Rhetoric Politician-style

Forms of Rhetoric Logos Ethos Pathos

Persuasive Techniques Related to Ethos Testimonial: relies on the backing of a celebrity, an expert, or a satisfied customer Transfer: connects a product, a candidate, or a cause with a positive image or idea Ethical Appeal: tries to gain moral support for a claim by linking the claim to a widely accepted value

Persuasive Techniques Related to Pathos Bandwagon Appeal: taps into people's desire to belong Snob Appeal: taps into people's needs to feel superior to others Appeal to Fear: makes people feel as if their safety, security, or health is in danger Appeal to Pity: taps into people's compassion for others Loaded Language: uses words with strongly positive or negative connotations (meanings) to stir people's emotions

Persuasive Techniques Related to Logos Statistics Facts Inductive/Deductive Reasoning

Rhetorical Devices: Forms of Repetition Anaphora – repetition of the same word or a group of words at the beginning of successive sentences, clauses or lines Diaphora – repetition of a common name so as to perform two logical function; to designate an individual and to signify the qualities connotated by that individual’s name or title Polysyndeton – employing many conjunctions between clauses, often slowing the tempo or rhythm Parallel Structure – use of the same grammatical structure to emphasize a point

More Rhetorical Devices Antithesis – a statement that establishes a link between contrasting ideals Allusion – a brief and indirect reference to literature, history, famous quotations, and current and historical events Figurative Language, e.g. simile, metaphor and allusion Rhetorical Questions

The Purpose of advertising Famously dismissive of advertising driven purely by research, Bill Bernbach, founder of the advertising firm Doyle Dane Bernbach, wrote a revolutionary memo in 1947 that laid out the philosophy that would eventually characterize his firm’s work: “Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art. It’s that creative spark that I’m so jealous of for our agency and that I am so desperately fearful of losing. I don’t want academicians. I don’t want scientists. I don’t want people who do the right things. I want people who do inspiring things.”

Presidential Election 1968 Lyndon Johnson (incumbent) Barry Goldwater (Republican Nominee) Daisy Spot Ice Cream Accomplishments America’s Image Dowager Punchcard

Political Analysis Voting is not a purely rational act. As the late journalist Joe McGinnis observed, it’s a “psychological purchase” of a candidate. It’s often no less rational than buying a car or a house. DDB understood that arguing with voters would be a losing proposition. To persuade someone, especially in the political realm, a campaign must target emotions. Voters don’t oppose a candidate because they dislike his or her policies; they often oppose the policies because they dislike the candidate. (Robert Mann on Smithsonian.com)