The Art of Psychology!

1. Prepared by:
MUHAMMAD QASIM
BMC8 - F14 - 043
Mass Communication Dept.
Superior University Lahore
9 March 2018
PersuasionPSYCHOLOGY

2. The Art of Persuasion
Getting people to do what you want them to do!

3. 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.

4. 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!

5. 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.

6. WorldWar 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

7. Where to find Examples of Persuasion
• Television & Radio
• Newspapers & Magazines
• Billboards
• Websites & Social Media Pages
• Political Speeches
• Job Recruitment

8. What is secret of to the art of Persuasion
• According to the famous Greek philosopher
Aristotle (384 BC), there are 3 main types of
persuasion: Ethos, Logos, and Pathos.
• In order to be a more effective writer, you must
understand these three

9. ETHOSS
• 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 using celebrity endorsements.
• In order to be a more effective writer, you
must understand these three

10. PATHOSS
• 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!

11. LOGOSS
• 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…

12. Thank
You!