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INSTRUCTIONAL PACKET IN ENGLISH 8

Lesson 13
APPROPRIATE PERSUASIVE DEVICES

I. Objectives:
At the end of the lesson, you will be able to:
1. familiarize the three types of persuasion;
2. identify the different appropriate persuasive devices used in commercials;
3. write a persuasive speech of a chosen topic guided by the techniques; and
4. appraise the value of concepts learned from the topic.

II. Preliminaries. Read the fable first before you proceed to the lesson.
The Stag & His Reflection
(Aesop’s Fable)
A Stag, drinking from a crystal spring, saw himself mirrored in the clear water. He
greatly admired the graceful arch of his antlers, but he was very much ashamed of his
spindling legs.
"How can it be," he sighed,
"that I should be cursed with such
legs when I have so magnificent a
crown."
At that moment he scented a
panther and in an instant was
bounding away through the forest.
But as he ran his wide-spreading
antlers caught in the branches of the trees, and soon the Panther overtook him. Then
the Stag perceived that the legs of which he was so ashamed would have saved him had
it not been for the useless ornaments on his head.
Moral of the Story
We often make much of the ornamental and despise the useful.
1. Have you ever tried watching yourself in front of a mirror and questioned your own
reflection?
2. Are there parts of your body that you are proud of? Are there parts of your body
that you ashamed of?
3. What matters most in your life?
4. Do you sometimes take time to clarify your values in a moment of doubt or
uncertainty?
5. Does it really matter what others think about you?
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 If you are to advertise a product, how will you persuade your audience? What specific
persuasive devise you will use?
Mastercard: There are some things that money
can’t buy. For everything else, there’s Mastercard.
III. Input
Persuasion is one way where speakers or writers
can give or explain their ideas to readers or their
audience, with the goal of impelling the readers or
the audience to believe and agree with their point.

There are three types of persuasion which one can use:

1. Ethos – this is used when the speaker or the writer tries to convince the audience
by using what is morally right and is guided by ethics.
2. Logos – logic and reasoning are used in order to persuade the audience. The
speaker or writer is using rationality in presenting their ideas.
3. Pathos – humans are emotional beings. The speaker or writer persuades by
appealing to the emotions of the audience while lacking logic. Emotions like pain,
suffering, love, and anger are used to win over the audience.
Persuasive Techniques in Advertising
 Ethos: an appeal to credibility or character.
An advertisement using ethos will try to convince you that the company is more
reliable, honest, and credible; therefore, you should buy its product. Ethos often
involves statistics from reliable experts, such as nine out of ten dentists agree that Crest
is the better than any other brand or Americas dieters choose Lean Cuisine. Often, a
celebrity endorses a product to lend it more credibility: Catherine Zeta-Jones makes us
want to switch to T-Mobile.
 Logos: an appeal to logic or reason.
An advertisement using logos 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.
 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.

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 There are also several techniques that speakers or writers use in persuading their
audience.
1. Using emotional language – these words trigger the emotional aspect of the
audience that makes them vulnerable.
Example: The cat was beaten to the point where it can’t even walk and breathe well.
2. Using exaggeration – this is where the creativity also comes. By using
exaggerated language, the effect is bigger and better than what it normally is.
Example: LΌréal Paris: “Because You’re Worth It.”
Mercedez Benz: the best or nothing
3. Using dominant statements – it does not need long statements to persuade
someone. Short and direct to the point statements are sometimes more powerful
than long ones.
Examples: BDO: We find ways
Toyota Innova – All you Desire.
4. Making it personal – involving the audience and them having the feeling of
‘ownership’ will make them think twice about not agreeing with you.
Examples: You are the reason why we exist.
Standard Chartered Bank – Your Right Partner
5. Making them feel that they are odd one – this technique will make the
audience feel that if they do not agree, then they are the peculiar one in the
group.
Examples: Everybody in this room …
You have to be living in the 70s if you …

IV. Review
 Persuasion is one way where speakers or writers can give or explain their ideas to
readers or their audience, with the goal of impelling the readers or the audience to
believe and agree with their point.
 Types of persuasion: Ethos, Logos and Pathos
 Ethos – this is used when the speaker or the writer tries to convince the audience by
using what is morally right and is guided by ethics.
 Logos – logic and reasoning are used in order to persuade the audience.
 Pathos – humans are emotional beings. The speaker or writer persuades by appealing
to the emotions of the audience while lacking logic.
 Several techniques that speakers or writers use in persuading their audience: 1. Using
emotional language; 2. Using exaggeration; 3. Using dominant statements; 4. Making it
personal; and 5. Making them feel that they are odd one.

V. Learning Tasks
A. Using the different strategies, identify the different appropriate
persuasive devices that commercials use. Cite some examples.

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 B. Label the following commercials as pathos, logos, and ethos by placing
a P, L, or E in the blank.

VI. Performance Task

Think of a topic you would like to persuade. Let the strategies discussed be
your guide. Your composition will be rated based on the following criteria.

Persuasive Speech Composition Rubric

Criteria Excellent Good Satisfactory Needs Improvement Score
(10 points) (9-8 points) (7-6 points) (5-4 points)
Organization/ Effectively organized in Strong order and Organization is Lack of structure;
structure logical and creative structure. Inviting appropriate but disorganized and hard
- manner intro and satisfying conventional to follow. Missing or
introduction closure attempt at weak intro and
- body introduction and conclusion
- conclusion conclusion
Ideas and Context The writing is clear and The writing is mostly The ideas are The ideas are unclear,
- Main theme focus. It holds the focused, and the somewhat unclear inconsistent, and/or
- Supporting reader’s/listener’s reader can easily or the attempted lack a central theme
detail attention. Main ideas understand the main development is and/ or purpose.
are developed by idea. Support is minimal, too
supporting details present although it simple, irrelevant
suitable to audience and may be too general. or incomplete.
purpose.
Word Choice Words convey the The variety of words Language is Language is limited,
- Precision intended message in an employed is functional predictable, monotonous, and/or
- Effectiveness interesting, precise, and and appropriate to ordinary, and/or misused, only the
- Techniques natural way appropriate audience and purpose. imprecise, and at most general kind of
used to audience and times may not be message is
purpose. appropriate for communicated.
intended audience
and/ or purpose.
Grammar & There is no error in There is/ are one to There are few There are several
Mechanics grammar, spelling, two errors in errors in grammar, errors in grammar,
- Grammar punctuation and grammar, spelling, spelling, spelling, punctuation,
- Spelling capitalization. punctuation and punctuation and and capitalization
- Punctuation capitalization. capitalization made were made which
- Capitalization which interfere interfere with the
with the telling of telling of their
the message. message.
Total Score:

VII. References
Gabriel, J. P. (2013). Asian & African literature and communication arts. St. Bernadette
Publishing House Corporation
Retrieved from https://positivepsychology.com/introspection-self-reflection/
http://www.readwritethink.org/files/resources/lesson_images/lesson1166/
PersuasiveTechniques.pdf Retrieved: December 27, 2021
Retrieved from http://read.gov/aesop/017.html Retrieved: December 27, 2021
Retrieved from https://positivepsychology.com/introspection-self-reflection/ Retrieved:
December 27, 2021
Tagay, L. V., Brutas, M. L., & Basa, M. M. (2019). Journeying through literature and
language with Afro-Asian literary texts. SalesianaBooks by Don Bosco Press,
Inc.

Prepared by: Checked by:

EDGARDO M. CABASE, JR. RUTH U. MALLORCA

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Subject Teacher Subject Coordinator

Approved:

DR. ROUEL A. LONGINOS

School Principal