DESIGN TO DELIGHT
  • MY OBSERVATIONS
  • DESIGN DELIGHTS
  • MARKETING DELIGHTS
  • TECHNOLOGY DELIGHTS
  • WHAT ARE EVENTS
    • HOW TO CREATE A RAVE AROUND YOUR VIRTUAL EVENTS >
      • SOCIAL LISTENING FOR VIRTUAL EVENTS
      • HOW TO PROMOTE YOUR EVENT WITH PAID ADVERTISING
  • communication in the age of disruption
  • 01_BRAND EXPANSION

Art of Persuasion: Ethos | Pathos | Logos

11/26/2012

0 Comments

 
Art of Persuasion
"It's much easier to persuade someone if they're already convinced, if they already know the facts. But it's impossible to change someone's mind merely by convincing them of your point." Seth Godin

This marketing doctrine is based on the perennial philosophy "At the end of reasons comes persuasion." The Art of Persuasion is an age old idea that has been vigorously scrutinized since the days of Aristotle. The road to persuasion as traveled by Aristotle is constructed of 3 elements: Ethos, Pathos and Logos.

Ethos (Greek for 'character') refers to the credibility of the writer or speaker or in our case the exhibit marketer. Ethos is affected by the person's reputation as it exists independently from the message - his or her expertise in the field, his or her previous record or integrity, and so forth. The impact of ethos is often called the argument's 'ethical appeal' or the 'appeal from credibility.' Hint: As an individual marketer start creating a buzz about your individual credibility using social media channels.

Pathos (Greek for 'experience' )
is often connected to emotional appeal. Paint a visual picture to 'appeal to the audience's imagination.' A plea to pathos causes your audience not just to respond emotionally but to identify with your point of view–to feel what you feel. The power of Pathos propels your audience into action. Hint: Don't just claim the features of your products. Use vivid emotional language to paint the features that will benefit your audience coupled with sensory details of your exhibit design. "Remember facts and figures do not make an emotional impact but stories and vivid language do."

Logos (Greek for 'word')
refers to the clarity of the claim, the logic behind the reason, and compelling clause of its supporting evidence. The impact of logos on an audience is sometimes called the argument's logical appeal. Hint: This is where perennial marketing comes into play. Keep the pipe of education flowing. Keep your target audience informed with technical details such as e-books and white paper. Use facts and figures to support your argument.

Source: Ramage, John D. and John C. Bean. Writing Arguments.

The landscape of digital communication has given us marvelous opportunities to harness our concepts of ethos and logos. However, pathos scores high in the events that involve face-to-face-marketing such as trade shows. Trade shows are ideal venues where you get to test the different flavors of Persuasion. You get to test the levels of persistence, logic and exuberance that is needed to drive an idea to a close. Professor Jay A. Conger, author of Winning 'Em Over states that Persuasion is a process of give-and-take. To persuade effectively, we must not only listen to others but also incorporate their perspectives into our own. Above all, Persuasion involves testing a position, developing a new position that reflects input from your target audience, more testing, incorporating compromises, and then trying again.

Persuasion can be a force for gigantic good and trade shows are fertile grounds to foster it. Persuasion pulls people together, drives new ideas, stimulates change and hammers out constructive solutions."To do all that people must understand persuasion for what it is–not convincing and selling but learning and negotiating."
More on Persuasion.

Articles you might like:

Return on Relationship

Taking Care of Your Most Important Asset

in pursuit of perception

Peppered with Perception Amidst Visual Anarchy

personas, positioning

Rebound From
the Layers of Sameness

digital delight

Unparalleled Options in an Age of Unlimited Choices

0 Comments



Leave a Reply.



      Explore with me!

    BE IN THE KNOW!

    RSS Feed


    I think, write, do and deliver on design, marketing, and technological trends. I help clients in marketing their products for attention retention and ultimate conversion.

    In my writings I am often an explorer, a mapmaker — sometimes, a voyager of the human mind and other times: a creator who is tormented by the inner longing to expand, express, and delight!






























    Archives

    September 2020
    July 2020
    March 2016
    January 2015
    May 2014
    February 2014
    November 2013
    October 2013
    September 2013
    August 2013
    July 2013
    June 2013
    May 2013
    April 2013
    March 2013
    February 2013
    January 2013
    November 2012
    October 2012
    September 2012
    August 2012
    July 2012
    June 2012
    May 2012
    April 2012
    March 2012
    February 2012
    January 2012
    December 2011
    November 2011
    October 2011
    September 2011
    August 2011
    July 2011
    June 2011
    May 2011
    April 2011
    March 2011
    February 2011
    January 2011
    December 2010
    November 2010
    October 2010
    September 2010
    August 2010
    July 2010
    June 2010
    May 2010

    Categories

    All
    Age Of Knowledge
    #AI
    Art Of Attracting
    Art Of Creativity
    Art Of Presentation
    Booth Design
    Booth Lounge
    Brand Exhibiting
    Brand Marketing
    Call Of Color
    Creativity
    Culture
    Customer
    Economy
    Elegant Design
    Face To Face Marketing
    Face-to -face Marketing
    Face-to-face Marketing
    Graphic Design
    #inboundmarketing
    Infographic
    Innovation
    #IoT
    Marketing
    Mindfulness
    Multi Generational Marketing
    Multi-generational Marketing
    Persona Marketing
    Social Media
    Social Media And Trade Shows
    Sustainability
    Technology
    Technology For Our Life Style
    Trade Show Displays


    Don’t bend; don’t water it down; don’t try to make it logical; don’t edit your own soul according to the fashion. Rather, follow your most intense obsessions mercilessly. Franz Kafka




 #design to delight
For design consultation and
powerful brand exploration --
contact: sarmistha.tarafder@gmail.com
Brand Marketing
Creative Thinking
Design Thinking
Technology Delights
Marketing Delights
My Observations


Photo used under Creative Commons from {Guerrilla Futures | Jason Tester}
  • MY OBSERVATIONS
  • DESIGN DELIGHTS
  • MARKETING DELIGHTS
  • TECHNOLOGY DELIGHTS
  • WHAT ARE EVENTS
    • HOW TO CREATE A RAVE AROUND YOUR VIRTUAL EVENTS >
      • SOCIAL LISTENING FOR VIRTUAL EVENTS
      • HOW TO PROMOTE YOUR EVENT WITH PAID ADVERTISING
  • communication in the age of disruption
  • 01_BRAND EXPANSION