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