Persuasion

Appeals, Techniques & Examples

Aristotle’s Appeals

The three aims of persuasion…

The Greek philosopher Aristotledivided the ways of persuasion into three

types: ETHOS, PATHOS, and LOGOS

When an author is trying to persuade a reader, listener, or viewer they may use one of the three appeals or a combination of all three

ETHOSETHOS•Think of the word: “ethics”

or “ethical”•This is referring to credibility

and character•We tend to believe people

whom we respect and trust

ETHOSETHOS• Is the author or speaker an expert in their

field? Should they know what they’re talking about based on their experience(s)?

• Is the author or speaker a “good person” due to a reputation that they have outside of this topic? Do they reflect strong morals / virtues?

• If the author is basing their argument on these factors, then they are using: ETHOS

For example…• Lipitor Commercial

• Which elements of this Lipitor commercial show the use of ETHOS???

And…

• Nike Commercial

• Which elements of this Nike commercial show the use of ETHOS???

And…

• Loreal Commercial

• Which elements of this Loreal commercial show the use of ETHOS???

Finally…• Christian Business Commercial

• Which elements of this Christian business commercial shows elements of ETHOS???

PathosPathos• Think of the word “pathetic” –

meaning “to pity” or “to cause sympathy” or the word “empathy”—feeling what others feel

• Pathos deals with the EMOTIONSEMOTIONS• The purpose of pathos is to connect the

audience with the emotions of the author

• It will often use emotional language, vivid sensory details, images, narrative

PathosPathos• People are said to “run on their

emotions”

• Emotions are often what drives us, therefore PATHOS has been said to be the MOST persuasive appeal

• It’s difficult not to be “sucked in” when PATHOS is being used because humans are naturally sympathetic

For Example…• Animal Cruelty Commercial

• What in this SPCA commercial shows elements of PATHOS???

And…• Cheerios Commercial

• What elements of PATHOS are shown in this Cheerios commercial???

Finally…• Allstate Commercial

• What elements of PATHOS are shown in this Allstate commercial?

LogosLogos•Logos = “Logic” or “Logical”•Logos creates an argument that

makes sensemakes sense!!! !!! (uses the brain, instead (uses the brain, instead of emotions, like Pathos)of emotions, like Pathos)

• It may use FACTS (statistics, data, results, charts); it may use QUOTES from credible sources, or it just may use plain LOGIC (it adds up)

LogosLogos• A good, sound argument cannot exist

without LOGOS

• If an argument is based just on PATHOS or just on ETHOS – the argument is flawed– The audience should ask themselves: Why did

the author rely on emotions or ethics and not provide facts??? The answer is most likely that the facts don’t exist or they are weak!!

• LOGOS is the foundation of a good argument

For Example…• Anti-Smoking Commercial

• What elements of LOGOS are shown in this anti-smoking commercial???

NOW What???• As we continue looking at

persuasion you will need to identify which appeal(s) are being used.

• By being able to identify the author’s use of appeals, you will be able to analyze their argument more effectively

Devices of Persuasion

Now that we know the basic methods, lets look at

how these can be used!

Disclaimer!• The following examples will be explained

using sports analogies to aid in understanding the persuasive techniques used.

• All sports analogies are a product of Ms. G’s mind, and while she’s opinionated, none of the statistics explained here are factual

*Except for the Yankees winning the World Series this year…that’s true

ConcessionsConcessions• Admitting or acknowledging the other

side as having a true, just, or proper argument

• You are “conceding” that they have a point (which goes against what you are trying to prove)

Concession Example

• The Yankees are the best team in baseball, and they are going to win the World Series, even though the Mets have the best pitching staff this year.

• The Concession is that another team (the Mets) have a better pitching staff than the Yankees—I’m acknowledging the other side (but, of course, it isn’t true)

- My Point - Concession

RefutationsRefutations• Denial of the truth/accuracy of the

other side.

