persuasive Unit notes Flashcards by Cyska Derochie

what does ethos mean

character, focus is the speaker

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ethos example

honest, sincerely, trustworthy, caring and informed

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what does logos mean

logic, focus is ideas of message

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logos example

facts, statics, causing and effect evidence, and research

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what does pathos mean

to experience or suffer, focus is audience

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pathos example

love, partatism, greed, guilty, and anger

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group mentality (mob mentality)
-desire to fit in
-everyone else is doing it
-appeal: pathos
-target audience? (younger audience)

bandwagon

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McDonald’s over 99 billion people served/ everyone does it why not us

bandwagon example

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-Creates blind spot
-highlight good
-ignore competitors
-selective info…sneaky!
One-sided
-appeal: pathos

card stacking

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-33 people wrote in support of our decision to ban food in high school classes// aout of 500, does not look good
-burger king’s fries have 30% fewer calories// then what, actually amount

card stacking example

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-connects a person to product, idea, item
-can use celebrities, no always though
-appeal: ethos

endorsement

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-Oprah’s book club
-nationwide Insurance using Peyton Manning

endorsement example

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-introduces a dreaded circumstance and follows up with a behavior needed to avoid the horrible event
-Do this… or else
- Appeal: pathos

scare tactics

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-stop climate change before it changes you( person with a fish for a head)
-spare parts for humans are not as original as those for cars: don’t drink and drive ( person who is missing a leg is shown) =ethos

scare tactics example

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-Gain credibility & trust
-”of the people” -just like you
-Relatable
Speaker/ company understands your life and needs
-politicians like this
-Appeal: ethos

plain folks appeal

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Hillary Clinton ad: she will get the job done. For us.
Not flashy, in a common place, interacting with people, no security, plainish clothes

plain folks appeal example

-repeating key phrases, ideas, images (logo)
-enforces ideas
-Appeal- could be a mix- depending on commercial

repetition and anaphora

-”Dream” Speech ( i have a dream is repeated often)
-call JG wentworth, 877 cash now

repetition and anaphora example

-creating stronger impact by reason 3 times
-short. Memorable. Powerful
-Equal length
-same grammatical structure
-Appeal: Pathos

Rule of 3

-Subway: Subway eat fresh
-Reduce, Reuse, Recycle
-Mcdonald Big Mac: big. beefy. Bliss.

rule of 3 example

-word connotations- positive or negative
-sway the way you see person, product, idea
-Appeal: Pathos

loaded words

-house or home (home: it sounds sweater)
Pearl Harbor, FDR
-”a day that was really bad.”
-A day that will live in infamy
-infamy= evil, wicked
-Brawny paper towel
-tough, strong, clean up a mess

loaded words example

-if you buy this you have:
-weaoth, Elegance, good taste, or intelligence
-Appeal: Pathos

snob appeal

-Example- Introducing Tiffany Diamond… when only the best will do

snob appeal example

-def→ ads that throw in “extras” to encourage buying -”promise” -Appeal: Pathos, Logos, Ethos

incentives and guarantees

-prizes in cereal boxes - order within the next 30 minutes and receive another pair of Mom jeans for FREE!!

incentives and guarantees example

Eat more chickin( signs held by cows) -chicken is supposed to be spelled wrong

Humor example

-link person, product, idea to bad things -loaded word often involved -sid-by-side comparison of 2 products -make one look better -consider trustworthiness -Appeals: eoth( attempt), pathos and logos( maybe)

name calling

Whopper vs big mac (hmm seems more like a medium Mac) whopper is larger in -straw in going into the pepsi but the straw will not go into the coke( hands are made and are holding the straw out)

name calling example

-pose question -get audience think about answer -logical answer is implied -push time in direction -Appeal: pathos( question might add more)

rhetorical question

-got milk ( if you don’t let's add it to the grocery list)

rhetorical question example

-group you are persuading Generalization -must consider -age, gender, Occupation, interests/ hobbies, needs, likes/ dislike -colors, fonts, images, wording

target audience

-little kids: big words, bright colors -adults: black and white, sophisticated

target audience example

-Distract through humor - wordplay and puns -playful, happy, light-hearted -laughter-happy association to product -appeal: pathos

humor