The Greeks are good at a lot of stuff. Weddings. Smashing plates. Growing (and marinating) olives. But, unbeknownst to many, they also have a rich history in advertising.
Before there was Ogilvy, there was Aristotle. The Greek philosopher cooked up a concept called the three ‘modes of persuasion’ that would have gone down an absolute storm on LinkedIn.
In short, it’s a framework for understanding the three main ways we persuade people to do something. Here’s the line-up:
| Mode of persuasion | How it works |
|---|---|
| Ethos (a.k.a. Ethical appeal) | Persuading your audience by convincing them that your protagonist is credible |
| Pathos (a.k.a. Emotional appeal) | Persuading your audience by appealing to their emotions |
| Logos (a.k.a. Logical appeal) | Persuading your audience by using facts, logic, or reason |
Ethos
Pencil the Dog demonstrating ‘ethos’
Download Full PDF Package. A short summary of this paper. 8 Full PDFs related to this paper. Methods of Persuasion- How to Use Psychology. Persuasive writing Techniques and their Effects Below is a list of techniques you can use in your own writing. You might also need to comment on these persuasive techniques when analysing the work of other writers. Technique S Example E Description and Effect A. Basic Techniques of Persuasion file:///D /pdf/Basic.htm (1 of 2) 1:39:16 PM as well as The Top Ten Human Needs. Knowing these allows you to say the right thing and push all the right buttons - never again will someone say no to you. Rapport - Rapport is magic.
Ethos is the Greek word for ‘character’. It’s where we get the word ‘ethic’ from. Brands use ethos by working with a celebrity or expert – someone who the audience will see as being credible or trustworthy. They hope that by working with a household name, some of the celeb’s magic dust will fall on the product they’re advertising.
Colin Kaepernick is an American football player who oozes good ethics. He bravely protested against racial injustice and systematic oppression in the USA by kneeling during the US national anthem, rather than standing. It resulted in him not having a team to play for (and a barrage of angry Trump tweets).
Kaepernick sacrificed everything. So when he says the line, “Believe in something, even if it means sacrificing everything,” it’s a powerful use of ethos. It leaves the audience thinking that if it trusts the character of the speaker (Kaepernick), then it can trust Nike as a credible source, too.
Pathos
Pathos is the Greek word for ‘suffering’ and ‘experience’. It’s the root of the words ‘empathy’ and ‘pathetic’. Advertisers use pathos by making an audience feel what they want them to feel, whether it’s humour, anger, pity, or any other emotion. Intelligence apps games. You might call it ‘tugging on the heartstrings’ or ‘dialing up the emotions’.
Gillette’s new ad is a prime example of pathos. If you wanted an advert to sum up ‘all the feels’, this would be it. On the surface, it’s just a clip of a dad teaching his son how to shave for the first time. But the kicker is that his son is transgender activist Samson Bonkeabantu Brown.
So when Samson’s dad tells Samson not to be scared, it goes much deeper than fearing a little shaving cut. This is about more than razor technique. It’s about the challenge of living as a trans man, too. And Gillette’s use of pathos swoops in to give your heartstrings a big tug.
See more examples of pathos in advertising
Logos
Pencil the Dog demonstrating ‘logos’
Logos is the Greek word for, um, ‘word’. But it’s also where we get the word ‘logic’. Advertisers use logos by convincing an audience of their argument using facts, logic or reason. Logos is when we use cold arguments – like data, statistics, or common sense – to convince people of something, rather than trying to appeal to an audience’s emotions.
When it launched, the iPhone X was one of the ritziest, most expensive phones available. That may be why Apple kept it simple with this ad, rattling off a list of compelling facts and figures about its latest creation – like wireless charging, durable glass, and a lack of home button. The result? A perfect example of logos, and an ad that’s teeming with logical appeal.
Apple has one agenda with this spot: to deliver logical arguments that the iPhone X is the most advanced phone on the market, and put you in a frame of mind where you’ve simply got to have it – regardless of its hefty price tag. With a mix of hard data and facts, Apple positions the iPhone X as the logical choice for the discerning gadget lover. Aristotle would be proud.
