Persuasion

1. Persuasion Or, how people get you to do stuff.

2. 3 Main Types • Logos – using logic or reasoning to convince someone. Statistics and facts are logos style persuasion. • Pathos – using emotions to convince someone. Making someone feel hopeful, scared, pity, or angry are pathos tactics. • Ethos – using a trustworthy person or showing how trustworthy you are.

3. Reasoning (Logos) Persuasion • Overload people with facts! (and “facts”) • Sometimes these are all true. • Sometimes advertisers just include lots of information so you don’t check whether they’re being honest or not.

4. Reasoning (Logos) Persuasion • Product Comparison: The commercial features a comparison between the product and its competition, showing the competition as inferior. This often uses card stacking, which is withholding pertinent information to persuade the viewer. • Free or Bargain: a speaker suggest that the public can get something for nothing or almost nothing • Common Sense: trying to persuade using everyday sense of good or bad/right or wrong

5. Emotional (Pathos) Persuasion • Emotional Appeal or Transference: The commercial is intended to make viewers feel certain emotions, such as happiness, sadness, or excitement. The viewers may transfer their feeling to the product. • Snob Appeal: Arouses the desire to achieve status or wealth or to feel superior. • Sex Appeal: Shows that you will appear more desirable to attractive people if you use this product.

6. Emotional (Pathos) Persuasion • Loaded words: Using words with strong connotations -whether negative or positive. • Glittering Generality: The commercial is filled with words that have positive connotations attached to them, such as "tasty" or "sensational.“ • Exigency: Creating the impression that action is required immediately or the opportunity will be lost forever

7. Emotional (Pathos) Persuasion • Bandwagon: The commercial tells the viewer that everyone uses the product. Viewers buy the product to fit in or because they assume if others use it, it must be good. • Individuality/Anti-Bandwagon: The commercial tells viewers to think differently; celebrate their own style; and rebel against what everyone else is saying, doing, or buying.

8. Emotional (Pathos) Persuasion • Humor: The commercial's main purpose is to make the audience laugh. It often gives little information about the product. Viewers will remember the commercial and have positive feelings about the product. • Security The commercial draws on viewers' fears that their jobs, families, or lives may be in danger if they don't buy the product. Viewers question the quality of the competing product. Viewers believe that the featured product is superior.

9. Emotional (Pathos) Persuasion • Flag Waving: connecting a person, product, or course with undue patriotism • Innuendo: causing the audience to become wary or suspicious of the competition by hinting that negative info may be kept secret • Name Calling: negative or derogatory words to create a distasteful association in the mind of the audience

10. Spokesperson (Ethos) Persuasion • Celebrity Endorsement or Testimonial: The commercial shows a popular celebrity promoting a product. Viewers transfer the respect they feel for the celebrity to the product. • Plain Folks: Uses images of people "just like themselves.“ • Transfer: using names or pictures of famous people but not direct quotes

11. Additional Tactics • Slogan: A memorable phrase is used in a campaign or a series of commercials. Viewers remember the slogan and associate it with the product. Some become a part of everyday language. • Repetition: The idea is repeated over and over. • Music