Good use of persuasive techniques should present arguments that appeal to • logos – (logic) one’s intellect or reason. • ethos – (ethics) one’s sense of morals or what is right and wrong. • pathos – (sympathy or empathy) the emotions.
Target Audience • The group you are trying to persuade to act or think a certain way (agree with you)
The Techniques of Persuasion • Emotional Appeal • Snob Appeal • Appeal to Prestige • Bandwagon • Testimonial • Plain Folks • Name-Calling
Emotional Appeal • The use of words and images designed to move people to action based on how they feel. • Words such as luxury, beautiful, paradise, tragedy, love, and care are used to evoke emotions.
Snob Appeal • Use of techniques that suggests a person will be fashionable or trendy.
Appeal to Prestige • Persuasion using statistics or expert opinion. • example – Nine out of ten dentists recommend using Listerine to fight gingivitis.
Bandwagon • Persuading others to join in and do the same thing. • “Everyone else is doing it, so you should too!”
Testimonial • Important person or famous figure to endorse a product. • Michael Jordan selling Hanes socks
Plain Folks • The use of ordinary people to sell a product or to persuade.
Name-Calling • Use of negative words to create an unfavorable opinion of the competition. * Used A LOT in politics
Slogan • A brief, attention-getting statement. • How many slogans can you think of? • “Have it your way!” • “Eat fresh.” • “I’m lovin’ it!”
Repetition • Product name or keyword phrase is repeated several times in an effort to persuade. • (fast food places do this a lot with their songs)