1. Persuasive Devices

2. Three Main Appeals
Logos
Ethos
Pathos

3. Logos Appeal to Logic Very straightforward No “fluff”
Has a very scientific, factual approach.

4. A full grown tiger can weigh up to 700 lbs.
Logos (cont.)
Examples
Facts
Statistics
Definitions
Personal experience
Observation
A full grown tiger can weigh up to 700 lbs.

5. Ethos Appeal to ethics (character)
To make the audience decide right or wrong about what is being presented
Political issues, national beliefs, religious issues, etc…
In advertising, typically has contrasting colors symbolizing the difference between good and evil.

6. Ethos (cont.)
Authority
Education
Expert
Objective
Associations

7. Pathos Appeal to Emotions Anger Frustration Compassion Sympathy
Empathy

8. Pathos (cont.)
To make the audience feel something about what is presented
Children, animals, illness, memories, etc…
“Tugs at your heart strings”

9. For ultimate persuasion…
Speeches and ads tend to utilize multiple appeals!
For the case of this lesson or power point, pick the MOST emphasized appeal used in each ad

10. Logos, Ethos, or Pathos?

11. Logos, Ethos, or Pathos?

12. Logos, Ethos, or Pathos?

13. Logos, Ethos, or Pathos?

14. Logos, Ethos, or Pathos?

15. Logos, Ethos, or Pathos?

16. Logos, Ethos, or Pathos?

17. Homework!
The End!
Your homework is to find a print advertisement (school appropriate…when in doubt don’t do it) that appeals to your sense of logic, emotions, or ethics. Answer the questions regarding your ad.

18. Rhetorical Devices Rhetorical Question Parallel Structure Alliteration
Imagery
The “Rule of Three”
Repetition
Hyperbole
Allusion

19. Rhetorical Question
A question that gets asked that the speaker/author does NOT want and answer for.
Example: Can we really expect the school to keep paying from its limited resources?

20. Parallel Structure
Structuring sentences or phrases similarly for emphasis
Example: The salesman expected that he would present his product at the meeting, that there would be time for him to show his slide presentation, and that prospective buyers would ask him questions.

21. Alliteration
Repetition of the consonant letters at the beginning of words. (There can also be assonance which is the repetition of vowel sounds.)
Example: Callous, calculating cruelty - is this what we must expect?

22. Imagery Metaphor: comparing two things; symbol
Example: My mother is the glue that holds our family together
Simile: comparison using like or as
Example: Her skin was pale as moon light.
Personification: giving human characteristics to ideas, objects, or animals
Example:The ancient car groaned into third gear.

23. Rule of Three Listing three things for balance and emphasis
Example: The pain, the fear, the destruction are all the same.

24. Repetition Repeating a word or phrase for emphasis
Example: “We shall not flag or fail. We shall go on to the end. We shall fight in France…” Winston Churchill

25. Hyperbole An over-exaggeration used for effect
Example: While we await your decision, the whole school holds its breath.

26. Allusion A short, informal reference to a famous person or event
Example: Christy didn't like to spend money. She was no Scrooge, but she seldom purchased anything except the bare necessities.

27. Persuasion in Advertising/ Propaganda

28. Persuasion in Advertising
Bandwagon
Card Stacking
Glittering Generalities
Magic Ingredients
Name Calling
Plain Folks
Transfer
Testimonial

29. Bandwagon
Trying to get people to go with the crowd (the trendy or in things)
Example: newest technology

30. Card Stacking
Only giving the positive side of a product or service; ignores negatives
Example: pharmaceutical ads

31. Glittering Generality
Positive words or phrases with a “feel good” quality; leaves a nice impression without making a guarantee
Example: Soap that makes you feel refreshed.

32. Magic Ingredients
The suggestion that a miraculous discovery makes a product effective
Example: ads for diet pills

33. Name Calling
Putting down the competition to promote your product, service, etc.
Example: political advertising

34. Plain Folks Tries to appeal to the “average Joe”
Example: Goldberg and Osbourne commercials with “real” clients; Geico commercials

35. Transfer
Words or images that arouse emotions or that connect to morals, values, and beliefs
Example: Use of an American Flag

36. Testimonial
Using a famous spokesperson to endorse a product or service
Example: Proactiv, athletic shoes