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3 Main Advertising Appeals

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by

Michelle Brown

on 16 October 2016

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Transcript of 3 Main Advertising Appeals

1. Ethos
Appeal to sense of ethics
by connecting the product to the credibility, reputation, or trustworthiness of someone or something else.
3. Pathos
Appeal to emotions.
Leads the audience into making an emotional connection with the product or message; includes use of humor, fear, and sex appeal.
Advertising & Aristotle's
Art of Rhetoric

What is
Advertising?

Persuasive
media messages
constructed
to sell something to a specific
target
audience.
2. Logos
Appeal to sense of logic or reason. Anytime an ad "proves" that a product works (demonstration), it's using logos.

Logos provides information about the product. It might include numbers or statistics as proof.
The Art of Rhetoric (Persuasion)
Greek Philosopher, 4th Century BCE
Damaged Ethos
Goji Play from the makers of Guitar Hero
MixBit from the makers of YouTube

More dentists recommend our toothpaste.
It's the mechanic's choice for their cars.
Examples of Ethos in Advertising
O r i g i n s
Logos
Problem - Solution
Demonstration
Proof
Technical Specs
A Few Specific Types of Pathos
Basic Needs
Bandwagon
Snob Appeal
Sentimentality
Aristotle

Phrases like:
"from the makers of..."
"Recommended by more doctors..."
May be used with logos
and ethos.
love
safety & security
health
time
money
appeals to our desire
to be better than others
; to stand out
appeals to our
desire to belong
and do what everyone is doing
Use of sentimental images and/or music to invoke feelings of warmth and happiness
created by Michelle M Brown 2014, updated 2016
Deconstruction
A thorough analysis of a media message to understand deeper meanings.
Who paid for the ad?
Who is the target
audience?
What is the text of the message?
What is the subtext of the message?
What kind of lifestyle is presented?
Normalized or Glamorized?
What values are expressed?
What appeals are used?
Ethos, Logos, Pathos
What positive messages are presented?
What negative messages are presented?
What groups of people does this message empower?
What part of the story is not being told?
Lesson
Application
Jif - "College Mom"
Sony Playstation - "Perfect Day"
4 Characteristics of Ethos
Trustworthy
Logical Reasoning
Relatable
Authoritative
Reputable or Credible Expert
3 main appeals used to persuade:
1. Ethos
2. Logos
3. Pathos
...it might be needful in a
speech to...show one's
opponents as responsible
for those things that are
the causes of the anger...
Positive
Emotions - happiness, safety, relief
Negative
Emotions - fear, injury, disappointment
Companies use
celebrity "spokespersons"
and/or someone the audience
will relate to.
1.
Deductive
- premises lead to true conclusion
2.
Inductive
- premises lead to probable conclusion
How does
advertising work?
Full transcript