in Advertising Why study persuasion Once you know how the advertisers do it you will be more aware of why certain products are persuasive Why study persuasion If you know why you are persuaded by something you will be able to make a lessbiased decision and form your own opinion Y ID: 203128
Download Presentation The PPT/PDF document "Persuasion" is the property of its rightful owner. Permission is granted to download and print the materials on this web site for personal, non-commercial use only, and to display it on your personal computer provided you do not modify the materials and that you retain all copyright notices contained in the materials. By downloading content from our website, you accept the terms of this agreement.
Slide1
Persuasion
in
Advertising
Why
study persuasion?
Once
you know how the advertisers do it, you will be more aware of why certain products are persuasive!Slide2
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.Slide3
How do they do it? There are three basic categories that persuasive techniques fall into. Those are...
Ethos Logos Pathos
Ethos Credible
Logos Logical
Pathos EmotionalSlide4
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 listening to
People tend to believe people whom they respectSlide5Slide6Slide7
Logos: Logical or Fact-Based Appeal
Means persuading by the use of reasoning
Often uses things such as statistics
Focus on facts, recorded evidence, historical data
Mentions things like studies, surveys, and researchSlide8Slide9
Buzz Words:
Logos
words that really “mean” nothing, but sound factually important Examples:
“Pure” “Natural” “Freedom” “Tasty”
Words that end in -
er
such as Better, Cleaner, Longer, Faster (Technically not the best, but better than it was!)
Buzz Words: Sometimes they are complete nonsense words associated with a fun statistic for logos humor.Slide10Slide11Slide12
Pathos: Emotional Appeal
Means persuading by appealing to the audience's emotions
Language choice affects the audience's emotional response
Can be positive (Love, excitement)
Can be negative (Jealousy, hatred)
Pathos can play on: Worry, Sadness, Fear, Nostalgia, Sense of Adventure, Horror, or AffectionSlide13Slide14Slide15Slide16Slide17
Original Slide Show: Knoll, D. (2013). Logos, ethos, and pathos in advertising.
Slideshare
. Retrieved from http://www.slideshare.net/dianaknoll/logosethos-and-pathos-in-advertisingSlide18