Critical Thinking and Emotional Appeals

Key Idea

The purpose of an advertisement is to persuade people to do something. To accomplish this purpose, advertisements use three types of persuasive strategies, or appeals.

• say that a brand has been trusted for many years

• include an endorsement from a respected organization, such as the American Dental Association

• feature a testimonial from a "real person" who shares the audience's values

• use an admired celebrity or athlete as a spokesperson

Writing

Key Idea

Appeals to logos, or reason, use logic and verifiable evidence. An ad that appeals to logos might do one of the following:

• use graphs or charts to display information

• cite results of clinical trials or independently conducted studies

• explain the science behind a product or service

• emphasize that the product is a financially wise choice

• anticipate and refute potential counterclaims
  

Writing

Key Idea

Appeals to logos, or reason, use logic and verifiable evidence. An ad that appeals to logos might do one of the following:

• use graphs or charts to display information

• cite results of clinical trials or independently conducted studies

• explain the science behind a product or service

• emphasize that the product is a financially wise choice

• anticipate and refute potential counterclaims
  

Writing

Key Idea

Appeals to pathos, or emotion, use feelings rather than facts to persuade the audience. An ad that appeals to pathos might do one of the following:

• trigger a fear, such as the fear of embarrassment

• appeal to a desire, such as the desire to appear attractive

• link the product to a positive feeling, such as adventure, love, or luxury
  

Writing

Do you think critically?

• thinking and judging for yourself.

• evaluating and processing information while keeping your biases in mind.

• analyzing evidence to make sure it is sound.

1. Recognize assumptions you carry with you (why you believe what you believe)

e.g. Girls don't like bugs.

e.g. doctors once thought leeching people was a good thing--just because something is commonly accepted doesn't make it true

Don't be fooled by emotional pleas or angry speeches.

Be on the lookout for hidden agendas and biases

1. Bandwagon appeals--believe it because everyone else does

using a scary story as an example to make you more likely to believe an underlying assumption

present two different options as the only possible options

• 1. Who said it?

• 2. What did the person say? Was it based on fact or opinion?

• 3. Where did the person say it? Was it in public or in private?

• 4. When did the person say it?

• 5. Why did the person say it?