A persuasive appeal has three possible outcomes, changing the actions, thoughts or feelings of whoever is being persuaded. Ways to appeal to people; logos, appeal to reason, pathos, appeal to emotions, and ethos, appeal to authority. Another thing to keep in mind is AIDA which stands for; attention, interest, desire and action. You need to first get the attention of who you want to persuade, then you want to make them interested in whatever it is, then you need to make the person desire the product as well as be interested in it, lastly you need a call to action so the person buys what you’re selling. You need a hook to get someone’s attention, a compliment, fact or statistic, a good question, or a good story. Knowing your audience is important for this. Interest appeals mostly to logos and may rely on ethos for this. Make sure the interesting information comes before your appeal for someone to buy. Desire usually relates more to pathos and less concrete examples of what could be done with the object or the money saved on the object. Focusing on objections and debunking these can also help with desire. The action is you telling the person what they need to do to now fulfill this interest and desire you have given them. Make sure to end by thanking whoever is reading it so you can keep up good relations with them. Being ethical in using this is important and that can be done by not only following the law but also by being truthful. That truth usually inspired trust.
The two big ideas of chapter 9 in the textbook are the importance of exercising logos, pathos, and ethos, and additionally using the AIDA method when writing a persuasive letter. The textbook makes the distinction between a persuasive letter and an argumentative or a dismissive letter, wherein you are not actively denying someone, but rather you are trying to convince someone to take an action that is to your personal benefit.
To the first major point of the chapter, which is the focus on ethos, logos, and pathos as means of persuasion. These three concepts were first conceptualized by Aristotle in Hellenistic Greece and were part of his writings on Aristotelian rhetoric. Logos is an appeal to reason, wherein the writer appeals to the reader’s sense of rationality by presenting them with facts. The second concept is pathos, which is an appeal to the reader’s emotion, wherein you try to resonate with them on a more empathetic level. Finally, is ethos, which is the appeal to authority, wherein you attempt to convince the reader by convincing them that there is someone, or multiple people, in an authoritative position who believes they should be persuaded to do as you want them to do.
The second big idea of the chapter is the AIDA method, wherein you grab the reader’s attention, generate interest in the reader, appeal to their desires, and then provide them with a call to action. The AIDA method provides a progressive blueprint which you can use when writing a persuasive letter.
AIDA stands for Attention Interest Desire and Action. It’s a complimentary way of approaching the persuasive letter. You have to get the attention of the person you’re trying to persuade, develop an interest in whatever you’re offering that person, you then mak ethe person really want it which creates desire, once all of that is completed you get that person to complete the action of actually buying what you’ve persuaded them to desire. This can appeal to either logos or ethos since everyone is different. Someones logos can be another persons ethos, and vice versa.
One big point of this chapter is the three rhetorical techniques, rhetoric being another word for persuasion. Three Greek persuasive appeals that fall under these techniques are logos, pathos and ethos. Logos is the appeal to reason, including the use of facts. Pathos is the appeal of emotion, and ethos is the appeal to authority. There are examples mentioned in this chapter that help explain these three persuasive appeals. An example for logos would be: “The movie stars Liam Neeson, and Neeson’s movies are almost always exciting.” An example of pathos would be: “If you don’t come to the movie with us, you’re going to lose us as friends, and you’ll have a lonely evening.” Lastly, an example of ethos would be: “The local newspaper reviewer has given the movie a five-star review, and the reviewer is almost always spot on.” These three examples for the persuasive appeals give a good insight to how these forms of persuasion can be used to write sentences. Another big point in this chapter is logical fallacies which also fall under rhetoric. Logical fallacies are arguments that look like they make sense, but they actually don’t. An example of a logical fallacy as mentioned in the chapter is the Nigerian scam which is a bank account email scam that uses all three persuasive appeals. The Nigerian scam example shows that the appeal to authority can be misused. Also, there is a difference between argument and persuasion because argument is based on primarily logos.
The first big idea that I took from this chapter was about the AIDA model being applied to persuasive letter writing. I have used the AIDA model in other courses, and have an understanding of it, but it is always different learning to apply it to different kinds of writing. In persuasive writing, finding the attention, interest, desire and action can look very different than in other forms of writing. In persuasive writing, the AIDA model needs to be used in a highly personalized way, as each person will have something different that will grab their attention, so knowing your audience is key.
A second big idea that I took from this chapter is the idea of ethics in persuasive communication. The keys in making sure that your persuasive writing is ethical is by being truthful and legal. Persuasive writing should never involve illegal activities, as persuading someone in this direction is unethical. In addition, you must be transparent in everything you are stating in persuasive writing. When writing in a convincing manner, it can sometimes be tempting to sugar-coat or bend the truth, but this is an unethical practice.
