Discussed about the models of persuasion used in the Horlicks women's ad.

1. MODELS OF PERSUASION
-Deepanshu Pal Singh (20DM071)

2. Place your screenshot here

3. Three modes of persuasion
Ethos
Pathos
Logos

4. 1. Ethos
 Ethos is the persuasive technique that appeals to an audience by highlighting
credibility.
 Ethos aim to convince the audience that the advertiser is reliable.
 When an esteemed public figure endorses a product, it validates it to the end
consumer.
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5. — Taapsee Pannu
“All the films I am doing belong to different genres and I have
different roles to play. The only common thing is that I play really
strong female characters.”

6. 2. Pathos
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 Pathos is persuasive technique that try to convince an audience through
emotions..
 Pathos advertisement techniques appeal to the senses, memory, nostalgia, or
shared experience.
 Pathos pull at the heartstrings and make the audience feel.

7. Anger and Confiedence

8. Love and Happiness

9. Be human Tell a story
Visuals
WAYS USED TO CREATE AN EMOTIONAL
CONNECTION IN THIS AD
1 2
3

10. 3. Logos
 Logos is the persuasive technique that aims to convince an audience by using logic
and reason.
 logos in advertisement include the citation of statistics, facts, charts, and graphs.
 It can make a product seem like a more reasonable decision.
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12. -Robert Cialdini
He found that influence is based on six key
principles: reciprocity, commitment and consistency, social
proof, authority, liking, scarcity.

13. Liking
 People prefer to say yes to those that they like.
 factors that powers the principle of Liking:
1. Physical attractiveness
2. Similarity
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14. Social Proof
 Especially when they are uncertain,
people will look to the actions and
behaviors of others to determine their
own.
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15. CREDITS: This presentation template was created by Slidesgo, including
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