The Art of Persuasion

Communication with a Purpose

Aristotle

Persuasionper·sua·sion / pərˈswāZHən/ Noun 1.The action or fact of persuading someone or of being persuaded to do or believe something.

2. A means of persuading someone to do or believe something; an argument or inducement.

Synonyms: conviction - belief - faith - creed - suasion

per·suade/pərˈswād/Verb1. Cause (someone) to do something through reasoning or argument.2. Cause (someone) to believe something, esp. after a sustained effort; convince.

Synonyms: convince - induce - coax - prevail - argue

Ethos

An appeal to credibility or character.

Builds credibility and trustworthiness with your

audience.

ETHOS: 

• Ethos is related to the English word ethics and refers to the trustworthiness of the speaker/writer. 

• Ethos is a Greek word meaning "character" that is used to describe the guiding beliefs or ideals that characterize a community, nation, or ideology. It’s the basis of the English word ethics.

• Ethos is an effective persuasive strategy because when we believe that the speaker does not intend to do us harm, we are more willing to listen to what s/he has to say.

• When a judge comments on legal precedent audiences tend to listen because it is the job of a judge to know the nature of past legal cases.

Pathos

An appeal to emotion.

Evokes an emotional response (fear, sympathy,

empathy, anger)

PATHOS:

• Pathos is related to the words pathetic, sympathy and empathy (emotional response). 

• Whenever you accept an claim based on how it makes you feel without fully analyzing the rationale behind the claim, you are acting on pathos. 

• They may be associated with any emotion: love, fear, patriotism, guilt, hate or joy.

 

PATHOS (CON’T)  • A majority of arguments in the

popular press are heavily dependent on pathetic appeals.  

• Appeals to pathos touch a nerve and compel people to not only listen, but to also take the next step and act in the world.

Logos

An appeal to logic or reason.

Promotes a rational response. Audience

believes because it is a logical explanation.

LOGOS:

• The Greek word logos is the basis for the English word logic.   

• Logos refers to any attempt to appeal to the intellect, the general meaning of "logical argument." 

• Everyday arguments rely heavily on ethos and pathos, but academic arguments rely more on logos: there will be logical chains of reasoning supporting all claims.

LET’S TALK ABOUT DEMOGRAPHICS…

• Demographics are the quantifiable statistics of a given population.

• Marketers typically combine several variables to define a demographic profile. A demographic profile (often shortened to "a demographic") provides enough information about the typical member of this group to create a mental picture of this hypothetical aggregate.

• For example, a marketer might speak of the single, female, middle-class, age 18 to 24, college educated demographic

1/14/2015HTTP://EN.WIKIPEDIA.ORG/WIKI/DEMOGRAPHICS

LET’S TALK ABOUT DEMOGRAPHICS…

• The breakdowns in demographics include the following:

• Gender

• Age

• Ethnicity

• Knowledge of Languages

• Disabilities

• home ownership

• Employment/Socio-economic status

• Location

TAKE A LOOK…

LET’S DISCUSS… (CP, 1 MIN)• Who do you believe is the audience?• Break down the demographics.• Which type of persuasion does this

commercial use?• What evidence can you use to support

your choice?