Transcript Persuasive Devices Power Point

Persuasive Devices
Three Main Appeals
Logos
Ethos
Pathos
Logos
Appeal
Very
to Logic
straightforward
No “fluff”
Has a very scientific,
factual approach.
Logos (cont.)
Examples
Facts
Statistics
Definitions
Personal
experience
Observation
A full
grown tiger
can weigh
up to 700
lbs.
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.
Ethos (cont.)
Authority
Education
Expert
Subjective
Associations
Pathos
Appeal
to Emotions
Anger
Frustration
Compassion
Sympathy
Empathy
Pathos (cont.)
To
make the audience feel something
about what is presented
Children, animals, illness, memories,
etc…
“Tugs at your heart strings”
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
Logos, Ethos, or Pathos?
Logos, Ethos, or Pathos?
Logos, Ethos, or Pathos?
Logos, Ethos, or Pathos?
Logos, Ethos, or Pathos?
Logos, Ethos, or Pathos?
Logos, Ethos, or Pathos?
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.
Rhetorical Devices
Rhetorical
Question
Parallel Structure
Alliteration
Figurative Lang.
The
“Rule of
Three”
Repetition
Hyperbole
Allusion
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?
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.
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?
Figurative Language (often to create imagery)
 Metaphor:
 Example:
together
 Simile:
comparing two things; symbol
My mother is the glue that holds our family
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.
Rule of Three
Listing
three things for balance and
emphasis
Example:
The pain, the fear, the
destruction are all the same.
Repetition
Repeating
emphasis
Example:
a word or phrase for
“We shall not flag or fail. We
shall go on to the end. We shall fight in
France…” Winston Churchill
Hyperbole
An
over-exaggeration used for affect
Example:
While we await your decision,
the whole school holds its breath.
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.
Anecdote
short
and interesting story/amusing event to
support/demonstrate a point and make readers
and listeners laugh
Goethe
once wrote a very long letter to one of his
friends. In the end he added a postscript explaining:
“I am very sorry for sending you such a long letter
but I did not find enough time to write a shorter
one.”
differences
Contrast
between two subjects, places,
persons, things or ideas; dichotomy; opposition
between two objects highlighted to emphasize
their differences.
 My
mistress’ eyes are nothing like the sun;
Coral is far more red than her lips’ red;
If snow be white, why then her breasts are dun;
If hairs be wires, black wires grow on her head.
I have seen roses damasked, red and white,
But no such roses see I in her cheeks;
Persuasion in
Advertising/
Propaganda
Persuasion in Advertising
Bandwagon
Card
Stacking
Glittering
Generalities
Magic Ingredients
Name
Calling
Plain Folks
Transfer
Testimonial
Bandwagon
Trying
to get people to go with the
crowd (the trendy or in things)
Example:
newest technology
Card Stacking
Only
giving the positive side of a
product or service; ignores negatives
Example:
pharmaceutical ads
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.
Magic Ingredients
The
suggestion that a miraculous
discovery makes a product effective
Example:
ads for diet pills
Name Calling
Putting
down the competition to
promote your product, service, etc.
Example:
political advertising
Plain Folks
Tries
to appeal to the “average Joe”
Example:
Goldberg and Osbourne
commercials with “real” clients; Geico
commercials
Transfer
Words
or images that arouse
emotions or that connect to morals,
values, and beliefs
Example:
Use of an American Flag
Testimonial
Using
a famous spokesperson to
endorse a product or service
Example:
Proactiv, athletic shoes