Persuasive appeal.

Persuasive appeal.

Persuasive appeal refers to those arguments that are convincing, which an author uses to appeal to the reader to take a particular action or agree with the author’s point by appealing to the reader’s sense of ethics, emotion and logic.

The persuasive appeal has an aim to persuade in taking action and agree with the point of view of the author. This appeal comprises of logos ethos and pathos. When an author knows his audience, then he can identify which words to chose to be able to persuade the audience well. This involves taking care of their interest by being able to know about what makes them curiousor make them feel they are understood. There are three ways which can be used to appeal to the audience. This is through ethos, logos and pathos. These are well presented on a rhetoric triangle. The sadness applies when it comes to attention and their response emotionally. The pathos can manipulate the emotions even before the brain kicks. However,  pathos, if it exceeds, can irritate the audience because they are also looking for facts to validate the feelings to support the author.  Another type is logos. The audience will have to evaluate the validity of the claims. Thus these claims will have to be supported by logic, statistics or the perspective of other experts. Relying on just logos makes the writings dull and dry. Moreso, ethos is paramount in this case .Ethics is the third type. The audience wants to know if they can rely on the information given for integrity purpose. It is always good to be aware of fallacies since they can reduce the worth of the information provided.

Emotion appealed

The emotional appeal tried to arouse the emotion of fear.  This is a way to motivate people to take a particular action, policy or either buy a specific product. For instance, a television showed how harmful it could be to hire strangers by providing shadowy pictures that show strangers attacking people and causing harm. In this manner, people’s fear was aroused, making them not to get into the idea of recruiting strangers. Another way of appealing fear emotionally issending a persuasive message which attempts to incite suspicion with an aim to diverting somebody’s behaviour so that they may escape impending harm. For instance, a picture of a lung that is affected by smoking can be used to instil fear to smokers of cigarettes to discourage them through arousing fear into them so that they cannot fall into the same predicament..

The models of fear appealmessages include drive theory, health belief model, and theory of reasoned action. Thisappealing emotion arousesfear to somebody in such a way; he or she can’t be told to stop something that is not right. It is something psychological that leaves a person with a lot of fear, and they can take a turn around from doing some actions without hesitation. If a person can see the danger he is getting intoin real sense; then he can avoid such a route immediately. It is the most persuasive kind of emotion.

Effectiveness of the appeal.

This appeal was usefulbecause it caused many peopleto leave some actions .like entirely in the case of the arousing fear on the issue of hiring strangers, causeda lot of fear and people became more careful and could not hire a person that was not well known. In the case where people were shown a picture of cigarette smoking,  there wasa lot of fear, and many of them left smoking. Those that were addicted sought for medical help to get assistance. This appeal was persuasive, and it persuaded me to always make the right choices by doing things that are ethically right and notto indulge into businesses that may lead me to danger since my fear was also aroused.

References

Septianto, F., Chiew, T. M., & Thai, N. T. (2020). The congruence effect between emotional product appeal and country-based emotion: The moderating role of country-of-origin. Journal of Retailing and Consumer Services, 52, 101916.

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