1. Techniques for Persuading An Audience
Persuasive Appeals
Techniques for Persuading An Audience

2. 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

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

4. 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

5. 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

6. 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

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