These slides analyze the Modes (Aristotle) and Principles (Cialdini) of Persuasion used in an All-Out ad.

1. BUSINESS COMMUNICATION
By Saksham Chawla
20DM256

3. Modes Of
Persuasion

4. ETHOS: • Ethos is used to convince
the audience by
emphasizing speaker’s
authority or credibility.
• When the head of the family
supports his daughter in law
shows the authority to
speak in the given situation.

5. PATHOS:
• Pathos appeals to the emotion
of the audience and evoke
feelings that already reside in
them.
• In this ad everyone in the family
is blaming and cursing the
daughter in law even though
she was trying to teach her son
that stealing is wrong.

6. LOGOS:
• It is the persuasive
technique that aims to
convince an audience
by using logic and reason.
• “When you see a mother
being tough stand by
her. Because when you
stand by a tough mom you
help her protect the
next generation.” This brings
out the logic behind this ad.

8. AUTHORITY
• People have a tendency to
obey characters that are
more authoritative.
• In the following ad the main
message is conveyed to
the audience by the head of
the family because he has
an authoritative personality
and hence the message is
more Impactful.

9. LIKING
• If you like someone there
are more chances that you
will be persuaded easily by
them.
• This ad was mainly a
glimpse of a family so that
audience could easily relate
to the similarities.
• Every mother and every
daughter in law could relate
very well .

10. SOCIAL PROOF
• People can be easily persuaded towards a particular
thing if it is followed by the majority.
• Through this ad all out also tried to showcase that
now most of the families in India are using all out.
• It represents a trust in the brand and therefore
through this ad people are also persuaded to use this
particular product.