1 / 38

Analyzing Persuasive Appeals in Advertisements

Learn about the persuasive appeals used in advertisements, including ethos, pathos, and logos. Understand rhetorical devices such as alliteration, allusion, and metaphor. Improve your ability to identify and analyze persuasive techniques.

johnjones
Download Presentation

Analyzing Persuasive Appeals in Advertisements

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Objective: Define & Identify the persuasive/rhetorical appeals by examining advertisements

  2. Persuasion is… all around us!

  3. Persuasion shows up in… Words (rhetoric) Images Music Colors Style Propaganda Logical Fallacies

  4. A Greek Philosopher… Aristotle named the appeals. Ethos Pathos Logos

  5. Ethos • Your character; convincing through your credibility. Ethos is achieved by: • Becoming an expert on your topic. • Being likeable and worthy of respect. • Qualities of an ethical appeal: • Fair • Honest • Credible • respectful

  6. Term Examples Ethos Appeal to ethics, credibility, integrity, & authority Video Example - Sensodyne commercial with Stephena Lim, DDS https://www.youtube.com/watch?v=tU9O5YCZ-eM

  7. Pathos • Emotions appealing to the audience; Greek word for “pain.” Pathos is achieved by: • Diction = informal & descriptive • Appeals to human needs: • Physical (life & health) • Psychological (love & respect) • Social (freedom, respect, acceptance)

  8. Term Examples Pathos Appeal to emotion Video Example – McDonald’s “Behind the Signs” https://www.youtube.com/watch?v=hdooKdsayEo

  9. Logos • Appeals to logic or reasoning. Logos is achieved by: • Making a claim and using QUALITY reasons and facts to back it up! • Using clear example to explain NOT confuse

  10. Term Examples Logos Appeal to logic Video Example - Walgreens TV Commercial, “Pedicure” https://www.youtube.com/watch?v=eSzgqWeit4M

  11. “Nothing But Nets” by Rick Reilly

  12. RhetoricalDevices & Techniques

  13. ALLITERATION Repetition of the beginning sound in words “Boys have been born since that time and have become voters.” - Anna Howard Shaw, “The Fundamental Principle of a Republic,” June 21, 1915

  14. ALLUSION An implied or direct reference to a famous person, event, quotation or piece of literature. "And I can pledge our nation to a goal: When we see that wounded traveler on the road to Jericho, we will not pass to the other side.“ • George W. Bush, “2000 Inaugural Address,” January 20, 2001 Note: This allusion refers to the story of the Good Samaritan from the Bible, which takes place in Jericho.

  15. ANAPHORA Repetition of the same words or group of words at the beginning of a phrase or sentence “…it takes a family; it takes teachers; it takes clergy; it takes business people; it takes community leaders; it takes those who protect our health and safety. It takes all of us.” - Hillary Clinton, “Speech at the Democratic National Convention,” August 27, 1996

  16. Antithesis the juxtaposition of contrasting ideas in balanced phrases; opposite ideas placed next to each other in similarly structured syntax (balanced) EX: “It was the best of times, it was the worst of times. “Speech is silver, but silence is gold.” “Give me liberty, or give me death.”

  17. EPISTROPHE The repetition of a word at the end of successive clauses or sentences “and that government of the people, by the people, and for the people shall not perish from the earth. - Abraham Lincoln, “Gettysburg Address,” November 19, 1863

  18. HYPERBOLE An exaggeration to make a point “So first of all, let me assert my firm belief that the only thing we have to fear is fear itself.” - Franklin Delano Roosevelt, “First Inaugural Address,” March 4, 1933

  19. METAPHOR Comparison of two unlike things - a metaphor says something IS another thing, not just like it. “And several people wrote to me, we should not be the world’s policeman.” -Barack Obama, “Remarks by the President in Address to the Nation on Syria,” September 10, 2013

  20. ONOMATOPOEIA Words that sound like what they mean “Sometimes a thousand twangling instruments [w]ill hum about mine ears.” - William Shakespeare, The Tempest, 1623

  21. PARALLELISM Parts of a sentence are grammatically the same to add rhythm and clarity “I have done some good, offered some service, shed some light, healed some wounds… - Jesse Jackson, “1984 Democratic National Convention Address,” July 18, 1984

  22. PERSONIFICATION Giving human qualities to an object or idea “The hopes and prayers of liberty-loving people everywhere march with you.” - Dwight D. Eisenhower, “The Eyes of World Are upon You,” June 6, 1944

  23. RULE OF THREE Including three equal elements in a sentence or series of sentences. The speaker can reveal three interesting facts, tell three stories, or ask three questions in a row. “And so I beg you, I beseech you-oh, I implore you to spell in our simplified forms.” - Mark Twain, “In Behalf of Simplified Spelling,” September 19, 1906

  24. SIMILE Comparison of two unlike things using like or as “Education is like a diamond with many facets.” - Ronald Reagan, “Proclamation 5463,” April 19, 1986

  25. Components of a Persuasive Essay

  26. Concession: acknowledging the value of the other side of the argument; yielding or conceding to a point + • Thesis Statement: states your position/view on the topic = • Concession Thesis: states your position/view (argument) on the topic while making a concession

  27. Subtopic Sentences: Introduce your specific arguments (reasons) for your stance on the topic • Elaboration/Support: specific reasons, details, examples, personal anecdotes that support and prove your point (integrated quotes) • Summative Thesis: states your argument on the topic • Literary/Rhetorical Devices:make your argument memorable

  28. EOC WRITTEN COMPOSITION: Persuasive Read the following quotation. “A newspaper columnist once wrote, “Maturity has more to do with what types of experiences you’ve had, and what you’ve learned from them, and less to do with how many birthdays you’ve celebrated.” Is it necessary to have lived a certain number of years to be considered mature? Think carefully about this question.

  29. Write an essay stating your opinion on whether maturity is dependent on a person’s age. • Be sure to — • state your position clearly • use appropriate organization • provide specific support for your argument • choose your words carefully • edit your writing for grammar, mechanics, and spelling

  30. Logical Fallacies

  31. Logical Fallacies: These are unethical, flawed arguments.

  32. Bandwagon: “Everybody’s doing it.” OR “If everyone’s doing it, it must be okay.”

  33. Ad Hominem: “Attack the man” - Attacks the character of the opponent instead of the issue at hand

  34. Hasty Generalization: • Assuming that MOST or ALL of a population is ______________.

  35. False Information: • Using lies or inaccurate information to prove a point

More Related