• “Refute” the other side’s point with your own facts/statistics – Point out their argument (concession),

then prove their argument is wrong

• Formula: Concession + “But,” “However,” “Although”…

Refutation Example– The Yankees are the best team in

baseball and are going to win the World Series. The Mets have a better pitching staff this year, but the Yankees are undefeated against the Mets, so they will still win in the playoffs.

– I conceded that the Mets have a better pitching staff, but refuted that evidence by also adding that the Yankees have only won against that team, negating this concession

Rhetorical Devices

• Patterns of words/ideas that create emphasis and stir emotions

• Used to help persuade the audience to a particular side

Repetition

• Restating the same idea, using the same words (saying the important parts over and over again to emphasize what you want your audience to remember, or feel

• Ex: The big sale is Friday, Friday, Friiiday

Parallelism / Parallel Structure

• Using the same pattern of words to show that 2 or more ideas have the same level of importance– Repeating a grammatical structure in a

sentence. – The words are different, but the type of

sentence structure is the same.

• Ex: The more we do, the more we can do

Restatement

• Expressing the same idea, using different words. Ensures that everyone will understand what you are saying, while working in the same was as repetition by getting the importance of your idea across

• Ex: Don’t judge someone before you know them…You can’t judge a book by it’s cover

Rhetorical Questions

• Asking questions for effect—NOT to get answers. Asking a question with an obvious answer gets the audience to think about the answer for themselves

• Ex: Can I ask a rhetorical question? Well, can I?

Comparisons• Similes• Metaphors• Analogies

• Used to show the difference between what you are trying to persuade the audience to believe, and something good / bad that they can relate to

• Works like refutations—shows what could be, as opposed to what you are trying to get the audience to want, believe, or do

Flattery

• Plays right into “pathos”—giving the audience compliments to make them feel good, and agree with you

• Ex: When you make that meatloaf it makes me sleep so much better…what are we having for dinner?

Damning with False Praise

• Intentional use of a positive statement that has a negative implication

• Ex:…That through the land they praised her each one…for knowen was the false iniquity (Chaucer)

Fallacy

• A deceptive, misleading, or unsound argument; misconception

• Ex: “Animal experimentation reduces our respect for life. If we don’t respect life, we are more likely to be more tolerant of violent acts”

False Dilemma

• A type of fallacy• An oversimplification that offers a limited

number of options (usually only 2), when in reality, more options are available

• Ex: You are going to have to make up your mind…either use your money to buy the cheap iPod or save your money longer to buy the better one later.

Reverse Psychology

• Getting someone to do or believe what you want them to, by pretending you don’t want them to do it / believe it, or pretending that you want something else even more

• Ex: Bill: Don’t you get it…you have to use reverse psychology

Bob: That sounds too difficult Bill: Ok, you’re going to lose her Bob: You’re right, I will use reverse psychology

Metonymy

• When a thing or concept is not called by its own name, but by the name of something intimately associated with it

• Ex: The White House asked for air time on Monday night.

Non-Sequitur• Doesn’t flow with previous statements; contains

an illogical conclusion. Can denote an abrupt, illogical, unexpected, or absurd turn in the plot or dialogue. Used in literature to add humor.

• Ex: “The Emperor Nero was playing a fiddle, so they burned Rome.” ~Anonymous

• Ex: “Those who survived the San Francisco earthquake said, ‘Thank God, I’m still alive.’ But, of course, those who died, their lives will never be the same again.” ~Senator Barbara Boxer

Anaphora

• Repetition of introductory words or phrases for effect

• Ex: "We shall fight on the beaches, we shall fight on the landing-grounds, we shall fight in the fields and in the streets, we shall fight in the hills." ~Winston Churchill

Paradox

• A statement which seems self-contradictory, but which may be true in fact

• Ex: “Come, lady, die to live” (IV.i.252). Much Ado About Nothing

Antithesis

• Strongly contrasting words, images or ideas, emphasized by parallel structure.

• Ex: “It was the best of times, it was the worst of times.” ~Charles Dickens, A Tale of Two Cities.

• Ex: “We must learn to live together as brothers, or perish together as fools.” ~Martin Luther King, Jr., 1964

Digression

• A temporary departure from the main subject to discuss something else

• Ex: