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Logos pathos and ethos in advertising
Ethos logos and pathos in advertising
Ethos logos and pathos in advertising
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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
In “A Raisin in the Sun” by Lorraine Hansberry, the author uses diction like abstract diction and details by explaining what he exactly wants in life to demonstrate Walter and his dream. To begin, Hansberry uses diction to demonstrate Walter and his dream by using abstract diction. She does this by explaining how he will give Travis anything for his seventeenth birthday and that he will “hand you the world!” (2.2). This shows that he wants to make his sons life as good as possible.
Extra -Gum Advertisement The purpose of this commercial is to encourage the viewer to realize the importance of a stick of Extra gum in their life. The commercial begins with a tender moment between a new father and his young daughter as he chews a piece of Extra gum and makes an origami bird out of the wrapper. The father’s act of giving an origami gum wrapper to his daughter is repeated through different stages of the daughter’s life: at her birthday, at the beach, at the ball game, at the house with a date, and an emotional moment ending with the father’s discovery that she has always kept the origami birds in a special box. The audience of this commercial is everybody who are chewing gum and there is no age limit.
One of the major rhetorical strategies scrutinized when analyzing an article is ethos. Ethos are the things that make the author seem credible or trustworthy. It will not always just tell you right in the text if the author is credible. Sometimes a small amount of research needs to be done, almost as if having a background check done. We know instantly that he is a commentator for the New York Times.
The cotton advertisement utilizes both pathos and logos to convey their message. The ad uses pathos by presenting the consumer a picture of a group of friends smiling and laughing. The example set by the picture, sends the message that if the consumer purchases items from that company, that they too can be as happy as them. However irrational the message, the ad is able to send a subconscious message to the brain which ultimately will help determine the conscious decision of whether or not the consumer would buy the products. Additionally, the company’s logo in the bottom right corner of the ad followed by the website, shows ethos.
Ethos, pathos, and logos are the three rhetorical techniques. Ethos appeals to ethics or character, pathos appeals to the emotion of the audience, and logos appeals to logic by using credible facts. Out of these three, I would say logos is most effective when trying to persuade someone. When an author uses logos, they use facts and evidence to back up their claim. This includes examples and sources.
In April 1999, Holocaust survivor Elie Wiesel addresses the President, First Lady, several members of the government, and the American public with a speech titled “The Perils of Indifference.” He provides examples of indifference during World War II. Similarly, he reasons why indifference in the future has the potential to cause disaster. As the country turns its back on people, a multitude of victims suffer. Wiesel feels the responsibility to spread awareness as he personally felt the effects of indifference.
Rhetoric is a discipline concerned with the effective use of language. It is considered as an art that aims to improve the capability of writers or speakers to inform, give pleasure, persuade, motivate, and so on. Rhetoric typically provides insight for understanding, discovering and developing arguments for particular situations. As Plato poetically put it, rhetoric is the “art of enchanting the soul”. It has played a central role in many long existing fields including literature, linguistics and politics.
The advertisement utilizes the three rhetorical appeals of logos, ethos, and pathos, through its image and implied meanings. The first and most evident of the rhetorical appeals is the appeal to emotion. The advertisement evokes a sense of sympathy for the tiger displayed and makes the audience feel that it is his or her obligation to help the defenseless circus animals. The metaphor being that the tiger is a puppet being controlled by the ringmaster, showing this form of entertainment is cruel to the animals. By tugging at the audiences heartstrings, Lega Antivisezione, is able to grab the audiences attention and effectively fulfill the advertisement’s purpose.
Besides the already compelling attributes of this battery case, the commercial itself presents both ethos and pathos that not only appeals to its audience, but encourages them to buy the Mophie’s smartphone battery cases. Before going into depth about the three types of rhetorical strategies, companies need to identify what type of audience the product appeals to. If a commercial does not have a target audience, the director of the commercial will have a harder time considering where to capture emotion (pathos), where to add subtitles stating facts and statistics (ethos), and where to put any credible source of information; interviews (logos). The main purpose of this commercial is to convey the message, ‘Buy our product.’ In this case, Mophie chose an audience that would later seek buying the Juice Pack Plus.
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.
Throughout the novel Tuesday’s With Morrie, the author, Mitch Albom, reflects on his Tuesday meetings with his old professor, now consumed with a terminal illness, and, using many rhetorical choices, reveals “The Meaning of Life,” which they discussed profusely and divided into several categories. Topics such as Death, Emotions, Aging, Money, Culture, and more are all discussed in their weekly conferences, Morrie passing his wisdom on to one of his favor students. And Albom, writing about their talks, uses numerous rhetoric devices to discuss this wisdom. As Morrie Schwartz, dying of ALS (amyotrophic lateral sclerosis), speaks with Albom, the two talk about Death.
The advertisement produced is loaded to the brim with fallacies and includes all three major types. The ad’s emotional fallacies are all based around viewing the accomplishments of those associated with Tag Heuer in order to show a bandwagon approach to advertising influencing the audience by showing all the famous and successful people who wear Tag Heuer watches. Ethical fallacies are used by using famous people like Cristiano Ronaldo or Jimi Hendrix to supplement evidence with the authority of those at the top of their disciplines in order to produce a straw person effect in the audience asking “if this famous person has it why don’t you?”. Tag Heuer then completes the trifecta with logical fallacies with the presence of the hasty generalization that all people who wear a Tag Heuer watch will instantaneously become successful ("Don 't Crack Under Pressure by TAG
These principles include choices in the creation of how a message is carried out. The images are handled as a realistic photograph. The image in the advertisement for the Cartier watch is treated as a colored appearance. The particular images are large that is presenting a modern style product. Style is like the intonation of an, something that pervades and is continuous with the words spoken and, thus, is not something that can be isolated easily or even pointed to with precision(Scott 1994,p.268)
This 1938 Palmolive soap bar advertisement utilizes its art style along with rhetorical devices such as logos, pathos and ethos. Logos is being utilized through the doctor 's recommendation as well as mentioning on how it helps reduce dry skin. The advertisement also cites the rhetoric device of pathos by using scare tactics to convince its readers to use Palmolive soap. Ethos is presented to encourage the use of Palmolive soap through the notion that women are wanting to look beautiful for their husbands. Logos is used within the advertisement to appeal towards critical thinking.
