Persuasive Techniques Appeals ethos logos and pathos Techniques

Persuasive Techniques Appeals (ethos, logos, and pathos) Techniques & Examples Exercises

Persuasive Techniques PPT (grades 6 -9) This Power. Point will help students recognize, analyze, and utilize persuasive techniques. Please do not claim these slides as your own – I reserve all rights to this product and worked *very hard* to make it work for you. All animations appear on a click. Please test this PPT before you use it in your classroom so that you understand how it works. I wanted you to have the opportunity to let students answer before the answer appeared on the screen. All videos linked herein are from You. Tube, so please make sure that you have a way to play these videos at school. I recommend using either Share. Safe. tv or Save. Tube. com. Please please leave feedback for this product at the product page. Your feedback encourages Teacher Authors to continue to create both free and paid products. You also get credit for feedback on paid products that you can use towards future Tp. T purchases. Thanks, Danielle @ Nouvelle ELA You may also enjoy… Nouvelle on Pinterest Nouvelle on Facebook Email me!

What does it mean to persuade someone to do something? àIt means to convince them to do what you want. Any strategy that you use is called a persuasive technique. Created by Danielle Hall @ Nouvelle ELA Persuasion

Think Now, think about what you could say to make the person next to you want to buy your pencil. Pair Turn to that person and try to persuade them. Share Let’s hear a few examples! Raise your hand if you want to share. Created by Danielle Hall @ Nouvelle ELA “Buy My Pencil”

Persuasive Techniques The Appeals

Basic principles to Ethics/Morals (ethos) v. Appeal to Logic (logos) v. Appeal to Emotion (pathos) v. Appeal Created by Danielle Hall @ Nouvelle ELA In this section, you’ll learn about:

Aristotle [384 b. c. to 322 b. c] philosopher � Student of Plato and the teacher of Alexander the Great � Wrote about subjects including poetry, government, ethics, biology, physics and more � Aristotle identified three techniques one could use when trying to persuade someone: ◦ Ethos ◦ Logos ◦ Pathos Created by Danielle Hall @ Nouvelle ELA � Greek

Created by Danielle Hall @ Nouvelle ELA

Ethos [ethics] reader or listener is influenced by how ethical they believe the writer or speaker to be. �Aristotle called it the “moral rightness” of an argument. �Aristotle said that we are more likely to believe what the person has to say if s/he has “good sense, good moral character and goodwill. ” Created by Danielle Hall @ Nouvelle ELA �The

Logos [logic] argument based on reason �Aristotle saw it as the basic ability to create logical arguments and to persuade someone that your ideas and solutions are true Created by Danielle Hall @ Nouvelle ELA �An

Pathos [passion] of emotional appeals to get the audience to accept the speaker’s viewpoint �A common use of pathos in argument is to make the audience “feel bad” or “rejected” if they fail to agree with the speaker’s argument. Created by Danielle Hall @ Nouvelle ELA �Use

PERSUASIVE TECHNIQUES AND STRATEGIES Part 1

Appeal to Authority/Expert Opinion on an expert to provide credibility or importance to product, service or position �For example: ◦ Dentist promotes a certain brand of toothpaste ◦ “Four out of five dentists recommend sugarless gum for their patients who chew gum” Created by Danielle Hall @ Nouvelle ELA �Calls

Appeal to Emotion emotionally charged language or images �For example: ◦ Humane Society commercials ◦ Pictures of devastation caused by natural disasters in order to boost support for relief efforts Created by Danielle Hall @ Nouvelle ELA �Uses

Appeal to Ethics the writer or speaker as a person of good sense, good moral character and good intentions �For example: ◦ A political candidate says he refuses to mud-sling and prefers to talk about the issues instead Created by Danielle Hall @ Nouvelle ELA �Positions

Appeal to Logic rational arguments to support one’s claim using facts, figures and statistics �For example: ◦ Facts are given that support the need to reduce traffic fatalities Created by Danielle Hall @ Nouvelle ELA �Provides

Smoking is dangerous because cigarette smoke contains over 4, 800 chemicals, 69 of which are known to cause cancer. Logic There is clear evidence that cell phones save lives in emergency situations. Emotion My dentist says that I should brush and floss twice daily to help take care of my teeth. Authority Created by Danielle Hall @ Nouvelle ELA Your Turn!

Your Turn! – Facebook-themed Created by Danielle Hall @ Nouvelle ELA Lady Gaga was more popular than Justin Bieber in 2011 because she had ten million more Facebook fans than Bieber. Logic Facebook, used by millions of people including celebrities like Oprah and Bill Gates, is a reliable way to network. Authority Facebook is slowly eroding your sense of privacy and eventually, you will not mind being monitored without your knowledge. Emotion The ability to express yourself freely on Facebook is a right guaranteed by the Constitution. Ethic

We should do away with our uniform because it limits our development of self-expression. Ethics A study by the Department of Education showed that student learning increased when the distraction of fashion was removed. Logic How would you feel if you had to wear the same clothes all the time? Emotion Created by Danielle Hall @ Nouvelle ELA Your Turn! – Uniform-themed

1. With a partner, write one persuasive statement for each type of appeal. 2. When you finish, have another group try to identify the type of appeal you used. Created by Danielle Hall @ Nouvelle ELA Create Your Own

PERSUASIVE TECHNIQUES AND STRATEGIES Part 2

Bandwagon to persuade the consumer that something is good because “everyone” is doing it (“jumping on the bandwagon”). This appeals to our desire to be part of the group. �For example: ◦ “Everyone is switching to this cell phone network. Shouldn’t you? ” Created by Danielle Hall @ Nouvelle ELA �Attempts

