PERSUASIVE TECHNIQUES

Media Literacy

Persuasion in text and media Persuasive Techniques – methods used by

advertisers and writers to encourage others to purchase their products or agreement with their argument.

Persuasive techniques use language to stir up people’s emotions. Persuasive techniques use two of the three rhetorical strategies: PATHOS and ETHOS.

“I’ve used _____________ product and lost twenty pounds in two weeks without exercising.”

“This is the best _______________ product I’ve ever used!”

Example: Jared of Subway sandwich company

1. Testimonial – well-known people or satisfied customers speak on behalf of the product

Ethos appeals

Ethos appeals

Michael Jordan: Hanes John Cena: Gillette razor William Shatner: Priceline.com

The consumer will want the product because a famous person uses the product or represents the company. You can trust the quality of the product because of the famous person promoting it.

2. Celebrity Endorsement or Spokesperson

Where is the endorsement in this ad? Why is it important to have a model endorse a skin care line?

Why would ads for Priceline be less successful if an unknown actor starred in the commercials?

William Shatner doesn’t need to buy hotel rooms at a discount price, but his famous face and entertaining style entice people to use Priceline.

Pathos appeals- emotions

Appeal to Pity, Fear, or Vanity – uses strong feelings rather than facts to persuade

What is the “fear” message in this Bayer aspirin ad?

Pathos appeals- emotions

Which of the three emotional appeals is being used? Fear, Vanity, or Pity?

Pathos appeals- emotions

Appeal to Vanity – your life will be wonderful, and you will be as beautiful as the people in these ads if you use buy these products. Isn’t it nice to know that happiness is just one product away?

Pathos appeal -

Bandwagon Appeal – suggests that a person buy something because “everyone else” uses the product.

Pathos appeals - emotions

Urgency! Sale ends Sunday! Time running out! Must buy before it’s too late!

Example: Disney locks movies up in a vault for 10 years.

Pathos appeal - Humor

Babies talking like adults—e Trade