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Transcript of Persuasive Techniques
Bandwagon Appeal, Plain Folks Appeal, Testimonial, Transfer, Emotional Appeal, Ethical Appeal, Loaded Language
Taps into people's desire to belong or be part of a group
Implies that a candidate is on
"our side" or a regular person.
Endorsements from celebrities
or satisfied customers
Connects a product, candidate,
or cause to a positive idea or image
Uses strong feelings to persuade rather than
facts and evidence
Taps into people's values
and moral standards
Uses words with positive and negative connotations
to stir people's emotions
On your paper, write which persuasive techniques are used in each of the following commercials.
This commercial uses humor to make an emotional appeal. The car makers hope that you will feel amused and that you will associate those good feelings with their car.
Secretary Clinton uses a "plain folks" appeal to convince you that she has your interests at heart.
Samsung uses a bandwagon appeal to convince you to become part of the growing number of people switching from the iPhone.
In this Apple commercial, Apple uses the transfer technique to relate their product to individuality.
Gov. Romney's ad uses an ethical appeal. He hopes that because you believe it is wrong for people to rely on some one else for support, you will vote for him, Gov. Romney.
This commercial is a type of testimonial. Though Hart never says it directly, the commercial implies that he would own a Hyundai. The humor in the commercial can also be considered an emotional appeal.
Now watch the following highlights from the vice presidential debate. Find five examples of loaded language and write them down on your paper. Remember that loaded language uses words with positive or negative connotations to stir peoples' emotions.
Here are some of the loaded terms that I got: peace, democracy, right, defense, weak, malarkey, security, nuclear weapon, isolated, terrorism, Great Satan, Great Recession, rescued, bankrupt, foreclosure, poverty, Medicare, Obamacare. What words did I miss?
The term ethos applies to an authors attempts to
sound credible, like an expert, on whatever topic
he or she is speaking on.
The term pathos refers to emotional appeal. If a speaker,
writer, or text tries to convince using emotion rather
than logic, his or her argument uses pathos.
The term logos refers to arguments that persuade using
logic and reasoning.
Mr. Loncar's commercial uses ethos to
convince you that he is the best person
to stand up for your rights.
The SPCA uses pathos to convince you
to donate money to needy pets.
Sprint uses logos to convince you that it makes
sense to buy your phone service based on price, and with them.