Rhetoric in advertising

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Rhetoric in advertising

Presentation transcript:

Rhetoric in advertising Rhetorical Appeals

Persuasion shows up… in rhetoric. Rhetoric is the art of using words in a certain way to influence (appeal to) or evoke emotions, opinions, attitudes, and behaviors.

NOTES: What is rhetoric? Greek philosopher ARISTOTLE believed that when people try to persuade each other, they use three main kinds of RHETORIC. RHETORIC is writing or speaking effectively so as to persuade others.

What are the three rhetorical appeals? Aristotle called these three appeals: ETHOS PATHOS and LOGOS

What is ethos? The ETHOS appeal uses: Credibility You trust the advice of a doctor because of who he/she is. You buy something advertised by certain celebrities whom you trust/respect

What is pathos? PATHOS appeals to our emotions or feelings. Pathos can also include humor, shock value, or appeal to physical sensations like taste.

What is logos? LOGOS is related to the word LOGIC, or reasoning. When you use LOGOS, you appeal to your audience’s BRAINS. You make a good point, or you provide research-based evidence.

What appeal(s) is this? ETHOS uses CREDIBILITY (trustworthiness) of experts.

What appeal(s) is this? LOGOS appeals to your sense of reason.

What appeal(s) is this? PATHOS appeals to your heart.

What appeal(s) is this? Google+ "New Dad" Ad

What appeal(s) is this? Humane Society Ad

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What appeal(s) is this? Sofia Vergara and David Beckham - Diet Pepsi Commercial - Beach Tweet - YouTube

Your Turn: Magazine Activity Find three different magazine ads that represent ethos, pathos, and logos. (Sometimes these appeals overlap, but make sure you have three separate ads.) Explain in complete sentences why each ad demonstrates each appeal. Extra credit point: Find ads that may be deceiving and explain why. This ad demonstrates logos because Revlon is using statistics from their research to prove that the mascara can lengthen your eyelashes. However, this is deceiving because of course people saw “instantly” longer lashes, but that doesn’t mean the mascara will actually make your eyelashes grow.