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Persuasive Techniques
Ethos

The writer provides evidence to the audience that he/she is credible and
knowledgeable about the subject matters.
Logos

The writer persuades through reasoning, providing factual evidence to
support his/her claim
Pathos

The writer appeals to the reader’s emotions, such as fear, love, pity, and even
social acceptance
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Claim, Reason, Support
Claim- a writer’s overall position on a problem or an issue.
Reason- the smaller points an author makes within their claim.
Support- the evidence the author uses to help prove the reasons/claim.
BANDWAGON
Stresses
popularity of the product,
so viewers buy it because they
want to fit in.
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NAME-CALLING
Give
someone or something a
“bad name” so other will
dislike him or it.
TESTIMONIAL
Picture
or statement from a famous
person or satisfied customer
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PLAIN FOLKS
Ads
appeal to the common man or
to the rich/elite
Snob Appeal
Its
message suggests
“Buying our product will
make you better than
everyone else—especially
since other people can’t
afford it.
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Ad Hominem
One
attacks the
characteristics or beliefs
of the person, rather than
the claim the person
presents.
Slogan
A
memorable phrase used
in a campaign or a series
of commercials for a
product or company.
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Scare Tactics
A
strategy using fear to
influence the public’s
reaction.
Examples
For each commercial, write which Technique you think is
being used.

Example 1

Example 2

Example 3

Example 4
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