...THE THREE ADVERTISEMENT RHETORIC 2 The Three Advertisement Rhetoric The three-advertising rhetoric are ethos, pathos, and logos. According to the video, the art of rhetoric is known as persuasive technique in advertising. The goal remains the same no matter where found – bill boards, radio or print media, to convince my audience of my point of view. The aim is to make emotional appeals to trust them, build credibility, and use logic and reasoning to appeal to people. It is important to note that advertisers do not often use all three, but most times, combine two. The Greek philosopher, Aristotle was the first to speak of the three methods below: Ethos is an appeal to ethics, which seeks to convince someone of the character or credibility of the persuader. We tend to believe those who we respect or hold in high esteem as someone worth listening to. In other words, their appearance or say so, establishes the credibility or character of the...
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...Every advertisement is designed to influence its target public to either buy the product being advertised or to at least consider it in a future purchase. In order to persuade the public, the advertisement needs to be appealing, logical and credible. These three means of persuasion are what the Greek philosopher Aristotle called Pathos, Logos, and Ethos. In the advertisement examined in this paper, there's an emphasis on the use of Pathos, which is the way of persuading by appealing to the public's emotion as described in the book Writing Arguments: A Rhetoric With Readings by John D. Ramage and and John C. Bean (81-82). The ad is dominated by a background image that shows a penguin belching fire in an ice land. In the bottom right corner of...
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...They do a great job of using the three most well-known forms of advertisement, which are ethos, pathos, and logos. Throughout this paper the advertisement and how these three appeals are used will be described. Now let me explain to you how CDF uses ethos, pathos, and logos to attempt to help prevent teen pregnancy in their advertisement. First, let me explain what ethos is. In advertising, ethos is essentially having credibility to what you are advertising. The CDF does a great job of using ethos in this advertisement. For example, the CDF uses a quote at the bottom of the picture that says, “Being a teenager is tough enough. Why make things more difficult by becoming a mother too?” It says this right below the stomach of a pregnant teen girl. Having an obviously pregnant teen in the picture saying this gives it credibility. The opinion of a struggling pregnant teen is much more credible than someone who has not experienced what she has. This advertisement is obviously directed towards teenage girls who are thinking about being sexually active. Using the credibility of the young, pregnant teen helps this advertisement by letting teenage girls know that getting pregnant young is definitely not a smart decision. Many companies and organizations also have been known to use ethos to help make their advertisement more effective. Next, let us talk a little bit about how CDF uses the pathos appeal in...
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...Advertisements are meant to convince the viewer of an idea that they are trying to portray. They do this by using ethos, pathos, and logos. Ethos is an appeal to ethics, and it is a means of convincing someone of the character or credibility of the persuader. Pathos is an appeal to emotion and is a way of convincing an audience of an argument by creating an emotional response. Logos is an appeal to logic and is a way of persuading an audience by reason. These techniques are used to convince the viewer of what the author is trying to convince them of. The goal of the advertiser is to persuade the reader or viewer into participating in their cause like the World Food Programme. These programs will try to persuade and do the best they can to...
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...G. Lee Northwood University Abstract * Advertising is the art of persuasion. There are various different ways that Advertisers can hook the consumer into wanting to buy their products, whether they need it or not. They use the three basic appeals in advertising, which are Ethos, Pathos, and Logos, to confine the mind of the consumer. The Toyota Rav4 ad focuses on the appeal of Pathos to attract the consumer into buying their product. The use of humor within the commercial softens the audience’s feelings to make the commercial more appealing. The appeals of Ethos and Logos are scarcely used throughout the ad, frankly because they didn’t need to. Toyota is a loyal and trusted company that has been around since 1937, and consumers are familiar with that. The Art of Persuasion Advertising and Advertisements are both tactics that advertisers and marketers use to entice customers in order to maximize their profit. Both Advertisers and Marketers have come about various ways to attract us, the consumer, into buying products that we need, and even products that we don’t need. They do this by creating instances that touch us as humans. Advertisements make us feel the urge to buy things based on the natural human emotion, our judgment between right and wrong, and whether or not something makes sense or not. These three attributes are also known as Pathos, Ethos, and Logos, which come from the Greek philosopher Aristotle...
