The suggestion that the product is a practical product of a good value for ordinary people.
Example: A cereal manufacturer shows an ordinary family sitting down to breakfast and enjoying their product.

21. Practice Don’t be the last one on the block to have a Skip It!
Avante Garde
An image of a normal family enjoying Pizza Hut pizza.
Plain Folks
Only the elite have the Black American Express Card.
Snob Appeal

22. Practice A smiling family laughs while watching MediaCom. Happy Family
A gorgeous woman eats McDonalds.
Romantic Appeal
Images of starving dogs encourages you to send money.
Heart Strings

23. Practice Everybody wears Levis, Do you? Bandwagon
A person has bad back pain from not owning a Tempurpedic mattress.
Fear
A talking Chihuahua sells Taco Bell.
Humor

24. Practice
Real Allstate customers talk about their experience with the insurance company.
Testimonies
Michael Jordan wears Hanes.
Celebrity
Doctors recommend Advil.
Expert

25. Practice
Studies show that if you eat Weight Watchers meals you will lose 75% more weight than if you don’t.
Statistics
Honda Accord get 26 miles to the gallon on highway driving.
Factual Approach.