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Pathos Language Elements In Advertising

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Generally, the advertisers are attempting to persuade public or consumers to purchase their products and services, that’s why they will be particularly focus on the rhetoric that appeal to individuals’ emotion; we can easily spot out that heavy use of the pathos element in most of the advertisements on television or internet. For example: SPCA Commercial, as a norm they will be showing a short play about how the dogs and cats being neglected and abused to their audience. At the end of the commercial, they will encourage general public to donate and adopt those pets. In this situation, they have strongly demonstrated the use of pathos language element. To be specific, advertiser will first consider their purpose, argument, audience and persona
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The advertisements use rhetorical devices such as ethos, pathos, and logos will be used to further understand how this organization’s advertisements appeal to their audience on all levels. Ethos is an appeal to

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Two rhetorical appeals, pathos and ethos, are used. Pathos is an emotional appeal to the reader, and ethos provides credibility to the company selling the product. Pathos is used to suggest to the viewer that a Rolex is special, and by saying the watch has “spanned generations since 1945,” it causes the reader to think about family. By thinking about family, the reader is more inclined to read further into the advertisement, since they

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Pathos was used most effectively by showing a Budweiser employees family life and dedication to assist others through Budweiser’s water donation program. The music choice and layout of the commercial also subtly contributed to pathos. Ethos was also established by the credibility of the ones in the commercial and the humbling message of the commercial as a whole. Logos did not show in their commercial. In conclusion, the advertisement was effective using these two rhetorical appeals, and Budweiser’s image

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In this HSBC advertisement, pathos begins right from the start as a, “what will happen next” factor comes into place. The audience may assume that the beginning is slow, adding that the rest of the video is slow. The background music adds an effect because it is also slow, with a soft voice. But, instead, the theme changes and it become loud with destruction. Pathos involves an effect, thus, it creates an effect where the audience is wondering what is going on.

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Pathos is the appeal of the auhor to the emotions and the passions of the audience. The writing resource site reported that the language is used by the emotional appeal in a way that associated and authorized the audience sympathize with the writer. (http://figurativelanguage.net/.html) Throughout his autobiography, Frederick douglass portrayed his several experiences and make the audience feel the humiliation of being enslaved by another person. For instance, Douglass recounted his experience and feeling of watching his aunt being whipped by the master until she became totally covered with blood and described also the pleasure of the slavemaster seemed to take in it.

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Rhetorical strategies including pathos, ethos, and logos are stylistic elements often used as a persuasion technique to get an audience to either buy a product or participate in something. Advertisements almost always have at least one of these three components, and Super Bowl commercials specifically are renowned for their entertaining use of these strategies. Of the many Super Bowl commercials, two stood out to me for their in-depth use of all three of these rhetorical strategies. The first commercial combines the extreme measures taken by an overprotective dad and the new Hyundai Genesis. These two seemingly unlike ideas are brought together in a collaboration that effectively use pathos, ethos, and logos to prove the audience of their product.

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The Use of Rhetorical Devices in the “Google Home” Super Bowl Commercial Companies and other forms of media strategically use the three rhetorical appeals, ethos, pathos, and logos, to market goods and/or promote ideas. The appeals have been used for centuries are still prevalent in all types of modern day propaganda. If used correctly, ethos, pathos, and logos can be used as clever tactics to engrain information into the brains of consumers. One of the more notable ways that brands use these appeals are commercials. Google, the world’s most famous multinational technology company, used the three appeals to reach success.

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Finally, pathos was another rhetorical technique where the ad appealed to the silliness of the intended audience.

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The way to a convincive speech is with the delivery, and also the context. President Barack Obama gave an inauguration speech for his second term in office in 2013. He reflected on the ambitions and perceptions the American people, along with himself, needed to take in the following years. Along with that, also touched up on his plans for the American development he planned to create using pathos, logos, and ethos. Pathos is dominantly used in Obama’s Inaugural Address, the uses of Ethos and Logos are still present within his words, but are weakly brought up.

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It is believed that emotional appeal can be the most common and effective rhetorical appeal used in advertising. Authors, Tapan K. Panda and Kamalesh Mishra, elaborated on this in an article titled “Does Emotional Appeal Work in Advertising? the Rationality Behind Using Emotional Appeal to Create Favorable Brand Attitude”. They both noted that, “ad-evoked feelings have direct influence on attitudes towards the advertised brand and purchase intention”. By this, the authors are saying that with the help of emotional appeals the ad can directly elicit a certain perception that the audience may now have of the ad.

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These tools are utilized in the commercial for persuading the viewers of its reason, creating an image of credibility surrounding its name, as well as generating an emotional response. “Aristotle’s ‘ingredients for persuasion’ – otherwise known as ‘appeals’ – are known by the names of ethos, pathos, and logos.

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Advertisements: Exposed When viewing advertisements, commercials, and marketing techniques in the sense of a rhetorical perspective, rhetorical strategies such as logos, pathos, and ethos heavily influence the way society decides what products they want to purchase. By using these strategies, the advertisement portrayal based on statistics, factual evidence, and emotional involvement give a sense of need and want for that product. Advertisements also make use of social norms to display various expectations among gender roles along with providing differentiation among tasks that are deemed with femininity or masculinity. Therefore, it is of the advertisers and marketing team of that product that initially have the ideas that influence

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Pathos means to show emotions and feelings (Britannica Academic). The way Nike shows pathos in all of their advertisements and their “Just Do It” commercial is by the usage of a personal story, pictures, and the type of music that is played throughout the advertisement commercial. The clothing and shoe company uses inspiration, motivation, eagerness, excitement, and many other ideas to create an illusion to draw attention. When the intent of some of these are provided on a television, viewers want to keep watching and become interested. Throughout the video, slow music is not being played.

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A pathos appeal is used once the viewer’s attention is grabbed, who can pass up free forever. When someone reads this advertisement, they see free and get interested and realize that there is no installation required; it is an instant play. This is the way that the appeal to emotions, they make you see how easy the game is, how it’s a quality game, and how good it is for the consumer. These appeals all work together in their own individual parts to bring together an advertisement that will convince people to use their

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