The Art of

Persuasion
Presented By:
Krishna Poddar 2K21/CO/243
Kunal Singhal 2K21/CO/251
Table of contents

01 02 03
Introduction Persuasion History
Establishing context on Essential Communication Evolution of Persuasion
the topic Tactics

04 05 06
Appeals Analysis Conclusions
Ethos, Pathos and logos Analyzing a couple of Key takeaways
advertisements and
speeches
01
Introduction
A brief on
persuasion

● Persuasion is the art of influencing others' beliefs, attitudes, or

actions.

● It is essential for effective communication in various aspects of

life, including personal relationships, business, and public
speaking.

● We will further explore the principles, history, and techniques of

persuasion, providing valuable insights for effective
communication.!
02
Persuasion
Core Principles

01 02
Understanding Fostering
The audience Connection
Tailor messages to fit
Building empathy
the audience
Persuasion
03 04
Building Compelling
Credibility Arguments

Establish trust and Employing ethos,

reliability pathos and logos
03
History
Evolution of persuasion

Ancient Rhetoric Digital Era

Persuasion through online
Oratory is the major form
posts, streams and tweets
of persuasion

Industrial Revolution
Rise of modern advertising
and persuasion through
writing
04
Appeals
Utilizing diverse appeals for
persuasion

Ethos Pathos Logos

An appeal to the An appeal to the An appeal to logic by the

speaker’s character, it emotions of audience. It use of logical data,
establishes credibility can motivate audience statistics, which
and shows the expertise to take a certain persuade audience
of the speaker viewpoint. through critical analysis
05
Analysis
Ad of Usha
Mixer
The Usha mixer
advertisement incorporates
ethos, pathos, and logos,
making it highly persuasive
for purchasing their product
Various appeals used by Usha

01 02 03

Ethos Pathos Logos

● The credibility of ● The emotional appeal ● Mentioning the 5
brand of Usha. is the relation year warranty of
● It is further between mother and product.
enhanced by daughter. ● Use of 100% copper
● Appeal by making the
portraying it as a wiring.
people reminisce the
choice of an
food prepared by
empowered women.
their mom.
Ad of
Dream 11
The Dream 11 advertisement
incorporates ethos, pathos,
and logos, making it highly
persuasive for using their
platform
Various appeals used by Dream 11

01 02 03

Ethos Pathos Logos

● The endorsement of ● The childhood stories ● They claim to be the
the Indian cricket evoke the feeling of No. 1 betting app.
team demonstrates nostalgia. ● They claim that on a
their credibility. ● The ad aims to daily basis people
● Inclusion of cricketers resonate with the
are winning cash
and actors in the ad audience's own
prize worth crores.
reflect their character memories and
and trustworthiness aspirations of playing
cricket.
Speech of
Barack
Obama
In 2004, a one-term senator
Barack Obama from Illinois
took the stage to deliver the
keynote speech at the
Democratic National
Convention in Boston, which
lead to him being the
president
Various appeals used by Barack Obama

01 02 03

Ethos Pathos Logos

● Representing the ● His story and ● Outlined policy
democratic party struggles as an proposals addressing
itself speaks about his immigrant was healthcare, education
credibility. relatable to many. and inequality.
● Highlighting that his ● Speaking of the ● Appealed to reason by
saying “there’s not a
grandfather fought in American dream he
liberal America and a
the WW2, emphasizes sparked feelings of
conservative America,
on his character and hope, unity and there’s the United
reliability. patriotism. states of America
 06
Conclusion
“Persuasion is the art of connecting,
convincing, and catalyzing change
through credibility, emotion, and
reason”

—Someone Famous
Thanks!
Do you have any questions?