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The Art of Rhetoric: Persuasive Techniques in Advertising

Discover the art of speaking and writing effectively to influence others. Learn about the three methods of persuasion - ethos, pathos, and logos - and how they are applied in advertising. Watch a video and explore resources on persuasive techniques.

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The Art of Rhetoric: Persuasive Techniques in Advertising

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  1. Copy gold The Art The Art of Rhetoric

  2. Watch video from Read/Write/Think8 min. http://www.readwritethink.org/classroom-resources/lesson-plans/video/persuasive-techniques-advertising-1166.html

  3. What is rhetoric? • Aristotle defines rhetoric as • The ability to discover all available means of persuasion in a given situation. • In simple terms, rhetoric is the art of speaking or writing EFFECTIVELY to influence others.

  4. Have you ever seen a commercial & been convinced to • buy a product? • use a service? • feel a certain way? You were influenced whether you realized it or not.

  5. Whenever you read or listen to an argument, ask yourself, ”Is this persuasive? And if so, to whom?" 

  6. Three methods of persuasion are… • Ethos (ee thos rhymes with boss) • Pathos (pay thos [rhymes with boss] • Logos (log os [rhymes with boss]

  7. Ethos “You can trust me.” • Convince the audience that you are qualified to speak on the subject. • Establish your credibility-how?

  8. An actor in a pain reliever commercial puts on a doctor’s white coat; they are hoping the coat will give the actor the authority to talk persuasively about medicines.

  9. Ethos is a person’s credibility with a given audience. It can mean having sincerity, authority, or expertise. What topic might he be credible on? ETHOS: Appeal to Credibility or Image

  10. Ethos • Ethos is related to the English word ethics and refers to the credibility of the speaker/writer.  • When we believe that the speaker is knowledgable, we are more willing to listen to what s/he has to say.

  11. Example • George Foreman and his Grilling Machine • Boxer • Fitness Expert • On what topic might he not be credible?

  12. Ethos Mistakes • Appearing misinformed • Appearing to have a character flaw • Appearing to not care about your audience’s needs • Talking down to your audience

  13. Using Ethos • Show your intelligence: you’re an insider, you have relevant experience • Show your character: cite approval from respected people • Avoid name calling or disrespectful language • Show good will

  14. PATHOS: Appeal to Emotions • Rely on emotions and feelings to persuade the audience • How does it make us feel?

  15. A group that is collecting money for an animal care facility will first show you pictures of very sad looking dogs and cats.

  16. Pathos • You accept a claim based on how it makes you feel without fully analyzing the rationale behind the claim.  • They may be any emotions: love, fear, patriotism, guilt, hate, joy, etc.

  17. Ways to use Pathos • Tell a story  • Tell a joke • Show your own emotion • Use emotional words  

  18. Where do you notice PATHOS appeals? “America's older citizens have rightly been called the "greatest generation." It is morally unacceptable that the people that built this country -- our senior citizens -- should suffer hunger in a land of plenty, which they helped to create.” -from America’s Second Harvest program

  19. “America's older citizens have rightly been called the "greatest generation." It is morally unacceptable that the people that built this country -- our senior citizens -- should suffer hunger in a land of plenty, which they helped to create.” -from America’s Second Harvest program

  20. Team Pathos Practice Sheet

  21. Logos appeals rely on the audience’s intelligence to persuade them. Use facts, figures, stats, quotes LOGOS: Appeal to Logic or Reason

  22. Logos • Logos refers to any attempt to appeal to the intellect, the general meaning of "logical argument."  • Everyday arguments rely heavily on ethos and pathos, but academic arguments rely more on logos: there will be logical chains of reasoning supporting all claims.

  23. Using Logos to Persuade Parallel Case: “Dad, can I get a part time job? Tim has one and he’s still getting As and Bs in his classes. He has the same classes as me.” Cause/Effect: The reduction in the bee population arises with the increased use of chemicals like Roundup.”

  24. Which technique would work on your mom if • You wanted her to buy you new shoes? • You wanted a new game? • You wanted to go on vacation with your best friend (to another country)? • You…

  25. Ethos, Pathos, or Logos?

  26. Where do you notice PATHOS and LOGOS appeals? The Arctic National Wildlife Refuge provides a safe refuge for 180 species of migratory birds, serves as a birthing ground for one of the hemisphere's largest caribou herds and has been home to the Gwinch'in people for a thousand generations. Ninety-five percent (95%) of Alaska's North Slope is already available to Big Oil, but these companies want it all.

  27. The Arctic National Wildlife Refuge provides asafe refugefor180 species of migratory birds, serves as a birthing ground for one of the hemisphere's largest caribou herds and has been home to the Gwinch'in peoplefor a thousand generations.Ninety-five percent (95%)of Alaska's North Slope is already available toBig Oil, but these companies want it all.

  28. Who is the target audience? • What technique is being used? • Ethos-they can be trusted • Logos-it is logical, facts, stats, quotes • Pathos-how do they want us to feel?

  29. He already knows what he wants to be when he grows up. What kind of society raises six-year olds on dreams of suicide/homicide and hatred? A society that targets Israel. They target Israel, because Israel shares America’s values – democracy, freedom of religion, women’s rights, a free press, scientific achievement and a burgeoning, open economy. By supporting Israel’s struggle against terror, you are helping defend the cause of freedom, not just in Israel, but here in America and throughout the free world. Israel. The front line of the free world.

  30. Let’s look at commercials using rhetorical devices. https://www.youtube.com/watch?v=I7dz_LlSQ8Q There are 5 shown. Afterwards it goes on to Super Bowl commercials (10 min.)

  31. Homework: Commercial Dig • Watch a TV show • Keep a detailed list of 8 different commercials from the same show • Don’t change the channel! • See handout: product name, purpose of product, rate 1-5 (5=I want it!)

  32. Let’s make a commercial • Who is your target audience for the product? • Advertisers think of consumers not as individuals, but as members of groups that tend to believe, behave, or purchase in certain patterns.

  33. Groups of 3-4, no more • Use handout for planning • Make a fictional product to advertise • Who’s your target audience? • What’s the purpose of the product? • Use ethos, pathos, logos • Each person must speak

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