Transcript the PPT.

Persuasion Techniques
Essential Question:
How do advertisers shape my ideas about a product? How can I be an informed
consumer?
Learning Goals:
Evaluate an argument, assessing whether the reasoning is sound and evidence is relevant
(ELAGSE9-10RI8)
Recognize irrelevant evidence (ELAGSE9-10RI8)
Analyze the purpose of information presented in diverse media formats and evaluate
motives (ELAGSE9-10L2)
Real-Life application:
I will understand how I am being persuaded.
I will be able to differentiate between logos, ethos, and pathos in persuasive claims.
Interactive Notebook:
Be sure that you are taking notes in your IN. Use your colored pencils to set apart certain
key words and phrases, as well as to make connections.
Rhetorical Strategies
Four qualities that make a good ad:
1. Attracts attention: attractive COLORS,
BOLD HEADINGS, and pictures
2. Arouses interest: good word choice
3. Creates desire: uses propaganda techniques to make you believe you
want it or need it
4. Causes action: gets results. Sells the product to the targeted
audience.
Repetition
Repeating a thought,
idea, jingle, or image
 Audience can
generally recite the
jingle because they
have heard it so often
 What is mLife?

Pathos: Snob Appeal

A play on our desire for
fancy things and the
"good life". Jewelry,
expensive cars, perfumes,
designer clothing and
accessories are often
marketed using snob
appeal.
De Beers: A Diamond is Forever
Pathos: Emotional Appeal



Images or words that
appeal to the audience’s
emotion
Can play on the
audience’s emotions of
guilt and anger—
propelling them to take
action
Can also create a
memorable commercial
with humor
Pathos: Bandwagon

Winning Crowd
– People’s desire to be
associated with a winner
– Winner must appeal to
target audience

The “In Crowd”
– Makes you feel like part of
the elite

Being Left Out
– Power of peer pressure
– Emphasis is on negative
emotion

Undesirable Traits
– Focus on what the target
audience finds undesirable
– Young vs. Old
Pathos: Transfer
Use of symbols
and images to
link one
product to
something that
the audience
either
loves/respects
or fears/hates
 Used often in
politics

Ethos: Testimony



Celebrity endorses a
product
Sponsorships are
dependent on celebrity
actions—Michael Vick
Can also apply to
commercials that use a
popular celebrity that
people will recognize and
associate with their
product
Ethos: Plain Folks
Shows that a product
can be used by ‘plain
folks’
 Suggests that the
product is a
practical product of
good value for
ordinary people
 Target audience:
often moms

Logos: Logical Appeal
Appeals to a
person’s sense
of logic—it just
makes sense to
do this/buy
this.
 Often used in
conjunction
with plain folks
 “If you are
smart, you’ll …”

Smarte
n up!
Write the type of persuasion technique used. Explain your answer.
1)
Try the new Whopper at Burger King. The new Whopper is
everything a burger should be. The new Whopper can make you
so happy. Try the new Whopper today.
2)
By giving just $5 a day, you can feed a starving, miserable family
in Africa for a week.
3)
Michael Jordan wears Nike and he says that they are the best
shoe for athletic performance.
4)
Ford is introducing a new car to its customers. They state that all
the people in Europe are driving these cars and love them! The
end of the commercial asks, “Have you driven a Ford lately?”
5)
Donate $5000 to the food bank and gain entry to the most
exclusive New Year’s party, with all the rich and famous people in
the city.
testimony, emotional appeal, bandwagon, transfer, snob appeal,
repetition