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Ad Logic - Ethos, Pathos and Logos

What are TV commercials REALLY saying?

Gina Schulaski

on 5 December 2013

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Transcript of Ad Logic - Ethos, Pathos and Logos

We all love commercials. Right? But what's the point?
Does it use
Logos? Companies sometimes pay millions of dollars on these commercials. So what are they trying to accomplish? Companies pay all that money because they're hoping to PERSUADE you to do something or to buy something. But how do commercials PERSUADE us?
They use the ancient form of persuasion. Let's watch a few, and we'll find out. Please keep side-comments to a minimum. How does this commercial convince us to buy an Egg McMuffin?
Ethos? Pathos? Logos? Talk about it,
stay on task! What does this Nike commercial do to make you want to buy Nike Football gear? Think about it like this: The commercial is basically saying, If you wear Nike Football gear, then you will... Fill in the blank.
Remember to consider the
three forms of persuasion. Notice how unrealistic this is. Just wearing Nike gear doesn't mean you'll be able to get one massive hit and crazy tackle after another as a defender and one unstoppable run after another as a running back. What primary form of persuasion was used? Let's watch another one. How about this one? What EVIDENCE (proof) do they give you to prove it will be worth your money to go see Avatar in the theater?
ethos? pathos? logos? Notice how they pointed out that it was directed by the same director that made the movie Titanic. Why would that convince people to go see this movie?
What example of persuasion is being used? Did you notice the celebrities in this commercial? Why would having a famous person in the commercial convince you to buy a product?
ETHOS? PATHOS? LOGOS? Now it's your turn.
Try this on your own, then we will go over the answers together. Do not worry if you mess up.
This is practice! Watch the following commercials and analyze how the ad tries to persuade you to do something or buy something.
Remember to look for the form of persuasion being used. After you watch each commercial, answer the five questions on your worksheet. Is the reasoning in the advertisement sound? In other words, do the reasons they give for why you should buy Nike gear actually make sense? Pay attention to whom a commercial is targeting. Notice an ad that aims to convince teenagers is very different from a commercial that tries to convince senior citizens. (BUT IS THIS AD GEARED TOWARD TEENS?) If a celebrity likes this video game, does that mean the video game is good? Or is that irrelevant evidence--evidence that has nothing to do with the point the commercial is trying to make? Who is the audience of this commercial? In other words, WHO are they trying to convince to get car insurance through Allstate?
ethos? pathos? logos? Let's go to work!
Remember to stay on task! What are TV commercials REALLY saying? (Using Ethos Pathos and Logos)? At the bottom of each
commercial, decide the primary form of persuasion. Are there secondary forms too? Be prepared to justify your answer. OBJECTIVE:
By the end of class you will be able to identify, analyze, and prove ETHOS, PATHOS and LOGOS are present in digital media. relevance: Do the images, ideas, and people are relate to the product? purpose: What is the ad trying to persuade you to do/purchase? audience: What group is the ad geared toward? reasoning & evidence: What facts do the ads give you for why you should purchase their product? reasoning: Do the reasons given in the ad make sense?
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