Persuasive Strategies

What is Rhetoric? Get Started

Words to Know Advertisers - Attempt to convince the reader/viewer to agree with them and take an action. 5,000 How many ads do you encounter in a day?

Words to Know Target Audience The group of people to whom you want to appeal

HOW?

The Rhetorical/Aristotelian Triangle: The Subject

Ethos Appeal based on the character, persona, and/or of the speaker. This kind of appeal gives the audience a sense of the author as a competent/fair authority figure. Example: Believe me! I’ve been there before. I’m just like you.

Example

Pathos Appeal to beliefs/feelings of the audience. An appeal of pathos can move an audience to anger or tears. May attempt to create particular emotions such as fear, envy, patriotism, lust, etc. Example: Your donation might just get this puppy off the street and into a good home.

“America's older citizens have rightly been called the "greatest generation." It is morally unacceptable that the people that built this country -- our senior citizens -- should suffer hunger in a land of plenty, which they helped to create.” -from America’s Second Harvest program

Logos Appeal to logical reasoning ability of the audience through use of facts, case studies, statistics, experiments, logical reasoning, analogies, anecdotes, authority voices, etc Example: A Snickers bar has 280 calories and 30 grams of sugar. That’s not very healthy.

The Arctic National Wildlife Refuge provides a safe refuge for 180 species of migratory birds, serves as a birthing ground for one of the hemisphere's largest caribou herds and has been home to the Gwinch'in people for a thousand generations. Ninety-five percent (95%) of Alaska's North Slope is already available to Big Oil, but these companies want it all.

Persuasive Commercials UNICEF GoldBond Army Strong Direct TV

Together look at 4 print ads Group Work Get with a partner Together look at 4 print ads Answer the questions on handout with as much detail as you can.

ideas, facts, or rumors spread on purpose to further a cause or to damage an opposing cause

Example: Jeep Commercial Transference Having a positive emotion and transferring that feeling to a product. Example: Jeep Commercial

Celebrity Endorsement Important people or experts can make your argument seem more convincing.

Humor Hyperbole (exaggeration) Sarcasm Irony Verbal Situational Dramatic Cosmic Sarcasm

Plain Folk Testimonial The speaker presents himself as an Average Joe, a common person who can understand a your concerns.

Glittering Generalities Emotionally appealing words so closely associated with highly-valued ideas/beliefs that they carry conviction without supporting information or reason. A glittering generality has two qualities: vague positive associations

Flag-waving Using patriotism or patriotic ideas to sell a product “American owned and American operated!”

Using False or bad logic to convince an audience Logical Fallacy Using False or bad logic to convince an audience False Causality - Reasoning that states the cause of a situation is something which is not really its cause. Slippery Slope Argument

Name Calling Propagandists use the name-calling technique to incite fears or arouse positive prejudices with the intent that invoked fear Also called Attack Ad Hominem or attacking the man.

There is a new gym in Calhoun There is a new gym in Calhoun. Determine your target audience and use persuasive strategies to create a flyer that advertises the new gym. With the war in Afganistan, the USA needs soldiers. Determine your target audience and use persuasive strategies to create a flyer that advertises the a branch of the military. You have an idea for a new product and want to advertise it. Determine your target audience and use persuasive strategies to create a flyer that advertises your product. Excellent - 25 Great - 20 Average - 15 Below Average - 10 Engagement BAM! Yeah, Got it! It took me a minute, but now I see… I don't get it! Persuasive Techniques Used 3 persuasive techniques Used 2 persusasive techniques Used 1 persuasive technique Used no persuasive techniques Irrelevant Information The "truth" and only the "truth" OK - a little irrelevant information got it. More stuff I need than stuff I don't or some text I don't understand What was I promoting? Class Time Used Wisely Mostly Used Time Wisely Somewhat used Time Wisely IDK - Can't tell from product.