1. Persuasive Techniques
Appeals
(ethos, logos, and pathos)
Techniques & Examples
Exercises

2. Persuasive Techniques PPT
This PPT was designed for a persuasive unit focused on critical reading of media. It introduces/reviews appeals (ethos, logos, and pathos) and modern techniques (bandwagon, snob appeal, etc.). It also includes some short, participatory exercises to review concepts. These appear on a click.
Some of the definitions have been expanded from Western Reserve Public Media’s Change My Mind materials
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3. Persuasive Techniques

4. In this section, you’ll learn about: Appeal to Ethics/Morals (ethos)
Basic principles
In this section, you’ll learn about:
Appeal to Ethics/Morals (ethos)
Appeal to Logic (logos)
Appeal to Emotion (pathos)

5. Aristotle [384 b.c. to 322 b.c] Greek philosopher
Student of Plato and the teacher of Alexander the Great
Wrote about subjects including poetry, government, ethics, biology, physics and more
Aristotle identified three techniques one could use when trying to persuade someone:
Ethos
Logos
Pathos

7. A person is influenced by the writer’s image or character
Ethos [ethics]
A person is influenced by the writer’s image or character
Aristotle called it the “moral rightness” of an argument.
Aristotle said that we are more likely to believe what the person has to say if s/he has “good sense, good moral character and goodwill.”

8. An argument based on reason
Logos [logic]
An argument based on reason
Aristotle saw it as the basic ability to create logical arguments and to persuade someone that your ideas and solutions are true

9. Pathos [passion]
Use of emotional appeals to get the audience to accept the speaker’s viewpoint
A common use of pathos in argument is to make the audience “feel bad” or “rejected” if they fail to agree with the speaker’s argument.

10. Persuasive Techniques and Strategies
Part 1

11. Appeal to Authority/Expert Opinion
Calls on an expert to provide credibility or importance to product, service or position
For example:
Dentist promotes a certain brand of toothpaste
“Four out of five dentists recommend sugarless gum for their patients who chew gum”

12. Uses emotionally charged language or images For example:
Appeal to Emotion
Uses emotionally charged language or images
For example:
Humane Society commercials
Pictures of devastation caused by natural disasters in order to boost support for relief efforts

13. Appeal to Ethics
Positions the writer or speaker as a person of good sense, good moral character and good intentions
For example:
A political candidate says he refuses to mud-sling and prefers to talk about the issues instead

14. Facts are given that support the need to reduce traffic fatalities
Appeal to Logic
Provides rational arguments to support one’s claim using facts, figures and statistics
For example:
Facts are given that support the need to reduce traffic fatalities

15. Your Turn!
Smoking is dangerous because cigarette smoke contains over 4,800 chemicals, 69 of which are known to cause cancer.
Logic
There is clear evidence that cell phones save lives in emergency situations.
Emotion
My dentist says that I should brush and floss twice daily to help take care of my teeth.
Authority

16. Your Turn! – Facebook-themed
Lady Gaga was more popular than Justin Bieber in 2011 because she had ten million more Facebook fans than Bieber.
Facebook, used by millions of people including celebrities like Oprah and Bill Gates, is a reliable way to network.
Facebook is slowly eroding your sense of privacy and eventually, you will not mind being monitored without your knowledge.
The ability to express yourself freely on Facebook is a right guaranteed by the Constitution.
Logic
Authority
Emotion
Ethics

17. Your Turn! – Uniform-themed
We should do away with our uniform because it limits our development of self-expression. A study by the Department of Education showed that student learning increased when the distraction of fashion was removed. How would you feel if you had to wear the same clothes all the time?
Ethics
Logic
Emotion

18. Create Your Own
With a partner, write one persuasive statement for each type of appeal.
When you finish, have another group try to identify the type of appeal you used.

19. Persuasive Techniques and Strategies
Part 2

20. Bandwagon
Attempts to persuade the consumer that something is good because “everyone” is doing it (“jumping on the bandwagon”). This appeals to our desire to be part of the group.
For example:
“Everyone is switching to this cell phone network. Shouldn’t you?”

21. Card Stacking
Leaves out necessary information for the audience/consumer to make an informed decision
“Stacks the cards” in favor of one’s viewpoint by using only arguments that support a position or by ignoring or denying the arguments against it
For example:
A newspaper uses a large picture of a smiling spokesperson for an organization that it favors or a less attractive or smaller picture of a person speaking on behalf of a position they do not support

22. Recent “Card Stacking”

23. Endorsement/Testimonial
Uses a popular figure such as a celebrity to endorse a product, service or cause
For example:
Celebrities with beautiful complexions endorse Proactive

24. Exaggeration Overstates the effectiveness or importance of a product
For example:
An anti-wrinkle cream promises to take off 10 years in one night

25. Euphemisms
Substitutes an agreeable or inoffensive expression or term for one that may offend or suggest something unpleasant
For example:
The phrase “we are experiencing heavy casualties” to describe people dying
What euphemisms can you think of for “dying”/ “died”?

26. Fear
Presents a dreaded circumstance and usually follows it up with the kind of behavior needed to avoid that horrible event
For example:
“This is your brain (image of an egg). This is your brain on drugs (image of the egg being cracked into a hot frying pan.)”

27. Glittering Generalities
Uses slogans or simple phrases that sound good but provide little or no information due to the vagueness of the message or the positive connotations of the words
For example:

28. Plain-Folks Appeal
Works by suggesting that everyday things are superior to special or extravagant things
For example:
Country Time lemonade sells itself as simple and therefore valuable – a return to the “good old days” when plain folks and simple ways were important

29. Repetition Repeats product, service or position several times
For example:
“Head On – apply directly to the forehead. Head On – apply directly to the forehead. Head On – apply directly to the forehead.”

30. Rhetorical Questions
Asks a question in which no response is expected or desired (the answer is obvious). The question is used for effect or is used to emphasize a point
For example:
“Can we continue to allow our troops to die?”

31. Selective connotation / Word choice
Chooses words that will influence audience’s perception of an item or issue
For example:
“The assignment was asinine.” vs. “The assignment was irksome”

32. Sex Appeal/ Beautiful People
Uses beautiful and attractive people to sell you something
For example:
A handsome man promotes using a Gillette razor

33. Scientific Approach
Uses tests, statistics and scientific sounding jargon or diagrams to lend credibility to something
For example:
A chair is ergonomically designed to fit the contours of your body
Any of those “shape up” sneakers

34. Snob Appeal Plays on our desire for fancy items and the “good life”
For example:
Commercial shows a crystal bowl as a cat is called to a Fancy Feast dinner

35. Something for Nothing
Belief that most people are seeking a “good buy” or “something for nothing”
For example
“If you buy this computer, we’ll throw in a free printer”
Buy one, get one ½ off

36. Transfer
Uses words, images or symbols that arouse emotions and connect the viewer’s emotion to the product being sold
For example:
A tire dealer places red, white and blue banners throughout his store, or a political activist closes his speech with a prayer

37. Urgency / Call to action
Creates the impression that you have to act fast
For example
“Order now! Supplies are limited! Everything must go!”

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