See more examples of logos in advertising
The triple threat
Imagine if there was an advert that combined ethos appeals, pathos appeals, and logos appeals. Would it break the internet? Is it even possible? To experience this dynamic ethos-pathos-logos trifecta, we need to jump all the way back to 1996 and talk to a guy called George.
We might be wrong, but we think this could be one of the best adverts of all time. Or, at least, Aristotle’s favourite. It’s got the celebrity appeal of former boxer George Foreman – a man we can all agree is worth listening to. It elicits an emotional response by making you laugh (or at least chuckle lightly). And it’s full of persuasive appeals about the many, many merits of George’s grill. Check, check, check.
Hitting up all three means of persuasion might not be the only reason George has managed to sell over 100 million of his grills. But we’re willing to bet it helped. Who knows what might happen if, like George, you mastered Aristotle’s rhetorical appeals? The sky’s the limit.
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Methods of Persuasion
- Author : Nick Kolenda
- Publisher :Unknown
- Release Date :2013-10
- Total pages :240
- ISBN : 0615815650
Summary : 'This is a book deserving of space on every consumer marketer's bookshelf.' --Journal of Consumer Marketing Best known for his viral video, 'Chat Roulette Mind Reading,' Nick Kolenda is finally revealing some of the psychological secrets behind his mind reading feats. Using revolutionary principles from cognitive psychology, Nick has developed ways to subconsciously influence people's thoughts, and his 'mind reading' demonstrations have been seen by over a million people across the globe. Methods of Persuasion reveals that fascinating secret for the first time, and it explains how you can use those principles to subconsciously influence people's thoughts in your own life. Drawing on cutting-edge research in psychology, the entire book culminates a powerful 7-step persuasion process that follows the acronym, METHODS: Step 1: Mold Their Perception Step 2: Elicit Congruent Attitudes Step 3: Trigger Social Pressure Step 4: Habituate Your Message Step 5: Optimize Your Message Step 6: Drive Their Momentum Step 7: Sustain Their Compliance This book teaches you the psychology behind each step, and it explains how you can use METHODS to influence people's thoughts, emotions, and behavior in nearly any situation.
Dark Methods of Persuasion
- Author : Michael Pace
- Publisher :Unknown
- Release Date :2016-02-06
- Total pages :228
- ISBN : 1523917970
Summary : Would you like to know how to negotiate with terrorists to let a group of innocent captives free from a burning building? Would you like to know how to talk your girlfriend into having sex with you even when she feels fat and ugly? Would you like to convince people that they are ugly or fat while simultaneously making them feel that giving you money will make them prettier, thinner, and happier? Would you like to know how to talk your brother into buying you a brand new state of the art entertainment system instead of taking his family on vacation? Would you like to know how to get your date to take off his clothes at the beach so that you can get revenge on him by calling the police and get him arrested for streaking in public? Persuasion is all around you, and if you're not the one doing the persuading, then you're the one being persuaded, whether you're cognizant of it or not. That's one of the glories of living in the digital age; you don't even have to step outside of your home to be convinced to swear loyalty to this or that product or to vote for this or that individual in the next election. Heck! Your social media knows how to give you personalized advertisements based on things you have searched, liked, or talked about with your friends in those messages that you assumed were private. This book entitled Dark Methods of Persuasion by author Michael Pace is here to give you an inside scoop on dark persuasion so that you are the one in control.
