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3 Main Advertising Appeals
Transcript of 3 Main Advertising Appeals
Appeal to sense of ethics
by connecting the product to the credibility, reputation, or trustworthiness of someone or something else.
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
to sell something to a specific
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
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
Problem - Solution
A Few Specific Types of Pathos
"from the makers of..."
"Recommended by more doctors..."
May be used with logos
safety & security
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
A thorough analysis of a media message to understand deeper meanings.
Who paid for the ad?
Who is the target
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?
Jif - "College Mom"
Sony Playstation - "Perfect Day"
4 Characteristics of Ethos
Reputable or Credible Expert
3 main appeals used to persuade:
...it might be needful in a
speech to...show one's
opponents as responsible
for those things that are
the causes of the anger...
Emotions - happiness, safety, relief
Emotions - fear, injury, disappointment
and/or someone the audience
will relate to.
- premises lead to true conclusion
- premises lead to probable conclusion