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HOW DO ADVERTISERS USE ETHOS, PATHOS & LOGOS TO SELL BEAUTY

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Leonardo Ductan

on 7 October 2015

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Transcript of HOW DO ADVERTISERS USE ETHOS, PATHOS & LOGOS TO SELL BEAUTY

HUMOR
NEW INDUSTRY TRENDS
Grooming is a new trend that marketers are aiming to appeal to men. Traditionally, grooming was thought of as a woman's industry, but companies such as Old Spice are incorporating these trends to appeal to men.
Emotional Impact through Masculinity
Media
IMACT ON PERSONALITY
USING POWER & SUCCESS
If you ain't first, you're last.
Meet Spuds Mackenzie
Bud Light first brewed in 1982
Alcohol content of 4.2%
#1 selling beer in the world
Switched theme to"Drinkability" in 2008-2009
Humor significantly increases the liking of an ad for male respondents while decreasing the liking for females
Male world view is more hierarchy: based on the dynamics of putting someone else down.
"Smells like a Mans, Man"
COMPARISON: MALE AND FEMALE REACTIONS TO HUMOR
ANALYZING MALE HUMOR
Men look at products to
display their power and
status. Luxury items
such as cars, watches,
suits, etc. show elite
superiority. The outward appearance what the
man “does, has done,
and can do.”
"Women will want you, and men will want to be you."
A recent marketing campaign since 2006, the Most Interesting Man in the World by Dos Equis is a modern-day version of the same marketing strategy used by Arrow Collars. The Most Interesting Man in the World has the most power in the world. When he drinks beer, he only drinks the most interesting beer: Dos Equis.
The Most Interesting
Man in the World
His business card simply says, "I'll call you." He is:
SEXUAL
"the greatest universal acceptance of all stratagems ever used in advertising"
- sexual appeals produce more positive thoughts and would be associated with the product
- sex can make the viewer feel young again
- reassures men of their masculinity
- sex is a status symbol, it gives an air of importance
Why???
Portrays what's considered to be a "real" man
Self control, aggression, independence, being tough, leadership, muscular, and financial stability are all characteristics that are considered "masculine
Commercials air during sports programming
Their powerful bodies dominate ad space
Dieting
"Dieting is for women"
Eating healthy, low calorie food and drinks isn't necessarily feminine
Pepsi Max?
"Max"
Slogans:
"The first diet cola for men."
"Save the calories for bacon."
"0 calories. Great taste. Welded together."
"No gut. All glory."
Tastes different
“Why does advertising use sex as an appeal to the consumer? The answer is simple: because it works.”
“Thus, in advertising it is easy to get a man's attention by using women's bodies and associate getting the woman if he buys the product. It is playing on his instinctive rather than intellectual view of the world. The ad spends no time discussing her qualifications for sexual desire -- her mere existence is enough.”

“Advertising can show the woman and sell the product on the basis of women want this [product] in a man. Get the product, get the woman."
Weight Watchers
Charles Barkley
"Lose like a man"
Message: Dieting is NOT just for women
Taken from data of 1200 ads that were tested among samples including male and females and examined the ads that were in the top 10% for each group on enjoyment.
(Nielsen, 2012)
(Gulas & Weinberger, 2006)
(Millward Brown, 2011)
Man Aisles
Large retailers are adjusting store layouts to market more towards men
Shopping is a female stereotype
"Man aisles" created to make men feel more manly and masculine doing their shopping
Examples:
P&G expanded their "man aisles" into select Wal-Mart, Target, and Walgreen's stores
H-E-B, a regional grocery store in Texas, created a Men's Zone for personal care products
Manly features like differentiated lighting, flat-screen TVs, and touchscreen technology that give men grooming tips
Auto Industry
Men dominate the auto industry
One car is seen as feminine: the minivan
Ford pokes fun at men who drive minivans
"Sport" minivan
Implies it's OK for men to drive this minivan and still maintain their masculinity
• Nearly 105 million YouTube views of the campaign

• 1.2 billion earned media impressions, including features on national broadcast networks and international media outlets

