1. For better or worse, the media is the king of persuasion.
The not-so-subtle art of getting people to do what you want them to do.
As you learn more about the art of persuasion, you are also going to learn how wide-spread the use and abuse of the art of persuasion is.
One place we can look to learn the art of persuasion is the modern media.
For better or worse, the media is the king of persuasion.

2. Consider…
The average American is exposed to over 3,000 advertisements a day.
That’s 93,000 a month; 1.1 million a year.
The sole reason behind every one of them is to persuade the viewer to want the product.
American companies spend $62,000,000,000 annually on advertising.

3. The root of persuasion…
Ethos
Pathos
Logos

4. Ethos Ethos = Ethical appeals
This type of persuasion is based on shared moral values and calls forth an audience’s sense of right, justice and virtue.
In modern media, testimonials are sometimes to make an ethical appeal.

5. Pathos Pathos = Emotional appeals
This strategy appeals to the heart and is based on specific examples of suffering or potential threats and usually relies on poetic/figurative language rich in imagery.
In modern media, sad music, a solemn voice-over of a trusted actor influence our emotional response to an issue! Watch out for the tear-jerker.

6. Logos Logos = Logical appeal
This type of persuasion appeals to the logical mind. Such logical reasoning can be inductive or deductive.
In modern media, look for weasels, bandwagons, and transfers, all of which are illogical. More on them later.

7. With that in mind… Watch the following ad.
Take notes on how the ad uses:
Ethos –
Pathos –
Logos -

8. In your opinion…
Which was the most effective persuasive strategy in this commercial? Why?
Why do you think the director chose lyrics with references to angels in this ad?

9. Hold on a minute…
A counterargument is an argument on the opposing side; acknowledging the opposing point of view uses the language of concession and refutation.
So, what would might be an effective counterargument against a program like this?

10. Developing sound arguments
A sound argument should include:
A well-thought out stance on an issue
Three key arguments to support your stance
A solid foundation of research from which you base your opinion
The use of all three basic persuasive strategies: ethos, pathos, logos
Concession and refutation of a counterargument

11. But…
…we’re a long way from that. Let’s take a better look at how the media and advertising use and abuse persuasive techniques to influence us.

12. A Glossary of Persuasive Techniques…
After all, you have to keep your weasels from jumping on the bandwagon and eating your eye candy…

13. Weasels
A weasel word is a modifier that practically negates the claim that follows.
This comes from how weasels eat eggs: they slurp out the inside without cracking the shell, leaving the egg seemingly, well, egglike, until it’s cracked open and it’s EMPTY.
Helps, fights, virtual, virtually, acts, up to, can be, refreshes, and tackles are all weasel words.
"Helps control dandruff symptoms with regular use.“
"Leaves dishes virtually spotless."
"Only half the price of many LCD’s."
"Listerine fights bad breath."

14. Bandwagon
The strategy tells the viewer that everyone uses the product. Viewers buy the product to fit in or because they assume if others use it, it must be good.
The Anti-Bandwagon works just the opposite: buy the product to be different from everyone else.

15. Transfer
This strategy asks the viewer to transfer their feelings of happiness or excitement about the ad to the product!
This strategy is even more effective when it’s linked to a testimonial: the use of a celebrity who we hold in respect because of their ability, status, and/or physique.
Common man testimonials work well, too!

24. Happy thoughts + product = sales
Humor
This strategy wants to mix the happiness of laughter with the product.
Happy thoughts + product = sales

27. Snob Appeal
This persuasive technique arouses the viewers desire for wealth and status or to feel superior.

30. Making Metaphors
One of the most effective persuasive techniques is to compare the product to something that has similar attributes.
For example, the viewer may not know what 286 horsepower feels like, but it knows that cheetahs are fast…

31. Create a Character
The strategy relies on a funny, interesting, memorable character that people will remember as they shop. Funny characters invite people to laugh, and remember, laughter is good for sales.

32. Creating a Problem
This is a technique to grab attention, to engage people who have the problem. Or people who want to avoid getting the problem. Or those who are concerned about the problem for other reasons. Later in your ad, commercial, or mailer you’ll explain how your product solves the problem, persuading them to purchase it.

33. High cool factor = high sales factor
Eye Candy
These ads are so visually engaging, that they leave viewer thinking, “Wow! I’ve never seen anything like that before. That’s so cool!”
High cool factor = high sales factor

34. One last thing…
If you’re interested in a career in the advertising field…
Starting salaries - $40,000
Management Positions - $50,000 - $90,000
Take classes in communications, design, market research, marketing, and technology.
If you can communicate well (written, oral, technology, etc), understand people, and are creative, this field might be for you.