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.