Rhetorical Devices in Advertisement

Rhetorical Devices in Advertisement

"Classrooms for Sale"

Commercials

Sex Appeal in Advertising

Common Rhetorical Devices

Ethos

Pathos

Rhetoric in Advertisement

The commercial uses ethos by having the spokesperson be a person the audience can view as credible. By having the owner's daughter, someone who knows the business and can be seen as reliable, praise the product, the commercial is easier to trust and relate to.

The commercial uses pathos by appealing to a parent's love for their child. It creates a sense of sadness in the audience and a feeling of guilt in those parents who do smoke in order to make a point about smoking.

By Julia Kelly

(http://avenueright.com/entries/83/a-three-minute-guide-to-ethos-pathos-and-logos-in-advertising)

Ethos, Pathos, and Logos in Ads

(http://avenueright.com/entries/83/a-three-minute-guide-to-ethos-pathos-and-logos-in-advertising)

Ethos: the credibility of the source or the speaker and the ethical appeal they make.

Pathos: an emotional or motivational appeal.

Logos: the logic or facts used to support a claim.

Advertising is usually an attempt to persuade a target audience. The goal is to get people to buy products or use a service or support a cause.

Advertisements combine different types of rhetorical devices to be effective.

Ethos, pathos, and logos are commonly used in advertisements to appeal a person's character, emotion, or logic.

For example using a company's owner to promote the business because they can be viewed as a "credible" source.

Or by using an image or message to evoke a certain emotion in the audience that helps them relate to the product.

Logos

The commercial uses logos by pointing out the benefits of using the product. In this case eating Multi-Grain Cheerios can help the user lose weight because of the whole grains in it.

(http://courses.durhamtech.edu/perkins/aris.html)

(http://avenueright.com/entries/83/a-three-minute-guide-to-ethos-pathos-and-logos-in-advertising)

Why is Ethos Effective?

Why is Pathos Effective?

Why is Logos Effective?

Humor in Commercials

Pathos

Ethos

Logos

Pathos is a very effective technique because it appeals to the audiences emotional side. This is a good technique to use in advertising because it helps lessen our insecurities about the purchase of the product and lowers the perceived risks of using the product. Pathos is also effective at getting a message or point across to the audience and making it stick. Pathos is most effective in commercials because the message or goal is best shown through actions not just words and images.

Ethos is an effective technique because it makes the product seem more trustworthy. It creates a sense of faith in the product and can help get a message across through "real" testimonies that the audience can trust. Hearing that a celebrity has faith in something can instill that same faith in their fans and the audience.

Logos is an effective technique because it appeals to people's logical side. It creates an exact image of the market the product is in by using facts and data. Logos allows the audience to understand the benefits of using the product or supporting a cause and to rationalize buying or using a product. It makes the audience believe that they are making a "smart" choice.

Effectiveness

Some commercials don't make much sense or really relate to the product. Yet they are effective because they get people talking about the commercials and the product. Some help the audience connect the product with something that is pleasant; for example, using cute and funny children to get across basic ideas behind their promotions. Other commercials make no sense but still stay in the audience's mind, as in the Old Spice commercials that are ridiculous yet still make people talk about the commercials, thereby making the product more well-known. The audience remembers these commercials because of their comic characteristics.

The End