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Persuasive Appeal In Advertising

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Today in advertising companies tend to use persuasive appeals. Persuasive appeals are pity, humor, warmth, sex or patriotism. One of the most successful appeals is pity. In most advertisements, there will be a stand out appeal and other appeals evident. Most non-profit agencies use pity as a persuasive appeal in their advertisements. Pity has been proven to be one of the most effective persuasive appeals. Appeal to pity uses emotional values to gain compliance. The SPCA is a Society for the Prevention of Cruelty to Animals is a common name for non-profit animal welfare organization around the world. Because they are a non-profit, a large portion of the finances to run their business must come from donations. The fundraiser teams for the SPCA …show more content…

The first credible appeal is SPCA as an organization. Before even watching the advertisement, we know that all the facts, information and basic message are going to be credible due to the source. SPCA is the top rated organization in their field, therefore making them very credible. It is a common household name. The next credible source in the advertisement is Sara McLachlan. Ethos or the ethical appeal means to convince an audience of the author’s credibility or character. The use of celebrities and musicians builds credibility in the viewers. Her emotional and moving lyrics can almost bring the viewer to tears. The words that she uses in her song and the gentle way her voice sounds allows the audience to feel as though she is a credible representative for this advertisement. Additionally, they also feel that she too loves these animals and gives her own money to the charity. The final credible source for the advertisement is the SPCA workers, veterinarians and facilities featured in the ad. The viewer is drawn in and literally watches the animals being cared for and loved, while receiving medical treatment. As viewers, we feel that these people are the best of the best and that makes them very credible to us. Guilt in conjunction with pity is a persuasive mechanism used in the SPCA advertisements. Guilt is commonly known as emotional blackmail and it ultimately used to change minds. If you are a pet lover, and you do not donate to the SPCA, you are left with a feeling of shame for your inability to donate. Guilt like pity, go hand in hand to achieve the same ultimate goal. A monthly donation that turns into a yearly donation, that turns into hundreds and thousands of dollars to save animals from

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The ASPCA foundation could’ve had some information that showed the effect of people donating money. This would have enhanced the possibility of people donating money because they will actually know that they are helping. Also, they will know that their money is not going to waste. Even though the “Somewhere in America” commercial did have logos, it could have been better so that they could catch the audience’s attention and convince them to donate

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There are three appeals that focus on specific effects of an argument which is logos, ethos and pathos. Logos is logic and reason, ethos is credibility and trust, and pathos is emotion and empathy. In “Federico’s Ghost,” by Martin Espads, the poem provides an appeal to pathos. The main message of the poem was about how the crop duster didn’t care about Federico and the workers in the field. Martin Espada stated how the workers were sprayed with pesticide and how Federico got very hurt and died.

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Most, if not all, have probably already seen the ASPCA commercial with Sarah McLachlan and know how excruciatingly depressing and emotional the commercial is. It screams success from since the commercial was aired in 2007, and yet, still serves its purpose head on. The simplicity of this commercial has raised over $30 million since it was first aired on T.V., making it the most successful fundraising efforts yet. Be aware that in 2014, the ASPCA annual budget was roughly $14.4 million. (ASPCA Annual Report 2014, 2015).

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Advertising has been around for decades and has been the center point for buyers by different subjects peaking different audience’s interests. Advertisers make attempts to strengthen the implied and unequivocal messages in trying to manipulate consumers’ decisions. Jib Fowles wrote an article called “Advertising’s Fifteen Basic Appeals,” explaining where he got his ideas about the appeals, from studying interviews by Henry A. Murray. Fowles gives details and examples on how each appeal is used and how advertisements can “form people’s deep-lying desires, and picturing states of being that individuals privately yearn for” (552). The minds of human beings can be influenced by many basic needs for example, the need for sex, affiliation, nurture,

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In the Sprite commercial ad, the author uses two of the three basic rhetorical appeals, ethos and pathos. Ethos is a tool used to persuade an audience by using credibility of an author or speaker. Within the commercial, Drake, an infamous Canadian born rapper is used due to his credibility. Because Drake is a world renown rapper, producer, and

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In the winter of 1776, during American Revolution, the still young America faced three major dilemmas: their seemingly imminent defeat, the moral debate between the Whigs and the British loyalists, and the panic and confusion of the American public. In efforts to settle the three American dilemmas, Thomas Paine wrote The Crisis No. 1 in December of 1776. In his work, Paine aimed to calm the American public and convince them to stand up to the British, and turn the war into an American victory. Paine was very successful in this, and his paper was proclaimed as one of the most persuasive works of the American Revolution. Paine’s

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The advertisement displays an all capitalized statement by Archie Anderson, “I’m one of America’s 45 million smokers. I am not a moaner or a whiner. But I’m getting fed up. I’d like to get the government off my back.” This immediately captures the reader’s attention; such a statement leaves a reader with the urge to need to know what Archie has to say next.

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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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I researched and found that ethos is used to convince the viewer that the ad is trustworthy. The ethos of the ad is trustworthy because it was created by the CDC. The CDC is extremely credible and they are known all over the world. Second is pathos, pathos is the sadness or pity in an advertisement. Pathos helps the viewer relate to the ad by affecting the emotions of the viewer.

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Ethos is utilized by establishing credibility towards the company. Pathos is utilized the most within the advertisement to appeal towards the emotion side of its intended

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