Persuasion and Persuasive Techniques
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