Techniques for Persuading An Audience Persuasive Appeals Techniques for Persuading An Audience

What is a Persuasive Appeal? An argument that a speaker/writer directs toward a certain belief/feeling/attitude that his/her audience holds Allows speaker/writer to tailor his/her argument in the best possible way according to his/her audience’s needs/desires

Three Types of Persuasive Appeals: Appeal to ETHOS Appeal to PATHOS Appeal to LOGOS

Appeals to ETHOS: -Based on the authority/credibility of the writer -Writer must convince the audience of his/her good character, good sense, and good motives -Created through known experience, expertise, credentials/certificiation, polished presentation of material

Appeals to Pathos: The use of emotions to persuade Attempts to persuade by making reader/listener feel guilt, love, security, greed, pity, humor, etc. Shown through vivid, emotional language, and sensory details Can sometimes be dangerous—when used as the main support for an argument, they may be masking weak arguments

Appeals to Logos: Normally considered most effective appeal Based on the logic, facts, and evidence, which is usually considered to be most important to readers/listeners Shown through details, statistics, expert testimony of a credible source, facts, definitions, witness statements

POP-QUIZ !!! After viewing each advertisement, decide what type of appeal is being used by the author.