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Rhetorical Devices In Advertising

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The propaganda of World War II and invention of the television of the 1960’s has evolved into the modern-day advertisement and marketing techniques society indulges itself with, illustrating mankind has always been “communicating with one another…[and] persuading one another” (bfw Advertisements). The wide range of products advertised in today’s market include: clothing, restaurants, automobiles, medication, and laptops often sponsored by billion-dollar companies. The primary rhetorical devices that allow advertising to be such a successful method in persuading the public to purchase a wide arrange of products include: use of logos, ethos, and pathos. Logos is persuasion through use of facts or statistics, ethos is persuasion by building up …show more content…

A research study conducted by famous neuroscientist, Antonio Damasio, applied the psychological theory of dual processing to analyze people’s decision-making process. He concluded that the brain “instinctively [makes] an emotional decision and
[rationalizes] it later” (Mullin). My target audience being individuals with low self-esteem, I utilize the psychological effects of images and diction to persuade the audience that participating in the free trial will benefit them. According to the theory of “emotional contagion”, if a personal connection is made with an emotion exhibited by an image, the reader experiences a chain reaction of experiencing parallel feelings (Mullin). The image of a guy breaking down in front of his computer as my title page directly relates to my target audience, making them remember instances in which they had similar feelings, persuading them that this is a free trial intended to improve their lives. Finally, incorporating words and phrases throughout my cover page that a person with low self-esteem would ask themselves, will relate with my target audience emotionally on an even deeper level. Also known as “trigger words”, these phrases will “trigger” similar emotions evoked by the title page image (Mullin). As a result, my target audience would be persuaded to continue reading through my free trial form, alongside building trust in my company through the logos and ethos utilized, and ultimately participate in the Hormone K free trial (Mullin). Incorporating these aspects in my cover page is very effective because the “right emotional trigger words take the same basic message to all new heights”

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Rhetorical Appeals in the Wounded Warrior Project Advertisements The Wounded Warrior Project recruits the aid of the American public to honor and assist injured veterans of the United States armed forces. Through financial aid, the non-profit organization provides programs for the physical and mental injuries of soldiers with little or no cost to the warriors. The organization also offers support services for the warrior’s family (www.woundedwarriorproject.org). Through advertisements, the Wounded Warrior Project hopes to gain the public’s aid to finance the organization’s programs.

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Progression 2 Essay 2 Commercials are used to make the viewer want to buy the product being sold. It is no surprise that all commercials use the three fundamental rhetorical strategies of ethos, pathos, and logos to brainwash us. In this context: logos is the message conveyed, ethos is the speaker that gives credibility, and pathos is how the audience is affected. The companies that create these commercials make the audience feel as if what they have now isn't enough. Then they go about selling the enticed viewer a product that can fix that feeling until the next commercial comes out to restart the process.

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I seem to absorb advertisements quicker than I can process them; they breeze past any cognitive thought or qualifications and set up shop as doctrines for my life. Moreover, some advertisements are denied with twisted logic, like using brand loyalty to make decisions. In an effort to gain better understanding of advertising’s art of persuasion, I have been studying the rhetorical appeals and attempting to identify them in my daily ad intake. They are: pathos, an appeal to emotions; logos, an appeal to logic and reasoning; ethos, an appeal to credibility; and Kairos, the timeliness of the appeal. Recently, while walking through Overton Park, I came across a sign that advertises three park features: a zoo, art college, and art museum; rather

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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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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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Companies are constantly looking for new strategies to leave a lasting impression on their target audience in the ever-changing advertising world. They employ various techniques to do this, including using rhetorical appeals such as ethos, pathos, and logos. Coca-Cola’s "Share a Coke" campaign, which debuted in 2013 and has since grown to be one of the brand's most effective marketing techniques, is one example of a successful marketing campaign that employed similar appeals (Glavey, 2019). These rhetorical arguments were employed by the "Share a Coke" campaign to urge its audience to buy and dispense Coca-Cola goods, nurturing a sense of community and togetherness around the brand. In this paper, I will examine how the "Share a Coke" campaign

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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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