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Examples of Persuasive Communication

by Ben Schaumloffel, Melissa Schneider, & Eleni Sfiridis

What makes for good persuasive communication?

Clarity of Message

Communication must be presented by a qualified speaker, resonate emotionally with the audience, and be well argued in order to be optimally clear. These traits are often judged by an orator's use of Aristotle's three persuasive appeals:

  • Ethos

Ethos is an appeal to the particular ethics of the audience used to establish the character and credibility of the communicator.

  • Pathos

Pathos is an appeal to emotion used to convince the audience based upon the feelings evoked by the communicator.

  • Logos

Logos is an appeal to logic used to convince the audience by reason.

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Texting & Driving: Don't Do It!

Bernie Sanders: Our Revolution

ETHOS

Orator does not only have experience with trauma caused by texting and driving, but trauma care in general

Conveys a degree of compassion for the audience and those who could be saved by his discourse

Some statistics are jumbled, thus reducing his credibility

Demographics of presented statistics and for purposes of audience identification are unclear

Sanders has a background in grassroots revolution, having protested and been arrested himself

Clips display a tremendous variety of demographics throughout history and many locations

Empathizes with the struggles that many people face

Focuses on the young as the vessel of our revolution

PATHOS

Siren is a clever sensory invocation, bringing the listener closer to the scene of a crash

Mention of family and friends being injured is an appeal based on fear

Raising the emotions to an ending climax by mentioning comparatively trivial effects such as tickets before mentioning death may have been more effective

Displays of historical and modern protests

Mentions strong emotions associated with protest and unrest.

In contrast with scenes of urban decay and political unrest, his speech is hopeful and positive

Music is in an upbeat tempo and key

LOGOS

Main stress is on the fact that these horrible incidents are preventable

Call to action is simple: Stop texting while driving!

Unclear logical structure and unmentioned premises weaken his communication considerably

Arguments are not explicated, instead are usually implied through imagery.

Not logically structured, only provides assertions

Strong call to action, that we need to be active in fixing the problems that we see in our government.

Overall, both positions were communicated well, considering the limitations of the media in which they were conveyed.

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