persuasive techniques
Post on 25-Feb-2016
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PERSUASIVE TECHNIQUES
WHAT’S THE STANDARD? ELA9LSV2 The student formulates reasoned
judgments about written and oral communication in various media genres.
When responding to written and oral texts and media (i.e., television, radio, film productions, and electronic media), the student: b. Analyzes the types of arguments used by
the speaker, including argument by authority, emotion, and logic.
Persuasion is the act of trying to get an audience to think or act a certain way Persuasion is used in essays, speeches and
advertising. Today we will focus on advertising.
The author’s/speaker’s ability to persuade is based on how well he/she appeals to the audience in three areas:authority (ethos), emotion (pathos), and logic (logos)
AUTHORITY (ETHOS) Persuasion based on the reputation of the
writer/speaker Must give the audience the impression that
the writer/speaker is someone worth listening to
EMOTION (PATHOS) Persuasion is based on emotion. Includes use of vivid, emotional language
and numerous sensory details Can appeal to positive or negative emotions
LOGIC (LOGOS) Persuasion is based on reasoning Uses facts, figures and data
PRACTICE: WHICH PERSUASIVE APPEAL IS REPRESENTED BELOW? A child is shown covered in bug bites after
using an inferior bug spray
Emotion/Pathos
PRACTICE: WHICH PERSUASIVE APPEAL IS REPRESENTED BELOW? Sprite is 100% sugar-free
Logic/Logos
PRACTICE: WHICH PERSUASIVE APPEAL IS REPRESENTED BELOW? A 32-ounce bottle of Tide holds enough to
wash 32 loads
Logic/Logos
PRACTICE: WHICH PERSUASIVE APPEAL IS REPRESENTED BELOW? The ASPCA ads show dogs and cats in cages
while a sad song plays in the background.
Emotion/Pathos
PRACTICE: WHICH PERSUASIVE APPEAL IS REPRESENTED BELOW? Lebron James endorses Nike
Authority/
Ethos
PRACTICE: WHICH PERSUASIVE APPEAL IS REPRESENTED BELOW? Cardiologists recommend Ecotrin more than
any other brand of aspirin
Authority/
Ethos
PRACTICE: WHICH PERSUASIVE APPEAL IS REPRESENTED BELOW? A commercial shows an image of a happy
couple driving a Corvette
Emotion/Pathos
PRACTICE: WHICH PERSUASIVE APPEAL IS REPRESENTED BELOW? Advil Liqui-Gels provide up to 8 hours of
continuous pain relief
Logic/Logos
PRACTICE: WHICH PERSUASIVE APPEAL IS REPRESENTED BELOW? Miley Cyrus appears in Oreo ads
Authority/
Ethos
A magazine ad shows people smiling while eating yogurt.
Emotion/Pathos
YOUR TURN Find an advertisement on the internet and
decide if it appeals mainly to authority (ethos), emotion (pathos), or logic (logos). If you can’t find one, here are a couple of websites you can use: http://www.adflip.com/ OR http://www.magazine.org/advertising/kelly_awards/winners_finalists/index.aspx
Post a comment with a description of your ad and an explanation of why you think it’s mainly ethos, pathos or logos.
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