Two big points in this chapter discuss persuasive techniques such as logos, pathos, ethos, and AIDA. The outcome of these techniques should appeal to the thoughts or feelings of the receiver. Appealing to reason, emotion, or authority are tools commonly used throughout all communication. When we engage in these types of persuasion, we appeal to a viewpoint, attempting to create a trustworthy, logical statement that is convincing and appealing. Whether we know it or not, using these tools in an argument or persuasion is an attempt to create understanding between the messenger and receiver.
Using these persuasive techniques includes appealing to the attention, interest, desire, and action of the recipient. Gaining attention requires knowing your audience, who are you appealing to? Interest relates to the opinion and reason behind your message, using clear, specific details to make a mental connection. This leads to desire, which connects to interest, and provides answers or a purpose for recipients. Lastly, action fulfills the desire and lets the person know what they need to do next. The three techniques greatly overlap with AIDA, which are essential points in any communication. The goal of persuasive communication is to create a meaningful connection and leave an impact on our audience.
The first concept I want to discuss in this chapter is AIDA: attention, interest, desire, action. This is a concept I’ve learned in previous communications and business classes. Using AIDA is an important skill for all forms of communication (news writing, advertisements, posters, grant writing, etc). Essentially, following the AIDA method allows a writer/designer to be as persuasive as possible. You start by grabbing someone’s attention — which is hard to do with our world’s shortening attention span. Next, you create interest to keep the reader/viewer interested in your content — you don’t want them to put it down or walk away. The third step is to create desire — you have someone interested in consuming your media, and now you need to give them a reason to continue to do so and support your cause. Finally, you give the viewer a call to action, give them a reason to continue to support your cause/buy your product/attend your event/etc. The second thing I want to discuss in this chapter is professional ethics. I’m really glad the author decided to touch on ethics because a lot of people who create our media set ethics aside in an attempt to just get a job done. Working ethically is crucial to maintaining a healthy relationship between society and those who produce media.
This chapter was helpful with teaching us how to create a persuasive document. What’s particularly interesting about this chapter and the AIDA process is that it can be applied to virtually any situation where you are looking to get something out of someone. The ability to sell something is one of the most important qualities a human can have. AIDA could be used to encourage donations to a charitable cause like in the chapter, to sell a product, to encourage a friend to tag along to the movies, sell people on a business plan, etc. Being able to effectively use this process will allow for anyone to have significant impacts on whatever it is they’re promoting or asking for. The chapter also touches on the ethics side of AIDA. This is especially important when the thing you are selling can harm someone. The easiest example of this is not providing all information about a medicine. However, this rue can be bent if the product has been judged by opinion. If you’re selling pizza and the reviews have been half great and half terrible, it’s less serious to advertise the thoughts of those who loved the pizza and keep the negative reviews quiet.
To start off, one of the things that jumped out at me as being important is when the book mentions there being a difference between argument and persuasion. To back up this claim, the book mentions the idea of logos and pathos, which are loosely based on the logistics and factual side of writing, as well as the emotional side of writing. Writing is split up into three areas, and along with Pathos and Logos, there is one called Ethos, but for right now, the former two are the ones I will be focusing on. The book claims that when one has an argument, they are using factual based evidence and reasonings in order to try and win the argument. In professional and technical cases when writing an argument, you are using the idea of statistical analysis and factual based reasonings in order to state what you know, show an understanding, and come out on top. In this field, arguing becomes a helpful skill in different kinds of marketing and strategizing, as well as persuasion. In marketing, the power of persuasion becomes your biggest asset, as you are attempting to persuade other people to look into your campaign or product or whatever it is you are attempting to pitch. Arguing and persuading are not just skills you need when attempting this type of writing, but it is important to understand the difference between the two, because persuading when you need to argue and vice versa will get you nowhere.
On the other hand, the other big takeaway from this chapter that was super important to me was the ideology and breaking down of the AIDA format, mentioned to have been used by the Greeks. AIDA is an acronym in Professional and Technical Writing that stands for Attention, Interest, Desire and Action. Despite the simple words and terminology, these steps are not as black and white as they appear to be, and require a lot more thinking to construct. More precisely, you can approach it like you are crafting an essay. Attention serves as the Hook, Interest serves as your claim, Desire can be your evidence and reasoning behind your interest, and then you close with the action taken. When crafting an Interest, it is important to know that you are not just expressing YOUR own personal interest, but rather using factual things and stats to grab the interest of who you are trying to sell to, as well as building on the desires by pleasing the audience you are offering to. Having counter arguments and answers to questions is a super effective way to be prepared for anything that you might need to counter, and to me, that is an effective tool that is sometimes overlooked when campaigning in marketing fields.
