Today's Feature: The Limitless-ness of Persuasion
By: Erica Kugler
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Opening Remarks
Did you know that “just remembering the other person’s name makes you more persuasive? Asking someone how they feel, having them verbally respond, and then acknowledging that response, facilitates compliance. Listen to what they have to say and ask them to tell you more” (Business Insider)? Through this piece, you will further understand the importance and reliance of persuasion and how some forms of persuasion are superior to others.
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Defining Persuasion
Persuasion has always affected our day-to-day lives in ways that we may not have even expected. In other words, the theory of persuasion is the concept of convincing someone to do something or think a certain way by using ethos, logos, and/ or pathos. Persuasion is used within communication in many forms and after reading about this concept on my own and learning about the concept within the class, I have a better understanding of what persuasion is. Within these three forms of persuasion, this piece will dive deeply into the importance of pathos. Pathos can be seen as one of the most compelling ways to persuade an individual because it appeals to one’s emotions.
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Persuasion Spotlight on Pathos
The second part of persuasion has to do with pathos. Pathos appeals to one’s emotions ranging between affection, joy, sorrow, and everything in between. The two emotions that are used the most within pathos are fear and pity. Using one’s emotions to persuade someone is a dominant way to do so.
As human beings, we are built to feel something, whether it is empathy to anger or everything in between. We are constantly trying to make ourselves feel good along with other people as well. This usage of emotions can be seen in day-to-day conversations but also commercial ads or political debates. In the Magneto article, it was stated that “Neuroscientist Antonio Damasio said we’re not thinking machines that feel; we’re feeling machines that think. Emotions are powerful motivators for your audience. They grab people’s attention, and make them want to act.” We are made to create and care, which is why Pathos is the most essential aspect of persuasion that could stand alone in any argument.
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Real-Life Examples of Pathos
Technology has also played a huge role in persuasion over the years. The article in The Conversation, which contains a space for individuals to write stated the following: “Persuasion has become fundamental to shaping people’s view of what is attractive or unattractive, good or bad, acceptable or unacceptable. In essence, it has changed human interaction itself to the extent that consumption – rather than class, region, geography or occupation – has now become the primary form of self-identity and self-expression”. There are many examples of how pathos is specifically used within the technology persuasion technique.
An example of pathos that is present within our everyday lives is the way advertisements and commercials are presented to their viewers. When a commercial is sad and shows terrifying photos of battered animals or humans, you want to help, which in turn leads you to donate to their cause. On a more uplifting note, pathos is also used in commercials to make you buy a certain product.
A specific example of this is the Budweiser commercial during the Superbowl. This commercial has a horse and a puppy and it shows their relationship and how they do not want to leave each other. This commercial personally resonated with my family, and for some reason convinced my dad to buy only Budweiser from there on out.
When looking at pathos on a more personal level, I began to think about my most recent experiences. I would call myself a rather emotional person, which is why I feel so strongly about the importance of pathos. When thinking about my personal experience of when pathos affected my persuasion heavily one specific situation comes to mind. Every time I go to Target, I see the same lady with a sign asking for money. Normally I just drive by in a hurry but one rainy afternoon here in Denver, she and her daughter stood outside in the pouring rain shivering together in hopes of some spare change. Seeing this mother with her daughter persuaded me to buy her and her daughter food because this situation drew to my emotions directly.
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Closing Remarks
So now, I ask you to sit and ponder the question. The question of what persuades you the most? What makes you second guess your thoughts or ideas? What persuades you. What emotions persuade you the most, an overload of happiness when you see ten puppies on the television, or a commercial so sad you cannot even bear to look? Next time you try to persuade someone with pathos, which technique will you use?
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