Card Stacking out necessary information for the audience/consumer to make an informed decision �“Stacks the cards” in favor of one’s viewpoint by using only arguments that support a position or by ignoring or denying the arguments against it �For example: ◦ A newspaper uses a large picture of a smiling spokesperson for an organization that it favors or a less attractive or smaller picture of a person speaking on behalf of a position they do not support Created by Danielle Hall @ Nouvelle ELA �Leaves

Endorsement/Testimonial a popular figure such as a celebrity to endorse a product, service or cause �For example: ◦ Celebrities with beautiful complexions endorse Proactive What other examples of Testimonials can you think of? Created by Danielle Hall @ Nouvelle ELA �Uses

Exaggeration the effectiveness or importance of a product �For example: ◦ An anti-wrinkle cream promises to take off 10 years in one night Created by Danielle Hall @ Nouvelle ELA �Overstates

Euphemisms an agreeable or inoffensive expression or term for one that may offend or suggest something unpleasant �For example: ◦ The phrase “we are experiencing heavy casualties” to describe people dying What euphemisms can you think of for “dying”/ “died”? Created by Danielle Hall @ Nouvelle ELA �Substitutes

Fear a dreaded circumstance and usually follows it up with the kind of behavior needed to avoid that horrible event �For example: ◦ “This is your brain (image of an egg). This is your brain on drugs (image of the egg being cracked into a hot frying pan. )” Created by Danielle Hall @ Nouvelle ELA �Presents

Glittering Generalities slogans or simple phrases that sound good but provide little or no information due to the vagueness of the message or the positive connotations of the words �For example: Created by Danielle Hall @ Nouvelle ELA �Uses

Plain-Folks Appeal by suggesting that everyday things are superior to special or extravagant things �For example: ◦ Country Time lemonade sells itself as simple and therefore valuable – a return to the “good old days” when plain folks and simple ways were important Created by Danielle Hall @ Nouvelle ELA �Works

Repetition product, service or position several times �For example: ◦ “Head On – apply directly to the forehead. ” Created by Danielle Hall @ Nouvelle ELA �Repeats

Rhetorical Questions a question in which no response is expected or desired (the answer is obvious). The question is used for effect or is used to emphasize a point �For example: ◦ “Can we continue to allow our troops to die? ” Created by Danielle Hall @ Nouvelle ELA �Asks

Connotation / Word choice words that will influence audience’s perception of an item or issue �For example: ◦ “The assignment was asinine. ” vs. “The assignment was irksome” Created by Danielle Hall @ Nouvelle ELA �Chooses

Sex Appeal / Beautiful People beautiful and attractive people to sell you something �For example: ◦ A handsome man promotes using a Gillette razor Created by Danielle Hall @ Nouvelle ELA �Uses

Scientific Approach tests, statistics and scientific sounding jargon or diagrams to lend credibility to something �For example: ◦ A chair is ergonomically designed to fit the contours of your body ◦ Any of those “shape up” sneakers Created by Danielle Hall @ Nouvelle ELA �Uses

Snob Appeal on our desire for fancy items and the “good life” �For example: ◦ Commercial shows a crystal bowl as a cat is called to a Fancy Feast dinner Created by Danielle Hall @ Nouvelle ELA �Plays

Something for Nothing that most people are seeking a “good buy” or “something for nothing” �For example ◦ “If you buy this computer, we’ll throw in a free printer” ◦ Buy one, get one ½ off Created by Danielle Hall @ Nouvelle ELA �Belief

Transfer words, images or symbols that arouse emotions and connect the viewer’s emotion to the product being sold �For example: ◦ A tire dealer places red, white and blue banners throughout his store, or a political activist closes his speech with a prayer Created by Danielle Hall @ Nouvelle ELA �Uses

Urgency / Call to action the impression that you have to act fast �For example ◦ “Order now! Supplies are limited! Everything must go!” Created by Danielle Hall @ Nouvelle ELA �Creates

Your Turn! 1. “Call right now, before it’s too late!” Urgency How do you know? Keyword: “now” Created by Danielle Hall @ Nouvelle ELA Identify the technique used in the slogan:

Your Turn! 2. “At other diners, the food is always bad. Choose Jack’s Diner and you’ll be glad!” Name-Calling How do you know? It mentions “other diners” Created by Danielle Hall @ Nouvelle ELA Identify the technique used in the slogan:

Identify the technique used in the slogan: 3. “Everyone’s a winner at Chuck-E-Cheese’s!” Bandwagon How do you know? Keyword: “everyone” Created by Danielle Hall @ Nouvelle ELA Your Turn!

Identify the technique used in the slogan: 4. “Surelight Home Security: Stay Safe. ” Fear How do you know? Keyword: “safe” Created by Danielle Hall @ Nouvelle ELA Your Turn!

Your Turn! Created by Danielle Hall @ Nouvelle ELA 8. Choose the technique used: A commercial shows a cute boy walking down the sidewalk, listening to music on his new phone. Several girls follow him, and he eventually turns around to show them the phone. B. Beautiful A. Scientific Approach B. Beautiful People C. Repetition

Your Turn! A commercial shows a used car lot. It flashes the sign several times, and the voice repeats this name. A. Scientific Approach B. Beautiful People C. Repetition C. Created by Danielle Hall @ Nouvelle ELA 9. Choose the technique used:

Your Turn! A commercial explains how a face wash is good for your skin. It shows you how various chemicals in the face wash repair your damaged skin. A. A. Scientific Approach B. Beautiful People Scientific Approach C. Repetition Created by Danielle Hall @ Nouvelle ELA 10. Choose the technique used: