1. Persuasive Devices

2. Three Main Appeals / Logos / Ethos / Pathos / Logos / Ethos / Pathos

3. Logos / Appeal to Logic / Very straightforward / No “ fluff ” / Has a very scientific, factual approach. / Appeal to Logic / Very straightforward / No “ fluff ” / Has a very scientific, factual approach.

4. Logos (cont.) / Examples / Facts / Statistics / Definitions / Personal experience / Observation / Examples / Facts / Statistics / Definitions / Personal experience / Observation A full grown tiger can weigh up to 700 lbs.

5. Ethos / Appeal to ethics (character) / To make the audience decide right or wrong about what is being presented / Political issues, national beliefs, religious issues, etc … / In advertising, typically has contrasting colors symbolizing the difference between good and evil. / Appeal to ethics (character) / To make the audience decide right or wrong about what is being presented / Political issues, national beliefs, religious issues, etc … / In advertising, typically has contrasting colors symbolizing the difference between good and evil.

6. Ethos (cont.) / Authority / Education / Expert / Subjective / Associations / Authority / Education / Expert / Subjective / Associations

7. Pathos / Appeal to Emotions / Anger / Frustration / Compassion / Sympathy / Empathy / Appeal to Emotions / Anger / Frustration / Compassion / Sympathy / Empathy

8. Pathos (cont.) / To make the audience feel something about what is presented / Children, animals, illness, memories, etc … / “ Tugs at your heart strings ” / To make the audience feel something about what is presented / Children, animals, illness, memories, etc … / “ Tugs at your heart strings ”

9. For ultimate persuasion… / Speeches and ads tend to utilize multiple appeals! / For the case of this lesson or power point, pick the MOST emphasized appeal used in each ad / Speeches and ads tend to utilize multiple appeals! / For the case of this lesson or power point, pick the MOST emphasized appeal used in each ad

10. Logos, Ethos, or Pathos?

17. Homework! / The End! / Your homework is to find a print advertisement (school appropriate…when in doubt don’t do it) that appeals to your sense of logic, emotions, or ethics. Answer the questions regarding your ad. / The End! / Your homework is to find a print advertisement (school appropriate…when in doubt don’t do it) that appeals to your sense of logic, emotions, or ethics. Answer the questions regarding your ad.

18. Rhetorical Devices / Rhetorical Question / Parallel Structure / Alliteration / Figurative Lang. / Rhetorical Question / Parallel Structure / Alliteration / Figurative Lang. / The “Rule of Three” / Repetition / Hyperbole / Allusion

19. Rhetorical Question / A question that gets asked that the speaker/author does NOT want and answer for. / Example: Can we really expect the school to keep paying from its limited resources? / A question that gets asked that the speaker/author does NOT want and answer for. / Example: Can we really expect the school to keep paying from its limited resources?

20. Parallel Structure / Structuring sentences or phrases similarly for emphasis  Example: The salesman expected that he would present his product at the meeting, that there would be time for him to show his slide presentation, and that prospective buyers would ask him questions. / Structuring sentences or phrases similarly for emphasis  Example: The salesman expected that he would present his product at the meeting, that there would be time for him to show his slide presentation, and that prospective buyers would ask him questions.

21. Alliteration / Repetition of the consonant letters at the beginning of words. (There can also be assonance which is the repetition of vowel sounds.) / Example: Callous, calculating cruelty - is this what we must expect? / Repetition of the consonant letters at the beginning of words. (There can also be assonance which is the repetition of vowel sounds.) / Example: Callous, calculating cruelty - is this what we must expect?

22. Figurative Language (often to create imagery) / Metaphor: comparing two things; symbol / Example: My mother is the glue that holds our family together / Simile: comparison using like or as / Example: Her skin was pale as moon light. / Personification: giving human characteristics to ideas, objects, or animals / Example: The ancient car groaned into third gear. / Metaphor: comparing two things; symbol / Example: My mother is the glue that holds our family together / Simile: comparison using like or as / Example: Her skin was pale as moon light. / Personification: giving human characteristics to ideas, objects, or animals / Example: The ancient car groaned into third gear.

