1. Persuasive Appeals How do we persuade people to agree to, believe in, or buy what we want them to?

2. Ethos (Credibility)  Ethos: the source's credibility and character, the speaker's/author's authority We tend to believe people whom we respect. You want to give the impression that you are someone worth listening to, an authority on the subject, as well as someone who is likable and worthy of respect. Examples: trusted brands like Apple, Kraft, etc. Expert testimonials Celebrity Endorsements

3. Logos (Logical)  Logos: the logic used to support a claim; can also be the facts and statistics used to help support the argument. It will tell you exactly what it does, how it works, or what it is used for. Think details – Persuading by the use of reasoning.

4. Pathos (Emotional)  Pathos: persuading by appealing to the reader's emotions.  Often used for a positive response-to feel a sense of excitement, happiness, appeal, etc.  Language choice affects the audience's emotional response, and emotional appeal can effectively be used to enhance an argument.

5. Quick Review Ethos = Credibility Pathos = Emotion Logos = Logic How many solid persuasive appeals can you find within your advertisement? Hint: There are a minimum of two per advertisement. (That is the norm.)

9. Odd Couple Cheerios Ad http://www.youtube.com/watch?v=a ARf-XwDGFg

10. Free Credit Report http://www.youtube.com/watch?v= MKqG-gqejtI

11. Etrade Baby http://www.youtube.com/watch?v=V 8pdDI2O_Y4

12. Mentos Commerical http://www.youtube.com/watch?v=y _KsOnyuCGA

13. Where’s the Beef? http://www.youtube.com/watch?v= Ug75diEyiA0

14. Persuasive Appeals Why are persuasive appeals important? How does each of these advertisements ask us to “get on board” with what they want? How could persuasive appeals move beyond advertisements?