Persuasion and Persuasive Techniques. Persuasion Persuasion is communication that is intended to shape, reinforce, or change the responses of others.

Persuasion and Persuasive Techniques

Persuasion•Persuasion is communication that is intended to

shape, reinforce, or change the responses of others.

•Advertisements use persuasion to convince you to purchase their product.

• Speakers/writes use persuasion to convince you to accept their point of view on an issue or idea

Rhetorical Appeals• Techniques authors use to persuade their audience

• Three primary appeals:• Ethos• Pathos• Logos

• Pathos – • An appeal based on emotion

• Logos – • An appeal based on logic

• Ethos – • This appeal is based on the authority

of the individual delivering the text

Persuasive Techniques• Bandwagon appeal – taps into people’s desire to belong to a group• ‘Plain Folks’ appeal – implies that ordinary people are on ‘our side’ or

that a candidate or celebrity is just a regular person• Testimonial – relies on endorsements from celebrities or satisfied

customers• Fame - Affiliation with stardom: linking a product with a popular idea

or person. Michael Jordan on a box of Wheaties; 50 Cent drinking Vitamin Water

More techniques• Individuality – The opposite of bandwagon or group

appeal… suggesting that you do not want to be part of the crowd, but raised above it. You don’t want the same cell phone; you want the best and priciest one. • Humor• Sex