23. Rule of Three / Listing three things for balance and emphasis / Example: The pain, the fear, the destruction are all the same. / Listing three things for balance and emphasis / Example: The pain, the fear, the destruction are all the same.

24. Repetition / Repeating a word or phrase for emphasis / Example: “We shall not flag or fail. We shall go on to the end. We shall fight in France…” Winston Churchill / Repeating a word or phrase for emphasis / Example: “We shall not flag or fail. We shall go on to the end. We shall fight in France…” Winston Churchill

25. Hyperbole / An over-exaggeration used for affect / Example: While we await your decision, the whole school holds its breath. / An over-exaggeration used for affect / Example: While we await your decision, the whole school holds its breath.

26. Allusion / A short, informal reference to a famous person or event / Example: Christy didn't like to spend money. She was no Scrooge, but she seldom purchased anything except the bare necessities. / A short, informal reference to a famous person or event / Example: Christy didn't like to spend money. She was no Scrooge, but she seldom purchased anything except the bare necessities.

27. Anecdote / short and interesting story/amusing event to support/demonstrate a point and make readers and listeners laugh / Goethe once wrote a very long letter to one of his friends. In the end he added a postscript explaining: “I am very sorry for sending you such a long letter but I did not find enough time to write a shorter one.” / short and interesting story/amusing event to support/demonstrate a point and make readers and listeners laugh / Goethe once wrote a very long letter to one of his friends. In the end he added a postscript explaining: “I am very sorry for sending you such a long letter but I did not find enough time to write a shorter one.”

28. Contrast / differences between two subjects, places, persons, things or ideas; dichotomy; opposition between two objects highlighted to emphasize their differences. / My mistress’ eyes are nothing like the sun; Coral is far more red than her lips’ red; If snow be white, why then her breasts are dun; If hairs be wires, black wires grow on her head. I have seen roses damasked, red and white, But no such roses see I in her cheeks; / differences between two subjects, places, persons, things or ideas; dichotomy; opposition between two objects highlighted to emphasize their differences. / My mistress’ eyes are nothing like the sun; Coral is far more red than her lips’ red; If snow be white, why then her breasts are dun; If hairs be wires, black wires grow on her head. I have seen roses damasked, red and white, But no such roses see I in her cheeks;

29. Persuasion in Advertising/ Propaganda

30. Persuasion in Advertising / Bandwagon / Card Stacking / Glittering Generalities / Magic Ingredients / Bandwagon / Card Stacking / Glittering Generalities / Magic Ingredients / Name Calling / Plain Folks / Transfer / Testimonial

31. Bandwagon / Trying to get people to go with the crowd (the trendy or in things) / Example: newest technology / Trying to get people to go with the crowd (the trendy or in things) / Example: newest technology

32. Card Stacking / Only giving the positive side of a product or service; ignores negatives / Example: pharmaceutical ads / Only giving the positive side of a product or service; ignores negatives / Example: pharmaceutical ads

33. Glittering Generality / Positive words or phrases with a “feel good” quality; leaves a nice impression without making a guarantee / Example: Soap that makes you feel refreshed. / Positive words or phrases with a “feel good” quality; leaves a nice impression without making a guarantee / Example: Soap that makes you feel refreshed.

34. Magic Ingredients / The suggestion that a miraculous discovery makes a product effective / Example: ads for diet pills / The suggestion that a miraculous discovery makes a product effective / Example: ads for diet pills

35. Name Calling / Putting down the competition to promote your product, service, etc. / Example: political advertising / Putting down the competition to promote your product, service, etc. / Example: political advertising

36. Plain Folks / Tries to appeal to the “average Joe” / Example: Goldberg and Osbourne commercials with “real” clients; Geico commercials / Tries to appeal to the “average Joe” / Example: Goldberg and Osbourne commercials with “real” clients; Geico commercials

37. Transfer / Words or images that arouse emotions or that connect to morals, values, and beliefs / Example: Use of an American Flag / Words or images that arouse emotions or that connect to morals, values, and beliefs / Example: Use of an American Flag

38. Testimonial / Using a famous spokesperson to endorse a product or service / Example: Proactiv, athletic shoes / Using a famous spokesperson to endorse a product or service / Example: Proactiv, athletic shoes