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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