1. Persuasion in Advertising

2. Why study persuasion?
Once you know how the advertisers do it, you will be more aware of why certain products are persuasive!

3. Why study persuasion?
If you know why you are persuaded by something, you will be able to make a less-biased decision and form your own opinion. You can also use it to fight for a cause you believe in.

4. How do they do it?
There are three basic categories that persuasive techniques fall into. Those are...

5. Ethos Logos Pathos

6. Ethos Logos Pathos Credible Logical Emotional

7. Ethos: Credible or Ethical Appeal
Means convincing by the character of the author
Someone who has authority, someone who is likable or respected
Goal is to convince people you are someone worth listening to
People tend to believe people whom they respect.

10. Logos: Logical or Fact-Based Appeal
Means persuading by the use of reasoning.
Often uses things such as Statistics.
Focus on facts, recorded evidence, historical data
Mentions things like studies, surveys, and research.
Uses Buzz Words

11. Buzz Words: Logos words that really “mean” nothing, but sound factually important
Examples:
“Pure”
“Natural”
“Freedom”
“Tasty”
Words that end in -er
Better, Cleaner, Longer, Faster
Technically not the best, but better than it was!

12. Buzz Words:
Sometimes they are complete nonsense words associated with a fun statistic for logos humor.

14. Pathos: Emotional Appeal
Persuading by appealing to the audience's emotions
Language choice affects the audience's emotional response
Can be positive (Love, excitement)
Can be negative (Jealousy, hatred)

15. Fear Worry Sadness Nastalgia Sense of Adventure Horror Affection
Pathos can play on...
Fear
Worry
Sadness
Nastalgia
Sense of Adventure
Horror
Affection

16. Look for these while exploring your persuasive techniques!
Which One Will You Use?
Look for these while exploring your persuasive techniques!

17. Original Slide: Knoll, D. (2013). Logos, ethos, and pathos in
advertising. Slideshare. Retrieved from
ethos-and-pathos-in-advertising