Persuasive Persuasive TechniquesTechniquesHow to convince people to do what How to convince people to do what we want them to do!!!!we want them to do!!!!

Three General Three General Approaches to Approaches to PersuasionPersuasion

CharacterCharacter-Using the character of certain -Using the character of certain individuals as those that recommend a product. individuals as those that recommend a product. We believe in the people, we believe in the We believe in the people, we believe in the products.products.

Logic/Logos-Logic/Logos- Using facts that are aimed at our Using facts that are aimed at our minds. One cigarette company says its minds. One cigarette company says its cigarettes have only 9 mg. tarcompared ot 10 cigarettes have only 9 mg. tarcompared ot 10 mg. of tar.mg. of tar.

Emotional/PathosEmotional/Pathos- Using scenes, sayings , - Using scenes, sayings , etc. that appeal to our emotions.etc. that appeal to our emotions.

NAME THAT NAME THAT PERSUASIVEPERSUASIVETECHNIQUETECHNIQUE

PropagandaPropaganda

The word propaganda refers to The word propaganda refers to any any techniquetechnique that attempts that attempts to influence to influence the the opinions, emotions, attitudes, or behavior opinions, emotions, attitudes, or behavior of of a groupa group in order in order to benefit the to benefit the sponsorsponsor. Uses bias. The techniques of . Uses bias. The techniques of propaganda are used every day, in the propaganda are used every day, in the military, in the media, in advertising, in military, in the media, in advertising, in politics, and in all sorts of human politics, and in all sorts of human relationships. relationships. 

Loaded WordsLoaded Words

New and New and improvedimproved

MoreMore GreatGreat

SlogansSlogans

Subway …Eat FreshSubway …Eat Fresh Applebees…eatin Good in the Applebees…eatin Good in the

neighborhoodneighborhood Chuckee Cheese..Where a kid can be a Chuckee Cheese..Where a kid can be a

kid.kid. McDonald’s… I’m Lovin itMcDonald’s… I’m Lovin it

Repetition, Repetition, Repetition, Repetition, RepetitionRepetition

Repeating a word Repeating a word or phrase or phrase throughout your throughout your writing.writing.

Example-Hunger. It Example-Hunger. It affects all of us at some affects all of us at some point in the day. point in the day. Hunger. Our growing Hunger. Our growing bodies need fuel to help bodies need fuel to help us function. Hunger. It us function. Hunger. It is keeping many of from is keeping many of from achieving our best in achieving our best in school.school.

Rhetorical QuestionRhetorical Question

Using a question to get the reader’s Using a question to get the reader’s attention and focus the purpose. attention and focus the purpose.

Example-Do you like the sound of your Example-Do you like the sound of your stomach growling?stomach growling?

LOGOS LOGOS (Appeal to Logic or (Appeal to Logic or

Reason)Reason)

Slanting/Inclusion or Avoidance Slanting/Inclusion or Avoidance of particular facts-Uses data, of particular facts-Uses data, statistics polls, surveys, and statistics polls, surveys, and appears scientifically feasible.appears scientifically feasible. ““

Fifty people in a taste test preferred Fifty people in a taste test preferred Fizz Drink to the best-selling brand.”Fizz Drink to the best-selling brand.”

Uses research to support writer’s Uses research to support writer’s point of view.point of view.

Expert OpinionExpert Opinion

Using quotes or statements from a Using quotes or statements from a person considered to be an expert on the person considered to be an expert on the topic.topic.

Example-Sally Jones, the health Example-Sally Jones, the health inspector, said after her visit to our inspector, said after her visit to our cafeteria, “You have wonderfully clean cafeteria, “You have wonderfully clean facilities and you use fresh ingredients.”facilities and you use fresh ingredients.”

Appeal to TraditionAppeal to Tradition

The manufacturer says to the The manufacturer says to the consumer, “We have made consumer, “We have made the best product for over 100 the best product for over 100 years.” Experience is the years.” Experience is the key.key.

EthosEthos(credibility or character (credibility or character

of product)of product)

Snob Appeal –Opposite of Snob Appeal –Opposite of Humility…says only the Humility…says only the privileged can use this privileged can use this productproduct

“ “ Of course Crème de la Crème Of course Crème de la Crème Shampoo costs more than other Shampoo costs more than other shampoos. But it’s not for shampoos. But it’s not for everyone. It’s for special people everyone. It’s for special people who deserve only the best.”who deserve only the best.”

Testimonial/Appeal to Testimonial/Appeal to Authority/A Movie Star or Authority/A Movie Star or Famous Person Endorses Famous Person Endorses the productthe product

Tye Pennington of Extreme Tye Pennington of Extreme Make-over says,“Kleanco Make-over says,“Kleanco Vacuum Cleaners are the Vacuum Cleaners are the best vacuum cleaners made.”best vacuum cleaners made.”

Symbol or Character Symbol or Character AppealAppeal

Companies create a well-Companies create a well-known symbol or character to known symbol or character to advertise their product.advertise their product.

PathosPathos(Emotional Appeal)(Emotional Appeal)

Emotional AppealEmotional Appeal

Using details to create an emotional Using details to create an emotional response from the reader (pity, disgust, fear, response from the reader (pity, disgust, fear, anger, etc.)anger, etc.)

Example-When you skip a meal, your body Example-When you skip a meal, your body begins converting energy into fat in an effort begins converting energy into fat in an effort to keep you from starving. Students would to keep you from starving. Students would skip fewer meals if food they like was skip fewer meals if food they like was served.served.

Name CallingName Calling

““Don’t vote for my Don’t vote for my opponent. He’s a no-good, opponent. He’s a no-good, beady-eyed rat!!”beady-eyed rat!!”

““Vote for Hardy . He’s a Vote for Hardy . He’s a miracle-worker!”miracle-worker!”

Bandwagon-join the Bandwagon-join the majoritymajority

““Vote for Patty Wilson. Vote for Patty Wilson. Everyone else in our class is Everyone else in our class is going to vote for her.going to vote for her.

Eye and Nose AppealEye and Nose Appeal

A product appeal to a A product appeal to a person’s sense of smell and person’s sense of smell and sightsight

Youth AppealYouth Appeal

The product will make The product will make consumers look or feel or act consumers look or feel or act youngeryounger

Happy Family AppealHappy Family Appeal

If you buy this product your If you buy this product your family will love you foreverfamily will love you forever

Loaded LanguageLoaded Language

Language that appeals to emotions Language that appeals to emotions rather than reason “This will be a life rather than reason “This will be a life changing event.”changing event.”

Humility/Plain Folks-take a Humility/Plain Folks-take a humble approach and does humble approach and does not bragnot brag ““I don’t claim to have all the I don’t claim to have all the

answers. But, I’m willing to answers. But, I’m willing to true my best to solve our true my best to solve our problems.”problems.”

““Good ol’ boys like us believe Good ol’ boys like us believe in plain good Quality items”in plain good Quality items”

Romantic appealRomantic appeal

Consumers will be good-Consumers will be good-looking, romantic or sexy if looking, romantic or sexy if they use this product.they use this product.

Image AppealImage Appeal

Targets a certain groups Targets a certain groups image…Hunters-Camouflageimage…Hunters-Camouflage