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Unit 15: Advertising Production

Persuasive techniques in Advertising (Ethos, pathos,logos)


Preparation Work
Name: Nuria
Ethos Pathos Logos- persuasive
Advertising Techniques
What is an Ethos persuasive advertising technique?

Ethos Persuasive advertising technique appeals to an


audience by highlighting credibility, Ethos advertisement
techniques invoke the superior “character” of a speaker,
presenter, writer or brand. Famous people enjoy a high
status in our society, so they are the ones selling products
to us using a celebrity endorsement in an advert would be
an example of persuasive technique because they aim to convince the audience is reliable
and ethical , when an esteemed public figure endorses a product it validates it to the end
consumer an ethos advertisement plays off the consumer’s
respect for a given spokesperson so therefore through that
respect, the spoken person appears convincing, authoritative
and trustworthy enough to listen to. Of the types of persuasive
techniques in advertising, ethos is best used to unlock trust.
in the first advert (Gillette)ethos is being used to tie the brand to
a particular social cause by using kids/men of all ages on
different situations like dealing with bullying and harassment
this adverts shows how everyone responds differently
depending on their situation the slogan for this advert says “Is this the best a man can get?
It's only by challenging ourselves to do more, that we can get closer to our best. To say
the right thing, to act the right way”
In the second advert (Audience) ethos is being
use to tie the brand to a particular social cause by
focusing on masculinity as the adverts shows the
stereotype that women are not capable enough
too do stuff that men should be doing this could
be a sport, a Job, etc.
This advert basically shows two main characters
which are a Dad and his Daughter throughout the
video the father kept saying what different men
should be thinking right now if the saw a girl competing on the car competition things like
“boys will think that she’s not strong enough to be here” “what about if other boys will treat
her badly”.
The plain Folks technique is a form of propaganda and a logical fallacy. A plain folk
argument is one which the speaker prevents him or herself as an average Joe a common
person who can understand and empathise with a listener’s concern in this approach a
spokesperson or brand appears as an average Joe to feel common and sensible so they
approach the audience by these things depending on the item you are advertising, ill
usually give it a higher possibility of more customers.
The technique of ‘Plain Folks’ is being used to appeal to voter by using her sensible side
Hillary Clinton basically tells the audience about her mum’s life in the past and her
suffering during her childhood and how she has learned from therefore this advert has
made the audience feel sympathy and love at the same time for their loving ones.
The Ethos is the persuasive advertising technique that appeals to an audience by
highlighting credibility. Ethos advertisement techniques invoke the superior “character” of a
speaker, presenter, writer, or brand. Ethos examples
aim to convince the audience that the advertiser is
reliable and ethical.
Pathos is a quality of an experience in life, or a work of
art, that stirs up emotions of pity, sympathy, and
sorrow. Pathos can be expressed through words,
pictures, or even
with gestures of the body. Pathos is an important tool
of persuasion in arguments.
In the advert of the Honey Nut Cheerios the images
and languages used to evoke positive feelings in the
audience that are attributed to the brand is by using
fictional characters so that kids get more identified and
get a happier feeling from the advert also this advert
uses bright colours as children prefer brighter colours
from an early age because their eyes are not fully developed yet. They perceive these
colours better than shades. As children constantly strive to make sense of their
environments, objects that are stark and bright are more stimulating and interesting also
the language use on this advert is use to to attract more customers/ their target audience
in this case kids so the language used in the cheerios advert is very simple and sweet so
that kids can understand more easily and the shorter and the specific the advert is the
more kids are going to keep on watching it.
In the coke print advert the slogan fits perfectly
represents what the advert is trying to say/talk about
which in this case is the coke the use of bright
colours also gives that a happier vibe so therefore
more customers will want to consume it .
The emotions that the British Heart Foundation
advert evokes in the audience is sadness this is
used to create a sense of empathy or compassion.
It is essential to
keep the balance
when creating such kind of audience yo don’t need to
upset your audience and evoke negative feelings made
by your brand. conversely, these emotions should
motivate people to act and donate money to improve the
situation.
The emotions that the BMW print advert evokes are fear
and sadness, Fear: makes people investigate some
areas carefully and
show case warns of dangers that we can lose something if
don’t take measures. Fear helps us grow and prevent
people from doing wrong, however this advert also has a
positive side which is that at least it warms people not to
drive when your are drunk or whenever yo are not on your
5 senses.
Also the fact that the slogan at the bottom which says
“Don’t drink and drive” is bigger will help the audience to
identify easily what the message is from this print advert.
i the tide (2017) advert Sex appeal been used in the advert
to create humour by using a fictional character however they create humour because most
of the most memorable ad campaigns around tend to be funny. Advertisers use this
strategy to attract customers to their product. Audiences like to be entertained, but not
pitched. People will pay more attention to a humorous commercial than a factual or serious
one, opening themselves up to be influenced. The key to funny advertising is assuring the
humour is appropriate to both product and customer. The balance between funny and
obnoxious can often be delicate; and a marketer
must be certain the positive effects outweigh the
negative before an advertisement can be
introduced.
In the 2019 sky Christmas advert nostalgia is
being used as a persuasive technique because it
creates feeling that have been there in the past
but it recently have been seen/and feel this
therefore will create an emotional feeling in the
audience because in this advert nostalgia is been shown by when ET and Henry Jackson
meet each other after a long time without seeing each other and Henry just was Kid when
ET appear on his life for the first, therefore this will make the audience keep watching this
advert and use the company that is been promoted the slogan for this advert also helps
the company gain more costumers as the slogan is very relevant ”reconnect” which is what
the company Sky does.
The Bandwagon advertising is a specific type of
propaganda advertising technique that tries to
get the target audience to jump on board, so as
to not "miss out" on what everyone else is
doing.
In the advert of the “Old spice The Man your
man could smell like” the main target is the
male audience this is because it is a product
specifically for men and this advert is 100%
effective as the language been use motivates
men to actually buy the product as basically the
products it’s for men to buy it and for women to feel more attracted to the men as that’s
what the products does to men it makes them smell better.
The old spice advert uses Bandwagon as it makes the product seem like it is very effective
so therefore more people will want to purchase it so the more people buy it the more it will
get popular so everyone will want to have it or at least try it so they don’t feel like their are
missing out .
In the AXE “Meet parents” advert sex appeal
as humour as the man has basically more
than one girl this is due to his fragrance so
therefore this product evokes men to buy it
as it’s basically very attractive to women so
therefore what they are trying to explain with
this advert is that if u smell even better the
more girls you will have .
Logos is the persuasive technique that aim
to convince an audience by using logic and
reason. Also called “The logical appeal”,
logos examples in advertisement include the citation of statistics, facts, charts and graphs .
The apple iPhone x advert uses logos advertising for example one of them is when it
shows the pixels that the front and back camera has also it tells us that it can recognise
our face out of a million so therefore it is a very powerful song also it tells us that it has the
smartest chip ever these examples are examples of logos advertising.
Logos advertising often uses memorable buzzwords to sell the product Great examples of
this are advertisements for food. In recent years there has been a rising demand for
companies trying to cash in on the consumer’s demand for healthier
In the advert for “I can’t believe it’’s not butter”(2017) the buzzwords used are “vegan” and
“organic” even though these advert is very short this two buzzwords help the advert attract
more customers as now a days more often people look after themselves even more so this
will be the perfect food product for them.

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