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Persuasive Techniques

Explore the art of persuasion in advertising through the analysis of ethos, pathos, and logos. Learn how authority (ethos) establishes credibility, emotion (pathos) stirs feelings, and logic (logos) relies on reason and evidence. This lesson encourages students to critically evaluate advertisements, identifying which persuasive appeal is being used. Engage with real-world examples to enhance understanding of how advertisers influence audience perceptions and behaviors through targeted communication strategies. Discover the power of persuasion in media!

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Persuasive Techniques

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  1. Persuasive Techniques

  2. 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.

  3. 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.

  4. 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)

  5. 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

  6. Emotion (Pathos) • Persuasion is based on emotion. • Includes use of vivid, emotional language and numerous sensory details • Can appeal to positive or negative emotions

  7. Logic (Logos) • Persuasion is based on reasoning • Uses facts, figures and data

  8. Practice: which persuasive appeal is represented below? • A child is shown covered in bug bites after using an inferior bug spray Emotion/ Pathos

  9. Practice: which persuasive appeal is represented below? • Sprite is 100% sugar-free Logic/ Logos

  10. Practice: which persuasive appeal is represented below? • A 32-ounce bottle of Tide holds enough to wash 32 loads Logic/ Logos

  11. 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

  12. Practice: which persuasive appeal is represented below? • Lebron James endorses Nike Authority/ Ethos

  13. Practice: which persuasive appeal is represented below? • Cardiologists recommend Ecotrin more than any other brand of aspirin Authority/ Ethos

  14. Practice: which persuasive appeal is represented below? • A commercial shows an image of a happy couple driving a Corvette Emotion/ Pathos

  15. Practice: which persuasive appeal is represented below? • Advil Liqui-Gels provide up to 8 hours of continuous pain relief Logic/ Logos

  16. Practice: which persuasive appeal is represented below? • Miley Cyrus appears in Oreo ads Authority/ Ethos

  17. A magazine ad shows people smiling while eating yogurt. Emotion/ Pathos

  18. 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.

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