This presentation discusses modes of persuasion, including Aristotle's three modes of ethos, logos, and pathos, and Cialdini's six principles of persuasion. Aristotle's modes involve appeals to credibility/character (ethos), reason/logic (logos), and emotion (pathos). Cialdini's principles are reciprocity, commitment, social proof, authority, liking, and scarcity. Examples are given of how these modes and principles are used in advertising to build brand awareness through techniques that influence attitudes but allow for free choice.

1. BUSINESS
COMMUNICATION
A PRESENTATION
ON
MODES OF
PERSUASION
By
MANITEJA

2. MODES
OF
PERSUASION
 Persuasion is a type of social interaction that attempts to influence
and change attitudes in an atmosphere of free choice.
 In advertising,these techniques are employed not so much to
increase sales but rather to build rapport and raise brand
awareness.
 Different persuasion techniques
 Aristotle’s three modes of persuasion: Ethos, Logos, and
Pathos.
 Cialdini’s Principles of persuasion : Reciprocity, Commitment, Social
proof, Authority, Liking, Scarcity

4. ETHOS: celebrity endorsements--childults

5. PATHOS:
Pathetic appeal,
Emotional responses fromviewers
LOGOS
Logical argument and
empirical evidence

6. RECIPROCITY &
COMMITMENT

7. SOCIAL PROOF
&
LIKING

8. SCARCITY