AdvertisingRhetorical Persuasion

Advertisers use the rhetorical devises of…

Not every ad will use all three, but most will use a combination of at least two to persuade

the consumer to invest in their product.

Ethos

Pathos Logos

Pathos:

Advertisers use pathos to provoke an emotional response from the consumer.

Milk and Gatorade can add excitement to your life

Head & Shoulders can make you feel

refreshed

And just look how driving a Honda can make you feel:http://www.youtube.com/watch?v=uN9eK0It62Y

The promise of being attractive to the opposite sex is probably the most

common use of pathos

Apparently even Dentyne gum can be sexyhttp://www.youtube.com/watch?v=MSs-ZeRGNtE

Sometimes an advertisement will pull on the heart strings

Don’t miss that once in a lifetime shot of your baby… … buy a Sony Cybershot camera

Or look at the adorable baby and grandma…http://www.youtube.com/watch?v=9v5HSdiyNbg

Occasionally, pathos can work in the opposite way by

associating the product with the prevention of something

negative in your life

Use Allstate Insurance in case this happens…https://www.youtube.com/watch?v=5_5IdWWRL4w

Ethos:

In advertising it establishes the credibility or character of the product.

Cheese Nips contain Kraft cheese. Kraft is a well known and trusted brand and therefore you can also trust Cheese Nips

Expert testimonials also provide credibility

A positive review from a trusted critic can make you want to go see that movie

Another common use of ethos is celebrity endorsements.

There’s no reason why actress Hayden Panettiere is more qualified to endorse milk than the average person, but her appearance in the ad offers the impression of credibility

Rapper Nas doesn’t design clothes for the Gap, but if he wears them you may also want to

and see just how many celebs want you to come to Californiahttps://www.youtube.com/watch?v=eIs7-K_5EVs

Logos:

In advertising is straightforward – it tells you exactly what the product does, how it works, what it is used for.

https://www.youtube.com/watch?v=NdImEJn1Mrs

This iPod Nano ad gives you specific details

In fact, internet sites may be the most effect at using logos because the consumer can learn as much about the product as he wishes.

This Aveeno website allows the consumer to “learn more” by clicking on the

embedding links.

Ethos, pathos, and logos – defined by Aristotle over 2000

years ago.

These three rhetorical devices are the cornerstones of every

advertisement you see.