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Persuasive techniques

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by

Jennifer Smith

on 29 September 2015

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Transcript of Persuasive techniques

Persuasive techniques
All persuasive techniques in essays, debates, and ads can be categorized in three ways:
Pathos
Logos
On a sheet of paper, identify which technique would be used in each of the examples
1) A child is shown covered in bug bites after using an inferior bug spray.
Ethos
Pathos
Logos
Ethos
2) Ashton Kutcher endorses Nikon.
Ethos
Pathos
Logos
Pathos-Appeals to emotion
Logos-Appeals to logic
Ethos-Appeals to credibility
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:
An appeal to logic or reason
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, such as nine out of ten dentists agree that Crest is better than any other brand or America's dieters choose Lean Cuisine. Often, a celebrity endorses a product to lend it more credibility: Catherine Zeta-Jones makes us want to switch to T-Mobile.
This uses Pathos because it convinces you that you will be happy, relaxed and refreshed if you drink Diet Pepsi
How does this commercial use pathos to persuade you to send money for the animals?
Is it a positive emotion or negative emotion?
The logos of an advertisement will be the "straight facts" about the product:
One glass of Florida orange juice contains 75% of your daily Vitamin C needs.
An advertisement using logos will give you the evidence and statistics you need to fully understand what the product does.
How does this ad use logos in the ad? What straight facts do they give you?
This ad uses logos because it tells you exactly what the new cola contains-no sugar with great taste.
This commercial uses ethos. They rely on two celebrities to bring credibility to their product.
How does this commercial use ethos to persuade you to buy Nike from Foot Locker?
3) Sprite zero is 100% sugar free
Ethos
Pathos
Logos
5)
Ethos
Pathos
Logos
6) Cardiologists recommend Ecotrin more than any other brand of aspirin.
Ethos
Pathos
Logos
Who was the intended audience?
10) "People who need more energy drink Red Bull Energy Drink."
Ethos
Pathos
Logos
9)
Ethos
Pathos
Logos
8)
Ethos
Pathos
Logos
11) An advertisement showing a person having back problems after buying the "wrong" mattress.
Ethos
Pathos
Logos
7) Advil liquid gels provide up to 8 hours of continuous pain relief
Ethos
Pathos
Logos
12) A magazine ad shows people smiling while smoking cigarettes
Ethos
Pathos
Logos
13) Pathos
Ethos
Logos
14) Pathos
Ethos
Logos
15) Pathos
Ethos
Logos
4) A 32oz. bottle of Tide holds enough to wash 32 loads
Ethos
Pathos
Logos
Full transcript