The Art of Persuasion

The Art of Persuasion:

Rhetoric is the ability to use persuasive language to influence the thoughts or actions of others. In order to effectively reach the target audience, there are numerous techniques involving persuasion that can be used. It is important to evaluate the audience and situation in order to get the desire outcome.

Logos: To utilize logos is to appeal to a person with logic and reason. Relatively easy to identify, logos often takes the form of facts, statistics, and hard evidence. In and around 1893, the time of the World’s Fair, a lot of people had troubles with offensive smelling feet. Hollingsworth, on page 211 details the simple steps that can be taken to combat offensive feet. The article contains no information other than the instructions on how simple it is to wash feet effectively.

Ethos: Ethos is the use of ethics and morals to persuade people. In Devil in the White City, as the World’s Fair approaches its deadline, Daniel Burnham feels the pressure to complete the fair on time. Burnham resorts to threatening to fire people that do not work efficiently (178). Although this is a more negative use of ethos, it is still effective because often times the jobs at stake were crucial for the workers to support their families.

Pathos: Pathos appeals to people’s emotions and feelings; it can be very powerful depending on the situation. In Devil in the White City, Holmes uses his charming personality to get Minnie to marry him. Holmes makes Minnie feel good and happy, which lures Minnie in. The reader knows that Holmes intentions with Minnie are far from “good” and “happy”, but Minnie is clouded by the way Holmes makes her feel.

Reciprocity: Sometimes when a person owes another person, whether it is a favor, money, or something else, their feeling of obligation can be used to help persuade them. In Devil in the White City, Daniel Burnham is required to “wine and dine” potential investors for the fair (131). Although Burnham does not enjoy this process, he knows that the investors will appreciate the gesture, and will be more likely to put money into the World’s Fair as a result.

Scarcity: Scarcity is a simple fact of human nature: people want more of the things there are less of. This is why products labeled as “limited edition” or “limited time only” tend to draw in more customers than products that do not utilize the science of scarcity. A common tactic that I see on television commercials is to offer time-sensitive deals. How many times have you heard, “but wait, if you call now…” This strategy makes the consumer feel like they are missing out if they don’t take advantage of the offer.

Authority: Authority, when it comes to the science of persuasion, is the idea that people follow the lead of knowledgeable experts or successful people. For example, if a commercial for toothpaste comments that its brand is the most popular among dentists, people will find that brand credible and will be more likely to buy it. On page 35 in Devil in the White City, Dr. Holmes is described as a confident and well-dressed man. He carries himself in a way that makes him seem professional and knowledgeable. These traits make him appear to be a credible man that is successful and trustworthy.

Consistency: Studies show that people like to be consistent with previous decisions, and they look for commitments that can be made and kept throughout the future. If a person buys an Apple phone, has an iTunes account, and has an Apple computer, they are more likely to buy an Apple TV than a competitor’s product because they have a consistent experience with Apple’s products. Marketers promote this consistency by highlighting the fact that their systems integrate with one another.

Liking: The science behind liking is that people are more likely to do business with those who are similar to them and that are relatable. Dr. H. H. Holmes uses liking in Devil in The White City. Ned and his family are living in Holmes’s building, and they have been having some financial troubles. Holmes recognizes this, and opens up to Ned by sympathizing with his current situation. “His sympathy was disarming.” This example shows how Holmes is able to manipulate Ned’s emotions by opening up and liking himself to Ned. (Page 125)

Consensus: People tend to hop on the “bandwagon” and follow the actions performed by others. In his article titles “A Brand by Any Other Name”, Douglass Rushkoff details an experience that he had at a shoe store. Rushkoff encounters a teenager trying to figure out “which trainer is [him]?” The teen explains that he has heard of Nike as being “the most utilitarian and scientifically advanced shoe,” but the teen has also been made aware of rumors of third world laborers employed by Nike, which turns him off to the brand. Rather than doing his own research and making his own decisions, the teenager has been influenced by what others think of brands like Nike, and blindly follows their lead.

Works Cited

Larson, Erik. The Devil in the White City. New York: Vintage Books, 2003.

Rushkoff, Douglas. "A Brand by Any Other Name." PBS. PBS, 200. Web. 18 Feb. 2015.