Transcript Advertising 101

Advertising 101
The Modes of
Persuasion in
Advertising
The Modes of Persuasion
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Ethos – Credibility
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Pathos – Emotion
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Logos – Logic
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These appeals often work together.
Advertising
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How do advertisers use these persuasive
appeals to get you to buy their product?
Ethos
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Refers to the trustworthiness or credibility of
the writer or speaker.
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Conveyed through:
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Tone & style
Honesty
Reputation/Integrity
Ethos in Advertising
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Who is credible to the American public?
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Familiar faces
High ranking degrees
Journalists
Critics
People with fancy titles
Ex: Movie commercials with quotes from critics
Endorsements from doctors, professors, etc.
What are the appeals to ethos
in this ad?
Pathos
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Appeal to the audience's sympathies and imagination.
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Conveyed through:
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Identification with point of view—mutual feeling.
Stories
Images
Pathos in Advertising
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What do advertisers want you to feel?
Tell ‘em Don!
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http://www.youtube.com/watch?v=suRDUFpsHus
Humor
Sympathy
Nostalgia
Pumped Up!
Desire
Others?
Essential Question: How
do advertisers use
images, words, and music
to achieve these feelings?
What do these images make you
feel? Also, who do you think they
are targeted toward?
I don’t
want that
baby to
die.
I want to hang out
with these dudes.
I want to
live with
them.
I want to
be them.
Logos
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The logic of the claim
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Conveyed through:
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The clarity of the claim.
The logic of its reasons.
The effectiveness of its supporting evidence.
Logos in Advertising
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How do advertisers
appeal to your sense
of logic?
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Make the audience
think about their
decision whether or not
to purchase
Stats, facts, etc…
Scientific,
straightforward
What is
the appeal
to logic?