Chapter 11 Motivational Appeals

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Chapter 11 Motivational Appeals
pathos type of proof in which the audience is
made to feel emotion by the speech
http//www.ccfcanada.ca/clips.html patton
logos or ethos-based appeals are not the best or
most legitimate bases of appeal
after all
1) many ethos appeals are also pathos
appeals http//www.waltermondaleforsenate.org/mmed
ia.html
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and
2) many logos appeals are also pathos appeals
http//www.greenpeace.org/multimedia/
emotion is not a sign or quality of weakness
ex. neuro
I. fear appeals
1. describe a threat2. indicate that audience
members are likely to experience the threat3.
indicate that the one way audience members can
avoid the threat is by adopting the message of
the persuader.
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most prevalent example anti-smoking ads
http//www.jeliowa.org/ads_tv.asp
daisy
II. Needs
speech is often persuasive if it is adapted to
the psychological needs of the audience
many different theories of need, but we use one
of the most common
Maslow's Hierarchy of Needs 5.
Self-Actualization4. Self-Esteem 3. Social 2.
Safety 1. Physiological Needs
must be met in order from lowest to highest
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After all, if you are starving (physiological
need) there is no need to try and persuade you to
go on the Discover Center white water rafting
trip (esteem need).
Physiological Needs Bodily Comfort (food,
shelter, clothing, air, and water)Physical
activitySufficient rest and sleepSexual
Attraction
Safety Needs Freedom from fear and the
unknownFear of punishment and conflictDesire
for law and orderProtection from injury or poor
healthFreedom from censorship and restraint
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Social Needs Need to give and receive
loveFriendshipDating, marriage, and family
tiesLoyaltyNeed to give and receive sympathy
Esteem Needs Feeling of prideStatus,
prestigeSense of achievementSense of value and
worthNeed for power and control
Self-Actualization Needs Developing one's
potentialNeed for creative outletsReaching for
worthwhile goalsBeing the best person
possibleNeed to be challenged
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needs can be framed positively (this
product/candidate/law/country will make you
happy) or negatively (this product/candidate/law
/country will make you angry)
III. How to construct a motivational appeal
language intensity http//www.jacksjoint.com/patto
n.htm
visuals
music
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