• 2700% increase in Twitter followers

• 800% increase in Facebook fan interaction

• 300% increase in traffic to http://oldspice.com

• Old Spice has become the #1 Most Viewed Sponsored YouTube Channel 2012 Statistics
(Norton , M. (n.d.))
Statistics on 2012 Man, Man
"Smell like a Man, Man"
Purpose
This advertisement uses the ideal man that woman strive for their man to be by incorporating humor, sex appeal, power stature, masculinity, and even adventure in each of their new commercials.
- Old Spice was trying to spice up their product and get rid of the "old man's after shave" perception and bring in a new trend towards males grooming.
-They are trying to make males grooming seem irresistible.
- Marketers are not stopping with commercial they are using social media platforms such as Facebook, Twitter, and Blogs to make their products more interactive. They think this will evoke more recognition and awareness to grooming products and make it more appealing to use in their daily routines (Mintel).
To identify and examine marketing appeals used by marketers to evoke male behavior in order to promote awareness and consumption of male products and services.
NOTES:
Sports Illustrated 2012
Terms:
1. Male Gaze
2. Objectification
3. Emotion
MALE OBJECTIFICATION
Emotion
:
We use emotion to refer to the identifiable, specific feeling, and affect to refer to the liking-disliking aspect of the specific feeling
Also to analyze the current industry trend of male grooming that uses presented marketing appeals.
After examining the Old Spice advertising campaign, we can conclude that utilizing specific marketing appeals directed at men creates more male motivation to consume grooming products. The appeals evoke male behavior, promoting awareness and consumption of male products and services.

Intersting Finding on Dove and Active Blogger
Discussion Questions:
1. Who in here uses Old Spice? Why or why not?
2. Which appeal do you feel influences you the most?
3. Based on the appeals presented, which brands come to mind?
4. What appeals influence your decision that we did not elaborate on?
5. Ladies, which appeals (mentioned or not) influence your buying behavior?
Conspicuous Consumption: "purchasing and using automobiles, homes, yachts, clothes, and so forth primarily to demonstrate their great wealth."
Man on a Mission
Who is the typical male consumer?
He is a hunter. He lives in the "now." The male consumer typically experiences little involvement when shopping for an item. He goes to the store, grabs the item, buys it, and leaves. Men are typically "interested in power and looking good." Marketers incorporate marketing appeals in male products and promotions in order to influence the level of involvement.
'Men Buy, Women Shop': The Sexes Have Different Priorities When Walking Down the Aisles. (2007, November 28). Retrieved March 25, 2013, from Knowledge@Wharton website: http://knowledge.wharton.upenn.edu/articlepdf/1848.pdf?CFID=88416957&CFTOKEN=79365135&jsessionid=a830943e356309d55ea110313e7541112c20
Daye, D. (2010, April 19). Marketing to men. Retrieved March 19, 2013, from Branding Strategy Insider website: http://www.brandingstrategyinsider.com/2010/04/marketing-to-men.html#.UVDgTHD3NUS
Bommarito, S. (2012). 22 of the best Dos Equis 'the Most Interesting Man in the World' quotes (+video). Retrieved March 20, 2013, from Policy Mic website: http://www.policymic.com/articles/9659/22-of-the-best-dos-equis-the-most-interesting-man-in-the-world-quotes-video
"Male Gazing"
Degree Men: Masters of Movement
ADVERTISERS FOCUS ON:
Audience: 18-35 year old men
Goal: use an engagement strategy to increase interaction with core consumer
Social Videos
ads people chose to watch
Jun Group Study in 2011
analyzed 7.9 million social video views of various brands post view behavior
62% Facebook page visits
followed by brand-page and store location searches (55%)
Campaign launched April 2013
9.1 million video views within the first week
93% of these viewers watched the clip in its entirety
NY Times, May 2012.
NY Times, May 2012. & http://www.theadrenalist.com/promotions/masters-of-movement/
Many factors define male objectification:
1) Symbolically equating males with objects
2) Fragmenting male body parts
3) Depicting males as aloof (averting their gaze away from the camera)...
5) Depicting males with no shirt and bare-chested.
High-Involvement
tend to be product experts
persuaded by ads that include detailed product information
“Male domination is so rooted in our collective unconscious that we no longer even see it.”
- Pierre Bourdieu
This appeal is directed towards giving the impression that purchasing a product will change the individual’s life radically and fill it with fun, adventure and action.
lack product expertise
persuaded by images, emotion, and message source
Consumer BEHAVIOR:Building Marketing Strategy
Laddering:
= A popular tool for identifying
motives
.
- A product or brand is shown to a consumer, who names all the benefits that product might provide
- For each benefit, the respondent is then asked to identify further benefits
- This is repeated until there are no more benefits to find
This Bud Light commercial is mostly played during sporting events. When the commercials start, the guys begin talking and channel surfing. Having hot girls on the commercial keeps their attention, while successfully branding their product.
According to a "recent study on elite business consultants, the advice of a consultant arriving with an expensive car is judged worthier than the same advice from someone with a lesser car. "
Salverda, T. (n.d.). Luxury products: Status symbols. Retrieved March 19, 2013, from AskMen website: http://www.askmen.com/money/investing_300/382_luxury-products-status-symbols.html
An individual's
personality
consists of their response tendencies that are driven by their typical motives. People, therefore, have different
motives
for why they consume some products or services and not others. Marketers try to compel behavioral responses of men in favor of their product or service using different appeals that we will discuss throughout the presentation.
Forbes, May 2012
BOY VOLUNTEER NEEDED AD:
“What is your favorite piece of clothing that you would wear on a date?”

