2. Persuasive Strategies Copyright 2006 IRA/NCTE. All rights reserved. ReadWriteThink.org materials may be reproduced for educational purposes. Images ©2006 Microsoft Corporation. All rights reserved.

4. Claim Example: I am going to try to convince you that chocolate is a healthy snack. State your argument.

5. Big Names Example: Former U.S. president Bill Clinton thinks that junk food should be taken out of vending machines. Important people or experts can make your argument seem more convincing.

6. Logos Example: A Snickers bar has 280 calories and 30 grams of sugar. That’s not very healthy. Facts, numbers, and information can be very convincing.

7. Pathos Example: Your donation might just get this puppy off the street and into a good home. Getting people to feel happy, sad, or angry can help your argument.

8. Ethos Example: Believe me! I’ve been there before. I’m just like you. If people believe and trust in you, you’re more likely to persuade them.

9. Research Example: A recent study found that students who watch TV during the week don’t do as well in school. Using reliable research can help your argument seem convincing.

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

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

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

13. Bandwagon A statement suggesting that everyone is using a specific product, so you should too

14. Testimonial A well-known person supports a product or service

15. Emotional Appeal A person is made to have strong feelings about a situation or product

16. 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”

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

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