Persuasive Devices

Three Main AppealsLogosEthosPathos

Logos Appeal to Logic

Very 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: 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.

Rule of Three Listing three things for balance

and emphasis Example: The pain, the fear, the

destruction are all the same.

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

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.”

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 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