“What is important about that?”

“What does that do for you?”

What they're doing right
ignoring traditional marketing/ media advertising
putting all their money into sporting, musical, and cultural events
hugely successful
Red Bull Stratos Jump
One small jump for Red Bull, one giant leap for business marketing: Red Bull Stratos may be the most successful marketing campaign of all time.
Felix Baumgartner became the first person to break the sound barrier
Not soley a sensational stunt...more so a business move that could easily turn into estimated sales of tens of millions of dollars
According to ABC News
besides YouTube, the jump was shown by more than 40 TV stations and 130 digital outlets
Red Bull's Facebook post-jump photo of Baumgartner gained almost 216,000 likes, 10,000 comments and over 29,000 shares within 40 minutes
1/2 of the worldwide trending topics on Twitter were related to Red Bull Stratos Jump
Red Bull
Huffington Post, October 2013
(Bharwada, 2010)
(Reichert, 2001)
(Bharwada, 2010)
(Tafflinger, 1996)
(Tafflinger, 1996)
(Jessica, 2009)
Bibliography
HOW DO ADVERTISERS APPEAL TO MEN
(Masculinity and advertising)
Wade, L. (2009, May 13).
Derrigan, T. (2012, November 5).
(Ford pokes fun of men who drive minivans)
The stereotypical binary, active/passive, suggests that the media's representation of masculinity is often marked by strength and activity whereas female images emphasize passiveness and weakness (Ott & Mack, 2010). Advertisements by H&M and Victoria’s Secret, which both promote similar products (boxers and lingerie), clearly depict the differences in gender representations.
Men love power. Men are self-reliant. They view the world as “every man for himself” on the search for ways they can benefit themselves. Other people are considered competition, and every man wants to be the alpha male.
Male Domination of the Media

