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  1. 1. The Art of Persuasion(Getting people to do what you want them to do!) S
  2. 2. Just so you know… During this unit you will complete several assessments demonstrating your understanding of the art of persuasion. As you learn more about the art of persuasion, you are also going to learn how wide-spread the use and abuse of the art of persuasion is. We will soon see the characters of Brutus and Mark Antony use this tool to try to gain the support of the Roman people.
  3. 3. Persuasion To help you become familiar with the art of persuasion and its terminology, the advertising media is a great place to start! For better or worse, advertising is the king of persuasion!
  4. 4. Just to clarify… Advertising and propaganda are twins. Both seek to influence the way a person thinks and feels. The goal of advertising is to influence people to buy a product whether they need it or not. The goal of propaganda is to change the way people think and feel about a specific philosophy or worldview.
  5. 5. World War I & II Propaganda A 1914 recruitment poster depicting Lord Kitchener, the British Secretary of State for War, above the words "WANTS YOU" was the most famous image used in the British Army recruitment campaign of World
  6. 6. Where do we find examples of Persuasion? Television & Radio Newspapers & Magazines Billboards Websites & Social Media Pages Political Speeches Job Recruitment
  7. 7. So what is the secret to the art of persuasion?S According to the famous Greek philosopher Aristotle (384 BC), there are 3 main types of persuasion: Ethos, Logos, and Pathos.S In order to be a more effective writer, you must understand these three
  8. 8. ETHOSS The communicator uses credibility to influence the audience. The communicator establishes credibility by having a notable or expert authority on a topic.An example of ethos, is usingcelebrity endorsements.
  9. 9. PATHOSS An emotional appeal to the heart, it draws upon the audiences’ feelings. The association of drinking milk with watching the waistline. Many people feel the need to lose weight and this ad suggests that drinking milk is the way to do it. It also reflects childhood memories of drinking milk and of leaving a milky moustache!
  10. 10. LOGOSS A logical appeal, draws upon the audiences sense of reason, using facts, statistics or evidence. Logos is shown by the use of the American Heart Association’s endorsement at the bottom of the page. The text in the upper right hand corner also states that “recent studies suggest that including 24 ounces of low fat or fat free milk a day in a reduced calorie diet may help you burn more fat…
  11. 11. Activity time!S In your groups, look at the different advertisements – fill in your analysis chart including which types of persuasion are used (ETHOS, PATHOS and LOGOS) and your reasoning.S We will exchange responses towards the end of the class