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Title Page
Our Evolving Definition
FEAR Appeal
Artistic Proof
Reasoning
Persuasive Appeals
The Media Effect
A Picture Persuades a Thousand Ways
Pathos of Persuasion


A Picture Persuades a Thousand Ways


Nike uses persuasive ads to sell their product.

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VW's "Safe Happens Ad" broken down and labeled by emotional states found in pathos and Aristotle's tension/release pattern.
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Two couples talking after a movie. Easy to relate to. Joking, lighthearted, fun. Audience is relaxed. Women and men both relate to the flirty banter.

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Absolutely terrifying set up to crash--feeling of inevitability The noise is so LOUD and scary! Then darkness! What happened? Who's hurt? Panic sets in.

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Audience is as shaken as the actors, unhurt but stirred up. We all feel like "that could happen to us". Perfect moment to persuade audience--"Safe Happens", clean background.

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We want to return to calm state, and this ad helps us solve the problem of vehicle safety. Then the logo on a white screen--trustworthy, solid, safe. Persuaded?