Understanding persuasive messages

In order to improve, polish and boost our academic essay and oral presentation, we can

use persuasive messages. One way to structure the information is by using the Elaboration of

Likelihood Model (ELM) to determine how people evaluate our message. The audience

process information in two ways, depending on the value they attribute to what is said. They

will either use the central route which focus on logic and reasoning (logos) or the peripheral

route which focus on credibility and emotions (ethos and pathos).

The central approach is based on factual information to support a conclusion. The

structure of logos is about the claim, the support and the warrant which are the three basic

elements of an argument. To support the claim, the author needs to find a logical statement

that connects the evidence to the conclusion by using example, sign, analogy or causation. In

a written essay, make sure to avoid fallacies and use evidence from well-respected and valid

sources. In oral presentation, be sure about the relevancy of the argument.

The peripheral approach uses ethos and pathos strategies to persuade the reader or the

audience. Ethos strategy focus on the goodwill and degree of empathy that the audience has

towards the speaker or writer while the Pathos strategy focus in evocate emotions, appeal to

feelings and involve the audience in what is said. In your persuasive speaking or writing, it is

important to empathize with the audience using verbal and nonverbal expression and manage

the energy to fulfill the message.