This document provides an introduction to the concept of persuasion and common persuasive techniques used in advertising. It defines persuasion as convincing people to buy a product, believe something, or act in a certain way. The document then outlines six common persuasive techniques - slogan, repetition, bandwagon, testimonial, emotional appeal, and expert opinion. It provides examples of each technique and discusses how advertisers target audiences and use appropriate persuasive strategies.

1. Introduction to Persuasion
What is persuasion?
What does ‘to persuade’ mean?

2. Persuasion Is All Around You!
“Can You Hear Me Now?”

3. What is persuasion?
A means of convincing people:
 to buy a certain product
 to believe something or act in a certain
way
 to agree with a point of view

4. Common persuasive techniques
often used in advertising
 Slogan
 Repetition
 Bandwagon
 Testimonial
 Emotional Appeal
 Expert Opinion
Purpose?

5. Slogan: “Can you hear me
now?”
A catchy phrase or statement often
used to sell a service or a product

6. Repetition:
The name of a product is repeated many
times
HEAD ON Apply
directly to the
forehead HEAD ON Apply
directly to the
forehead
HEAD ON Apply
directly to the
forehead

7. Bandwagon
A statement suggesting that everyone is
using a specific product, so you
should too

8. Testimonial
A well-known person supports a product
or service

9. Emotional Appeal
A person is made to have strong
feelings about a situation or product

10. Expert opinion
Experts approve this product, so you
should use it
“Four out of five dentists recommend
sugarless gum for their patients who
chew gum”

11. Quick review
 Slogan
 Repetition
 Bandwagon
 Testimonial
 Emotional Appeal
 Expert Opinion

12. Audience Awareness
Advertisers know how to
 target their audiences
 use appropriate persuasive
technique

13. Who’s the audience?

14. Audience
?

15. Audience
?
Purpose?
Persuasiv
e
technique
?

16. Making Connections
 What is your favorite jingle?
 What slogan for a product do you find
yourself saying?
 What TV commercial has influenced
you to make a purchase?

17. Reflection
“Persuasion is all around you”
Identify one local example of each of
the different types of persuasive
techniques discussed in this
PowerPoint and organize it in a word
document. Label the different
examples accordingly and submit in
MS Teams.

18. Persuasive Techniques in Advertising
 The persuasive strategies used by
advertisers who want you to buy their
product can be divided into three categories:
pathos, logos, and ethos.

19. Pathos:
an appeal to emotion
 An advertisement using pathos will attempt to evoke
an emotional response in the consumer.
 Sometimes, it is a positive emotion such as
happiness: an
image of people enjoying themselves while drinking Pepsi.
 Other times, advertisers will use negative emotions
such as pain: a person having back problems after buying
the “wrong” mattress.
 Pathos can also include emotions such as fear and
guilt: images of a starving child persuade you to send
money.

20. Logos:
an appeal to logic or reason.
 An advertisement using logos will give you
the evidence and statistics you need to fully
understand what the product does.
 The logos of an advertisement will be the
"straight facts" about the product: One glass
of Florida orange juice contains 75% of your daily
Vitamin C needs.

21. Ethos:
an appeal to credibility or character
 An advertisement using ethos will try to convince you
that the company is more reliable, honest, and
credible; therefore, you should buy its product.
 Ethos often involves statistics from reliable experts,
such as nine out of ten dentists agree that Crest is the better
than any other brand or Americas dieters choose Lean
Cuisine.
 Often, a celebrity endorses a product to lend it more
credibility: Catherine Zeta-Jones makes us want to switch
to T-Mobile.

22. Practice: Pathos, Logos or
Ethos
1. A child is shown covered in bug bites after using an inferior
bug spray.
2. Tiger Woods endorses Nike.
3. Sprite Zero is 100% sugar-free.
4. A 32-oz. bottle of Tide holds enough to wash 32 loads.
5. A commercial shows an image of a happy couple riding in a
Corvette.
6. Cardiologists recommend Ecotrin more than any other brand
of aspirin.
7. Advil Liqui-Gels provide up to 8 hours of continuous pain
relief.
8. Miley Cyrus appears in Oreo advertisements.
9. People who need more energy drink Red Bull Energy Drink.
10. A magazine ad shows people smiling while smoking
cigarettes.

23. Answers
1. A child is shown covered in bug bites after using an inferior
bug spray. pathos
2. Tiger Woods endorses Nike. ethos
3. Sprite Zero is 100% sugar-free. logos
4. A 32-oz. bottle of Tide holds enough to wash 32 loads.
logos
5. A commercial shows an image of a happy couple riding in a
Corvette. pathos
6. Cardiologists recommend Ecotrin more than any other
brand of aspirin. ethos
7. Advil Liqui-Gels provide up to 8 hours of continuous pain
relief. logos
8. Miley Cyrus appears in Oreo advertisements. ethos
9. People who need more energy drink Red Bull Energy Drink.
logos
10. A magazine ad shows people smiling while smoking
cigarettes. pathos