Persuasive Appeals

How do we persuade people to agree to, believe in, or buy what we want

them to?

Ethos (Credibility)

Ethos: the source's credibility and character, the speaker's/author's authority • We tend to believe people whom we respect. You want to

give the impression that you are someone worth listening to, an authority on the subject, as well as someone who is likable and worthy of respect. • Examples: trusted brands like Apple, Kraft, etc.• Expert testimonials • Celebrity Endorsements

Logos (Logical)

Logos: the logic used to support a claim; can also be the facts and statistics used to help support the argument. It will tell you exactly what it does, how it works, or what it is used for. Think details– Persuading by the use of reasoning.

Pathos (Emotional)

Pathos: persuading by appealing to the reader's emotions.

Often used for a positive response-to feel a sense of excitement, happiness, appeal, etc.

Language choice affects the audience's emotional response, and emotional appeal can effectively be used to enhance an argument.

Quick Review

• Ethos = Credibility• Pathos = Emotion• Logos = Logic

• How many solid persuasive appeals can you find within your advertisement?

• Hint: There are a minimum of two per advertisement. (That is the norm.)

Odd Couple Cheerios Ad

http://www.youtube.com/watch?v=aARf-XwDGFg

Free Credit Report

http://www.youtube.com/watch?v=MKqG-gqejtI

Etrade Baby

http://www.youtube.com/watch?v=V8pdDI2O_Y4

Mentos Commerical

http://www.youtube.com/watch?v=y_KsOnyuCGA

Where’s the Beef?

http://www.youtube.com/watch?v=Ug75diEyiA0

Persuasive Appeals

• Why are persuasive appeals important?

• How does each of these advertisements ask us to “get on board” with what they want?

• How could persuasive appeals move beyond advertisements?