cmat 131     sharma

Ethical Appeal

    Persuasion based on ethos or something a "good person" says. Testimonials.

Logical Appeal

    Persuasion based on facts; product fills a logical, practical need. Appeals to intellectual and analytical processes of the consumer.

Emotional Appeal

    Persuasion based on non-logical, non-intellectual aspects of viewer's personality. Appeals to feelings rather than reason.

Self-preservation (strongest motivator of human behavior), Lifestyle, Power, Prestige, Good taste, Status/Class, Patriotism, Security, Fear, Humor, Sex, etc.

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