The topic I chose to research is the psychology of advertising and how it persuades the self. The advertisements I’m using in my creative project will demonstrate the logos, pathos and ethos persuasion techniques used in advertisements. So that you are familiar with what I’m talking about, I’ll explain what each technique means briefly: Logos is used to convince buyers with the use of facts and/or data. Ethos tries to convince consumers that their product is efficient and high quality. In order to accomplish this, celebrities are most often used. Last but not least, pathos is all about shock value. It’s used to affect consumers emotions in a positive or negative way, causing them to feel as though they need to have the product being advertised.

Advertising and the Self

ByErin McCuaig

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These advertisements use pathos. The photo advertisement is extremely shocking as it shows the cruelty of what happens to animals in testing labs for the make-up that people consume. This is an efficient way to have people donate money to stop animal cruelty or buy make-up that does not test on animals. The video shows commercials for Ameriquest that are comical but also get the point across in a slightly shocking manner. They transform every day ordinary events and make them seem appalling and inappropriate. Their slogan “Don’t judge too quickly. We won’t.” makes people believe that the company will be understanding of their situation and help them no matter what the issue.

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The technique used in these advertisements is ethos, which persuades buyers by using high profile celebrities. The video shows Ashton Kutcher using a Nikon camera and because of his well-known name many people may believe that this specific camera is better than any other. Even just being able to say they have the same camera as him might make people feel inclined to buy it. The photo uses Jessica Alba to advertise nail polish, this has the ability to make women want it so that they can possibly look just as gorgeous. Once again, most people will believe the product is better than others because of the high status name.

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These two commercials use the logos technique. The video for Coca-Cola uses statistics to convince buyers that it isn’t their beverage that causes weight gain, but rather it’s because people don’t get up and exercise enough. The photo advertisement uses a fact to persuade people to donate money to stop the shocking reality presented.