2. Persuasion Is All Around You! “Can You Hear Me Now?”

3. What is persuasion? A means of convincing people: to buy a certain product to believe something or act in a certain way to agree with a point of view

4. ETHOS Greek for “character” refers to the trustworthiness or credibility of the writer or speaker

5. PATHOS Greek for “suffering” or “experience” often associated with emotional appeal

6. LOGOS Greek for “word” refers to the internal consistency of the message--the clarity of the claim, the logic of its reasons, and the effectiveness of its supporting evidence

7. Common persuasive techniques often used in advertising Slogan Repetition Bandwagon Testimonial Emotional Appeal Expert Opinion Rhetorical question Parallelism Analogy Hyperbole Irony Transfer+plain folks Free/bargaining+card stacking Glittering generality Name calling Purpose?

8. Slogan: “Can you hear me now?” A catchy phrase or statement often used to sell a service or a product

9. Repetition: The name of a product is repeated many times HEAD ON Apply directly to the forehead

10. Bandwagon A statement suggesting that everyone is using a specific product, so you should too

11. Testimonial A well-known person supports a product or service

12. Emotional Appeal A person is made to have strong feelings about a situation or product

13. Expert Appeal Experts approve this product, so you should use it “Four out of five dentists recommend sugarless gum for their patients who chew gum”

14. Rhetorical Question A question posed to the audience only for effect. No answer is expected. “Aren’t you glad you use Dial? Don’t you wish everyone did?”

15. Parallelism Similar structure in words or phrases. “Buy a bucket of chicken and have a barrel of fun!” -KFC

16. Analogy Comparing two things (metaphor) “Your daily ray of sunshine”- Tropicana (Compares a glass of their OJ to sunshine)

17. Hyperbole Extreme exaggeration used to make a point. “Adds amazing luster for infinite, mirror-like shine!”

18. Irony When you expect one thing but another happens. Example: Carl’s Jr. commercials featuring supermodels eating ginormous, messy burgers.

19. Transfer Projecting the positive or negative qualities of one person or thing to another. Ex: Someone holding an American flag then appears to be patriotic and a good American.

20. Free or bargain Offering something for free or at a discounted rate to appeal to consumers. “Buy one, get one FREE!” “50% off!!”

21. Glittering Generality Using “glittering” or “sparkling” words that are very general, not specific. Used to draw you in with emotion. “Be Assured…Be Healthy…Be Green!” (Arrowhead Water)

22. Name Calling Giving negative aspects to an opponent to make them look bad.

23. Plain Folk Convince the public that they are just like you, everyday folks. Walmart emphasizes that their employees are just like you!

24. Card Stacking Emphasizes the benefits of the product and omits the disadvantages. Cigarette companies, pharmaceuticals, etc. They try to make smoking look “cool”

25. Audience Awareness Advertisers know how to target their audiences use appropriate persuasive technique

26. Who’s the audience?

27. Audience?

28. Purpose? Persuasive technique?

29. Audience? Purpose? Persuasive technique?

30. Audience?

31. Purpose?

32. Audience? Purpose?

33. Audience? Persuasive technique? Purpose?

34. Audience? Persuasive technique?

35. Relevant facts Advertisers spend about $200 billion a year on TV advertising The average cost for Super Bowl ads is $2.6 million per 30 second spot The average American watches about 24,000 TV commercials a year http://television-commercial.net/

36. Making Connections What is your favorite jingle? What slogan for a product do you find yourself saying? What TV commercial has influenced you to make a purchase? Since Tubby Smith and Billy Gillispie shop at Kroger, does that mean we should too?

37. Reflection “Persuasion is all around you” In addition to TV commercials, where else do you see persuasion all around you? Is that persuasion influencing you or your family in any way? Explain.