Persuasive Strategies

What is Persuasion? A means of convincing people: to buy a certain product to believe something or act in a certain way to agree with a point of view

Claim State your argument. Animals should not be used Chocolate is a healthy snack. Animals should not be used for the testing of products The Death Penalty is an inhumane punishment

Logos Facts, numbers, and information. an appeal to logic or reason. 4 out of 5 people use “Whammo!” A Snickers bar has 280 calories and 30 grams of sugar. That’s not very healthy. “It just makes sense to use this.”

Getting people to feel happy, Pathos Getting people to feel happy, sad, or angry “Your donation might just get this puppy off the street and into a good home.” An appeal to emotions “Feel better faster with ….”

Ethos Get people believe and trust in you; listen to their conscience – their sense of right and wrong Believe me! I’ve been there before. I’m just like you.

Kairos Convince your audience that this issue is so important they must act now. “This is a one-time offer. You can’t get this price after today.” “But wait! If you act now, you can get this free gift!

Research Using reliable research can help your argument seem convincing. “A recent study found that students who watch TV during the week don’t do as well in school.”

Big Names Expert Opinion Important people or experts can make your argument seem more convincing. Former U.S. president Bill Clinton thinks that junk food should be taken out of vending machines. Professional Skateboarder Eric Kosten and his Nike shoes

Bandwagon “wanting to belong” You’ll have just what others have; something should be done because the majority of people do it (or wish to do it). But Mom! Everyone else is going!!

Testimonial A ordinary citizen telling the trustworthiness of a product or idea

Means you’re using the “best” product Snob Appeal Means you’re using the “best” product

Using words that are popular and vague like “pure and natural” Buzzwords Using words that are popular and vague like “pure and natural”

Who are you trying to convince? Audience Who are you trying to convince? Mom? Dad? Teacher? Friend? Police Officer? Counselor