MDSA01 - Assignment 2
Trina Ravindrakumar
December 2, 2013
Media's representation of sexuality has contributed to imparting the developing minds of society with pre-formed ideas of male domination and gender inequality. This is manifested through the constant depiction of males as powerful figures whilst females are portrayed as vulnerable. The analysis of two advertisements by H&M and Victoria Secret will serve as a tool in understanding how the media has achieved this. Looking at these advertisements from the viewpoints of a Feminist and a Psychoanalytic analyst will enable us to see how males and females are portrayed very differently. Feminist Analysis seeks to understand how the media contributes to social systems of unequal power distribution with a focus on gendered stereotypes. Likewise, Psychoanalytic Analysis draws on the theory of Male Gaze which suggests that male characters are active subjects who look upon female characters as passive objects (Matt & Ott, 2010, p. 163). The erroneous notion of male dominance is constantly reinforced by mass media which implies that gender inequality is a significant issue that continues to exist in our society.
Introduction
“Male domination is so rooted in our collective unconscious that we no longer even see it.”
- Pierre Bourdieu
Feminist Analysis
The primary focus of feminist analysis is the issue of gendered representation and stereotypes. The prevalence of gendered stereotypes in the media has contributed to causing an inevitable inequality between males and females. Stereotypes are misleading and simplified representations of a particular social group and it helps individuals make sense of an increasingly complex society. (Ott & Mack, 2010) Stereotypical images of gender portrayed in the media have influenced the society and their perception of males and females. The stereotypical binary, active/passive, suggests that the media's representation of masculinity is often marked by strength and activity whereas female images emphasize passiveness and weakness (Ott & Mack, 2010). Advertisements by H&M and Victoria’s Secret, which both promote similar products (boxers and lingerie), clearly depict the differences in gender representations.
The H&M advertisement features David Beckham promoting his new line of body wear collection. Beckham is recognized as a world-class soccer player and he displays his strength and abilities throughout this commercial. He flaunts his well-built tattooed body as he loses all his clothes until he is left with only his skin-tight boxers. This advertisement illustrates the relationship between masculinity and power. The fact that Beckham is sprinting and hurdling, wearing slippers, to catch up with a car, indicates his fitness and strength. In the process of running after a car, he jumps over a fence, hurdles a car and effortlessly swims the length of a pool. In addition to seeing him kick a soccer ball, the whole advertisement portrays Beckham’s soccer career as it creates an image of a muscular and athletic male.
Stereotypical Female
On the contrary, the Victoria’s Secret advertisement features three models in lingerie with flawless skin, perfect bodies and toned legs to complement their beautiful faces. The camera focuses on these models walking towards the camera from different angles and shows them in seductive positions along with suggestive facial expressions. Despite the fact that they are found in a chaotic setting, where helicopters are taking off and an explosion has occurred, the models simply stand there and continue to pose. The image this creates supports the false notion that females are helpless and incapable of doing anything but look beautiful for the camera. It emphasizes the stereotypes of femininity defined by powerlessness and passiveness. The cumulative effect of portraying women as powerless individuals leads to the objectification of women, meaning, they are perceived as mere objects. The stereotypical binary, sexual subject/sexual object, suggests that media representations of women construct them as sexual conquests to be pursed and lusted after (Matt & Ott, 2010, p. 186). It could also be said that the models in the advertisements are subjected to the Male Gaze which leads us to the next topic of Psychoanalytic Analysis.
Overall, the gendered representations of masculinity and femininity, in the two advertisements, indicates the role mass media plays in manipulating the minds of society. By analyzing the differences between the H&M and Victoria’s Secret advertisements, one can clearly see how females are characterized as inferior to males. As per the definition of stereotypes, society draws upon these misleading representations of gender to define the role and responsibility of men and women in society; this creates gender inequality.
Psychoanalytic Analysis