Techniques of Persuasion
- Author : J. A. C. Brown
- Publisher :Unknown
- Release Date :1977
- Total pages :325
- ISBN : OCLC:441380334
Summary :
Techniques of Propaganda and Persuasion
- Author : Magedah Shabo
- Publisher :Unknown
- Release Date :2008
- Total pages :157
- ISBN : 9781580498746
Culinary arts colleges. Summary :
Hidden Persuasion
- Author : Marc Andrews,Mattheis Lars van Leeuwen,Rickert Bart van Baaren
- Publisher :Unknown
- Release Date :2013
- Total pages :191
- ISBN : 9063693141
Summary : This book explains the psychology behind 33 effective influence techniques of visual persuasion and how to apply them
Banned Methods of Persuasion
- Author : Daniel Smith
- Publisher :Unknown
- Release Date :2015-07-24
- Total pages :220
- ISBN : 1515220036
Summary : It is a question as old as man: how do I get others to do what I want? How do I bend the will of the people around me to the point where it is more in line with my deepest hopes and desires? And most importantly, how do I do it in such a way that no one is even aware I've done anything at all? Human psychology, empathy, perception, common sense, secrecy and graft: these are the topics that author Daniel Smith will discuss in his book on persuasion, in which he seeks to answer these and other age old questions about influencing and persuading others. In his book entitled Banned Methods of Persuasion, the author provides an in depth guide to the many techniques and methods for becoming the grey eminence you were always meant to be. Whether it is high stakes political intrigue, office diplomacy, manipulating those who seek to take advantage of you, or even just getting a date, this book explains critical points of human interaction in easy to understand, casual language. Some of the information found within may be hard to handle- controversial even, but with detailed study of our time-honored methods, even the shiest and most withdrawn person may find themselves in an increasingly powerful social position. Knowledge awaits!
Influence (rev)
- Author : Robert B. Cialdini,Robert B Cialdini, PhD PH.D.
- Publisher :Unknown
- Release Date :1993
- Total pages :320
- ISBN : 9780688128166
Summary : 'Learn the six psychological secrets behind our powerful impulse to comply.' - cover.
Yes!
- Author : Noah J. Goldstein,Steve J. Martin,Robert Cialdini
- Publisher :Unknown
- Release Date :2008-09-03
- Total pages :288
- ISBN : 1416571124
Summary : Learn how small changes can make a big difference in your powers of persuasion with this New York Times bestselling introduction to fifty scientifically proven techniques for increasing your persuasive powers in business and life. Every day we face the challenge of persuading others to do what we want. But what makes people say yes to our requests? Persuasion is not only an art, it is also a science, and researchers who study it have uncovered a series of hidden rules for moving people in your direction. Based on more than sixty years of research into the psychology of persuasion, Yes! reveals fifty simple but remarkably effective strategies that will make you much more persuasive at work and in your personal life, too. Cowritten by the world’s most quoted expert on influence, Professor Robert Cialdini, Yes! presents dozens of surprising discoveries from the science of persuasion in short, enjoyable, and insightful chapters that you can apply immediately to become a more effective persuader. Often counterintuitive, the findings presented in Yes! will steer you away from common pitfalls while empowering you with little known but proven wisdom. Whether you are in advertising, marketing, management, on sales, or just curious about how to be more influential in everyday life, Yes! shows how making small, scientifically proven changes to your approach can have a dramatic effect on your persuasive powers.
Methods of Persuasion
- Author : George Lucas
- Publisher :Unknown
- Release Date :2015-05-04
- Total pages :88
- ISBN : 1512046205
Summary : The art of persuasions entails a number of things and not just the ability to speak fluently and courageously before people. Just as professional motivational speakers do, you will need to learn how to engage the mind of a person or those of a group of people you are speaking to. This eBook provides you with great techniques that will help you connect to your audience emotionally so that you can engage them by touching the right buttons to influence them to follow your ideas. You will therefore need to understand their motivations, behaviors, beliefs and attitudes towards various subjects. As you read 'Methods of Persuasion: How to turn a No into A Yes,' you will be amazed at how easy it can be to change other people's attitudes, beliefs or behavior, and make them act on your ideas. Balanced and calculated spoken words have the power of relaying reasoning and feelings. In this book, we have outlined the various techniques that will help you to sway people to your thinking. The powerful techniques in this book can apply in different scenarios such as business environments when you need to strike deals and relationships when you want to establish powerful and deep feelings of attraction within other people and initiate romance. Reading this book will help you understand how you can present yourself physically, emotionally and tactically to appeal to the reasoning and expectations of your listener, and by so doing you will easily influence them to follow your ideas
Statistical Persuasion
- Author : Robert W. Pearson
- Publisher :Unknown
- Release Date :2010-01-20
- Total pages :424
- ISBN : 9781483389486
Summary : This text clearly and straightforwardly demonstrates how to collect, manage, analyze, and present data in real world applications in education, criminal justice and other fields in the social sciences.
