Persuasive Techniques.pptx - Persuasive Techniques Used in...

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Persuasive Techniques Used in Advertising Introductory Video:
Advertising Strategies Advertisers use a variety of strategies to do a variety of things: They entice… Consumers to buy products. Choose a business or service that they need. Hungry people to eat at a particular restaurant. Children to want a specific toy. People to donate to a certain cause or organization. Drivers to want a reliable, sporty, or fuel efficient car. …and more!
Advertising Techniques: ETHOS AKA CREDIBILITY Who is doing the persuading? Ethos (Credibility), or ethical appeal , means convincing by the character of the author. We tend to believe people whom we respect. One of the central problems of argumentation is to project an impression to the reader that you are someone worth listening to, in other words making yourself as author into an authority on the subject of the paper, as well as someone who is likable and worthy of respect. Ethos (Greek for 'character') refers to the trustworthiness or credibility of the writer or speaker. Ethos is often conveyed through tone and style of the message and through the way the writer or speaker refers to differing views. It can also be affected by the writer's reputation as it exists independently from the message--his or her expertise in the field, his or her previous record or integrity, and so forth. The impact of ethos is often called the argument's 'ethical appeal' or the 'appeal from
Examples of advertisements with ETHOS: In advertising, celebrities, experts, and intelligent confident people are usually the ones who appeal to consumers the most. SAFE AUTO “VOTE” ADIDAS TOOTHPASTE (1960s!) NIKE
Advertising Techniques: LOGOS Logos (Logical) means persuading by the use of reasoning. This will be the most important technique we will study, and Aristotle's favorite. We'll look at deductive and inductive reasoning, and discuss what makes an effective, persuasive reason to back up your claims. Giving reasons is the heart of argumentation, and cannot be emphasized enough. We'll study the types of support you can use to substantiate your thesis, and look at some of the common logical fallacies, in order to avoid them in your writing.

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