Persaution Lecture

Persuasive Strategies
‫القدرةعلى االقناع‬
By
Dr. Nehad Helmy
• According to About.com, persuasive strategies are
techniques that a person uses to influence another
person or group of people to take a certain action.
This phrase is often used in business settings, but
the strategies apply to any situation in which one
person wants to subtly gain influence over another.
• Copyright 2006 IRA/NCTE. All rights reserved.
• ReadWriteThink.org materials may be reproduced for educational purposes.
• Images ©2006 Microsoft Corporation. All rights reserved.
Do you think you are easily persuaded?
• If you are like most people, you aren’t
swayed easily to change your mind
about something. Persuasion is
difficult because changing views often
makes people feel like they were either
not informed, which also means they
have to admit they were wrong about
something.
persuasive strategies
• We will learn about nine persuasive
strategies that you can use to more
effectively influence audience members’
beliefs, attitudes, and values. They are
ethos, logos, pathos, positive motivation,
negative motivation, cognitive dissonance,
appeal to safety needs, appeal to social
needs, and appeal to self-esteem needs.
Why Persuasive Writing?
• Persuasive writing is the type of

writing that you will be asked to
use most commonly in high school
and college.
• The following are strategies that a
writer would use to support his/her
argument or main idea.
Methods of Persuasion
• Building credibility
(ethos)
• Using evidence
• Reasoning
(logos)
• Appealing to emotions
(pathos)
Text
(Logos)
conversation
Audience Author
(Pathos) (Ethos)
• Ethos. Develops a speaker’s credibility.
• Logos. Evokes a rational, cognitive response from the
audience.
• Pathos. Evokes an emotional response from the
audience.
• Ethos Refers to the credibility of a
speaker, which includes three
dimensions: competence,
trustworthiness, and dynamism. refers
to the credibility of a speaker and
includes three dimensions:
competence, trustworthiness, and
dynamism
• Logos The reasoning or logic of an
argument. refers to the reasoning or
logic of an argument. The presence of
fallacies would obviously undermine a
speaker’s appeal to logos. Speakers
employ logos by presenting credible
information as supporting material and
verbally citing their sources during
their speech
• Pathos Emotional appeals used by a
speaker. refers to emotional appeals.
Aristotle was suspicious of too much
emotional appeal, yet this appears to have
become more acceptable in public speaking.
Stirring emotions in an audience is a way to
get them involved in the speech, and
involvement can create more opportunities
for persuasion and action
• Ethos relates to the credibility of a speaker. Speakers
develop ethos by
– appearing competent, trustworthy, and dynamic;
– sharing their credentials and/or relevant personal
experience;
– presenting a balanced and no coercive argument;
– citing credible sources;
– using appropriate language and grammar;
– being perceived as likable; and
– appearing engaged with the topic and audience through
effective delivery.
• Pathos relates to the arousal of emotion through
speech. Speakers appeal to pathos by
– using vivid language to paint word pictures for
audience members;
– providing lay testimony (personal stories from
self or others);
– using figurative language such as metaphor,
similes, and personification; and
– using vocal variety, cadence, and repetition.
• Logos relates to the reasoning and logic of
an argument. Speakers appeal to logos by
– presenting factual, objective information
that serves as reasons to support the
argument;
– presenting a sufficient amount of relevant
examples to support a proposition;
– deriving conclusions from known
information; and
– using credible supporting material like
expert testimony, definitions, statistics,
and literal or historical analogies
Three Types of Persuasive Appeals:
• Appeal to ETHOS(Attention to audience)
• Appeal to PATHOS(emotional)
• Appeal to LOGOS(factual support)

Claim (Position)
State your argument.
Example: I am going to
try to convince you that
chocolate is a healthy
snack.
Big Names
(Factual Support)
Important people or experts can

make your argument seem more
convincing.
Example: Former U.S.
president Bill Clinton
thinks that junk food
should be taken out of
vending machines.
Logos
(Factual Support)
Facts, numbers, and information

can be very convincing.
Example: A Snickers
bar has 280 calories
and 30 grams of
sugar. That’s not
very healthy.
Pathos
(Attention to Audience)
Getting people to feel happy, sad,

or angry can help your argument.
Example: Your
donation might just
get this puppy off
the street and into a
good home.
Ethos
(Attention to Audience)
If people believe and trust in you,

you’re more likely to persuade
them.
Example: Believe me!
I’ve been there
before. I’m just like
you.
Kairos
(Effective Word Choice)
Try to convince your audience that

this issue is so important they must
act now.
Example: This is a
one-time offer. You
can’t get this price
after today.
Research
(Factual Support)
Using reliable research can help

your argument seem convincing.
Example: A recent
study found that
students who watch
TV during the week
don’t do as well in
school.
Thanks

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Persuasive Strategies

• Persuasive writing is the type of

• Appeal to ETHOS(Attention to audience)

• Appeal to LOGOS(factual support)

State your argument.

Important people or experts can

Facts, numbers, and information

Getting people to feel happy, sad,

If people believe and trust in you,

Try to convince your audience that

Using reliable research can help

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