2. Persuasion Is All Around You!

3. What is persuasion? A means of convincing people: to buy a certain product to believe something or act in a certain way to agree with a point of view

4. Types of persuasive techniques Pathos: an appeal to emotion ◦ Will attempt to evoke emotional response in the reader/consumer. It can be a happy emotion or a sad one. Logos: an appeal to logic or reason ◦ Give you evidence and statistics. “Straight Facts” Ethos: an appeal to credibility of character ◦ Statistics from reliable experts or celebrities. Trying to convince you that the company/person is more reliable, honest, credible than others.

5. Common persuasive techniques often used in advertising Slogan Repetition Bandwagon Testimonial Emotional Appeal Expert Opinion Purpose?

6. Slogan: “Can you hear me now?” A catchy phrase or statement often used to sell a service or a product

7. Repetition: The name of a product is repeated many times HEAD ON Apply directly to the forehead

8. Bandwagon A statement suggesting that everyone is using a specific product, so you should too. Or everyone believes ( ) so you should too.

9. Testimonial A well-known person supports a product or service. A well know person agrees with your point.

10. Emotional Appeal A person is made to have strong feelings about a situation or product. This approach tries to make you feel sad, happy or fear in order to get you to agree with their point.

11. Expert opinion Experts approve this product, so you should use it “Four out of five dentists recommend sugarless gum for their patients who chew gum”

12. Quick review Slogan Repetition Bandwagon Testimonial Emotional Appeal Expert Opinion

13. When do we see persuasive techniques? Is there times, other than in commercials, where you see persuasive techniques? Why would an author use these? What type of writing would be the best for using persuasive techniques?

14. Audience Awareness Advertisers know how to target their audiences use appropriate persuasive technique

15. Who’s the audience?

16. Audience?

17. Purpose? Persuasive technique?

18. Audience? Purpose? Persuasive technique?

19. Audience?

20. Purpose?

21. Audience? Purpose?

22. Audience? Persuasive technique? Purpose?

23. Audience? Persuasive technique?

24. Relevant facts Advertisers spend about $200 billion a year on TV advertising The average cost for Super Bowl ads is $2.6 million per 30 second spot The average American watches about 24,000 TV commercials a year http://television-commercial.net/

25. Making Connections What is your favorite jingle? What slogan for a product do you find yourself saying? What TV commercial has influenced you to make a purchase? Since Drake and Lebron James drink Sprite, does that mean we should too?

26. Reflection “Persuasion is all around you” In addition to TV commercials, where else do you see persuasion all around you? Is that persuasion influencing you or your family in any way? Explain.

27. Jennifer Bernhard Literacy Specialist Clark County Schools Jennifer.bernhard@clark.kyschools.us