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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


Artistic Proof

Aristotle’s three types of artistic proof to persuade audiences (Borchers, 2005):

1. Ethos – a persuader's credibility

Example: Who is a credible spokesperson? Audiences look to different sources over time




http://www.youtube.com/watch?v=OkfZxLw_bAY


2. Logos – a persuader’s use of logical reasoning

Example: Dove Evolution Ad shows us how beauty is created



http://www.youtube.com/watch?v=hibyAJOSW8U&feature=related



3. Pathos – a persuader’s appeal to the audience’s emotions

Example: Thai life insurance ad works to have the audience feel pity




http://www.youtube.com/watch?v=dpf2hsZGsJM