Persuasion and Advertisement Professional Communications 11/16

Persuasive speaking demands that you effectively:  Induce your audience to believe as you do  Influence your audience in order to cause some kind of desired action to take place.  YOUR MAIN PURPOSE IS TO GAIN AS MANY SUPPORTERS AS POSSIBLE.

Audience Analysis: Get to know the people who will be listening to you.  How old are they?  What is their economic status?  Is the majority male or female?  What about their political or religious views?  How many are in attendance?  How many are in favor of your position? Against it?

4 Types of Audiences:  SUPPORTIVE: Friendly Like you and what you have to say Ready to support you and your ideas Don’t need a great deal of information EXAMPLE: Pep Rally at school

4 Types of Audiences:  UNCOMMITTED Neutral Isn’t for you or against you Simple need information to make up their minds. EXAMPLE: Job Interview

4 Types of Audiences:  INDIFFERENT AUDIENCE Difficult to adapt Members are apathetic toward you Aren’t opposed to you, but appear bored Often don’t think what you are saying applies to them Try to use a dynamic approach, show them how this applies to their life. EXAMPLE: Persuasive Speaking Notes!!!

4 Types of Audiences:  OPPOSED AUDIENCE Potential confrontation Members are hostile to you, your position or both Your objective is just to get a fair hearing Determine what your audience is hostile about Work with the audience to decrease hostility COMPROMISE Convince them you know how they feel Avoid needless confrontation Convince them your position has worth, too

APPEALS  Logical Appeal or LOGOS Appeal to the intellect of your audience Offer a clearly defined speech containing reasoning & evidence Be Organized Offer Proof Logos satisfies the analytical side of your audience EXAMPLES: statistics, 3 main points

APPEALS  Emotional Appeal or PATHOS Most people rely on emotions as much as reason Pathos aims for the heart Appeals to people’s feelings of love, anger, disgust, fear, compassion, or patriotism EXAMPLES: picture of child killed in car accident

APPEALS  Personal Appeal or ETHOS Trust in the speaker You have credibility Honesty, Integrity, Reputation, Sincerity Preparation, Work Ethic Speak in a calm, controlled manner Provide clear examples EXAMPLE: Politicians

Persuasion in Advertising Why do people Buy?  Save Time  Save Money  Keeping up with the Jones’  Avoid Criticism  Emulate Others  Protection  Health  Opportunity

Persuasion in Advertising Creating a Print Ad  Solve a Problem Are your floors always sticky? You need sticky away!!!  Write in 2nd Person – “You” You care about your children’s safety, so give them the very best.  Rule of 3 – Always make 3 points when listing features and benefits Monopoly is fun, affordable and brings the whole family together!

Color Sells ColorWhat does it say? BlueMost popular “favorite color” YellowBright, catches eye, embodies life RedAttention grabber, male appeal GreenHealth, environment BrownHome, earthy Black / SilverSophistication OrangeHolidays, home, food

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