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Modes and Principles of Persuasion
- 1. BUSINESS COMMUNICATION By Saksham Chawla 20DM256
- 4. ETHOS: • Ethos is used to convince the audience by emphasizing speaker’s authority or credibility. • When the head of the family supports his daughter in law shows the authority to speak in the given situation.
- 5. PATHOS: • Pathos appeals to the emotion of the audience and evoke feelings that already reside in them. • In this ad everyone in the family is blaming and cursing the daughter in law even though she was trying to teach her son that stealing is wrong.
- 6. LOGOS: • It is the persuasive technique that aims to convince an audience by using logic and reason. • “When you see a mother being tough stand by her. Because when you stand by a tough mom you help her protect the next generation.” This brings out the logic behind this ad.
- 8. AUTHORITY • People have a tendency to obey characters that are more authoritative. • In the following ad the main message is conveyed to the audience by the head of the family because he has an authoritative personality and hence the message is more Impactful.
- 9. LIKING • If you like someone there are more chances that you will be persuaded easily by them. • This ad was mainly a glimpse of a family so that audience could easily relate to the similarities. • Every mother and every daughter in law could relate very well .
- 10. SOCIAL PROOF • People can be easily persuaded towards a particular thing if it is followed by the majority. • Through this ad all out also tried to showcase that now most of the families in India are using all out. • It represents a trust in the brand and therefore through this ad people are also persuaded to use this particular product.