Psychoanalytic analysis focuses on the relationship between masculinity and power as a means to understand how mass media influences the way society perceives gender. Feminist scholars see Psychoanalysis as a potential field of resistance because it displays how social constructions of power come to be naturalized within a culture; some believe Psychoanalysis to be a powerful indictment of contemporary gender inequality (Mack & Ott, 2010, p. 159). A theory that will help us to understand this is the male gaze. The male characters are active subjects who look upon female characters as passive objects. Likewise, the look of the camera is also inherently male and places the female body on display for the audiences. These two concepts form Mulvey’s notion of the male gaze. (Mack & Ott, 2010, p. 163)
Male Gaze
The Victoria’s Secret advertisement relies heavily on the slim figure and beauty of the models which portrays them as sexual objects that are subjected to the male gaze. In addition to being an object that is looked upon by the male gaze, the women in the advertisement become what is being bought and sold. The objectification of females is evident in the advertisement as the models are associated with objects that are of interest to males. The advertisement shows one model getting out of a fancy black car and walking towards the camera; another model is found playing pool by sitting and bending over on top of the pool table; and, another posing against a motorbike. One may argue that associating the models with these objects may strip them away from their stereotypical image defined by passiveness. However, it is the way these models are associated with these objects. Their poses project a strong sense of sex appeal used to reach out to the audience. Moreover, the different angles used by the camera to capture these models are similar to how one would want to look at an object, such as a car, from different viewpoints. Regardless of the fact that the setting changes, these models are continuously seen in either a sexually provocative pose or walking half-naked in high heels. Therefore, all of the above factors in the advertisement contribute to positioning these models as objects to be visually consumed by audiences. This theory goes hand in hand with the stereotypical binary sexual subject/ sexual object as this advertisement defines femininity to be available, responsive and open to sexual advances (Mack & Ott, 2010, p. 186)
Male Objectification
One may argue that there are instances in the media where the male is treated as an object and this is indeed a valid argument. In response to male gaze is the notion of male objectification. However, while instances of male objectification do occur, they carry connotations of power and activity that are absent in the representations of female objects. (Mack & Ott, 2010, p.169) This theory is evident in the H&M advertisement. Beckham is showed swimming the length of a pool and when he gets out of the pool, he stops and pushes his hair back but does not look at the camera. Moreover, when he stops running, a truck with female tourists stops to take a picture of Beckham. The fact that Beckham does not look into the camera breaks him free from seeming passive and helpless as opposed to the Victoria’s Secret models. Even though Beckham can be viewed as a sexual object, the focus on his muscular body and fitness abilities constructs an image of power and primacy. In a sense, the image of the male disavows its role as an object. (Mack & Ott, 2010, p. 169)
Even when objectified, masculinity is defined by power whereas the female image is defined by passiveness and vulnerability. Analyzing the differences between the objectification of males and females reinforces the false concept of male domination as male gaze takes precedence over male objectification.
Conclusion
Mass media plays a major role in creating persuasive images of men and women that society unconsciously lives by. I reached this conclusion through an in-depth analysis of the two advertisements using concepts from Feminist and Psychoanalytic analysis. The portrayal of David Beckham versus the Victoria’s Secret models indicates the superiority males possess over females. This analysis also agrees with Pierre Bourdeu’s quote as we can see that the motif of male domination is repeatedly used by mass media. As a result, this erroneous notion is ingrained in the minds of society that it seems as if male domination “naturally exists.” It is very unfortunate that despite various movements against gender inequality, this still remains to be an issue in our society regardless that society claims they are against sexism.
“Male domination is so rooted in our collective unconscious that we no longer even see it.”
- Pierre Bourdieu
Stereotypical Male
References
Ott, B. L., & Mack, R. L. (2010). Critical Media Studies . Malden: Wiley Blackwell.
(2013, September 30).