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...Dan Madden Engl 202d Company Profile 9/16/14 In 1954 David Edgerton and James McLamore purchased a fledgling burger shop that could not seem to make a name for itself, called Insta-Burger King. Immediately the two new owners renamed the establishment Burger King. For the first few years Burger King struggled to compete with their competitors, namely McDonalds, but slowly started to gain more and more popularity. If a person were to fast forward to today, they would see that Burger King is not only competing in the fast food industry, but also on the New York Stock Exchange at approximately thirty one dollars a share. As a company that is constantly in McDonald’s shadow, it is extremely interesting to examine how a perpetual runner up stays afloat. From footholds in foreign markets, to creating enticing limited time offers, to even acquiring Tim Hortons, Burger King has brought out all the stops. Lately, however, Burger King has moved its attention to breaking even farther into a more hip youthful market. Ever since losing a lot of business due to a large scale campaign in which Burger King tried to market unhealthy caloric food to attract more male customers, Burger King has struggled to regain its’ popularity in the youth market. Today, however, they have deployed many ads aimed at this market, and have even revamped their website to incorporate an extremely youthful vibe. To further explain this, a closer examination of Burger King’s homepage, Facebook page, and a new...
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...changed, Aristotle’s three methods of persuasion Ethos, Logos, and Pathos have remained constant throughout the years. As Ethos appeals to the audience’s moral compass and character, Pathos appeals to their emotions, and Logos appeals the logic of the individual in order to jointly make an impression on each reader. These three methods of persuasion have remained throughout the evolution of advertising, and with the impact they allow advertisements to make, they will continue to be a constant aspect of advertising in the future. This Post It advertisement is a humorous appeal to the everyday reader. The average person, young or old, cannot wait for the weekend and the adventures that come along with it. This particular aspect of those adventures deal with the morning after releasing all of that weekday angst. That awkward moment when you wake up and want to know what happened, where it happened, and who with. Whether they had a one night stand or simply were too inebriated to remember a new friend’s name, everyone has had an awkward moment like this pictured above. The note attached to the woman’s forehead seems to be the key to avoid such an awkward situation and being a bad host. This advertisement implies that with Post It notes in hand, the reader will not have to worry about seeming like a bad person and that if unavoidable, these notes will help to aid whatever situation comes their way. The advertisement also uses Pathos to exploit each reader’s emotions. The embarrassment...
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...Commercials and Reasoning In 2015, roughly more than $540 billion in spending was on advertising. (Sabastian, 2015) Yes, that is billion with a B! Every bit of advertising uses some sort of persuasion or argument in order to get the consumer to spend money on their product. Some use logos, or reasoning. Others use ethos or the authority argument. Still, others use pathos or the emotional triggers in us. Successful advertisements grip our memories with a combination of all three. I have taken three of my most memorable commercials to illustrate this. One is from Sears entitled “Shop Your Way-Squirrel Revolt,” (Shop Your Way-Squirrel Revolt, 2013) the other is from Friskies called “Dear Kitten, Regarding the Dog.” (BuzzFeed, 2014) The final one is by the ASPCA called “Sarah Mclachlan SPCA Commercial.” (Sarah McLachlan SPCA Commercial, 2008) Why These Commercials The reason that I picked the squirrel commercial is how they stepped out of the box, so to speak. Who can resist an adorable little woodland creature like a squirrel? The way that the advertisement shows that they can be trained to cut coupons is fantastic. They seem to be working away in a little squirrel office/coffee table. I chose the second commercial because it has to be my favorite of all time. It touches you. It shows an older cat educating a kitten on how to behave, specifically in regards to the dog. This commercial exemplifies so many things that speak to me personally. Once again, the animal...
