1. Rhetoric
Politician-style

2. Forms of Rhetoric
Logos
Ethos
Pathos

3. 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

4. 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

5. Persuasive Techniques Related to Logos
Statistics
Facts
Inductive/Deductive Reasoning

6. 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

7. 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

8. 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.”

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

10. 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)