Ritchie, G. (Director) (2013). H&m spring 2013 [Web]. Retrieved from

Victoria secret 2013 [Web]. (2013). Retrieved from

Overall, the gendered representations of masculinity and femininity, in the two advertisements, indicates the role mass media plays in manipulating the minds of society. By analyzing the differences between the H&M and Victoria’s Secret advertisements, one can clearly see how females are characterized as inferior to males. As per the definition of stereotypes, society draws upon these misleading representations of gender to define the role and responsibility of men and women in society; this creates gender inequality.
How do Advertisers Use:
Ethos,(credibility)
Pathos (emotion) &
Logos (logic) to "Sell" Beauty and Virility to their Target Audience? And How Effective are their Strategies and Techniques?
INTRODUCTION
Bommarito, S. (2012). 22 of the best Dos Equis 'the Most Interesting Man in the World' quotes (+video). Retrieved March 20, 2013, from Policy Mic website: http://www.policymic.com/articles/9659/22-of-the-best-dos-equis-the-most-interesting-man-in-the-world-quotes-video
Bharwada, C. (2010). Sex appeal as a promotion strategy. Loyalty&Customers, Retrieved from http://loyaltyandcustomers.com/2010/03/sex-appeal-as-a-promotion-strategy/
Bud light. (2012). Retrieved from http://www.cracked.com/funny-2715-bud-light/
Chunon, J. (2012, October 15). Red Bull Stratos May Change Future Of Marketing. Retrieved April 1, 2013, from Huffington Post website: http://www.huffingtonpost.com/2012/10/15/red-bull-stratos-marketing_n_1966852.html
Daye, D. (2010, April 19). Marketing to men. Retrieved March 19, 2013, from Branding Strategy Insider website: http://www.brandingstrategyinsider.com/2010/04/marketing-to-men.html#.UVDgTHD3NUS
Derrigan, T. (2012, November 5). Marketing to men: Breaking down demographic barriers. Retrieved from http://www.javelinexperiential.com/experiential-marketing/influencer-marketing-experiential-marketing/marketing-to-men-breaking-down-demographic-barriers
Dubois, L. (2010, December 31). How to use humor in advertising. Retrieved from http://www.inc.com/guides/2010/12/how-to-use-humor-in-advertising.html
Ford pokes fun of men who drive minivans. (n.d.). Retrieved from http://creativeadsagency.blogspot.com/2012/08/ford-poke-fun-of-men-who-drive-minivans.html
Gulas, C. S., & Weinberger, M. G. (2006). Humor in advertising: A comprehensive analysis. Retrieved from http://books.google.com/books?hl=en&lr=&id=DMFS2GsTdO4C&oi=fnd&pg=PR11&dq=humor in advertising a comprehensive analysis&ots=4ANIF28Rht&sig=nJsZG55rOvqKjBEzcX9Yulq3ghE
Hawkins, D. I., & Mothersbaugh, D. L. (2010). Consumer behavior: Building marketing strategy (11th ed.). New York, NY: McGraw-Hill/Irwin.
Jessica. (2009, February 11). [Web log message]. Retrieved from http://feministing.com/2009/02/11/arbys_burger-boobs_ad_campaign/
Masculinity and advertising. (n.d.). Retrieved from http://mediasmarts.ca/gender-representation/men-and-masculinity/masculinity-and-advertising
Marti Barletta (2012, March 23). Marketing with Humor - Can women get the joke? Retreieved March 20, 2013, from
Masters of Movement. (n.d.). Retrieved April 1, 2013, from The Adrenalist website: http://www.theadrenalist.com/promotions/masters-of-movement/
'Men buy, women shop': the sexes have different priorities when walking down the aisles. (2007, November 28). Retrieved March 25, 2013, from Knowledge@Wharton website: http://knowledge.wharton.upenn.edu/articlepdf/1848.pdf?CFID=88416957&CFTOKEN=79365135&jsessionid=a830943e356309d55ea110313e7541112c20
Mintel. (2011, September). Men’s Toiletries-US. Retrieved from http://academic.mintel.com/
Mintel. (2001, Spring). The Effects of Sexual Social Marketing Appeals on Cognitive Processing and Persuasion -
Nielsen. (2012, September 14). Gender divide reaching male vs female millennials. Retrieved from http://www.nielsen.com/us/en/newswire/2012/gender-divide-reaching-male-vs-female-millennials.html
Norton , M. (n.d.). Smell like a man, man. Retrieved from http://www.pg.com/en_US/downloads/innovation/factsheet_OldSpice.pdf
Olson, E. (2012, May 3). Mixing Marketing With Social Games and Extreme Sports. The New York Times, B3
Richert, T., Heckler, S. E., & Jackson, S. (2001). The Effects of Sexual Social Marketing Appeal on Cognitive Processing and Persuasion. Galileo, Vol. 30, p13-27. URL: http://ehis.ebscohost.com/eds/detail?vid=4&sid=7f4349e1-3a39-4f5f-b134-6cef216272ac%40sessionmgr14&hid=7&bdata=JnNpdGU9ZWRzLWxpdmU%3d#db=bth&AN=4495240
Salverda, T. (n.d.). Luxury products: Status symbols. Retrieved March 19, 2013, from AskMen website: http://www.askmen.com/money/investing_300/382_luxury-products-status-symbols.html
Smith, C. (2012, May 2). Extreme Sports Are Conquering A New Frontier: Your Living Room. Retrieved April 1, 2013, from Forbes website: http://www.forbes.com/sites/chrissmith/2012/05/02/extreme-sports-are-conquering-a-new-frontier-your-living-room/
Taflinger, R. (1996, May 28). You and me, babe: Sex and advertising. Retrieved from http://public.wsu.edu/~taflinge/sex.html
Turbin, C. C. (2002). Fashioning the American Man: The Arrow Collar Man, 1907-1931. Gender And History, 14470-491.
Wade, L. (2009, May 13). Pepsi for men: Wolverines, pepper spray, vikings, and venom (of course). Retrieved from:http://thesocietypages.org/socimages/2009/05/13/pepsi-for-men-wolverines-pepper-spray-vikings-and-venom-of-course/
Mattel uses Ethos to gain credibility for Barbie in mny ways:
ETHOS:
BY: LEONARDO DUCTAN
PATHOS:
THE BANDWAGON EFFECT
We all want to be Barbie and
look like Barbie.
Mattel's "Barbie Fashionista" campaign is a good example of appealing to the audience's emotion - it's PATHOS-The Bandwagon Effect: the ad asks simply: Whivh Fashionista are you?:
* Girl Scotts of America
* U.N. Barbie Conference
* McDonald's, Coke
WHY DOES IT MATTER?
The Targeting of such a young audience with
these messages is paticularly effective, and
harmful, because children don't know any better.
Studies have shown the cerebral cortex isn't
even devoloped enough before the age 8 to
understand persuasive intent. Here's a look at the drool factor.
SPORTS ILLUSTRATED
Ethos is the appeal of a speaker’s/actor's character or authority, such as the use of local celebrities or the business owner/employees in a company’s advertising. This appeal gives character and personality to the message, making it easier for the audience to relate to, trust, or place authority in the figure represented.
How is Ethos Effective in Advertising?