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A persuasive appeal has three possible outcomes, changing the actions, thoughts or feelings of whoever is being persuaded. Ways to appeal to people; logos, appeal to reason, pathos, appeal to emotions, and ethos, appeal to authority. Another thing to keep in mind is AIDA which stands for; attention, interest, desire and action. You need to first get the attention of who you want to persuade, then you want to make them interested in whatever it is, then you need to make the person desire the product as well as be interested in it, lastly you need a call to action so the person buys what you’re selling. You need a hook to get someone’s attention, a compliment, fact or statistic, a good question, or a good story. Knowing your audience is important for this. Interest appeals mostly to logos and may rely on ethos for this. Make sure the interesting information comes before your appeal for someone to buy. Desire usually relates more to pathos and less concrete examples of what could be done with the object or the money saved on the object. Focusing on objections and debunking these can also help with desire. The action is you telling the person what they need to do to now fulfill this interest and desire you have given them. Make sure to end by thanking whoever is reading it so you can keep up good relations with them. Being ethical in using this is important and that can be done by not only following the law but also by being truthful. That truth usually inspired trust.
The two big ideas of chapter 9 in the textbook are the importance of exercising logos, pathos, and ethos, and additionally using the AIDA method when writing a persuasive letter. The textbook makes the distinction between a persuasive letter and an argumentative or a dismissive letter, wherein you are not actively denying someone, but rather you are trying to convince someone to take an action that is to your personal benefit.
To the first major point of the chapter, which is the focus on ethos, logos, and pathos as means of persuasion. These three concepts were first conceptualized by Aristotle in Hellenistic Greece and were part of his writings on Aristotelian rhetoric. Logos is an appeal to reason, wherein the writer appeals to the reader’s sense of rationality by presenting them with facts. The second concept is pathos, which is an appeal to the reader’s emotion, wherein you try to resonate with them on a more empathetic level. Finally, is ethos, which is the appeal to authority, wherein you attempt to convince the reader by convincing them that there is someone, or multiple people, in an authoritative position who believes they should be persuaded to do as you want them to do.
The second big idea of the chapter is the AIDA method, wherein you grab the reader’s attention, generate interest in the reader, appeal to their desires, and then provide them with a call to action. The AIDA method provides a progressive blueprint which you can use when writing a persuasive letter.
AIDA stands for Attention Interest Desire and Action. It’s a complimentary way of approaching the persuasive letter. You have to get the attention of the person you’re trying to persuade, develop an interest in whatever you’re offering that person, you then mak ethe person really want it which creates desire, once all of that is completed you get that person to complete the action of actually buying what you’ve persuaded them to desire. This can appeal to either logos or ethos since everyone is different. Someones logos can be another persons ethos, and vice versa.
One big point of this chapter is the three rhetorical techniques, rhetoric being another word for persuasion. Three Greek persuasive appeals that fall under these techniques are logos, pathos and ethos. Logos is the appeal to reason, including the use of facts. Pathos is the appeal of emotion, and ethos is the appeal to authority. There are examples mentioned in this chapter that help explain these three persuasive appeals. An example for logos would be: “The movie stars Liam Neeson, and Neeson’s movies are almost always exciting.” An example of pathos would be: “If you don’t come to the movie with us, you’re going to lose us as friends, and you’ll have a lonely evening.” Lastly, an example of ethos would be: “The local newspaper reviewer has given the movie a five-star review, and the reviewer is almost always spot on.” These three examples for the persuasive appeals give a good insight to how these forms of persuasion can be used to write sentences. Another big point in this chapter is logical fallacies which also fall under rhetoric. Logical fallacies are arguments that look like they make sense, but they actually don’t. An example of a logical fallacy as mentioned in the chapter is the Nigerian scam which is a bank account email scam that uses all three persuasive appeals. The Nigerian scam example shows that the appeal to authority can be misused. Also, there is a difference between argument and persuasion because argument is based on primarily logos.
The first big idea that I took from this chapter was about the AIDA model being applied to persuasive letter writing. I have used the AIDA model in other courses, and have an understanding of it, but it is always different learning to apply it to different kinds of writing. In persuasive writing, finding the attention, interest, desire and action can look very different than in other forms of writing. In persuasive writing, the AIDA model needs to be used in a highly personalized way, as each person will have something different that will grab their attention, so knowing your audience is key.
A second big idea that I took from this chapter is the idea of ethics in persuasive communication. The keys in making sure that your persuasive writing is ethical is by being truthful and legal. Persuasive writing should never involve illegal activities, as persuading someone in this direction is unethical. In addition, you must be transparent in everything you are stating in persuasive writing. When writing in a convincing manner, it can sometimes be tempting to sugar-coat or bend the truth, but this is an unethical practice.
