1. Power of Persuasion

2. Persuasion A means of convincing people to: Buy a certain product
Believe something
Act a certain way
Agree with a point of view

3. Who’s Aristotle?
Aristotle : 384 BC- 322 BC
Greek Philosopher (a study concerned with ethics and reasoning among other things)
Student of Plato: another Greek philosopher
“Rhetoric,” to Aristotle is the “ability to see the available means of persuasion

4. Three Elements of Persuasion:
3 types of persuasive approaches
1. Logos (Greek for “word”)- appeals to logic or reasoning provides evidence, statistics, proof
2. Pathos (Greek for “suffering” or “experience”)- appeals to emotions
3. Ethos (Greek for “character”)- proves you are reliable/credible source, proves you are someone worth listening to

5. 3 Ways to Persuade!
Using Logos (appealing to logic)- use facts/statistics/evidence to help support your argument
Using Ethos (proves you are a reliable source)- try to find things you may have in common with your audience and build on them
Using Pathos (appealing to emotions)- use vivid words, figurative language, and imagery- make your audience feel what you are talking about

7. Why should we learn about this?
Companies persuade us to buy certain products
Politicians persuade us to support them
Peers sometimes use persuasion to get others to join them in an activity
You may want to persuade others to agree with you or do something you want them to do

8. Audience Who are you trying to persuade?
Advertisers know how to target their audience

9. Persuasive Techniques
Appeal to Emotion
Bandwagon
Humor
Celebrity endorsement
Word choice

10. Appeal to Emotion Words or pictures that appeal to our emotions
May appeal to positive emotions
Happiness, excitement
Or negative emotions
Fear, sadness
Commercial

11. Bandwagon
*Convincing us to accept someone or something because of its popularity
“Everyone else is doing it” Or
“Everyone else has one”
Commercial

12. Humor
Make the audience laugh
Often gives little or no information about the product
Commercial

13. Celebrity Endorsement
A famous person appears in the ad
If _______________ uses the product, then it must be good
Commercial

14. Word Choice over and over in the same advertisement
Repetition:
-Repeating a name, slogan or image
over and over in the same advertisement
Commercial
*Glittering generalities:
Telling only positive things about something or someone, without giving evidence or facts

15. Today’s Activity Look at each ad Answer these questions:
Who is the advertiser?
Who is the target audience?
What persuasive techniques are used?

16. Group Activity Create a commercial for your original product
Script must be two written pages front and back. Everyone must have a copy of the script in their journals.
Length: 2-3 minutes
Must be Memorized & everyone must have lines!
Must include the persuasive techniques *Can include humor
Must have a set. Can use props and/or costumes