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...As we all know that Nike ads display confidence, attitude, and a good seller about their products. Historically, using successful sports stars has been a typical characteristic of Nike’s commercial. Michael Jordan was one of their main promoters. They are using a lot of rhetorical techniques like ethos, pathos and logos to catch consumers’ attention. Its successful visual appealing makes consumers cannot escape even take a glance of it and want to buy their products. Briefly Introduce the Visual Content of the Ads 1. This advertisement is a Nike advertisement in the old time. 2. It shows a famous basketball player, Michael Jordan, in the air about to most finish off a slam dunk. There are two lines of words in large size on the top right of the advertisement, showing “Michael Jordan: 1, Isaac Newton: 0” this shows that Michael Jordan is basically defying gravity by being that high up in the air. Thus, this goes against Newton’s law of Universal gravitation. 3. Below these two lines, there is a logo of Nike Company----a check mark. The whole design of this ad is very simple and clear. Rhetorical Analysis of the Ads: Ethos, Pathos and Logos. Ethos: 1. The use of ethos is clearly delineated by endorse Michael Jordan. 2. He is a world famous basketball star and has a good reputation. 3. He is wearing Nike shoes in the ad and Jumping that high in the air. His reputation makes audiences and consumers to believe the high quality of Nike shoes. 4. The Jordan ad carried...
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...President John F. Kennedy’s speech to the American Newspaper Publishers Association at a Bureau of Advertising dinner was held at the Waldorf-Astoria Hotel in New York City. In his speech President Kennedy addresses his dissatisfaction with the press’s news coverage of the Bay of Pigs incident, advocating that there is a need for “far greater public information” and “far greater official secrecy.” President Kennedy uses logos, ethos, and pathos in order to effectively convince his audience that necessary need for far greater public intelligence, but yet far greater official confidentiality. Kennedy uses logos to effectively encourage trust in the American people. In section I, paragraph one, Kennedy says, “…no official of my Administration,...
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...Coco-Cola Vintage Ad Elizabeth Hamilton Professor Smith Devry University March 28, 2014 Coco-Cola Vintage Ad Throughout its history Coco-Cola has always managed to use advertising as a powerful tool to create that special atmosphere in the minds of consumers that differentiates Coco-Cola from just some generic cola. In the past it was also extremely effective in advertising its product gaining a lot of market share and getting to the top of the market in terms of sales. The essay analyzes a vintage advertisement according to the rhetorical appeals of logos, ethos, and pathos and notes that Coco-Cola effectively uses appeals to authority, logic and emotions to make Coke a lifestyle, not just a drink. The vintage ad analyzed in the essay is a print ad that features the title Coco-Cola and the following text “Is a delightful palatable healthful beverage. It relives fatigue and is indispensable for business and professional men, students, wheelmen, athletes. It relieves mental and physical exhaustion. Is the favorite drink for ladies when thirsty, weary, despondent… Sold in bottles and at soda fountains for 5 cents. Newest refreshing drink in the world”. Clearly, the ad has many claims that nowadays would be consider illegal, inappropriate and simply false, yet back in the days, it was an example of what marketing was about : selling it at all cost even if it meant lying to the consumers. Although, to be fair, many other things, like heroine, morphine, cocaine and LSD were...
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...Chanel Coco Mademoiselle Commercial Perfumes have been popularly used by women throughout generations because each distinctive scent is almost like expressing the mood and feeling of the person who applies it. Amongst many brands of perfume out in the market, Chanel has been loved by many. In particular, Chanel Coco Mademoiselle is a women’s perfume in the Chanel collection that was introduced for the younger Chanel fans. Their advertising film with Keira Knightley gives clearer brand image to the customers by its unique way of presenting their product through the commercial film. It deserves a close insightful analysis for its ability to mesmerize the viewers without any words said. With a balance of ethos, pathos, and logos, the Chanel Coco Mademoiselle advertising film effectively appeals to women’s desire and emotion very well. Especially the film majorly appeals to pathos, to women’s longing for feel sexy, feminine, young and exciting only by its visual imagery. The Chanel Coco Mademoiselle commercial is presented in a way to appeals to ethos by the choice of the model, setting, and the soundtrack. I find it interesting that the director Joe Wright, who is a winner of BAFTA (British Academy of Film and Television Arts), and the representative model for the film, Keira Knightley have worked together before in his award-winning films Pride & Prejudice (2005) and Atonement (2007). Keira Knightley no doubt is a beautiful actress, but there is more to her than mere beauty;...