The Power of Persuasion
- Author : Robert Levine
- Publisher :Unknown
- Release Date :2003-02-21
- Total pages :278
- ISBN : 9780471266341
Summary : Looks at the power of effective persuasion, describing the mindset and tactics of persuasion professionals and detailing ways to protect oneself from becoming a victim of manipulation.
Methods of Manipulation
- Author : Jennifer Hayes
- Publisher :Unknown
- Release Date :2018-01-06
- Total pages :156
- ISBN : 198357645X
Summary : Manipulation is a natural strategy that people use to get your way. Despite having a negative connotation to it, manipulation is actually a powerful tool that can help you advance yourself through life and begin living the life you desire and deserve right away. There are three primary steps to manipulation: analysis, manipulation, and persuasion. Believe it or not, all three of these steps are not only informative and important but are also mandatory in the success of manipulative efforts. If you want to succeed at manipulating your way into the life you desire, you need to know how these three steps factor into it and what is required for you to master them. 'Methods of Manipulation: Use the Psychology of Persuasion to Analyze and Manipulate Human Behavior' discusses each of these important steps in complete detail, providing you with all of the most essential and effective strategies from each one. You will not only be provided with the details on how to fulfill the steps but also given real-life examples of sentences you can use and things you can do physically, such as manipulating your own body language, to get your way. Methods of Manipulation is based on the theory that: first, we analyze, then we manipulate so that we can persuade. The final idea is that you will be able to persuade anyone to agree with anything you want them to do. Whether you want to increase your sales numbers, get a raise or a promotion, get a free invite to an exclusive party, earn new friends or seduce a new lover, have people give you things for free, get people to do favors for you, or virtually anything else, manipulation can help you. With manipulation, you must protect your cover. Methods of Manipulation will help you do so by giving you an accurate, proven, step-by-step method that will help you achieve success without having your reputation destroyed as a result. Even if you find that someone is on to you and may be uncovering you for your manipulation efforts, you will be given the exact methods you should follow to effectively get your cover back. (Note: it does not include victimizing and guilt-tripping! That is an amateur's game, and a good way to blow your cover for good.) If you are ready to truly master the art of manipulation and experience maximum results from your efforts, Methods of Manipulation is the exact book you need. This turn-key book will give you a step-by-step proven method and even teach you exactly how to begin practicing it in your own life to ensure maximum success. Once you have mastered these skills, you will be able to effortlessly slip into the life you desire and begin experiencing sweet success on every level right away. Are you ready to claim the life you deserve?
Persuasion and Communication in Sport, Exercise, and Physical Activity
- Author : Ben Jackson,James Dimmock,Josh Compton
- Publisher :Unknown
- Release Date :2017-08-09
- Total pages :302
- ISBN : 9781317228752
Summary : How can we use persuasion methods to make people more physically active and improve their sport and exercise experiences? How can instructors, coaches, athletes, and practitioners most effectively communicate their messages to others? Persuasion and Communication in Sport, Exercise, and Physical Activity is the first book to consider the applications of persuasion frameworks within activity-related contexts, while also summarizing the major developments relating to communication topics in these settings. It provides a state of the art review of the key developments, challenges, and opportunities within the field. It brings together international experts from the fields of social, health, and sport and exercise psychology, to give theoretical overviews, insights into contemporary research themes and practical implications, as well as agendas for future research. Covering topics such as changing attitudes towards exercise, social influence, persuasive leadership and communicating with people with physical disabilities, this book provides a contemporary approach to persuasion and communication in a sport, exercise and physical activity setting. It is an important text for upper-level undergraduate and postgraduate students, as well as academics in the fields of Sport and Exercise Science, Kinesiology, Health and Physical Activity Promotion, and related areas of Psychology.
