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Persuasion in Advertising
Why study persuasion?

Once you know how the advertisers do it, you will
be more aware of why certain products are
persuas...
Why study persuasion?

If you know why you are persuaded by something,
you will be able to make a less-biased decision
and...
How do they do it?

There are three basic categories that persuasive
techniques fall into. Those are...
Ethos

Logos

Pathos
Ethos
Credible

Logos
Logical

Pathos
Emotional
Ethos: Credible or Ethical Appeal
Means convincing by the
character of the author
●

Someone who has
authority, someone wh...
Logos: Logical or Fact-Based Appeal

Means persuading by
the use of reasoning.
●

Often uses things such
as Statistics.
●
...
Buzz Words: Logos words that
really “mean” nothing, but sound
factually important
Examples:
●
“Pure”
●
“Natural”
●
“Freedo...
Buzz Words:

Sometimes they are
complete nonsense
words associated with
a fun statistic for
logos humor.
Pathos: Emotional Appeal
Persuading by appealing
to the audience's
emotions
●

Language choice affects
the audience's emot...
Fear

Pathos can play on...

Worry
Sadness
Nastalgia
Sense of Adventure
Horror
Affection
Which One Will You Use?

Look for these while exploring your persuasive
techniques!
Original Slide:

Knoll, D. (2013). Logos, ethos, and pathos in
advertising. Slideshare. Retrieved from
http://www.slidesha...
Ethos logos pathos ppt
Ethos logos pathos ppt
Ethos logos pathos ppt
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Ethos logos pathos ppt

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Transcript of "Ethos logos pathos ppt"

  1. 1. Persuasion in Advertising
  2. 2. Why study persuasion? Once you know how the advertisers do it, you will be more aware of why certain products are persuasive!
  3. 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. 4. How do they do it? There are three basic categories that persuasive techniques fall into. Those are...
  5. 5. Ethos Logos Pathos
  6. 6. Ethos Credible Logos Logical Pathos Emotional
  7. 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. 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. 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. 10. Buzz Words: Sometimes they are complete nonsense words associated with a fun statistic for logos humor.
  11. 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. 12. Fear Pathos can play on... Worry Sadness Nastalgia Sense of Adventure Horror Affection
  13. 13. Which One Will You Use? Look for these while exploring your persuasive techniques!
  14. 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
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