Persuasive Devices

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Persuasive Devices
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Three Main Appeals

• Logos
• Ethos
• Pathos

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Logos

• Appeal to Logic
• Very straightforward
• No fluff
• Has a very scientific, factual approach.

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Logos (cont.)

• Examples
• Facts
• Statistics
• Definitions
• Personal experience
• Observation

A full grown tiger can weigh up to 700 lbs.
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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.

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Ethos (cont.)

• Authority
• Education
• Expert
• Subjective
• Associations

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Pathos

• Appeal to Emotions
• Anger
• Frustration
• Compassion
• Sympathy
• Empathy

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Pathos (cont.)

• To make the audience feel something about what is
  presented
• Children, animals, illness, memories, etc
• Tugs at your heart strings

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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

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Logos, Ethos, or Pathos?
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Logos, Ethos, or Pathos?
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Logos, Ethos, or Pathos?
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Logos, Ethos, or Pathos?
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Logos, Ethos, or Pathos?
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Logos, Ethos, or Pathos?
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Logos, Ethos, or Pathos?
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Homework!

• The End!
• Your homework is to find a print advertisement
  (school appropriatewhen in doubt dont do it)
  that appeals to your sense of logic, emotions, or
  ethics. Answer the questions regarding your ad.

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Rhetorical Devices

• Rhetorical Question
• Parallel Structure
• Alliteration
• Figurative Lang.

• The Rule of Three
• Repetition
• Hyperbole
• Allusion

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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?

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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.

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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?

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Figurative Language (often to create imagery)

• Metaphor comparing two things symbol
• Example My mother is the glue that holds our
  family together
• Simile 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.

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Rule of Three

• Listing three things for balance and emphasis
• Example The pain, the fear, the destruction are
  all the same.

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Repetition

• Repeating a word or phrase for emphasis
• Example We shall not flag or fail. We shall go
  on to the end. We shall fight in France
  Winston Churchill

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Hyperbole

• An over-exaggeration used for affect
• Example While we await your decision, the whole
  school holds its breath.

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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.

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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.

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Contrast

• differences 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 sunCoral
  is far more red than her lips redIf snow be
  white, why then her breasts are dunIf 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

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Persuasion in Advertising/ Propaganda
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Persuasion in Advertising

• Bandwagon
• Card Stacking
• Glittering Generalities
• Magic Ingredients

• Name Calling
• Plain Folks
• Transfer
• Testimonial

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Bandwagon

• Trying to get people to go with the crowd (the
  trendy or in things)
• Example newest technology

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Card Stacking

• Only giving the positive side of a product or
  service ignores negatives
• Example pharmaceutical ads

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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.

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Magic Ingredients

• The suggestion that a miraculous discovery makes
  a product effective
• Example ads for diet pills

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Name Calling

• Putting down the competition to promote your
  product, service, etc.
• Example political advertising

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Plain Folks

• Tries to appeal to the average Joe
• Example Goldberg and Osbourne commercials with
  real clients Geico commercials

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Transfer

• Words or images that arouse emotions or that
  connect to morals, values, and beliefs
• Example Use of an American Flag

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Testimonial

• Using a famous spokesperson to endorse a product
  or service
• Example Proactiv, athletic shoes