Two big points in this chapter discuss persuasive techniques such as logos, pathos, ethos, and AIDA. The outcome of these techniques should appeal to the thoughts or feelings of the receiver. Appealing to reason, emotion, or authority are tools commonly used throughout all communication. When we engage in these types of persuasion, we appeal to a viewpoint, attempting to create a trustworthy, logical statement that is convincing and appealing. Whether we know it or not, using these tools in an argument or persuasion is an attempt to create understanding between the messenger and receiver.
Using these persuasive techniques includes appealing to the attention, interest, desire, and action of the recipient. Gaining attention requires knowing your audience, who are you appealing to? Interest relates to the opinion and reason behind your message, using clear, specific details to make a mental connection. This leads to desire, which connects to interest, and provides answers or a purpose for recipients. Lastly, action fulfills the desire and lets the person know what they need to do next. The three techniques greatly overlap with AIDA, which are essential points in any communication. The goal of persuasive communication is to create a meaningful connection and leave an impact on our audience.
The first concept I want to discuss in this chapter is AIDA: attention, interest, desire, action. This is a concept I’ve learned in previous communications and business classes. Using AIDA is an important skill for all forms of communication (news writing, advertisements, posters, grant writing, etc). Essentially, following the AIDA method allows a writer/designer to be as persuasive as possible. You start by grabbing someone’s attention — which is hard to do with our world’s shortening attention span. Next, you create interest to keep the reader/viewer interested in your content — you don’t want them to put it down or walk away. The third step is to create desire — you have someone interested in consuming your media, and now you need to give them a reason to continue to do so and support your cause. Finally, you give the viewer a call to action, give them a reason to continue to support your cause/buy your product/attend your event/etc. The second thing I want to discuss in this chapter is professional ethics. I’m really glad the author decided to touch on ethics because a lot of people who create our media set ethics aside in an attempt to just get a job done. Working ethically is crucial to maintaining a healthy relationship between society and those who produce media.
This chapter was helpful with teaching us how to create a persuasive document. What’s particularly interesting about this chapter and the AIDA process is that it can be applied to virtually any situation where you are looking to get something out of someone. The ability to sell something is one of the most important qualities a human can have. AIDA could be used to encourage donations to a charitable cause like in the chapter, to sell a product, to encourage a friend to tag along to the movies, sell people on a business plan, etc. Being able to effectively use this process will allow for anyone to have significant impacts on whatever it is they’re promoting or asking for. The chapter also touches on the ethics side of AIDA. This is especially important when the thing you are selling can harm someone. The easiest example of this is not providing all information about a medicine. However, this rue can be bent if the product has been judged by opinion. If you’re selling pizza and the reviews have been half great and half terrible, it’s less serious to advertise the thoughts of those who loved the pizza and keep the negative reviews quiet.
To start off, one of the things that jumped out at me as being important is when the book mentions there being a difference between argument and persuasion. To back up this claim, the book mentions the idea of logos and pathos, which are loosely based on the logistics and factual side of writing, as well as the emotional side of writing. Writing is split up into three areas, and along with Pathos and Logos, there is one called Ethos, but for right now, the former two are the ones I will be focusing on. The book claims that when one has an argument, they are using factual based evidence and reasonings in order to try and win the argument. In professional and technical cases when writing an argument, you are using the idea of statistical analysis and factual based reasonings in order to state what you know, show an understanding, and come out on top. In this field, arguing becomes a helpful skill in different kinds of marketing and strategizing, as well as persuasion. In marketing, the power of persuasion becomes your biggest asset, as you are attempting to persuade other people to look into your campaign or product or whatever it is you are attempting to pitch. Arguing and persuading are not just skills you need when attempting this type of writing, but it is important to understand the difference between the two, because persuading when you need to argue and vice versa will get you nowhere.
On the other hand, the other big takeaway from this chapter that was super important to me was the ideology and breaking down of the AIDA format, mentioned to have been used by the Greeks. AIDA is an acronym in Professional and Technical Writing that stands for Attention, Interest, Desire and Action. Despite the simple words and terminology, these steps are not as black and white as they appear to be, and require a lot more thinking to construct. More precisely, you can approach it like you are crafting an essay. Attention serves as the Hook, Interest serves as your claim, Desire can be your evidence and reasoning behind your interest, and then you close with the action taken. When crafting an Interest, it is important to know that you are not just expressing YOUR own personal interest, but rather using factual things and stats to grab the interest of who you are trying to sell to, as well as building on the desires by pleasing the audience you are offering to. Having counter arguments and answers to questions is a super effective way to be prepared for anything that you might need to counter, and to me, that is an effective tool that is sometimes overlooked when campaigning in marketing fields.