T h r e e P e r s u a s i v e T e c h n i q u e s i n A d v e r t i s i n g

1. ThreePersuasive Techniques in Advertising

2. Minds-on Activity Here are three Greek root words: Logos, Ethos, Pathos. • Question: Can anyone tell me what words have been derived from these three root words? • Answer:

3. Aristotle In Rhetoric, his first major work on the subject written in the 4th century B.C.E., Aristotle noted three components of persuasive communication: logos (logic), pathos (emotion), and ethos (credibility). Source: http://books.google.ca/books?id=4j-dBKfTSgoC&pg=PA96&dq=pathos,+logos,+ethos+AND+advertising&hl=en&ei=QwK7TsCyHoTc0QHStb3eCQ&sa=X&oi=book_result&ct=result&resnum=1&ved=0CDcQ6AEwAA#v=onepage&q&f=false

4. Brainstorming Activity • How might advertisers appeal to an audience using logic or reason? • How might advertisers appeal to an audience using emotion? • How might advertisers appeal to an audience using credibility?

5. Joshua Bell • http://ed.ted.com/lessons/what-aristotle-and-joshua-bell-can-teach-us-about-persuasion-conor-neill#review

6. Logos: an appeal to logic or reason • An advertisement using logos will give you the evidence and statistics you need to fully understand what the product does. • The logos of an advertisement will be the "straight facts" about the product. Ex) One glass of Florida orange juice contains 75% of your daily Vitamin C needs. Source: http://www.readwritethink.org/files/resources/lesson_images/lesson1166/PersuasiveTechniques.pdf

7. Pathos: an appeal to emotion • An advertisement using pathos will attempt to evoke an emotional response in the consumer. • Sometimes, it is a positive emotion such as happiness. Ex) An image of people enjoying themselves while drinking Pepsi. • Other times, advertisers will use negative emotions such as pain. Ex) Aperson having back problems after buying the “wrong” mattress. • Pathos can also include emotions such as fear and guilt. Ex) An image of a starving child might persuade you to send moneyto an organization. Source: http://www.readwritethink.org/files/resources/lesson_images/lesson1166/PersuasiveTechniques.pdf

8. Ethos: an appeal to credibility or character • An advertisement using ethos will try to convince you that the company is more reliable, honest, and credible; therefore, you should buy its product. • Ethos often involves statistics from reliable experts. Ex) Nine out of ten dentists agree that Crest is better than any other brand. • Often, a celebrity endorses a product to lend it more credibility. Source: http://www.readwritethink.org/files/resources/lesson_images/lesson1166/PersuasiveTechniques.pdf

9. Three Examples: First Commercial: http://www.youtube.com/watch?v=6DAbWhWjqj8 Second Commercial: http://www.youtube.com/watch?v=y-Tabvyrf0I Third Commercial: http://www.youtube.com/watch?v=WYstgkG6mxc

10. Create your own Commercial • The class will be divided up into 6 groups. • Each group will be given the same product to sell to the class; but each group will use a different rhetorical technique to sell the product. Two groups will useethos, two groups will use pathos, and two groups will use logos. • Each group will have 10 minutes to plan their 2 minute long skit. • After all the groups present their commercials, we will take a class vote to determine which commercials were the most appealing. Then, we will discuss why they were more appealing.

11. Exit Card Your Name: __________________________________________________________ Practice labelling pathos, logos, and ethos by placing a P, L, or E in the blank: _____ A child is shown covered in bug bites after using an inferior bug spray. _____ Tiger Woods endorses Nike. _____ Sprite Zero is 100% sugar-free. _____ A 32-oz. bottle of Tide holds enough to wash 32 loads. _____ A commercial shows an image of a happy couple riding in a Corvette. _____ Cardiologists recommend Ecotrin more than any other brand of aspirin. _____ Advil Liquid-Gels provide up to 8 hours of continuous pain relief. _____ Miley Cyrus appears in Oreo advertisements. _____ People who need more energy drink Red Bull Energy Drink. _____ A magazine ad shows people smiling while smoking cigarettes. Source: http://www.readwritethink.org/files/resources/lesson_images/lesson1166/PersuasiveTechniques.pdf