Ethos Pathos In Advertising

What captures the attention of people when they view an advertisement, commercial or poster? Is it the colors, a captivating phrase or the people pictured? While these are some of the elements often employed in advertising, we can look deeper and analyze the types of appeals that are utilized to draw attention to certain advertisements. The persuasive methods used can be classified into three modes. These modes are pathos, logos, and ethos. Pathos makes an appeal to emotions, logos appeals to logic or reason and ethos makes an appeal of character or credibility. Each appeal can give support to the message that is being promoted.

Whenever you drive down the road you see an ad. Whenever you’re on your phone or watching T.V. you will see ads. Ads are all around you wherever you go; it is close to impossible to go a day without seeing one single ad. All ads have one specific purpose, and that purpose is to make viewers intrigued to buy exactly what is being advertised. Advertisers use three strategies to draw viewers to ads, pathos, logos and ethos. These deal with emotions, logic and facts, and credibility. Ads can range anywhere from just words to pictures and if you look hard enough you will be able to locate these appeals within every ad you see. Bauer uses the appeals of pathos, logos and ethos to convince viewers that their hockey stick, the Vapor APX, is far better than any of their competitor’s sticks.

Logos, ethos, and pathos are essential components used in advertising. By learning to recognize logos, ethos, and pathos in advertising, we are able to understand the message and what is being portrayed. (Albert et al, 2014), suggested that Aristotle postulated that a speaker’s ability to effectively convince an audience is constructed on how well the speaker appeals to that audience in three different areas: logos, ethos, and pathos. These appeals together form what Aristotle calls a rhetorical triangle.

Advertisements often employ many different methods of persuading a potential consumer. The vast majority of persuasive methods can be classified into three modes. These modes are ethos, pathos, and logos. Ethos makes an appeal of character or personality. Pathos makes an appeal to the emotions. And logos appeals to reason or logic. This fascinating system of classification, first invented by Aristotle, remains valid even today. Let's explore how this system can be applied to a modern magazine advertisement.

Rhetorical appeal is intended to persuade individuals to think a certain way, conduct themselves in a certain manner, or the purchase particular products. Unlike speech in which an individual relies on their persona and content of speech to get their point across to an audience or consumer, advertisements use images to enhance the impact and appeal of logos, ethos, and pathos.

This anti-smoking video begins by showing adult smokers on the street who become very confused when small children come up to them asking for a lighter. Through the use of ethos, pathos and logos, the story display’s a very powerful message to it’s audience. By using these three rhetorical situations, the writer illustrates an important story to persuade the audience not to smoke cigarettes.

Nowadays, commercial is becoming a major part of mass media. It does not only try to inform people about the availability and attractiveness of industrial good productions but also contribute to build an awareness of resources and alternatives for customer in daily life. There are thousands of commercials, so to attract customer, advertisers use various kinds on their commercial to make people aware of the firm's products, services or brands. Though they use various kinds on the commercial, the main goal of advertising tries to convince customer to buy their products, or do what they want. An excellent commercial will create a deep impression on their customers, or who want to become their customers by using three classical appeals:

There are millions of commercials. All of them have different audience and purpose. Advertisement maker tries to convey audience to look at their point of view, which can be political, social or convincing them to buy their product instead of others. According to the article “Rhetoric and Advertising” more than 2,000 years ago the Aristotle came up with three different categories to describe how people use rhetoric to persuade people: ethos, pathos and logos. Each of these terms describes different way to try to reach an audience and convince them to agree with you. 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. Ethos is an appeal to ethics, and it is a means of convincing someone of the character or credibility of the persuader. Many ad makers use 2 of 3 techniques in their ad. Commercial maker uses logos and ethos a lot while making a commercial. For example, Luna commercial. Luna is a carpeting company who installs new carpet in houses at the discounted prices. They always have a promotions going on which includes get carpet in 2 rooms and get the 3rd one for free, by doing this they are attracting customers, this is example of ethos. They also have a catchy audio which makes people remember their number (773-241-LUNA) this is an example of logos. They also have family who are dressed well talking about how good their

Did you know that almost every one person out of seven smokes cigarettes on Earth? It is one of the top cause of death, yet, five million people die each year. Anti- smoking advertisements usually comes up very often, when you are watching TV, on social media, even on top of the cigarette packs. The advertisement that I choosed to do my rhetorical analysis is black and white picture, showing young woman smoking a cigarette and the smoke is forming like rope around the lady’s neck where it is about to choke the lady. The advertisement is using the two rhetorical claim of logos and pathos through this picture. Through this advertisement, the image shows us how deadly it is to smoke cigarettes.

We live in a society where everyone is trying to live to a certain expectation set by society. At some point of our lives, we have all been peer pressure into doing something or in some cases thinking. If we sit back and take a minute to analyze our surroundings, we may noticed billboards, newspaper, ads, and television commercials. This is what we come to know as “media”. There are so many techniques they try to use to persuade us into buying that “amazing” product or whatever point they are trying to get across. They could use one of three of the rhetorical appeals, logos, ethos, or pathos. They could use a combination of all three. Persuasion doesn’t only occur through written but also through verbal words or even actions.

According to Action on Smoking and Health (ASH), 36.5 million Americans currently smoke, that is about fifteen percent of the population which is equal to the combined population of America’s twenty-five largest cities. Although anti-smoking advertisements are shown throughout the United States, people do not take them seriously half the time. The advertisement in this analysis showcases a grayish background, with the colors focusing mainly on a cigarette box that has the cigarettes put into crayon labels and the box also opens like a crayon box. There is also a child’s writing with crayons saying, “Just like mommy.” From this, the image showcases the dangers of smoking and the causes it has on loved ones. This advertisement uses strong ethos, pathos, and logos to get ASH’s point across very clear.

Persuasion is a part of our everyday lives. Whether we are persuading our mother, using persuasion through speech, or threw advertisements, we are using rhetoric strategies to get the response we desire. With the help of minor details in many advertisements, Ethos, Logos, and Pathos are a way of persuading the audience to buy or think a certain way. A Colgate toothbrush commercial used Logos, Pathos and Ethos to spread the word that they have the best toothbrush of all, in which they target everyone who has teeth. Through the use of advertisements, Colgate has convinced the world that they have the best toothbrushes, they’re even recommended by dentists.

Through the use of pathos, camera angle and color, the supposed antagonist of the commercial is transformed into the protagonist. Without the use of these persuasive tools, the advertisement is misleading to the viewer.

Approximately twenty percent of adults in the United States smoke cigarettes, it is this habit which is the number one cause of death that is easily preventable. Anti-smoking advertisements are seen throughout our society, usually showing the harmful effects of tobacco through graphic pictures or other shocking images. The advertisement I chose is a black and white image, showing a young man smoking a cigarette, with the smoke from it forming a gun pointed at his head. Off to the side appear the words, “Kill a cigarette, save a life. Yours.” The advertisement makes use of the three rhetorical appeals of logos, ethos, and pathos through its image and implied meanings. Through this, the image is able to convey a strong sense of danger and bring awareness to the deadliness of smoking.

Advertisements use different approaches when selling a product or informing others of ongoing issues. Ethos, Logos and Pathos are three effective methods of persuasion.