PERSUASIVE TECHNIQUES

Appeals (ethos, logos, and pathos)

Techniques & ExamplesExercises

BASIC PRINCIPLES

In this section, you’ll learn about: Appeal to Ethics/Morals (ethos)Appeal to Logic (logos)Appeal to Emotion (pathos)

ARISTOTLE [384 B.C. TO 322 B.C] Greek philosopher Student of Plato and the teacher of Alexander the

Great Wrote about subjects including poetry, government,

ethics, biology, physics and more Aristotle identified three techniques one could use

when trying to persuade someone:EthosLogosPathos

ETHOS [ETHICS]A person is influenced by the writer’s

image or characterAristotle called it the “moral rightness” of

an argument.Aristotle said that we are more likely to

believe what the person has to say if s/he has “good sense, good moral character and goodwill.”

LOGOS [LOGIC]An argument based on reasonAristotle saw it as the basic ability to

create logical arguments and to persuade someone that your ideas and solutions are true

PATHOS [PASSION]Use of emotional appeals to get the

audience to accept the speaker’s viewpoint

A common use of pathos in argument is to make the audience “feel bad” or “rejected” if they fail to agree with the speaker’s argument.

PERSUASIVE TECHNIQUES AND STRATEGIES

Part 1

APPEAL TO EMOTIONPATHOSUses emotionally charged language or

imagesFor example:

Humane Society commercialsPictures of devastation caused by

natural disasters in order to boost support for relief efforts

APPEAL TO ETHICSEHTOSPositions the writer or speaker as a person

of good sense, good moral character and good intentions

For example:A political candidate says he refuses to

mud-sling and prefers to talk about the issues instead

APPEAL TO LOGICLOGOSProvides rational arguments to support one’s

claim using facts, figures and statisticsFor example:

Facts are given that support the need to reduce traffic fatalities

YOUR TURN!Smoking is dangerous because cigarette smoke

contains over 4,800 chemicals, 69 of which are known to cause cancer. Logic

Emotion

There is clear evidence that cell phones save lives in emergency situations.

YOUR TURN! – FACEBOOK-THEMEDLady Gaga was more popular than Justin Bieber in 2011 because she had ten million more Facebook fans than Bieber.

Facebook is slowly eroding your sense of privacy and eventually, you will not mind being monitored without your knowledge.

The ability to express yourself freely on Facebook is a right guaranteed by the Constitution.

Logic

Emotion

Ethics

YOUR TURN! – UNIFORM-THEMEDWe should do away with our uniform because it

limits our development of self-expression.

A study by the Department of Education showed that student learning increased when the distraction of fashion was removed.

How would you feel if you had to wear the same clothes all the time?

Ethics

Logic

Emotion

CREATE YOUR OWN1. With a partner, write one persuasive

statement for each type of appeal.

2. When you finish, have another group try to identify the type of appeal you used.

PERSUASIVE TECHNIQUES AND STRATEGIES

Part 2

BANDWAGON Attempts to persuade the consumer that something is

good because “everyone” is doing it (“jumping on the bandwagon”). This appeals to our desire to be part of the group.

For example:

“Everyone is switching to this cell phone network. Shouldn’t you?”

ENDORSEMENT/TESTIMONIAL Uses a popular figure such as a celebrity to endorse a

product, service or cause For example:

Celebrities with beautiful complexions endorse Proactive

EXAGGERATION Overstates the effectiveness or importance of a product For example:

An anti-wrinkle cream promises to take off 10 years in one night

FEAR Presents a dreaded circumstance and usually follows it

up with the kind of behavior needed to avoid that horrible event

For example: “This is your brain (image of an egg). This is your brain on

drugs (image of the egg being cracked into a hot frying pan.)”

GLITTERING GENERALITIES Uses slogans or simple phrases that sound good but

provide little or no information due to the vagueness of the message or the positive connotations of the words

For example:

PLAIN-FOLKS APPEAL Works by suggesting that everyday things are superior to

special or extravagant things For example:

Country Time lemonade sells itself as simple and therefore valuable – a return to the “good old days” when plain folks and simple ways were important

REPETITION Repeats product, service or position several times For example:

“Head On – apply directly to the forehead. Head On – apply directly to the forehead. Head On – apply directly to the forehead.”

RHETORICAL QUESTIONS Asks a question in which no response is expected or

desired (the answer is obvious). The question is used for effect or is used to emphasize a point

For example: “Can we continue to allow our troops to die?”

URGENCY / CALL TO ACTION Creates the impression that you have to act fast For example

“Order now! Supplies are limited! Everything must go!”