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Persuasive Techniques in Advertising

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by

Savannah Groeneveld

on 4 August 2014

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Transcript of Persuasive Techniques in Advertising

Persuasive Techniques in Advertising
Logos - Persuasive Technique
An appeal to logic or reason.

An advertisement using logos will give you the evidence and statistics you need to fully understand what the product does.
Ethos - Persuasive Technique
An appeal to credibility or character.

An advertisement using ethos will try to convince you that the
company is more reliable, honest, and credible; therefore, you should buy its product.
Learning Objective
Today, we will demonstrate an understanding of three persuasive techniques (
pathos
,
logos
, and
ethos
) and other advertising strategies.
An appeal to emotion.

In other words, an advertisement using
pathos will attempt to evoke an emotional response in the consumer.


Pathos - Persuasive Technique
Pathos: Examples
Sometimes, it is a positive emotion such as happiness: an image of people enjoying themselves while drinking Pepsi.

Other times, advertisers will use
negative emotions such as pain: a person having back problems after buying the “wrong”mattress.
Example: Pathos
CFU: What emotion did this commercial evoke in you?
Logos: Examples
The logos of an advertisement will be the "straight facts" about the product:
One glass of Florida orange juice contains 75% of your daily Vitamin C needs.
Logos: Examples
CFU: Do you know more about the Levi's brand after watching this commercial? Were there facts that were presented to the audience?
Ethos: Examples
Ethos often involves statistics from reliable experts, such as nine out of ten dentists agree that Crest is the better than any other brand.

Often, a celebrity endorses a product to lend it more credibility:
Catherine Zeta Jones makes us want to switch to T-Mobile.
Ethos: Examples
Let's Practice
A child is shown covered in bug bites after using an inferior bug spray.

Tiger Woods endorses Nike.

Sprite Zero is 100% sugar-free.

A 32-oz. bottle of Tide
holds enough to wash 32 loads.
Write each sentence down and label it as
Pathos, Logos or Ethos.
More Practice
Write each sentence down and label it as
Pathos, Logos or Ethos.
Cardiologists recommend Ecotrin more than any other brand of aspirin.

Advil Liqui-Gels provide up to 8 hours of continuous pain relief.

Miley Cyrus appears in Oreo advertisements.

People who need more energy drink Red Bull Energy Drink.

A magazine ad shows people smiling while smoking cigarettes.
To Sum it Up
CFU: List three different emotions people experience. Do you think these emotions are targeted in advertisements?
CFU: Can you state a fact about every product? Create a statistic you could use to advertise Nike clothing using the logos technique.
Full transcript