Emotional, Logical and Credibility Appeals in Advertising By Mr. Hyatt.

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Presentation transcript:

Emotional, Logical and Credibility Appeals in Advertising By Mr. Hyatt

Advertising. Definition: communication used to persuade someone to buy something.

Advertising uses … EMOTIONSREASON PATHOSLOGOS

to get us to buy …

Pathos = Emotional appeal Advertising using emotional appeal tries to get us to feel something. (so we buy what’s for sale)

For example, advertising might try to make us feel … COOL HUNGRY … all so we buy something to make us feel better

How does this ad make you feel? It makes me feel like my feet will always have a soft landing if I wear Vans!

How is this ad supposed to make us feel? Why? Notice the loaded word in this ad? Perfect!

How does this ad make you feel about hunting?

Some advertising may try to change how you feel. Some advertising also tries to change how you think.

Logos = Logical appeal Advertising using logical appeal tries to make us think something. (so we buy what’s for sale)

What is this ad making me think?

What does this ad make us think?

What does this ad make you think? Why is this phone a ‘smart’ buy?

Ethos = trust People tend to believe in experts or famous individuals more than the average person. Including … Finally, we must also consider credibility when analyzing ads...

Also known as … false adverstizing! Just because they say it, however, doesn’t make it true!

Advertising often uses slogans, or catchy phrases, to get us to buy products … Company Nike Kentucky Fried Chicken Levi’s Slogan Just do it Finger lick’n good Quality never goes out of style What are these popular slogans trying to make us feel or think?

What does it take to write a good slogan? A slogan … has to do with the product for sale & is easy to remember

Project Directions: 1.Work alone, in pairs or in small groups. 2. Design an ad/commercial for a product you want to sell. 3.Include two of the following: *pathos *logos *ethos 4. Be prepared to present to class in two weeks.

The new ZX5 Razor helping guys make a smooth transition from boyhood to manhood