2. Analyzing an Advertisement 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. Logos: Nothing but the Facts  An appeal to your logical side  An advertisement using logos will give you the evidence and statistics you need to fully understand what the product does. The logos of an advertisement will be the "straight facts" about the product: One glass of Florida orange juice contains 75% of your daily Vitamin C needs

5. Facts Facts are statements that can be proven. Examples 1. Statistically, women live longer than men. 2. Most buses weigh more than most cars. 3. Yesterday it snowed three inches.

6. Opinions Opinions are statements that cannot be proven. Opinions can be argued. Opinions may be supported with facts. Opinions cannot be proven. Examples 1. Golf is boring. 2. Pizza is delicious. 3. Math is the hardest subject.

7. Just because an ad uses logos doesn’t mean it can’t use opinion, too

8. Logos, but...

9. Ethos: Trust Me…  An appeal to credibility or character.  An advertisement using ethos will try to convince you that the company is more reliable, honest, and credible; therefore, you should buy its product.  Ethos often involves statistics from reliable experts, such as nine out of ten dentists agree that Crest is the better than any other brand or America’s dieters choose Lean Cuisine. Often, a celebrity endorses a product to lend it more credibility: Catherine Zeta-Jones makes us want to switch to T- Mobile.

10. Testimonial is an attempt to connect a famous person to a product or item.

11. Testimonial, continued A well-known person supports a product or service

12. Think: Is this famous person qualified to speak about this product?

13. Expert opinion Experts approve this product, so you should use it.

14. Are they really an expert?

15. Plain Folks is an appeal to the common person doing common things in a common way

16. Plain Folks, con’t If you see someone like you in a place you are familiar with, you will have more trust in them.

17. Your Turn!

18. Testimonial, Expert Opinion or Plain Folks?

19. Testimonial, Expert Opinion or Plain Folks?

20. Testimonial, Expert Opinion or Plain Folks?

21. Pathos: Tug at your heart strings  An appeal to emotion.  An advertisement using pathos will attempt to evoke an emotional response in the consumer. Sometimes, it is a positive emotion such as happiness: an image of people enjoying themselves while drinking Pepsi. Other times, advertisers will use negative emotions such as pain: a person having back problems after buying the “wrong” mattress. Pathos can also include emotions such as fear and guilt: images of a starving child persuade you to send money.

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

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

24. Appeal to Fear convinces the consumer that if they don’t make a purchase, something bad will happen.

25. Your Turn

26. Ethos, Logos or Pathos?

31. Adapted from... Jennifer Bernhard Literacy Specialist Clark County Schools Jennifer.bernhard@clark.kyschools.us