WHAT TECHNIQUES CAN WE
USE TO PERSUADE?
What do we need to know about our
audience in order to persuade them?
Persuasive Techniques in Advertising
Write an answer for each of the following questions:
Where do you encounter advertising?
Which specific advertisements stick in your
head?
What makes these advertisements
memorable?
Do you think advertisements have an effect
on your personal interests? Why or why
not?
Aristotle's Rhetorical Triangle/
Persuasive Techniques
 Pathos
 Ethos
 Logos
What ideas or memories does this item evoke?
1. The Nike swoosh
What ideas or memories does this item evoke?
2. The golden arches
What ideas or memories does this item evoke?
3. A can of Coca-Cola
What ideas or memories does this item evoke?
4. Sleeping Beauty’s castle on the
Disney logo
What ideas or memories does this item evoke?
5. The Vietnam Veterans Memorial
What ideas or memories does this item evoke?
6. Ground Zero at the World Trade
Center site
What ideas or memories does this item evoke?
7. A dollar bill
Journal
What common experiences do these items evoke
for members of this class?
1.
2.
3.
4.
5.
6.
7.
The Nike swoosh
The golden arches
A can of Coca-Cola
Sleeping Beauty’s castle on the Disney logo
The Vietnam Veterans Memorial
Ground Zero at the World Trade Center site
A dollar bill
Avante Garde
 The suggestion that using this product puts the
user ahead of the times
 Example= A toy manufacturer encourages kids to
be the first on their block to have a new toy.
Weasel Words
 Used to suggest a
positive meaning
without actually
really making any
guarantee
 Examples= A scientist
says that a diet
product might help
you to lose weight the
way it helped him to
lose weight. A dish
soap leaves dishes
virtually spotless.
Magic Ingredients
 The suggestion that
some almost miraculous
discovery makes the
product exceptionally
effective
 Example= A
pharmaceutical
manufacturer describes a
special coating that
makes their pain reliever
less irritating to the
stomach than a
competitor’s.
Patriotism
 The suggestion that
purchasing this product
shows your love of your
country
 Example= A company brags
about its product being
made in America
Transfer
 Positive words, images, and
ideas are used to suggest
that the product being sold
is also positive.
 Example= A clothing
manufacturer wanting
people to wear their product
to stay cool during the
summer shows people
wearing fashions made from
their clothing at a sunny
seaside setting where there
is a cool breeze.
Plain Folks
 The suggestion
that the product
is a practical
product of good
value for ordinary
people
 Example=
A cereal
manufacturer
shows an ordinary
family sitting
down to breakfast
and enjoying
their product.
Snob Appeal
 The suggestion that
the use of the product
makes the customer
part of an elite group
with a luxurious and
glamorous lifestyle.
 Example= A coffee
manufacturer shows
people dressed in
formal gowns and
tuxedos drinking
their brand at an art
gallery.
Bribery
 Offers you something “extra” with the product
 Example= Buy a burger; get free fries.
Bandwagon
 The suggestion
that you should
join the crowd
or be on the
winning side by
using a
product—you
don’t want to be
the only person
without it!
Everything’s an Argument
Find a picture on one of the following pages. Be
ready to explain how it uses of one of the main
persuasive techniques.
 Pathos: p. 38-51
 Ethos: p. 52-68
 Logos: p. 69-94
Principles of Persuasion
1.
Reciprocity: people feel obligated to give back after they have
received something.
2.
Scarcity: people want more of things they can have less of.
3.
Authority: people follow the lead of credible, knowledgeable experts.
4.
Consistency: people like to be consistent with the things they have
previously said or done.
5.
Liking: people prefer to say yes to those they like; people like those
who are similar to them, give them compliments, and cooperate with
them.
6.
Consensus: people look to the actions and behaviors of others to
guide their own; the larger the group of individuals in agreement, the
more likely others are to join.

Create a drawing that demonstrates one of the principles .
Creating Your Own Advertisement
Complete the Planning Your Advertisement
sheet.
2. Create an advertisement on paper. Include
everything that was in your plan.
3. Next class: Share with another group.
1.
Journal
 Advertisements can be very influential and
manipulative, persuading people to join
organizations or mostly, to buy products.
 How do you feel about companies targeting young
children as young as 2 and 3 years old?
 How much do you think we are influenced by ads
as a society?
 Is there a way this influence can be avoided? If so,
how???
Analyzing Influential Speeches
 Read your speech.
 Answer the following questions on the back of the
speech or on a separate sheet:
Who is the speaker, and who is the audience?
2. What is the purpose of the speech?
3. What techniques, strategies, and/or fallacies are
used? (identify at least three) Where are they used?
(underline or highlight)
4. In your opinion, is the speech persuasive? Why or
why not?
5. Be prepared to read the speech and your answers to
the class.
1.