Persuasive Appeals l Techniques for Persuading An Audience

Persuasive Appeals l Techniques for Persuading An Audience

What is a Persuasive Appeal? An argument that a speaker/writer directs toward a certain belief/feeling/attitude that his/her audience holds l Allows speaker/writer to tailor his/her argument in the best possible way according to his/her audience’s needs/desires l

Three Types of Persuasive Appeals: l Appeal to ETHOS l Appeal to PATHOS l Appeal to LOGOS

Appeals to ETHOS: -Based on the authority/credibility of the writer l -Writer must convince the audience of his/her good character, good sense, and good motives l -Created through known experience, expertise, credentials/certificiation, polished presentation of material l

Appeals to Pathos: The use of emotions to persuade Attempts to persuade by making reader/listener feel guilt, love, security, greed, pity, humor, etc. l Shown through vivid, emotional language, and sensory details l Can sometimes be dangerous—when used as the main support for an argument, they may be masking weak arguments l l

Appeals to Logos: Normally considered most effective appeal l Based on the logic, facts, and evidence, which is usually considered to be most important to readers/listeners l Shown through details, statistics, expert testimony of a credible source, facts, definitions, witness statements l

POP-QUIZ !!! After viewing each advertisement, decide what type of appeal is being used by the author.