Advertising 101 The Modes of Persuasion in Advertising

The Modes of Persuasion Ethos – Credibility Pathos – Emotion Logos – Logic These appeals often work together.

Advertising How do advertisers use these persuasive appeals to get you to buy their product?

Ethos Refers to the trustworthiness or credibility of the writer or speaker. Conveyed through: – Tone & style – Honesty – Reputation/Integrity

Ethos in Advertising Who is credible to the American public? – Familiar faces – High ranking degrees – Journalists – Critics – People with fancy titles Ex: Movie commercials with quotes from critics Endorsements from doctors, professors, etc.

What are the appeals to ethos in this ad?

Pathos Appeal to the audience's sympathies and imagination. Conveyed through: – Identification with point of view—mutual feeling. – Stories – Images

Pathos in Advertising What do advertisers want you to feel? Tell ‘ em Don! – Humor Sympathy Nostalgia Pumped Up! Desire Others? Essential Question: How do advertisers use images, words, and music to achieve these feelings?

What do these images make you feel? Also, who do you think they are targeted toward? I don’t want that baby to die.

I want to hang out with these dudes.

I want to live with them.

I want to be them.

Logos The logic of the claim Conveyed through: – The clarity of the claim. – The logic of its reasons. – The effectiveness of its supporting evidence.

Logos in Advertising How do advertisers appeal to your sense of logic? – Make the audience think about their decision whether or not to purchase – Stats, facts, etc … – Scientific, straightforward

What is the appeal to logic?