PERSUASION.

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Presentation transcript:

PERSUASION

DEFINITION The process of creating, reinforcing or changing people’s beliefs or actions

Appeal to the Audience PATHOS Emotional appeal Heart warming stories Personal experiences Jokes Photographs Examples: Chicken Soup books Hallmark commercials Shelter dogs ads

ETHOS Ethical appeal Credibility, competence, character Experts Customer reviews Celebrity endorsements Personal qualifications

LOGOS Logical appeal Use support material (evidence) Solid reasoning Statistics Facts Reasonable ideas Logical information