Persuasion
The not-so-subtle art of getting
people to do what you want them
to do.
Just so you know…
During this unit you will complete several
assessments demonstrating your understanding
of the art of persuasion.
 As you learn more about the art of persuasion,
you are also going to learn how wide-spread the
use and abuse of the art of persuasion is.
 One place we can look to learn the art of
persuasion is the modern media. For better or
worse, the media is the king of persuasion.

Consider…
The average American is exposed to over
3,000 advertisements a day.
 That’s 93,000 a month; 1.1 million a year.
 The sole reason behind every one of them
is to persuade the viewer to want the
product.
 American companies spend
$62,000,000,000 annually on advertising.

The root of persuasion…

Ethos

Pathos

Logos
Ethos

Ethos = Ethical appeals
This type of persuasion is based on shared
moral values and calls forth an audience’s
sense of right, justice and virtue.
 In modern media, testimonials are
sometimes to make an ethical appeal.

Pathos

Pathos = Emotional appeals

This strategy appeals to the heart and is
based on specific examples of suffering or
potential threats and usually relies on
poetic/figurative language rich in imagery.

In modern media, sad music, a solemn voiceover of a trusted actor influence our emotional
response to an issue! Watch out for the tearjerker.
Logos

Logos = Logical appeal

This type of persuasion appeals to the
logical mind. Such logical reasoning can
be inductive or deductive.

In modern media, look for weasels,
bandwagons, and transfers, all of which
are illogical. More on them later.
With that in mind…
Watch the following ad.
 Take notes on how the ad uses:
Ethos –
Pathos –
Logos 
Extra credit if you find the metaphor and the exaggeration!
http://www.youtube.com/watch?v=6eXfvRcl
lV8&feature=related
In your opinion…

Which was the most effective persuasive
strategy in this commercial? Why?

Why do you think the director chose lyrics
with references to angels in this ad?
Hold on a minute…
A counterargument is an argument on the
opposing side.
So, what might be an effective
counterargument against a program like
this?
Developing sound arguments

A sound argument should include:
– A well-thought out stance on an issue
– Three key arguments to support your stance
– A solid foundation of research from which you
base your opinion
– The use of all three basic persuasive
strategies: ethos, pathos, logos
– Recognition of a counterargument
But…
…we’re a long way from that. Let’s take a
better look at how the media and
advertising use and abuse persuasive
techniques to influence us.
A Glossary of Persuasive
Techniques…
After all, you have to keep your weasels
from jumping on the bandwagon and
eating your eye candy…
Weasels



A weasel word is a modifier that practically negates the claim that
follows.
This comes from how weasels eat eggs: they slurp out the inside
without cracking the shell, leaving the egg seemingly, well, egglike,
until it’s cracked open and it’s EMPTY.
Helps, fights, virtual, virtually, acts, up to, can be, refreshes, and
tackles are all weasel words.

"Helps control dandruff symptoms with regular use.“

"Leaves dishes virtually spotless."

"Only half the price of many LCD’s."

"Listerine fights bad breath."
Bandwagon

The strategy tells the viewer that
everyone uses the product. Viewers buy
the product to fit in or because they
assume if others use it, it must be good.

The Anti-Bandwagon works just the
opposite: buy the product to be different
from everyone else.
http://www.youtube.com/watch?v=msMsLg23OLs
Transfer
This strategy asks the viewer to transfer
their feelings of happiness or excitement
about the ad to the product!
 This strategy is even more effective when
it’s linked to a testimonial: the use of a
celebrity who we hold in respect because
of their ability, status, and/or physique.
 Common man testimonials work well, too!

Humor

This strategy wants to mix the happiness
of laughter with the product.
Happy thoughts + product = sales
http://www.youtube.com/watch?v=GkgZFI4ZT0I
http://www.youtube.com/watch?v=MahL0Q1dPX8&NR=1
http://www.youtube.com/watch?v=Abr_LU822rQ&feature=related
http://www.youtube.com/watch?v=5BeaRR9DmNU
http://www.youtube.com/watch?v=NjMUfIKktWU
http://www.youtube.com/watch?v=xffOCZYX6F8&NR=1
http://www.youtube.com/watch?v=sjII6F-nJBQ&NR=1
Snob Appeal

This persuasive technique arouses the
viewers desire for wealth and status or to
feel superior.
http://www.youtube.com/watch?v=8BKZgOVFyGc
Making Metaphors

One of the most effective persuasive
techniques is to compare the product to
something that has similar attributes.

For example, the viewer may not know
what 286 horsepower feels like, but it
knows that cheetahs are fast…
http://www.youtube.com/watch?v=Q_WJM1qv0vg
Create a Character

The strategy relies on a funny, interesting,
memorable character that people will
remember as they shop. Funny characters
invite people to laugh, and remember,
laughter is good for sales.
http://www.youtube.com/watch?v=E5Fy7h-zdGY&feature=related
http://www.youtube.com/watch?v=sPPfYKbO-1M&feature=related
http://www.youtube.com/watch?v=q9eqj7xRzk0
Creating a Problem

This is a technique to grab attention, to
engage people who have the problem. Or
people who want to avoid getting the
problem. Or those who are concerned
about the problem for other reasons. Later
in your ad, commercial, or mailer you’ll
explain how your product solves the
problem, persuading them to purchase it.
http://www.adcracker.com/techniques/Problem_Solution_Advertising_Technique.htm
Eye Candy

These ads are so visually engaging, that
they leave viewer thinking, “Wow! I’ve
never seen anything like that before.
That’s so cool!”
High cool factor = high sales factor
http://www.youtube.com/watch?v=olPS6pod42U
http://www.youtube.com/watch?v=q8Qy-8O6Ls4&feature=related
One last thing…





If you’re interested in a career in the advertising
field…
Starting salaries - $40,000
Management Positions - $50,000 - $90,000
Take classes in communications, design, market
research, marketing, and technology.
If you can communicate well (written, oral,
technology, etc), understand people, and are
creative, this field might be for you.