Persuasive Strategies

University High School of Science and Engineering

Initiation

“Persuasion is all around you.”

Think-Pair-Share:In addition to TV commercials, where else do

you see persuasion all around you? Is that persuasion influencing you or your family in any way? Explain.

Persuasive Techniques Used in Advertising

• Big Names or Testimonial• Logos • Pathos or Emotional Appeal • Ethos• Kairos• Research or Expert Opinion

Big Names or Testimonial

Example: Tiger Woods promotes Wheaties

Important people or experts can make your argument seem

more convincing.

Logos

Example: A Snickers bar has 280 calories and 30 grams of sugar. That’s not very healthy.

Facts, numbers, and information can be very convincing.

Pathos or Emotional Appeal

Example: Your donation might just get this puppy off the street and into a good home.

Getting people to feel happy, sad, or angry can help your argument.

Ethos

Example: Believe me! I’ve been there before. I’m just like you.

If people believe and trust in you, you’re more likely to persuade them.

Kairos

Example: This is a one-time offer. You can’t get this price after today.

Try to convince your audience that this issue is so important they must act now.

Research or Expert Opinion

Four out of five dentists recommend sugarless gum for their patients who chew gum.

Using reliable research can help your argument seem convincing.

Tools of the Trade

• Slogan • Repetition • Bandwagon• Focus on audience

SloganA catchy phrase or statement often used to sell a service or a product“Can you hear me now? Good.”

Repetition• The name of the product is repeated many

times. HEAD ON Apply directly

to the forehead

Bandwagon

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

Audience

• Think about your audience- age, gender, demographics, level of education, interests.

Advertisers know how to • target their audiences• use appropriate persuasive techniques

Who’s the audience?

Who’s the audience?

Who’s the audience? What’s the technique?

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?

Create an Ad Activity• Work in teams to create an effective ad based on your

assigned product. • Create an ad using a variety of persuasive techniques.• Work effectively and respectfully using the team process. • Create a poster. • Write one paragraph explaining the persuasive techniques

used. • Edit and Revise the text.• Proofread for grammar and mechanics. • Effectively use color and design.

Closure Look at the three pictures below. Chose one to complete this assignment with. On a separate piece of paper identify and write at least two persuasive techniques that are being used. Then, come up with a new way of marketing the product. On the bottom of the page, name the technique you used.