Exploring the use of Rhetorical Devices in Beauty Advertisements

Ethos, Pathos, and Logos in Advertising

Logos
Logos is a logical appeal typically marked by facts, figures, and data. This information is quantifiable and helps us rationalize our decisions through hard data on money saved, time saved, higher status, and so on.
Got Milk? Ads
How is Logos Effective?

logos (rational appeal): Appeal to the audience’s logical reasoning ability.
Examples of logos include facts, statistics and anecdotes.
pathos (emotional appeal):
Appeal to an audience’s heart and emotions. An author or speaker using pathos seeks to persuade someone emotionally using personal connections, stories or testimonials, and maybe spirituality. Pathos can aim to evoke hopes and fears and often employs figurative language.
ethos (ethical appeal): Appeal to the credibility and authority of a speaker. Using ethos, a writer can convey trustworthiness through tone and style as well as by establishing her credentials in a field. An author’s reputation can also influence pathos.

What are Rhetorical Devices?

How is Pathos Effective in Advertising?

Pathos
Perhaps the most powerful tool in advertising, pathos is an appeal to the audience’s emotions. It can be used to create feelings of confidence and intrigue in a brand (“established in 1915”), to reinforce value (“find more time for you with Acme Widget”), or to promote a sense of urgency (“don’t spend another night with bedbugs”).

How do Advertisers Use:
Ethos,(credibility)
Pathos (emotion) &
Logos (logic) to "Sell" Beauty and Virility to their Target Audience? And How Effective are their Strategies and Techniques?

TOPIC QUESTION:
BY LEO
G.I. JOE'S 6 PACK ABS CONCEPT
CONTROVERSIAL MALE TEEN STAR IN VOGUE MAGAZINE
PEEPOGRAPHY
NUDEVERTISING FOR ADIDAS SNEAKERS
BODY Graffiti
underwear EDITORIAL FOR CALVIN KLIEN


THE NEGATIVE
EFFECTS OF
ADVERTISING AS
IT APPEAL TO
BEAUTY AND
PLASTIC SURGERY

Girls as young as 7 opting for plastic surgery to look like celebrities...

As Society becomes more materialistic, we begin to place values on objects which were not intended to be commodities in the past. The amount of influence celebrities have on society is dangerous: the media promotes an ideal body type through these people, effecting how people view beauty.
Through careful muniplation celebrities have succeeded
in making millions through appearences in media
which controls and influences perception of beauty...

Nicki Minaj asmade it clear, she's in the business to market herself
and body image. This indicates the physical image of the emotions
which can create negative and positive effects on young women
PHYSICAL EFFECTS:


PSCHOLOGICAL EFFECTS:
PHYSICAL EFFECTS
Dennis Avner
"AKA" CAT WOMAN
KOREAN SURGEON INJECTS FACE WITH OIL
JOCELYN
WILDENSTEIN
A U.S. $4 Million
Monster
Michael Jackson
After 10
Surgeries
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