Pre-Suasion
- Author : Robert Cialdini
- Publisher :Unknown
- Release Date :2016-09-06
- Total pages :432
- ISBN : 9781501109812
Summary : The acclaimed New York Times and Wall Street Journal bestseller from Robert Cialdini—“the foremost expert on effective persuasion” (Harvard Business Review)—explains how it’s not necessarily the message itself that changes minds, but the key moment before you deliver that message. What separates effective communicators from truly successful persuaders? With the same rigorous scientific research and accessibility that made his Influence an iconic bestseller, Robert Cialdini explains how to prepare people to be receptive to a message before they experience it. Optimal persuasion is achieved only through optimal pre-suasion. In other words, to change “minds” a pre-suader must also change “states of mind.” Named a “Best Business Books of 2016” by the Financial Times, and “compelling” by The Wall Street Journal, Cialdini’s Pre-Suasion draws on his extensive experience as the most cited social psychologist of our time and explains the techniques a person should implement to become a master persuader. Altering a listener’s attitudes, beliefs, or experiences isn’t necessary, says Cialdini—all that’s required is for a communicator to redirect the audience’s focus of attention before a relevant action. From studies on advertising imagery to treating opiate addiction, from the annual letters of Berkshire Hathaway to the annals of history, Cialdini outlines the specific techniques you can use on online marketing campaigns and even effective wartime propaganda. He illustrates how the artful diversion of attention leads to successful pre-suasion and gets your targeted audience primed and ready to say, “Yes.” His book is “an essential tool for anyone serious about science based business strategies…and is destined to be an instant classic. It belongs on the shelf of anyone in business, from the CEO to the newest salesperson” (Forbes).
Words that Change Minds
- Author : Shelle Rose Charvet
- Publisher :Unknown
- Release Date :1997
- Total pages :221
- ISBN : 0787234796
Summary :
The Art Of Rhetoric
- Author : Aristotle
- Publisher :Unknown
- Release Date :2014-09-02
- Total pages :192
- ISBN : 9781443440813
Summary : In The Art of Rhetoric, Aristotle demonstrates the purpose of rhetoric—the ability to convince people using your skill as a speaker rather than the validity or logic of your arguments—and outlines its many forms and techniques. Defining important philosophical terms like ethos, pathos, and logos, Aristotle establishes the earliest foundations of modern understanding of rhetoric, while providing insight into its historic role in ancient Greek culture. Aristotle’s work, which dates from the fourth century B.C., was written while the author lived in Athens, remains one of the most influential pillars of philosophy and has been studied for centuries by orators, public figures, and politicians alike. HarperTorch brings great works of non-fiction and the dramatic arts to life in digital format, upholding the highest standards in ebook production and celebrating reading in all its forms. Look for more titles in the HarperTorch collection to build your digital library.
Persuasion
- Author : Ryan James
- Publisher :Unknown
- Release Date :2018-04-18
- Total pages :53
- ISBN : PKEY:6610000062713
Five Methods Of Persuasion
GET BOOK HERESummary : Persuasion Series Book #2 Do you want to know exactly how to get the upper hand in conversations, debates, and negotiations? Do you desire the ability to persuade individuals as well as audiences? Persuasion often gets a bad rap; naysayers call it a manipulative scheme. However, persuasion is all around us. You are affected by it every day. Simple choices like the colors of a company logo influence the way you think. You may already practice persuasion without even realizing it. Over the years, researchers and experts have discovered and perfected a multitude of methods of persuasion. From the comfort of your own home, you can get in on their findings. Many, many proven persuasion methods have been collected and placed in the pages of this book. Even if you do not plan on practicing persuasion, you still owe it to yourself to make yourself aware of the persuasion methods that institutions, organizations, and individuals could utilize in order to affect how you think. Benefits of Persuasion Mastery: How to Master Persuasion, Mind Control, and NLP The methods are proven to persuade others to go along with suggestions. You will no longer be left frustrated when other people fail to agree with you. You will be wary of the persuasion methods that you might be susceptible to. Learn historical and contemporary uses of a variety of persuasion methods. Discover how to make anyone believe your viewpoint. And much more.. Curious about persuasion? Grab your copy of Persuasion Mastery: How to Master Persuasion, Mind Control, and NLP today!
