Bell Ringer—Journal Bell Ringer—Journal

Write about a time when someone talked you into something you didn’t want to do. How did they persuade you? Do you find that

you are easily persuaded? What are some instances that we

encounter persuasion on a daily basis?

Speech Unit 1Speech Unit 1Persuasion Is All Around Persuasion Is All Around

You!You!

“Can You Hear Me Now?”

What is persuasion?What is persuasion?

A means of convincing people:to buy a certain productto believe something or act in a

certain wayto agree with a point of view

3 Categories of Persuasive 3 Categories of Persuasive TechniquesTechniques

1-Pathos: an appeal to emotion.An advertisement using pathos will attempt

to evoke an emotional response in the consumer. Sometimes, it is a positive emotion such as happiness: an image of people enjoying themselves while drinking Pepsi. Other times, advertisers will use negative emotions such as pain: a person having back problems after buying the “wrong” mattress. Pathos can also include emotions such as fear and guilt: images of a starving child persuade you to send money.

3 Categories of Persuasive 3 Categories of Persuasive TechniquesTechniques2-Logos: an appeal to logic or

reason.

An advertisement using logos will give you the evidence and statistics you need to fully understand what the product does. The logos of an advertisement will be the "straight facts" about the product: One glass of Florida orange juice contains 75% of your daily Vitamin C needs.

3 Categories of Persuasive 3 Categories of Persuasive TechniquesTechniques3- Ethos: an appeal to credibility or character.An advertisement using ethos will try to

convince you that the company is more reliable, honest, and credible; therefore, you should buy its product.

Ethos often involves statistics from reliable experts, such as nine out of ten dentists agree that Crest is the better than any other brand or Americas dieters choose Lean Cuisine.

Often, a celebrity endorses a product to lend itmore credibility: Catherine Zeta-Jones makes us

want to switch to T-Mobile.

Pathos, Ethos, or Logos??Pathos, Ethos, or Logos??

Practice in pairs identifying which persuasive technique is being

used.

You have 5 minutes!

Common persuasive Common persuasive techniques often used in techniques often used in advertisingadvertising

SloganRepetitionBandwagonTestimonial Emotional AppealExpert Opinion

Purpose?

Slogan: “Can you hear me Slogan: “Can you hear me now?”now?”A catchy phrase or statement often

used to sell a service or a product

Repetition: Repetition: The name of a product is repeated many The name of a product is repeated many timestimes

HEAD ON Apply directly

to the forehead

HEAD ON Apply directly

to the forehead

HEAD ON Apply directly

to the forehead

BandwagonBandwagon

A statement suggesting that everyone is using a specific product, so you should too

TestimonialTestimonial

A well-known person supports a product or service

Emotional AppealEmotional AppealA person is made to have strong

feelings about a situation or product

Expert opinionExpert opinion

Experts approve this product, so you should use it

“Four out of five dentists recommend sugarless gum for their patients who chew gum”

Quick reviewQuick reviewSloganRepetitionBandwagonTestimonial Emotional AppealExpert Opinion

Audience AwarenessAudience Awareness

Advertisers know how to target their audiences use appropriate persuasive

technique

Who’s the audience?Who’s the audience?

Audience?

Audience?

Purpose?

Persuasive

technique?

Audience?Purpose

?

Persuasive

technique?

Audience?

Audience?

Purpose?

Audience?

Purpose?

Audience?

Persuasive

technique?

Purpose?

Audience?

Persuasive

technique?

Relevant factsRelevant factsAdvertisers spend about $200 billion

a year on TV advertising The average cost for Super Bowl ads

is $2.6 million per 30 second spotThe average American watches

about 24,000 TV commercials a year

http://television-commercial.net/

Making ConnectionsMaking ConnectionsWhat is your favorite jingle? What slogan for a product do you

find yourself saying?What TV commercial has

influenced you to make a purchase?

Since Tubby Smith and Billy Gillispie shop at Kroger, does that mean we should too?

ReflectionReflection

“Persuasion is all around you”

In addition to TV commercials, where else do you see persuasion all around you? Is that persuasion influencing you or your family in any way? Explain.

Group WorkGroup Work In groups of 4-5, find 6 advertisements in a

magazine

Analyze the advertisement ◦ Description of the product◦ Description of the advertisement ◦ Identify the audience◦ Identify the strategies used◦ Discuss how the strategies were used

Choose 1 of the advertisements and put it on a poster board with the analysis surrounding the ad