Persuasion: How Media Tries to Convince Us
Understanding how adverts and media influence our choices
Let's Begin
You Will Learn
How Media Works
Discover how adverts try to convince us.
Three Simple Tricks
Learn the main persuasion techniques used.
Feelings & Trust
See how adverts make us feel and think.
What Is Persuasion?
Persuasion means trying to make someone agree or buy something.
1
Buy This
Adverts want you to purchase products.
2
Believe This
Messages try to change your mind.
3
Choose This
Media wants you to pick their option.
Feelings
Pathos = Feelings
Adverts make us feel happy, sad, scared, or excited.
Local Examples
  • Fairness cream adverts
  • Donation appeals
Global Examples
  • Animal rescue adverts
  • Save the Earth posters
Question: What feeling does this advert show?
Trust
Ethos = Trust
Adverts use famous people, doctors, or teachers we trust.
Famous Actors
Celebrities promoting products we buy.
Doctor Recommended
Medical experts we trust for health.
Sports Stars
Athletes showing us what to use.
Question: Why do we trust this person?
Facts
Logos = Facts
Adverts use numbers, facts, and words like "Best" or "No.1".
99%
Germ Free
Numbers that sound impressive and scientific.
1990
Since 1990
Years showing the brand is trusted.
24h
Battery Life
Facts about how long products last.
Question: What fact or number do you see?
Compare the Three Tricks
Which persuasion technique works best on you?
Feelings (Pathos)
Makes you feel emotions like happiness or sadness.
Trust (Ethos)
Uses famous or expert people you believe.
Facts (Logos)
Shows numbers and information that sound true.
Think: Which one convinces you most?
Guided Practice
Look at the advert below. Which trick does it use?
☐ Feelings
Does it make you feel something?
☐ Trust
Does it use someone famous or expert?
☐ Facts
Does it show numbers or information?
Your Turn to Analyse
Complete this sentence about the advert you see:
This advert tries to convince me by using...
Feelings
Trust
Facts
Well Done!
You now understand how media tries to persuade us.
Pathos
Using feelings
Ethos
Using trust
Logos
Using facts
Next time you see an advert, ask yourself: which trick is it using?