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...to be effective at selling the product and picking up strong support along the way. Nike products are seen everywhere whether it be the actual product or an advertisement which means Nike is doing something right. Nike as a company is able to hold a strong ethos and a popular warrant in advertising their products. The Nike slogans appeal to a wide audience variety, and Nike’s appeal to one’s emotions through pathos may be the strongest aspect. The Nike Company has proven themselves well over the years with supporters such as Michael Jordan, LeBron James, and Kobe Bryant. All three of those names are applied to highly paid NBA basketball stars that everyone has at least heard of. Having supporters such as famous athletes gives Nike a strong ethos in their campaign because if the highest paid athletes are using Nike products, then the logical thinking is that Nike must be the best. For example, in a television commercial that aired in 2007, Nike gathered a variety of athletes such as Roger Federer, Rafael Nadal, Wayne Rooney, LeBron James and others supporting their product. In this commercial, having those star athletes all supporting and promoting the Nike Company gives Nike an exponentially stronger ethos when advertising to the audience. Plus, the audience will believe a...
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...In this paper, I will be analyzing one the most successful campaigns in the history of advertising. In August ’97, Steve Jobs who had co-founded Apple Computers returned to the Company once again as its chief executive officer. Those were the times Apple was amidst crisis. Among many things that he addressed, the most important was to redefine Apple’s image in the global market. People were not ready to buy computers from a company who might not last a year. Jobs needed to change this image. Therefore the “Think Different” campaign was an attempt to change to consumer’s perspective for the company. With the “Think Different” campaign, the writers wanted to remind both their consumers and their staff, how Apple thinks differently, using rhetorical appeals of logos, ethos and pathos. It also symbolized the return of the genius that was removed from the company. Apple had lost the “creative” touch during his absence therefore it was very essential for him to create a campaign that would remind the consumers what Apple brand was all about. Through the campaign they hoped to gain their cool, hip image back. The writers used reasoning (logos), rhetorical appeal to stimulate audience’s common sense, beliefs and values by honoring revolutionary heroes and rationalizing that creative thinking produces positive change. The writer used pre-existing simple facts that drew conclusions in their favor. The visual elements included a set of historical influential people having...
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...a lovely pair of small gold round dangling earrings in her ears. The word “CoverGirl” is written in big bold green latter across her forehead, all to improve her appearance. Queen Latifah is written in small green letters underneath in the right hand corner. The photo shot is from her head to her shoulders, just enough for her viewers to focus on CoverGirls’s product. Queen Latifah appears to be wearing an olive green shirt, the same color as CoverGirl’s product, with her hair pulled back into a long pony tail. The advertisement effectively uses logos, ethos, and pathos to convince the viewers to buy CoverGirl products. His first appeal is hown by using logos to give the viewers resonoing to buy CoverGirl products. CoverGirl claims that their products are for women of any and all skin types or ethnic backgrounds. The ad states, “fadeproof, waterproof and ignore proof”, which is used to describe the product that they are advertising CoverGirl mascara. This product hs been around for a long tike and is rapisdly growing and maturity it is very iverse. coverGir states fadeproof becase thet claim that their product will stay on the face regarldless of how long it is worn for that fay, amd it withstands sweating or crying. Waterproof would be for those who need It to stay on when it rains or they they go for a swim. Ignore proof is the smooth look an natural beauty look that it crates for their face and makes them look like a tue wueen, or look as beautiful as Quwes Latifah looks...
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