The document discusses principles of persuasion in print media advertisements. It covers Aristotle's three techniques of persuasion - ethos, pathos, and logos. Ethos appeals to credibility, using a respected spokesperson. Pathos appeals to emotions to convince audiences. Logos appeals to logic and reason, citing facts and data. The document provides examples of advertisements that effectively use each technique, such as a Penguin Audiobooks ad building ethos through a famous personality, an environmental ad tapping fear through pathos, and a Volvo ad citing crash statistics through logos.

1. PRINCIPALS OF
PERSUASION IN
ADVERTISEMENT
P R I N T M E D I A
By : Raja Babu

2. RHETORICAL DEVICES &
YOUR ARGUMENT
“ How incredible it is that a few
men, using the abilities given to
most men, have the power to
interest, motivate and persuade
their fellow men.” - Crassus, in
Cicero’s De Oratore
The Question is how do you get what you want using just your words?

3. ARISTOTLE’S 3 TECHNIQUE OF
PERSUASION

4. H O W M A N Y A D S D O
YO U T H I N K A N
AV E R A G E P E R S O N I S
E X P O S E D TO D A I LY ? ?
100
500
1000
Well, According
to digital market
experts, we are
susceptible to 4K-
10K ads a day!!

5. E T H O S
Ethos is the persuasive
technique that appeals to an
audience by highlighting
credibility.
An ethos advertisement plays
off the consumer’s respect for a
given spokesperson.
It’s easier to make a decision
when someone you respect
signs off on it, right?

6. P E N G U I N
AU D I O B O O K S
Listen and feel the original
autobiographies of your
favorite personalities. Feel as if
they themselves were telling
their story to you.

7. C A N YO U I D E N T I F Y
T H I S I M A G E ?

8. U N I T E D N AT I O N O N
I N T E R N AT I O N A L D AY
O F S I G N L A N G UA G E
Did you know that is hand
gesture is not just Spiderman at
work but
This is also the sign language
for
“I Love You”.
This creative ad uses the
worldwide recognition and
appeal of the much loved
Superhero, Spiderman, to
attract your attention and to
promote sign language. The
asks “ Adopt a different
perspective”.

9. PAT H O S
Pathos is persuasive technique
that try to convince an
audience through emotions by
pulling at the heartstrings and
making the audience feel.

10. SOS MATA ATLÂNTICA
(WITHIN THE CATEGORY: PUBLIC INTEREST)

11. S O S
M ATA A LTA N T I C A
Fear is a very powerful
emotion. The strong visuals of
the ads helps bring out that
fear in us. The fear of loosing
the most exotic of animals to
our greed is highlight.
The ad is hoping to tap that
fear to motivate us to save our
environment, the home to all
these animals. If it does, well
you note the link and you take
action!!

12. S A F E A T H O M E
F O U N D A T I O N , N Y
The task at hand is to get the
viewer to identify a problem that
they may be never encountered
before by evoking emotion in
understanding a cause.
The viewer will better understand
the consequences of Domestic
Violence and will be inspired to
join for the cause after seeing this
powerful imagery complemented
by some research.
“Children who witness violence
are more likely to become victims
or abusers as adults”

13. LO G O S
Logos is the persuasive
technique that aims to
convince an audience by using
logic and reason or in other
words by citing statistics, facts,
data, charts, and graphs.

14. VOLVO : THE E.V.A. INITIATIVE
An ad that reveals your
chances of survival in a car
crash by simply measuring
the size of your hand.

15. Since most crash test dummies
are based on the average male,
the hand inside the ad is based
on those same measurements.
So, if your hand doesn’t fit —
you may be more likely to get
injured in a car crash.
That’s the deadly truth about a world
with male-dominated crash tests. But
Volvo Cars has collected crash data
since the 1970's to better learn what
injuries arise in different accidents for
men, women, and children.
An Appeal to
Reason
We don’t restrict testing
parameters to average male
measurements, therefore we are
able to develop safer cars for all.

16. PARTING THOUGHTS
“ Whoever does not study rhetoric will be a
victim to it”
- Translation Inscription on an ancient Wall in
Greece