1. Persuasion in Advertising Why study persuasion
Persuasion in Advertising Why study persuasion? Once you know how the advertisers do it, you will be more aware of why certain products are persuasive!

2. Why study persuasion?
If you know why you are persuaded by something, you will be able to make a less-biased decision and form your own opinion. You can also use it to fight for a cause you believe in.

3. How do they do it? There are three basic categories that persuasive techniques fall into. Those are... Ethos Logos Pathos
Ethos Credible
Logos Logical
Pathos Emotional

4. Ethos: Credible or Ethical Appeal
Means convincing by the character of the author
Someone who has authority, someone who is likable or respected
Goal is to convince people you are someone worth listening to
People tend to believe people whom they respect

7. Logos: Logical or Fact-Based Appeal
Means persuading by the use of reasoning
Often uses things such as statistics
Focus on facts, recorded evidence, historical data
Mentions things like studies, surveys, and research

9. “Pure” “Natural” “Freedom” “Tasty”
Buzz Words: Logos words that really “mean” nothing, but sound factually important Examples:
“Pure” “Natural” “Freedom” “Tasty”
Words that end in -er such as Better, Cleaner, Longer, Faster (Technically not the best, but better than it was!)
Buzz Words: Sometimes they are complete nonsense words associated with a fun statistic for logos humor.

12. Pathos: Emotional Appeal
Means persuading by appealing to the audience's emotions
Language choice affects the audience's emotional response
Can be positive (Love, excitement)
Can be negative (Jealousy, hatred)
Pathos can play on: Worry, Sadness, Fear, Nostalgia, Sense of Adventure, Horror, or Affection

17. Try incorporating these persuasive techniques in your writing.
Which One Will You Use?
Try incorporating these persuasive techniques in your writing.
Original Slide Show: Knoll, D. (2013). Logos, ethos, and pathos in advertising. Slideshare. Retrieved from