persuasive advertising
TRANSCRIPT
To the ancient Greeks Rhetoric meant both politic and logic
RHETORICAL TRIANGLE
Persuasive techniques in advertising
LOGOS – LOGIC
ETHOS – TRUST
PATHOS - IMAGINATION
focus
LOGOSfacts, statistics, data
View the following ad. Write down the logos, pathos, and ethos appeals
*note who paid for the ad appears in small letters
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.
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.
REFERENCEWhat’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.
Is this ad logos, ethos, or pathos. Click on the ad to watch.
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.
Ethos Logos Pathos
AUDI
DORITOSBUDWEISERSUBARU
OREOSCHEVY
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.
Association
See if you can name the product associated with these ads
The Answers
Geico
Starbucks
Target
Nike
Progressive
Volkswagen
Wendy’s
Subway
Mr. Clean
Planters
Pepsi
You may have seen this ad
But not this one
Because….
The Marlboro man was once as famous as Flo
Until he became associated with cancer
change
As the social landscape changes so does the message and the way it is delivered.