Persuasive Advertising
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Rhetoric and Argument in Advertising - Logos, Ethos, and Pathos Ads
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Persuasive Advertising
- 2. To the ancient Greeks Rhetoric meant both politic and logic
- 4. Persuasive techniques in advertising LOGOS – LOGIC ETHOS – TRUST PATHOS - IMAGINATION focus
- 6. View the following ad. Write down the logos, pathos, and ethos appeals *note who paid for the ad appears in small letters
- 8. Ethos Celebrity endorsement - Hayden Panetterie drinks milk. Be like this beautiful, famous rich person and drink milk too. Character – Tom gives away shoes and now he’s giving away blood. What a great guy! Buy Toms and give blood.
- 10. Pathos Emotional appeal. Makes the audience feel something. This ad is designed to make the audience sad and compassionate so they will give money or adopt an animal.
- 11. REFERENCE What’s the reference? Demographics has everything to do with impact. In 2001 most high schoolers were in elementary school. The emotional connection might not be a strong as someone who was an adult at the time, but certain events make imprint themselves on our memories. Certain references bring up certain feelings without anyone having to say anything.
- 12. Is this ad logos, ethos, or pathos. Click on the ad to watch.
- 13. What about this one?
- 14. And this one?
- 15. Were you correct? The Audi Prom ad was pathos. The message was that driving an Audi makes you brave – emotional appeal. The Chevy Apocalypse ad was ethos. The message was that only a Chevy truck is reliable enough to survive the end of the world. The Oreo whisper fight was logos. The entire message was a description of the cookie. All these ads also included elements of pathos since they appealed to emotions, particularly humor.
- 20. The Barkley family = Subaru The point of an ad is to spread the word about a product or service. While ads like the Barkley family are entertaining and engage the audience, unless the audience associates the ad with the car company the ad has not done its job.
- 21. Association See if you can name the product associated with these ads
- 33. The Answers Geico Starbucks Target Nike Progressive Volkswagen Wendy’s Subway Mr. Clean Planters Pepsi
- 34. You may have seen this ad But not this one
- 35. Because….
- 36. The Marlboro man was once as famous as Flo
- 37. Until he became associated with cancer
- 38. change As the social landscape changes so does the message and the way it is delivered.
Notas del editor
- In advertising rhetoric is the argument,
- Reason. Clear central idea. Appropriate reasoning. Supporting facts and details. Logical argument. Often print ads work better because the consumer doesn’t have time to read all the text on TV.
- Here’s an ad with mostly Logos appeal. Notice which parts also deal with ethos and pathos.
- Moral appeal. Credibility, Authority. Character.
- 2011 Reuter’s poll – most recent stat I could find. Betty White, Denzel Washington, Sandra Bullock. The whole list can be found in International Business News or by doing a google search for most trusted celebrities.
- Emotional appeal. Makes the audience feel something. Associate those good feelings with and idea or a product.
- Now watch the strong pathos appeal of this ad.
- Geico
- UPS Ethos.
- Subway.
- If you’ve only seen this ad
- This might not have the impact.