Persuasive Media

Where can you find persuasive media?

in print (newspapers, magazines, etc.) on television (commercials)on the web (banner ads)

THE PURPOSE OF PERSUASIVE MEDIA

To persuade you to buy a product To persuade you to take action To persuade you to adopt a way of thinking

Elements of Persuasion

Elements of Persuasion include any strategy used to influence the thoughts and actions of the audience.i.e. Ethical, Emotional, and Logical Appealsi.e. Fallacies

Persuasive Appeals

Persuasive Techniques

An Ethical Appeal (Ethos)projecting an impression that you are someone worth listening to, an authority on the subject, and someone who is likable and worthy of respect

Persuasive Techniques

An Emotional Appeal (Pathos)an attempt to cause an emotional response

Persuasive Techniques

A Logical Appeal (Logos)using the logic of facts and statistics to persuade

Beware of Fallacies!

a.k.a. false arguments or persuasive tricks

Persuasive Techniques (Fallacies)

Can we let a shrimp like this run our great country?Ad hominem

(“against the man”)saying something that draws the audience’s attention to the distasteful characteristics of the opponent

Persuasive Techniques (Fallacies)

The Red Herringsomething that misleads or distracts from the relevant or important issue

Do you find me distracting?

Persuasive Techniques (Fallacies)

The Straw Manmisrepresenting or distorting someone's argument to make it easier to attack

Persuasive Techniques (Fallacies)

Begging the Questionfailing to prove anything other than what is already assumed

I am what I am.

Persuasive Techniques (Fallacies)

The Slippery Slopesaying that if we allow A to happen, then Z will eventually happen too, therefore A should not happen

Persuasive Techniques (Fallacies)

The Loaded Questionasking a question that assumes guilt What is the best

thing about being short?

When did you stop beating your wife?

Persuasive Techniques (Fallacies)

Testimoniala person's written or spoken statement praising the virtues of a product

Persuasive Techniques (Fallacies)

The BandwagonSuggesting that everyone is using the product so you should too

When you are analyzing persuasive media…

Study the graphics. images colors arrangement

Study the text. typeface size arrangement

What messages do these elements convey to you?

If words appear in the media…

Study the language.What words are used?

What do they mean?

When you are analyzing persuasive media…

Ask yourself:1.Who is the audience?2.What is the purpose?3.What is the message?

Try it!

Directions: Analyze the milk advertisement on your own notes sheet.