POWER OF PERSUASION PERSUASION A means of convincing

POWER OF PERSUASION

PERSUASION • A means of convincing people to: • • Buy a certain product Believe something Act a certain way Agree with a point of view

WHO’S ARISTOTLE? • Aristotle : 384 BC- 322 BC 1. Greek Philosopher (a study concerned with ethics and reasoning among other things) 2. Student of Plato: another Greek philosopher “Rhetoric, ” to Aristotle is the “ability to see the available means of persuasion

THREE ELEMENTS OF PERSUASION: 3 types of persuasive approaches • 1. Logos (Greek for “word”)- appeals to logic or reasoning provides evidence, statistics, proof • 2. Pathos (Greek for “suffering” or “experience”)- appeals to emotions • 3. Ethos (Greek for “character”)- proves you are reliable/credible source, proves you are someone worth listening to

3 WAYS TO PERSUADE! • Using Logos (appealing to logic)- use facts/statistics/evidence to help support your argument • Using Ethos (proves you are a reliable source)try to find things you may have in common with your audience and build on them • Using Pathos (appealing to emotions)- use vivid words, figurative language, and imagerymake your audience feel what you are talking about

WHY SHOULD WE LEARN ABOUT THIS? • Companies persuade us to buy certain products • Politicians persuade us to support them • Peers sometimes use persuasion to get others to join them in an activity • You may want to persuade others to agree with you or do something you want them to do

AUDIENCE • Who are you trying to persuade? • Advertisers know how to target their audience

PERSUASIVE TECHNIQUES • Appeal to Emotion • Bandwagon • Humor • Celebrity endorsement • Word choice

APPEAL TO EMOTION • Words or pictures that appeal to our emotions • May appeal to positive emotions • Happiness, excitement • Or negative emotions • Fear, sadness Commercial

BANDWAGON *Convincing us to accept someone or something because of its popularity “Everyone else is doing it” Or “Everyone else has one” Commercial

HUMOR • Make the audience laugh • Often gives little or no information about the product Commercial

CELEBRITY ENDORSEMENT • A famous person appears in the ad • If ________ uses the product, then it must be good Commercial

WORD CHOICE • Repetition: -Repeating a name, slogan or image over and over in the same advertisement Commercial • *Glittering generalities: • Telling only positive things about something or someone, without giving evidence or facts • Commercial

TODAY’S ACTIVITY • Look at each ad • Answer these questions: • Who is the advertiser? • Who is the target audience? • What persuasive techniques are used?

GROUP ACTIVITY Create a commercial for your original product • Script must be two written pages front and back. Everyone must have a copy of the script in their journals. • Length: 2 -3 minutes • Must be Memorized & everyone must have lines! • Must include the persuasive techniques *Can include humor • Must have a set. Can use props and/or costumes