2. Why study persuasion?
Once you know how the advertisers do it, you will
be more aware of why certain products are
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...
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
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
Focus on facts,
Mentions things like
studies, surveys, and
9. Buzz Words: Logos words that
really “mean” nothing, but sound
Words that end in -er
Better, Cleaner, Longer, Faster
Technically not the best, but better than it was!
10. Buzz Words:
Sometimes they are
words associated with
a fun statistic for
11. Pathos: Emotional Appeal
Persuading by appealing
to the audience's
Language choice affects
the audience's emotional
Can be positive
Can be negative
Pathos can play on...
Sense of Adventure
13. Which One Will You Use?
Look for these while exploring your persuasive
14. Original Slide:
Knoll, D. (2013). Logos, ethos, and pathos in
advertising. Slideshare. Retrieved from