persuasive Unit notes Flashcards
what does ethos mean
character, focus is the speaker
ethos example
honest, sincerely, trustworthy, caring and informed
what does logos mean
logic, focus is ideas of message
logos example
facts, statics, causing and effect evidence, and research
what does pathos mean
to experience or suffer, focus is audience
pathos example
love, partatism, greed, guilty, and anger
group mentality (mob mentality)
-desire to fit in
-everyone else is doing it
-appeal: pathos
-target audience? (younger audience)
bandwagon
McDonald’s over 99 billion people served/ everyone does it why not us
bandwagon example
-Creates blind spot
-highlight good
-ignore competitors
-selective info…sneaky!
One-sided
-appeal: pathos
card stacking
-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
-connects a person to product, idea, item
-can use celebrities, no always though
-appeal: ethos
endorsement
-Oprah’s book club
-nationwide Insurance using Peyton Manning
endorsement example
-introduces a dreaded circumstance and follows up with a behavior needed to avoid the horrible event
-Do this… or else
- Appeal: pathos
scare tactics
-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
-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
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
