2. P ERSUASIVE T ECHNIQUES Appeals (ethos, logos, and pathos) Techniques & Examples Exercises

3. B ASIC PRINCIPLES In this section, you’ll learn about:  Appeal to Ethics/Morals(ethos)  Appeal to Logic (logos)  Appeal to Emotion(pathos)

4. A RISTOTLE [384 B. C. TO 322 B. C ] Greek philosopher Student of Plato and the teacher of Alexander the Great Wrote about subjects including poetry, government, ethics, biology, physics and more Aristotle identified three techniques one could use when trying to persuade someone: Ethos Logos Pathos

6. E THOS [ ETHICS ] A person is influenced by the writer’s image or character Aristotle called it the “moral rightness” of an argument. Aristotle said that we are more likely to believe what the person has to say if s/he has “good sense, good moral character and goodwill.”

7. L OGOS [ LOGIC ] An argument based on reason Aristotle saw it as the basic ability to create logical arguments and to persuade someone that your ideas and solutions are true

8. P ATHOS [ PASSION ] Use of emotional appeals to get the audience to accept the speaker’s viewpoint A common use of pathos in argument is to make the audience “feel bad” or “rejected” if they fail to agree with the speaker’s argument.

9. P ERSUASIVE T ECHNIQUES AND S TRATEGIES Part 1

10. A PPEAL TO E MOTION PATHOS Uses emotionally charged language or images For example: Humane Society commercials Pictures of devastation caused by natural disasters in order to boost support for relief efforts

11. A PPEAL TO E THICS EHTOS Positions the writer or speaker as a person of good sense, good moral character and good intentions For example: A political candidate says he refuses to mud-sling and prefers to talk about the issues instead

12. A PPEAL TO L OGIC LOGOS Provides rational arguments to support one’s claim using facts, figures and statistics For example: Facts are given that support the need to reduce traffic fatalities

13. Y OUR T URN ! Smoking is dangerous because cigarette smoke contains over 4,800 chemicals, 69 of which are known to cause cancer. Logic Emotion There is clear evidence that cell phones save lives in emergency situations.

14. Y OUR T URN ! – F ACEBOOK - THEMED Lady Gaga was more popular than Justin Bieber in 2011 because she had ten million more Facebook fans than Bieber. Facebook is slowly eroding your sense of privacy and eventually, you will not mind being monitored without your knowledge. The ability to express yourself freely on Facebook is a right guaranteed by the Constitution. Logic Emotion Ethics

15. Y OUR T URN ! – U NIFORM - THEMED We should do away with our uniform because it limits our development of self-expression. A study by the Department of Education showed that student learning increased when the distraction of fashion was removed. How would you feel if you had to wear the same clothes all the time? Ethics Logic Emotion

16. C REATE Y OUR O WN 1. With a partner, write one persuasive statement for each type of appeal. 2. When you finish, have another group try to identify the type of appeal you used.

17. P ERSUASIVE T ECHNIQUES AND S TRATEGIES Part 2

18. B ANDWAGON Attempts to persuade the consumer that something is good because “everyone” is doing it (“jumping on the bandwagon”). This appeals to our desire to be part of the group. For example: “Everyone is switching to this cell phone network. Shouldn’t you?”

19. E NDORSEMENT /T ESTIMONIAL Uses a popular figure such as a celebrity to endorse a product, service or cause For example: Celebrities with beautiful complexions endorse Proactive

20. E XAGGERATION Overstates the effectiveness or importance of a product For example: An anti-wrinkle cream promises to take off 10 years in one night

21. F EAR Presents a dreaded circumstance and usually follows it up with the kind of behavior needed to avoid that horrible event For example: “This is your brain (image of an egg). This is your brain on drugs (image of the egg being cracked into a hot frying pan.)”

22. G LITTERING G ENERALITIES Uses slogans or simple phrases that sound good but provide little or no information due to the vagueness of the message or the positive connotations of the words For example:

23. P LAIN -F OLKS A PPEAL Works by suggesting that everyday things are superior to special or extravagant things For example: Country Time lemonade sells itself as simple and therefore valuable – a return to the “good old days” when plain folks and simple ways were important

24. R EPETITION Repeats product, service or position several times For example: “Head On – apply directly to the forehead. Head On – apply directly to the forehead. Head On – apply directly to the forehead.”

25. R HETORICAL Q UESTIONS Asks a question in which no response is expected or desired (the answer is obvious). The question is used for effect or is used to emphasize a point For example: “Can we continue to allow our troops to die?”

26. U RGENCY / C ALL TO ACTION Creates the impression that you have to act fast For example “Order now! Supplies are limited! Everything must go!”