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Ethos logos pathos ppt

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Activity for my INDT501 course

Activity for my INDT501 course

Published in Education , Technology , Business
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Transcript

  • 1. Persuasion in Advertising
  • 2. Why study persuasion? Once you know how the advertisers do it, you will be more aware of why certain products are persuasive!
  • 3. Why study persuasion? If you know why you are persuaded by something, you will be able to make a less-biased decision and form your own opinion. You can also use it to fight for a cause you believe in.
  • 4. How do they do it? There are three basic categories that persuasive techniques fall into. Those are...
  • 5. Ethos Logos Pathos
  • 6. Ethos Credible Logos Logical Pathos Emotional
  • 7. Ethos: Credible or Ethical Appeal Means convincing by the character of the author ● Someone who has authority, someone who is likable or respected ● Goal is to convince people you are someone worth listening to ● People tend to believe people whom they respect. ●
  • 8. Logos: Logical or Fact-Based Appeal Means persuading by the use of reasoning. ● Often uses things such as Statistics. ● Focus on facts, recorded evidence, historical data ● Mentions things like studies, surveys, and research. ● ●
  • 9. Buzz Words: Logos words that really “mean” nothing, but sound factually important Examples: ● “Pure” ● “Natural” ● “Freedom” ● “Tasty” ● Words that end in -er ● Better, Cleaner, Longer, Faster ● Technically not the best, but better than it was! ●
  • 10. Buzz Words: Sometimes they are complete nonsense words associated with a fun statistic for logos humor.
  • 11. Pathos: Emotional Appeal Persuading by appealing to the audience's emotions ● Language choice affects the audience's emotional response ● Can be positive (Love, excitement) ● Can be negative (Jealousy, hatred) ●
  • 12. Fear Pathos can play on... Worry Sadness Nastalgia Sense of Adventure Horror Affection
  • 13. Which One Will You Use? Look for these while exploring your persuasive techniques!
  • 14. Original Slide: Knoll, D. (2013). Logos, ethos, and pathos in advertising. Slideshare. Retrieved from http://www.slideshare.net/dianaknoll/logosethos-and-pathos-in-advertising