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The Art of Rhetoric

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Used in class 2.2-3 for PSA Project

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the art of rhetoric persuasive techniques in advertising persuasive techniques appear in a variety of media from high school debate to a built-in add on a mobile app to a brightly-lit billboard on Street regardless of the mode of communication that goal often Remains the Same convince the audience of your point of view that point of view may be political informative or is simply hey by this product instead of that one authors of a written persuasive essay use similar strategies they make emotional appeals build bility and trust and use logic and reason all to convince the reader that their perspective is believable and true Greek philosopher Aristotle use three terms describe these rhetorical strategies pay those Logos and Ethos not every advertisement will use all three of these techniques but most use at least two to persuade the consumer to invest in a product or idea will first start by taking a look at advertisements that feature pesos make a man using pesos will attempt to evoke an emotional response in the audience  before we get into advertising let's Envision this as a persuasive essay imagine that you failed a math test because your school strict anti cell phone policy kept you from using your calculator app or that your sister gives birth to your baby nephew but you have no idea because your teacher won't let you check your text messages notice how this essay attempts to evoke to emotions the fear of failure anxiety of missing out on important news in order to persuade you  now let's take a look at how this could work in advertising  notice how the only ads want you to associate happiness or fun with their product  in fact with a Happy Meal it's right there in the name  Lee's food your dad's have a pretty good idea of how you can satisfy your hunger have your next Burger with a side of awesome one-of-a-kind creamy blender Sweden Miracle Whip and proud of it Samantha temp to tug at the heartstrings what's a more effective way to sell showing you how to look up a recipe for meatloaf or Note 3 phone say hello how touching one of the most obvious uses of pesos is the claim that a product can make you more attractive such as in this ad for Axe Body Spray  advertisers also know that you have Bushnell investment in your own health  so you can have your shift and eat well too Sun products promise to provide relief from pain stops before it gets worse nothing works faster new fast acting Advil or to help others avoid pain  I can't watch this one this move on the second persuasive technique will talk about his logos logos is a logical appeal an argument using logos uses chick and reason to persuade the audience  logos uses statistics fax what a product does how much it cost simple logic information  notice the reference to very specific statistics in this excerpt from a student essay place of Sean that student PA increases by an average of 1.2 points per semester when schools lift the ban on cell phone usage  this commercial for Kashi did you what's in it notice the fine print  the Dell website contains nutrition facts do Hammer toothpaste commercial shares what the product does and adds a little website information for you also does Lexus hybrid commercial contain details and statistics have saved nearly 300 million gallons of gas power up to 90% recycled and achy plant-based materials and are on their sixth generation of Technology the final persuasive technique will examine is ethos ethos is an appeal to credibility in argument using ethos attempts to convince the audience that the creator of the message can be trusted let's look at a sample of persuasive writing and see how this connects  notice that the author here is attempting to establish your credibility by proving that we can trust her this is my fourth year as a student at Madison High School I've been the president of National Honor Society captain of the technology committee and very active in show choir ethos in advertising is often demonstrated by the use of experts to establish credibility  this vintage ad lets us know that capitals trust Pepto-Bismol so you should too yes and actual Hospital tests prove the Pepto Bismol work where soda and alkalizer fail website assures us that Tylenol is doctor recommended  but of course the experts don't always get it right sometimes the experts in an advertisement or real people giving real testimonials that's real cat urine and we've gathered a group of cat owners to see what they smell I don't smell the breeze tells us that real people not actors and experience how their product work flowers everywhere impressive Febreze air effects eliminate tough odors for good sometimes ethos in an advertisement doesn't come from real people or experts it comes from celebrities  simply associating a celebrity with the product can convince to make that choice Tim Tebow doesn't design cell phones Robin Williams doesn't make snicker bars and Taylor Swift might not even drink diet but they're simple presents and advertising is meant to persuade you a good night sleep and evina just trying to get this party started  in the house annoying so we got rid of them new Hanes tagless underwear Pathos Logos and Ethos defined by Aristotle over 2000 years ago and still found a all modes of persuasion

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The Art of Rhetoric

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