Ethos, pathos, and logos are three persuasive techniques used in advertising. Ethos appeals to credibility and presents a speaker as trustworthy. Pathos elicits emotions like sympathy. Logos uses facts and logic to convince the audience. Some examples given include celebrity endorsements for ethos and ads that evoke sadness or humor. Nostalgia and bandwagon techniques are also discussed as appealing to emotions and social influence.
Ethos, pathos, and logos are three persuasive techniques used in advertising. Ethos appeals to credibility and presents a speaker as trustworthy. Pathos elicits emotions like sympathy. Logos uses facts and logic to convince the audience. Some examples given include celebrity endorsements for ethos and ads that evoke sadness or humor. Nostalgia and bandwagon techniques are also discussed as appealing to emotions and social influence.
Ethos, pathos, and logos are three persuasive techniques used in advertising. Ethos appeals to credibility and presents a speaker as trustworthy. Pathos elicits emotions like sympathy. Logos uses facts and logic to convince the audience. Some examples given include celebrity endorsements for ethos and ads that evoke sadness or humor. Nostalgia and bandwagon techniques are also discussed as appealing to emotions and social influence.
Ethos, pathos, and logos are three persuasive techniques used in advertising. Ethos appeals to credibility and presents a speaker as trustworthy. Pathos elicits emotions like sympathy. Logos uses facts and logic to convince the audience. Some examples given include celebrity endorsements for ethos and ads that evoke sadness or humor. Nostalgia and bandwagon techniques are also discussed as appealing to emotions and social influence.
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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.