Topical Guide 77
Mark Dorset
Salesmanship; Persuasion, The Art of: Appeal to Ego or Pride
“I’ll bet you could build a shortwave radio, couldn’t you, Guppa,” I said, loudly and proudly, very nearly shouting in his ear.
“What?” he asked, startled, looking up from his cards at last.
“You could build a shortwave radio, couldn’t you?” I repeated.
“Well—” he began, and Gumma responded to his tone of voice as surely as she had responded to mine. She caught in the way he said “Well—” what might be the first note in a crescendo of self-deception that would end with his being committed to something long and complicated.
To tell the truth, I caught it too, and my heart beat a little faster and a smile came onto my face. I threw my arms around Guppa. “Oh, thanks, Guppa,” I said. “This is going to be great fun!”Little Follies, “The Static of the Spheres”
In advertising, and in any persuasive communication, a psychological and rhetorical strategy which emphasizes the benefit of some product or course of action in terms of your self-esteem, pride, or vanity. It may flatter your intelligence, play on your desire for status, challenge you to demonstrate your strength of character, masculinity or femininity, and/or encourage self-indulgence. A characteristic feature is the use of direct address.
Love, the Things We Do for
“Peter,” said Gumma. “I’m not sure that your grandfather has the time to build a radio for you.”
“Now Lorna,” said Guppa, tousling my hair.
“Oh, Herb,” said Gumma. She was smiling when she said it, and so was Guppa, and so was I.Little Follies, “The Static of the Spheres”
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