Three Persuasive Techniques in Advertising

Here are three Greek root words: Logos, Ethos, Pathos. Minds-on Activity Here are three Greek root words: Logos, Ethos, Pathos. Question: Can anyone tell me what words have been derived from these three root words? Answer:

Aristotle In Rhetoric, his first major work on the subject written in the 4th century B.C.E., Aristotle noted three components of persuasive communication: logos (logic), pathos (emotion), and ethos (credibility). Source: http://books.google.ca/books?id=4j-dBKfTSgoC&pg=PA96&dq=pathos,+logos,+ethos+AND+advertising&hl=en&ei=QwK7TsCyHoTc0QHStb3eCQ&sa=X&oi=book_result&ct=result&resnum=1&ved=0CDcQ6AEwAA#v=onepage&q&f=false

Brainstorming Activity How might advertisers appeal to an audience using logic or reason? How might advertisers appeal to an audience using emotion? How might advertisers appeal to an audience using credibility?

Joshua Bell http://ed.ted.com/lessons/what-aristotle-and-joshua-bell-can-teach-us-about-persuasion-conor-neill#review

Logos: an appeal to logic or reason An advertisement using logos will give you the evidence and statistics you need to fully understand what the product does. The logos of an advertisement will be the "straight facts" about the product. Ex) One glass of Florida orange juice contains 75% of your daily Vitamin C needs. Source: http://www.readwritethink.org/files/resources/lesson_images/lesson1166/PersuasiveTechniques.pdf

Pathos: an appeal to emotion An advertisement using pathos will attempt to evoke an emotional response in the consumer. Sometimes, it is a positive emotion such as happiness. Ex) An image of people enjoying themselves while drinking Pepsi. Other times, advertisers will use negative emotions such as pain. Ex) A person having back problems after buying the “wrong” mattress. Pathos can also include emotions such as fear and guilt. Ex) An image of a starving child might persuade you to send money to an organization. Source: http://www.readwritethink.org/files/resources/lesson_images/lesson1166/PersuasiveTechniques.pdf

Ethos: an appeal to credibility or character An advertisement using ethos will try to convince you that the company is more reliable, honest, and credible; therefore, you should buy its product. Ethos often involves statistics from reliable experts. Ex) Nine out of ten dentists agree that Crest is better than any other brand. Often, a celebrity endorses a product to lend it more credibility. Source: http://www.readwritethink.org/files/resources/lesson_images/lesson1166/PersuasiveTechniques.pdf

Three Examples: First Commercial: http://www.youtube.com/watch?v=6DAbWhWjqj8 Second Commercial: http://www.youtube.com/watch?v=y-Tabvyrf0I Third Commercial: http://www.youtube.com/watch?v=WYstgkG6mxc

Create your own Commercial The class will be divided up into 6 groups. Each group will be given the same product to sell to the class; but each group will use a different rhetorical technique to sell the product. Two groups will use ethos, two groups will use pathos, and two groups will use logos. Each group will have 10 minutes to plan their 2 minute long skit. After all the groups present their commercials, we will take a class vote to determine which commercials were the most appealing. Then, we will discuss why they were more appealing.

Exit Card Your Name: __________________________________________________________ Practice labelling pathos, logos, and ethos by placing a P, L, or E in the blank: _____ A child is shown covered in bug bites after using an inferior bug spray. _____ Tiger Woods endorses Nike. _____ Sprite Zero is 100% sugar-free. _____ A 32-oz. bottle of Tide holds enough to wash 32 loads. _____ A commercial shows an image of a happy couple riding in a Corvette. _____ Cardiologists recommend Ecotrin more than any other brand of aspirin. _____ Advil Liquid-Gels provide up to 8 hours of continuous pain relief. _____ Miley Cyrus appears in Oreo advertisements. _____ People who need more energy drink Red Bull Energy Drink. _____ A magazine ad shows people smiling while smoking cigarettes. Source: http://www.readwritethink.org/files/resources/lesson_images/lesson1166/PersuasiveTechniques.pdf