Persuasive Appeals

How do we persuade people to agree to, believe in, or buy what we want

them to?

Ethos (Credibility)

Ethos: the source's credibility or character, the speaker's/author's authority

• We tend to believe people whom we respect. You want to give the impression that you are someone worth listening to, an authority on the subject, as well as someone who is likable and worthy of respect. • Examples: trusted brands like Apple, Kraft, etc.• Expert testimonials • Celebrity Endorsements

Logos (Logical)

Logos: the logic used to support a claim (induction and deduction); can also be the facts and statistics used to help support the argument.

– Persuading by the use of reasoning.– An effective and persuasive reason that supports

your ideas.

Pathos (Emotional)

Pathos: persuading by appealing to the reader's emotions.

Often used for a positive response-to feel a sense of excitement, happiness, appeal, danger, sad, etc.

Quick Review

• Ethos = Credibility• Pathos = Emotion• Logos = Logic

• How many solid persuasive appeals can you find within your advertisement?

Odd Couple Cheerios Ad

http://www.youtube.com/watch?v=aARf-XwDGFg

Mentos Commerical

http://www.youtube.com/watch?v=y_KsOnyuCGA

The Challenger Speechby President Ronald Reagan

http://www.youtube.com/watch?v=gEjXjfxoNXM

Persuasive Appeals

• Why are persuasive appeals important?

• How does each of these advertisements create some type of “call to action” ?

• How could persuasive appeals move beyond advertisements?