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In your own words, define persuasion?
What are some real-world situations where persuasion is important?
List some techniques you’ve used (or seen others use) to persuade someone to believe them.
THE ART OF PERSUASION
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The Art of Persuasion
PATHOS, LOGOS, AND ETHOS
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Greek philosopher who divided the art of persuasion into three categories.
ARISTOTLE
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When using pathos, one will attempt to evoke an emotional response in the reader or audience.
Positive emotion such as happiness: an image of people enjoying
themselves while drinking Pepsi.
Negative emotions such as pain: a person having back problems after buying the “wrong” mattress.
Pathos can also include emotions such as fear and guilt.
PATHOS: AN APPEAL TO EMOTION
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Logos will give you the evidence and statistics, which in turn gives you proof or reason to support an argument.
Straight facts about a product or topic:
One glass of Florida orange juice contains 75% of your daily Vitamin C needs.
These examples are meant to be indisputable to your reader
LOGOS: AN APPEAL TO LOGIC OR REASON
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Using ethos is a way to convince your audience that you are reliable, honest, and credible. The New York Times is a more credible source than the Weekly
World News or the National Inquirer
Ethos often involves statistics from reliable experts: Nine out of ten dentists agree that Crest is better than any other
toothpaste brand Americas dieters choose Lean Cuisine.
Often, a celebrity or someone with a position of honor or responsibility will endorse a product or argument to lend it more credibility: Catherine Zeta-Jones makes us want to switch to T-Mobile.
ETHOS: AN APPEAL TO CREDIBILITY OR CHARACTER
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ARISTOTLE’S TRIANGLE
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_____ A child is shown covered in bug bites after using an inferior bug spray.
_____ Tiger Woods endorses Nike.
_____ Sprite Zero is 100% sugar-free.
_____ A 32-oz. bottle of Tide holds enough to wash 32 loads.
_____ A commercial shows an image of a happy couple riding in a Corvette.
_____ Cardiologists recommend Ecotrin more than any other brand of aspirin.
_____ Advil Liqui-Gels provide up to 8 hours of continuous pain relief.
_____ Miley Cyrus appears in Oreo advertisements.
_____ People who need more energy drink Red Bull Energy Drink.
_____ A magazine ad shows people smiling while smoking cigarettes.
ETHOS, LOGOS, OR PATHOS?