Unit 15: Advertising Production
Persuasive techniques in Advertising (Ethos,Pathos,Logos)
Preparation work
Name:
ETHOS, PATHOS LOGOS – Persuasive Advertising Techniques
(ETHOS)
1. Ethos is a marketing strategy that establishes credibility through
endorsements and testimonials.
2. An example of an ethos convincing tactic would be using a celebrity
endorsement in a commercial. The celebrity's good name will encourage a
larger audience to believe in and trust the product.
3. Ethos language may also be used to link a brand to basic human rights.
When a brand takes a stand for a cause that is vital to them, it builds
confidence in their audience. The Gillette commercial focuses on modern
masculinity and how it impacts young boys, women, and the workplace
negatively. Their slogan emphasizes how they intend to keep their word
by changing how men feel about themselves and how they should act in
public. In the Audi commercial, the brand emphasizes the lack of equality
between boys and girls in a dirt track race. It discusses how men are
always thought to be more favourable than women, even if the woman
possesses the same qualities or is equally as good as the man. Audi
conveys the attitude that they want to bring the issue up and, at the end of
the commercial, commits to equal pay for equal work for both men and
women.
https://www.youtube.com/watch?
v=koPmuEyP3a0https://www.youtube.com/watch?v=koPmuEyP3a0 The
Gillette commercial focuses on modern masculinity and how it affects young
boys, women, and the workplace. Their slogan emphasizes how they intend
to keep their word by changing how men perceive themselves and how they
should behave in public. This lends credibility to modern culture and
encourages people to become interested in it.
https://www.youtube.com/watch?v=1iksaFG6wqM
The brand focuses on the lack of equality between boys and girls in a dirt
track race in the Audi commercial. It discusses how men are always thought to be
more favorable than women, even if the woman possesses the same qualities or
is just as good as the man. Audi conveys the attitude that they want to bring the
Unit 15: Advertising Production
Persuasive techniques in Advertising (Ethos,Pathos,Logos)
Preparation work
Name:
issue up and, at the end of the commercial, commits to equal pay for equal work
for both men and women.
4. The use of the 'Plain Folks' technique is also classified as Ethos. The
advertising technique depicts ordinary people using and enjoying a
product, making it appear practical and as if anyone else could do the
same.
https://www.youtube.com/watch?v=NdKsA4q-FFA
5. Photographs of Hilary as a young child make her appear ordinary and
relatable to the public, revealing a personal and ordinary side. The photos
of her at the Child Defence Fund and at a school demonstrate her policy
on families in crisis and building a stronger community for young children
who need an education. Making it appear as if she is still comprehending
the people's points of view which makes people want to vote for her.
(PATHOS)
1. It is an advertising technique that elicits an emotional response from
viewers.
2. They appeal to human emotions such as joy, sorrow, sympathy, fear, and
rage.
3. The pictures in the Honey Nut Cheerios have very bright colors like
yellow and orange, which are very positive and happy colors, indicating
that it is targeted at parents. The language is simple since the text fills the
entire screen; however, the repeated slogan "Good goes around" gives the
advertisement an easy and upbeat feel, which corresponds to the shape of
the cereal. It is credited to the product because it suits the product's color.
Similarly, the graphics used in the Coke print advertisement are vivid but
in various colors, and the vocabulary is brief and much smaller since the
actual logo is the subject of the advertisement. Coke is described as
"accessible happiness," making it feel cheerful and refreshing, similar to
the rising sun.
Unit 15: Advertising Production
Persuasive techniques in Advertising (Ethos,Pathos,Logos)
Preparation work
Name:
4. The way the narrator talks to the audience makes the audience feel
anxious because she knows what is about to happen. Then, with the
background noise of people talking and trying to console her sister who is
in pain, cut to a sense of horror and grief over the narrator dying on the
floor. The seriousness and danger of heart disease are shown in this video
that it can happen at any time. This is effective because it encourages the
viewer to contribute by donating money to a charity that funds addiction
studies. The contrast between the beginning and the end helps to
emphasize the gravity of the situation.
Unit 15: Advertising Production
Persuasive techniques in Advertising (Ethos,Pathos,Logos)
Preparation work
Name:
5. This BMW print advertisement evokes feelings of sorrow and caution for
driving safety. The text emphasizes the seriousness of a car accident,
which may result in life-altering injuries. It sends the message that human
parts should not be replaced in this manner, and that people should drive
responsibly. There is also a fear factor that there is a risk for those who
behave badly.
Unit 15: Advertising Production
Persuasive techniques in Advertising (Ethos,Pathos,Logos)
Preparation work
Name:
6. Among the pathos advertising tactics, sex appeal is, of course, extremely
popular. Provocative advertisements leave a lasting impression, as the
popular term "sex sells."
The dancing and background music are used to establish humour as Mr
Clean begins sweeping around the house and the woman joins in and
dances with him. It switches to a guy at the end of the commercial, as if
that was really happening. Mr Clean was a character in her own personal
dream that she was living out.
7. Advertisements set in the past, or focused on family or fond childhood
memories, elicit happy, feel-good feelings in the viewer that the
advertisement is attempting to relate to the brand or product it is
promoting. As the father recalls E.T. from his childhood, nostalgia is used
to reflect the Christmas message of family and memories. There are a
variety of emotions present, including joy over E.T. and the family's
interactions, as well as sadness over his separation from his real family.
Intertextuality is mentioned in the same way that the film is mentioned.
As they flew through the air on their motorcycles, E.T. and his father did
the same when he was young.
Unit 15: Advertising Production
Persuasive techniques in Advertising (Ethos,Pathos,Logos)
Preparation work
Name:
8. The advertisement strategy below employs a direct mode of address in
order to entice the target audience to join in and feel included.
9. The protagonist addresses the girlfriend of the male target group who
has yet to buy the old spice commodity in a straightforward manner. This
is effective because it gives males other reasons to buy the product, such
as their girlfriend, making persuasion much easier.
10. They use
bandwagon appeal in the advertisement below because it spreads the
idea that men should better themselves, so every male should buy this
product to smell like the man in the advertisement and increase their
trust around people, particularly females. Females are also interested
because they want their partners to develop into this type of person
because it is attractive.
11. . Humour is often used to elicit a cheerful, lighthearted emotion in the
audience, as well as a sex appeal, in this case to a male audience over body
spray. The clothing worn by the females and the positive attitude of the
male are used to create a sex appeal. He's bragging to his parents. There
is also humor, when there are several females, exaggerating the notion
that any female would be interested in males who used body spray.
Unit 15: Advertising Production
Persuasive techniques in Advertising (Ethos,Pathos,Logos)
Preparation work
Name:
(LOGOS)
1. Logos advertisement is a form of advertising that uses logic and reason to
persuade a target audience to buy a product.
2. They make use of the new phone's persuasive features, such as Face ID,
which is more secure than a written password against intruders and the
ability to pay online by looking through the phone's webcam. Also
included is a versatile camera with features such as video slow motion,
photo fine tuning, and virtual reality.
3. To promote a product, logos advertising often employs memorable
buzzwords. Food ads are excellent examples of this. In recent years, there
has been an increase in the number of businesses attempting to capitalize
on customer desire for healthy food choices. The buzzwords "vegan" and
"organic" are used twice to cater to a larger target audience, as organic is
typically a higher-quality product and vegan is considered a healthier
choice.
Unit 15: Advertising Production
Persuasive techniques in Advertising (Ethos,Pathos,Logos)
Preparation work
Name:
