Persuasive techniques

RHETORIC in advertising and

political speeches
PERSUASIVE
TECHNIQUES IN
ADVERTISING
Watch this.
MEANINGS OF ETHOS, PATHOS AND
LOGOS

Ethos is an appeal to ethics, and it is a means of convincing

someone of the character or credibility of the persuader.
Pathos is an appeal to emotion, and is a way of convincing an
audience of an argument by creating an emotional response.
Logos is an appeal to logic, and is a way of persuading an
audience by reason.
EXAMPLES OF APPEALS
TO ETHOS
"As a doctor, I am qualified to tell you that this course of
treatment will likely generate the best results.“

"He is a forensics and ballistics expert for the federal

government – if anyone’s qualified to determine the murder
weapon, it’s him."
APPEALS TO PATHOS
"If we don’t move soon, we’re all going to die! Can’t you see
how dangerous it would be to stay?“

"Where would we be without this tradition? Ever since our

forefathers landed at Plymouth Rock, we’ve celebrated
Thanksgiving without fail, making more than cherished recipes.
We’ve made memories."
APPEALS TO LOGOS
"The data is perfectly clear: this investment has consistently
turned a profit year-over-year, even in spite of market declines
in other areas.“

"You don’t need to jump off a bridge to know that it’s a bad idea.
Why then would you need to try drugs to know if they’re
damaging? That’s plain nonsense."
HOW TO MAKE A FOPPA – The five steps

SPEECH of speech preparation

FINDING
Find some good ideas
Good arguments
Make sure you learn about your topic
Brainstorm what you know and what you need to find out
ORGANIZING
A speech will normally be organized like this:
1. An interesting introduction
2. Body divided into three (the triad)
3. And finally, a conclusion
INTRODUCTION
Catch your listeners attention
right at the start!
Some say you only have
seven seconds to do so!
Introduction styles:
Guessing game
Someting that concerns everyone
Something private
Something remarkable
Something provocative
Something puzzling
A wise quote
BODY
The Triad

Easier for listeners

Illustrate
CONCLUSION
Possible ways to end your
speech:

Summary
Reference
Evaluation
Prediction
Appeal
Solution
PHRASING
1. Arrange

Alliteration

Handsome Harry hired hundreds of hippos.

2. The cross
The fool thinks is wise, but the wise man knows himself to be a
fool.
3. Metaphor
He was my North, my South, my East and my West.
4. Simile
He was as giddy as a schoolboy.
5. Parrallellism
We can either drive to the Grand Canyon or fly to Japan.
6. Repetition
”I have a dream that… ”
”I have a dream that… ”
”I have a dream that… ”
PRESERVING
Makes it easier to remember

Key words

But make sure that you don’t look down on your notes unless
you have to.
ACTION
Rehearse

Variation

Pauses
BODY LANGUAGE
Stand up

Try to relax

Wander with eyes

Careful!
GOOD SPEAKERS
Hillary Clinton’s greatest Barack Obama ”Yes, we can”
speeches on women
YES, WE CAN – BARACK
OBAMA
WHAT EXEMPLES OF PHRASING
CAN YOU FIND?
If there is anyone out there who still doubts that
America is a place where all things are possible;
who still wonders if the dream of our founders is
alive in our time; who still questions the power of our
democracy, tonight is your answer.
It's the answer told by lines that stretched around
schools and churches in numbers this nation has
never seen; by people who waited three hours and
four hours, many for the very first time in their lives,
because they believed that this time must be
different; that their voices could be that difference.
It's the answer spoken by young and old, rich and poor,
Democrat and Republican, black, white, Hispanic, Asian,
Native American, gay, straight, disabled and not disabled -
Americans who sent a message to the world that we have
never been just a collection of individuals or a collection of Red
States and Blue States: we are, and always will be, the United
States of America.
It's the answer that led those who have been told for so long by
so many to be cynical, and fearful, and doubtful of what we can
achieve to put their hands on the arc of history and bend it
once more toward the hope of a better day.
It's been a long time coming, but tonight, because of what we
did on this day, in this election, at this defining moment,
change has come to America.
ASK NOT… JFK
presidential inaugaration
Full of rhetorical devices
JOHN F KENNEDY – ASK
NOT…
Speech JFK - end
ASSIGNMENT
Which rhetorical devices can you find in the extract from JFK’s
speech?
- Work in pairs.
MLK – I HAVE A DREAM
I have a dream
http://youtu.be/_j4h3gGYZSk?t=11m1s
Read and listen to the speech
http://www.americanrhetoric.com/speeches/mlkihaveadream.ht
m
ASSIGNMENT
Which rhetorical devices can you find in the extract from MLK’s
speech?
- Work in pairs.
ASSIGNMENT
Imagine that you are asked to make a speech on graduation
day, some time in June. Your theme is ”This Better World I
Want to See” and your title ”I Have a Dream”
You may use King’s way of writing, repeating the phrase ”I
have a dream”
Your speech should be ready for presentation on November
20th.
INSPIRATION – ”WHAT
ADULTS CAN LEARN
FROM KIDS” – ADORA
SVITAK
http://www.ted.com/talks/adora_svitak