Persuasive Techniques - PowerPoint PPT Presentation

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Persuasive Techniques

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  1. Persuasive Techniques

  2. 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.

  3. Target Audience • The group you are trying to persuade to act or think a certain way (agree with you)

  4. The Techniques of Persuasion • Emotional Appeal • Snob Appeal • Appeal to Prestige • Bandwagon • Testimonial • Plain Folks • Name-Calling

  5. 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.

  6. Snob Appeal • Use of techniques that suggests a person will be fashionable or trendy.

  7. Appeal to Prestige • Persuasion using statistics or expert opinion. • example – Nine out of ten dentists recommend using Listerine to fight gingivitis.

  8. Bandwagon • Persuading others to join in and do the same thing. • “Everyone else is doing it, so you should too!”

  9. Testimonial • Important person or famous figure to endorse a product. • Michael Jordan selling Hanes socks

  10. Plain Folks • The use of ordinary people to sell a product or to persuade.

  11. Name-Calling • Use of negative words to create an unfavorable opinion of the competition. * Used A LOT in politics

  12. Slogan • A brief, attention-getting statement. • How many slogans can you think of? • “Have it your way!” • “Eat fresh.” • “I’m lovin’ it!”

  13. 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)

  14. When can you use these techniques?