Techniques of persuasion
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Techniques of Persuasion. . What are some techniques used to persuade or motivate you to do something? Here are some examples of how to appeal to someone’s ethos, logos, or pathos. There are many reasons people try to persuade others:.

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Techniques of persuasion

Techniques of Persuasion.

What are some techniques used to persuade or motivate you to do something?

Here are some examples of how to appeal to someone’s ethos, logos, or pathos

There are many reasons people try to persuade others

There are many reasons people try to persuade others:

  • Companies use advertisements to persuade consumers to purchase their products.

  • Peers sometimes use persuasion to get others to join them in an activity.

  • People use persuasion to share their ideas when they feel strongly about something and they want others to agree.

Common persuasive techniques often used in advertising

Common persuasive techniques often used in advertising

  • Slogan

  • Repetition

  • Bandwagon

  • Testimonial

  • Emotional Appeal

  • Expert Opinion

  • Logical Appeal




  • In this technique, people persuade others to join them by convincing others that everyone else is doing it too.

For example

For Example:

  • A friend convinces another friend to go to a party by saying, “Everyone is going to be there! You’ll be laughed at if you don’t go too!”



  • Be where the action is. Shop at Hang-out Mall.

Facts and figures statistics

Facts and FiguresStatistics

  • In this persuasive technique, numbers, tables, and graphs are used to show statistics of both sides.

Facts and figures example

Facts and Figures Example

  • An advertisement might read, “This product kills 99% of your germs.”

  • Surveys may be conducted and

    the results graphed to show people’s opinions.



  • In this technique, famous people promote an item and draw attention.

  • For example:

    Jessica Simpson on Pizza Hut commercials.

    Michael Jordan and Nike

    tennis shoes.



  • Celebrity endorsements - when a product is sold by using words from famous people or an authority figure

  • if the celebrity/athlete/star uses the product, then it must be good, so I will purchase it too.

  • Examples: Proactiv, Nike, Gap, Got Milk ads, T-Mobile

Testimonial confessions for proactive solution

Testimonial – confessions for Proactive Solution

  • "I'm a normal person and I do get zits. I'm not happy when I do so I like to try and find anything that's preventative towards it, and Proactiv has done that for me." –Lindsay Lohan

Emotional appeal

Emotional Appeal

  • Words or pictures that appeal to the your emotions.

  • They appeal to positive emotions like your desire for success.

  • They can also appeal to negative emotions like fear.

  • Example: Save the Children. Feed the Children.

Emotional words

Emotional words

  • Luxury,

  • Beautiful

  • Paradise

  • Economical

Techniques of persuasion

Ad with emotional appeal

Emotional appeal – make you look younger

Expert opinion

Expert opinions

Expert Opinions

  • They use experts such as doctors, dentists, engineers, fitness trainers to say that they recommend this product.

  • Example: 4 out of 5 doctors prescribe Bayer aspirin

Compare and contrast

Compare and Contrast

  • Two items are compared to convince that one is better than the other.

Compare and contrast example

Compare and Contrast Example

  • Medicine companies compare other brands to prove theirs is better. They may use testimonials,

    facts and figures,

    or compare and

    contrast to get


    point across.

Recognizing bias opinions

Recognizing BIAS Opinions

  • Bias occurs when someone has an opinion or preference to the object being judged.

  • For example: A student’s parents would not be the best judge for the talent show their child is in. They may show bias for their child.

Logical appeal

Logical Appeal

  • Advertisers try to convince you to make the right decision, smart decision or best choice in purchasing their product

  • Examples: It makes sense to buy this

    • Smart moms choose JIF

    • Save time and money with this

    • Shop smart, buy here

Techniques of persuasion

Logical appeal – smarten up



  • Words or phrases in an advertisement are repeated several times for effect. Repetition gets your attention and stresses a slogan or product

  • Repeating something helps you remember the product or ad

Techniques of persuasion


  • What is repeated in this ad?



  • “Head on, apply directly to the forehead. Head-on, apply directly to the forehead.

    Head-on, apply directly to the forehead.

    Head-on, apply directly to the forehead.”

Techniques of persuasion

Are you an ad detective?

  • Play this ad detective game!

  • Look at the following pictures and find the advertisement

Let s test what you know

Let’s Test What You Know!

  • “Come to Florida, Everyone loves our clear, sandy beaches. Don’t miss out.”

  • Bandwagon

More examples

More Examples…

  • 4 out of 5 dentists recommend Sparkle toothpaste.

  • Expert opinion



  • Amazing much nutritious stuff they get with Kraft Macaroni & Cheese, isn’t it? A good source of protein, vitamins, and minerals.

  • Emotional Appeal

One more

One more…

  • Actress Kirstie Alley has lost 50 pounds on the Jenny Craig diet plan.

  • Testimonial

Techniques of persuasion

Nike is paying Tiger Woods about $100 million to use Nike products for five years.

Techniques of persuasion


This technique tries to persuade everyone to join in and do the same thing.

Techniques of persuasion


An important person or famous figure endorses a product.

Techniques of persuasion

Emotional Words

Words such as luxury, beautiful, paradise, and economical are used to evoke positive feelings in the viewer.

Techniques of persuasion


Negative words are used to create an unfavorable opinion of the competition in the viewer's mind.

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