Design Discourse (GRPH 466 / SEM 85) Lecture 7 - MSA UNIVERSITY

Design Discourse GRPH 466 / SEM 85 / Lecture 7 Edited By Dr. Maisoun Persuasion Today’s Topics: 3PersuasionStrategies-Aristotle-(logos/pathos/ethos) The Laws of Persuasion Other persuasion techniques  We persuade people every day, whether it’...

Design Discourse GRPH 466 / SEM 85 / Lecture 7 Edited By Dr. Maisoun Persuasion Today’s Topics: 3PersuasionStrategies-Aristotle-(logos/pathos/ethos) The Laws of Persuasion Other persuasion techniques  We persuade people every day, whether it’s getting children to clean their rooms, as king a colleague to help with a project, or convincing our supervisors to give our team more resources. The main tool we use in just about every kind of persuasion is communication. Without a proper communications strategy-one that addresses the other person’s c oncerns, offers solutions, and does both of those things clearly and concisely-it is alm ost impossible to win over anyone to your way of thinking. Persuasion Strategies(logos/pathos/ethos) Aristotle Persuasion Strategies Over two thousand years ago, a famous Greek teacher, scientist, and rhetorician, Aristotle, taught his students. that there were three basic ways of convincing your audience of something. or at least getting your audience to listen to what you have to say. We still use these concepts today. They are: Logos Pathos Ethos Logos -An appeal to logic or reason - Logos is the appeal to our logical side. -Logos is about the data/facts/statistics/figures we use to present our ideas. A logos-filled strategy would contain an almost academic or scientific level of logic and reason. An advertisement using logos for ex. will give you the evidence and statistics you need to fully understand what the product does. The logos of an advertisement will be the "straight facts" about the product: “One glass of Florida orange juice contains 75% of your daily Vitamin C needs”. Ethos Credibility Ethos is used to convince an audience by offering reliability, honesty, and credibility. This usually means a respected authority figure or expert or celebrity giving a product or brand a testimonial or endorsement. An ethos-filled strategy would include famous people or experts in their field. These people would influence the audience based on authority or superior social status.  An appeal to credibility or character When an esteemed public figure endorses a product, it validates it to the end consumer.( experts, celebrities) An ethos advertisement plays off the consumer’s respect for a given spokesperson. Invokes the superior “character” of a speaker, presenter, writer, or brand. It’s easier to make a decision when someone you respect signs off on it, right? if a Psychology professor were writing an essay about the psychology of eating disorders, she or he would have strong, built-in ethos. But , if that same professor were to try to write a paper on quantum physics, her or his educational background would provide no built-in ethos.  An advertisement using ethos will try to convince you that the company is more reliable, honest, and credible; therefore, you should buy its product. Using experts, such as nine out of ten dentists agree that Crest is the better than any other brand. Using celebrity endorses a product to lend it more credibility. Pathos. An appeal to emotion An advertisement using pathos will attempt to evoke an emotional response in the consumer. Sometimes, it is a positive emotion such as happiness: an image of people enjoying themselves while drinking Pepsi. Other times, advertisers will use negative emotions such as pain: a person having back problems after buying the “wrong” mattress. Pathos can also include emotions such as fear and guilt: images of a starving child persuade you to send money. Pathos advertisement techniques appeal to the senses, memory, nostalgia, or shared experience. Pathos examples pull at the heartstrings and make the audience feel. A quick way to appeal to a viewer’s emotions? A cute animal. A devastated family. A love story. Overcoming great odds. An inspirational song and imagery A strategy like this will elicit pity, energy, or even make a viewer choke up. It appeals to compassion and feeling https://www.youtube.com/watch?v=h-8PBx7isoM Laws Of Persuasion used in marketing and advertising The Law of Reciprocity The Law of Reciprocity simply explained is that when someone does something for you, you feel to reciprocate or do something in return for them.  Robert Cialdini, the “Godfather of Influence.” found that when mints were given with the restaurant bill that tips went up an average of 3.1%. If you give away something “for free,” people are inclined to reciprocate. When business owners offered samples or a small gift for free to their potential customers, they were basically creating a social obligation for them to return the favor. Kind of like an inverted loyalty program, except the gift, comes first....or sending a personalized note or by letting them choose their free reward. By giving them a little extra attention or freedom to choose their own reward, you are showing them that you genuinely care about them as human beings, not just as a potential revenue source Law of Urgency: There is always a reason to buy NOW. “A sale is over in two days... There is a pending price increase... We only have 25 left in stock.... We are going out of business... The new models are coming in, and we need to liquidate our inventory...” Law of Exclusivity: Only for you! Only here! The only place you can get this product is here. Also, it means that the target market can get this offer and nobody else. Perhaps because you are a member of a club or organization. Affinity membership is a very powerful motivator. Like minded folks think, act and want to be part of the same group Other persuasion techniques: The following are some more specific strategies that advertisers use Avante Garde The suggestion that using this product puts the user ahead of the times. A toy manufacturer encourages kids to be the first on their block to have a new toy. Weasel Words "Weasel words" are used to suggest a positive meaning without actually really making any guarantee. A scientist says that a diet product might help you to lose weight the way to helped him to lose weight. A dish soap leaves dishes virtually spotless. Magic Ingredients The suggestion that some almost miraculous discovery makes the product exceptionally effective. A pharmaceutical manufacturer describes a special coating that makes their pain reliever less irritating to the stomach than a competitor’s. Patriotism: MADE IN EGYPT The suggestion that purchasing this product shows your love of your country. A company brags about its product being made in EGYPT. Snob Appeal (GALAXY) The suggestion that the use of the product makes the customer part of an elite group with a luxurious and glamorous lifestyle. A coffee manufacturer shows people dressed ni formal gowns and tuxedos drinking their brand at an art gallery. Bribery ‫الرشوة‬ Bribery offers you something "extra." Buy a burger; get free fries. Bandwagon ‫التقليد‬ The suggestion that you should join the crowd, 'everyone else is doing it'. Fear. This is the opposite of the Association technique. it uses something disliked or feared by the intended audience (like bad breath, failure, high taxes or terrorism) to promote a "solution." Ads use fear to sell us products that claim to prevent or fix the problem. Politicians and advocacy groups stoke our fears to get elected or to gain support. Humor. Fun Many ads use humor because it grabs our attention and it's a powerful persuasion technique. When we laugh, we feel good. Advertisers make us laugh and then show us their product or logo because they're trying to connect that good feeling to their product. They hope that when we see their product ni a store, we'll subtly re-experience that good feeling and select their product. Advocacy messages (and news) rarely use humor because it can undermine Assignment Persuasion  Group assignment (Weighing 25%) Persuasion Students form groups, each group is assigned a brand for product or service to be introduced Each group has to choose the appropriate persuasion strategy/ies to approach their audience A group presentation is done then each student will write down a plan reporting the chosen strategy/ies. you can design a poster, draw a story board, film a short ad,create a short animation.... Each Student Choose one Topic and Present It. In 2 minutes From Our Sem. Course. THANK YOU