Transcript Persuasion
Persuasion The not-so-subtle art of getting people to do what you want them to do. Just so you know… You are required to complete a persuasive project on the topic of your choice by the end of 2rd qtr. However, as you begin to learn the art of persuasion, you are also going to learn how wide-spread the art of persuasion is. One place we can look to learn the art of persuasion is the modern media. For better or worse, the media is the king of persuasion. Consider… The average American is exposed to over 3000 advertisements a day. That’s 93,000 a month; 1.1 million a year. The sole reason behind every one of them is to persuade the viewer to want the product. American companies spend $62,000,000,000 annually on advertising. The root of persuasion… Ethos- an Aristotelian rhetorical device that appeals to the credibility of the presenter – ex: formal dress, proper language, presenting credentials Pathos-an Aristotelian rhetorical device that appeals to the emotions of the viewer – ex: sad music, a story of loss or success Logos-an Aristotelian rhetorical device that appeals to the logic of the viewer – ex. facts, statistics, logical argument Ethos Ethos = Ethical appeal This type of persuasion is based on audience’s relationship with the speaker. In modern media, testimonials are sometimes used to make an ethical appeal. Pathos Pathos = Emotional appeal This strategy appeals to the heart and are based on specific examples of suffering or potential threats and usually rely on poetic or figurative language rich in imagery. In modern media, sad music, a solemn voiceover of a trusted actor influence our emotional response to an issue. Logos Logos = Logical appeal This type of persuasion appeals to the mind. Such reasoning can be inductive or deductive. In modern media, facts and statistics, as well as the progression of logical arguments are all logos. With that in mind… Watch the following ad. Take notes on how the ad uses: Ethos – Pathos – Logos Bonus if you find the metaphor and the exaggeration! http://www.youtube.com/watch?v=9gspElv 1yvc In your opinion… Which was the most effective persuasive startyegy? Why? Why do you think they chose lyrics with references to angels in this add? Hold on a minute… A counterargument is an argument on the opposing side. So, what would might be an effective counterargument against a program like this? Oh no! Your persuasive project must include: – A well-thought out stance on an issue – Three key arguments to support your stance – A solid foundation of research from which you base your opinion – The use of all three basic persuasive strategies: ethos, pathos, logos – Recognition of a counterargument The Ethics of Persuasion http://www.youtube.com/watch?v=tAsxyff Bqm0 But… …we’re a long way from that. Let’s take a better look at how the world around uses different methods to get us to open up our wallets. A Glossary of Persuasive Techniques… After all, you have to keep your weasels from jumping on the bandwagon and eating your eye candy… Weasels A weasel word is a modifier that practically negates the claim that follows. This comes from how weasels eat eggs: they slurp out the inside without cracking the shell, leaving the egg seemingly, well, egglike, until it’s cracked open and it’s EMPTY. Helps, fights, virtual, virtually, acts, up to, can be, refreshes, and tackles are all weasel words. "Helps control dandruff symptoms with regular use.“ "Leaves dishes virtually spotless." "Only half the price of many LCD’s." "Listerine fights bad breath." Bandwagon The strategy tells the viewer that everyone uses the product. Viewers buy the product to fit in or because they assume if others use it, it must be good. The Anti-Bandwagon works just the opposite: buy the product to be different from everyone else. Transfer This strategy asks the viewer to transfer their feelings of happiness or excitement about the ad to the product! This strategy is even more effective when it’s linked to a testimonial: the use of a celebrity who we hold in respect because of their ability, status, and/or physique. Common man testimonials work well, too! http://www.youtube.com/watch?v=M0jmS sQ5ptw Humor This strategy wants to mix the happiness of laughter with the product. Happy thoughts + product = sales http://www.youtube.com/watch?v=GkgZFI4ZT0I http://www.youtube.com/watch?v=5BeaRR9DmNU Snob Appeal This persuasive technique arouses the viewers desire for wealth and status or to feel superior. Making Metaphors One of the most effective persuasive techniques is to compare the product to something that has similar attributes. For example, the viewer may not know what 286 horsepower feels like, but it knows that bullets are fast… http://www.youtube.com/watch?v=Q_WJM1qv0vg Create a Character The strategy relies on a funny, interesting, memorable character that people will remember as they shop. Funny characters invite people to laugh, and remember, laughter is good for sales. http://www.youtube.com/watch?v=E5Fy7h-zdGY&feature=related http://www.youtube.com/watch?v=3n3PdumxGdk&NR=1 Creating a Problem This is a technique to grab attention, to engage people who have the problem. Or people who want to avoid getting the problem. Or those who are concerned about the problem for other reasons. Later in your ad, commercial, or mailer you’ll explain how your product solves the problem, persuading them to purchase it. Eye Candy These ads are so visually engaging, that they leave viewer thinking, “Wow! I’ve never seen anything like that before. That’s so cool!” High cool factor = high sales factor Sex = Cool Therefore, sexy images = high sales factor Kairos Kairos is the Greek word for an opportune moment. In advertising it is a strategy that emphasizes the immediacy of a problem or the need to buy.