Persuasion
- Author : Dave Lakhani
- Publisher :Unknown
- Release Date :2011-02-23
- Total pages :256
- ISBN : 111804049X
Summary : Praise for persuasion the art of getting what you want 'Dave has exposed the secrets of the most powerful persuaders in the world. This book is a step-by-step guide to changing minds and deeply influencing people in person, in print, on the air, or anyplace else you need to persuade. This book makes persuasion so easy and predictable that it may be the most dangerous persuasion book ever written . . . especially if it ends up in the hands of your competition.' —Mike Litman, CEO, Connect To Success, Inc. and coauthor of Conversations with Millionaires 'Dave Lakhani tells you everything you've just got to know about persuasion in this book. It is written provocatively, yet clearly. And it is sure to open your mind while enriching your bank account. I highly recommend it. Fasten your seatbelt when you read it. It takes you on a thrilling ride!' —Jay Conrad Levinson, 'The Father of Guerrilla Marketing' and author of the Guerrilla Marketing series of books 'Dave Lakhani understands persuasion like few do and is able to break the process down so anyone can understand and use it. I highly recommend this book to anyone who hopes to improve their ability to sell, market, advertise, or negotiate.' —Chet Holmes, Fortune 500 superstrategist and author of the Mega Marketing, Business Growth Masters, and Guerrilla Marketing Meets Karate Master sales programs 'Man, talk about persuasive. Dave convinced me to read and review his book, and I don't even like the guy.' —Blaine Parker, author of Million-Dollar Mortgage Radio 'Too few books actually put into practice what they promote. Dave Lakhani breaks the mold with this satisfying, powerful read.' —John Klymshyn, author of Move the Sale Forward
100 Effective Persuasion Techniques: Improve Your Negotiation Skills and Influence Others
- Author : Helen Glasgow
- Publisher :Unknown
- Release Date :2017-03-13
- Total pages :80
- ISBN : 1544670613
Summary : 100 Effective Persuasion Techniques: Improve your negotiation skills and influence others Powerful tools All in One Book. This clear, concise, and effective guide will improve your negotiation skills and help you influence others as you 'climb up the ladder' of career success! You will learn how to use persuasive speech, body language and savvy negotiation skills that will support you at every level of your career, from entry level positions to Chairman of the Board. When you learn how to manipulate and influence the psychology of persuasion, entire vistas of career growth and success will open to you. Harness the persuasive ability to: Enlist verbal techniques Practice neuro-linguistic programming Influence sales and business relationships Understand how influence affects brain activity Become a better leader through power and authority Transform yourself from the ordinary to the extraordinary Influence the mindset of the employee and the employer Sharpen your negotiation skills Evoke the mannerisms and speech of natural leaders The ability to change someone else's opinions, beliefs, behaviour, or motivations is integral to being successful in today's competitive business scene. Each and every one of the 100 tips included in this book have been carefully and specifically chosen to hone your ability to persuade others and launch you to the top. Ready to dazzle your clients and influence the psychology of persuasion at your next sales pitch or presentation? Throw a copy of Persuasion in your briefcase and enter the meeting with the confidence of 100 powerful tools under your belt!
Techniques of Persuasion (2014)
- Author : Jennifer Minter
- Publisher :Unknown
- Release Date :2014-01-08
- Total pages :60
- ISBN : 0980839726
Summary :
Methods Of Persuasion Pdf 4th Edition
The Dynamics of Persuasion
- Author : Richard M. Perloff
- Publisher :Unknown
- Release Date :2016-12-19
- Total pages :628
- ISBN : 9781317328872
Methods Of Persuasion Pdf Ppt
Summary : The Dynamics of Persuasion has been a staple resource for teaching persuasion for nearly two decades. Author Richard M. Perloff speaks to students in a style that is engaging and informational, explaining key theories and research as well as providing timely and relevant examples. The companion website includes materials for both students and instructors and expanding the pedagogical utilities. The sixth edition includes: updated theoretical and applied research in a variety of areas, including framing, inoculation, and self-affirmation; new studies of health campaigns; expanded coverage of social media marketing; enhanced discussion of the Elaboration Likelihood Model in light of continued research and new applications to everyday persuasion. The fundamentals of the book – emphasis on theory, clear-cut explanation of findings, in-depth discussion of persuasion processes and effects, and easy-to-follow real-world applications – continue in the sixth edition.