Transcript Notes on Types of Advertising

Where do you encounter advertising?
Which types of advertisements stick in your head?
What makes these advertisements memorable?
Do you think advertisements have an effect on your personal
interests?
Pathos- An appeal to emotion
Logos- An appeal to logic or
reasoning
Ethos- An appeal to crediblity or
character
 An advertisement using pathos will attempt to evoke an emotional
response in the consumer.
 Sometimes, it is a positive emotion such as happiness.
 EXAMPLE: A group of people enjoying a picnic while eating fried
chicken would be an example of pathos.
 Other times, advertisers will use negative emotions such as pain.
 A person having back problems from sitting in the wrong kind of
chair would be an example.
 Pathos can also include emotions such as fear and guilt. Think about
the commercials where abandoned and abused animals are featured.
An advertisement using logos will give
you the evidence and statistics you need
to fully understand what the product
does.
For example, Lysol gets rid of 99% of all
germs including the flu virus.
 An advertisement using ethos will try to convince you that
the company is more reliable, honest, and credible;
therefore, you should buy its product.
 Ethos often involves statistics from reliable experts
 EXAMPLE: Weight Watchers tries to get you to join by
using celebrities and other credible people to share their
weight loss stories.
Pathos, logos, and ethos are
not always separate entities
and may often overlap with
one another.
 A print ad showing famous people drinking milk:
 Ethos
 Tiger Woods endorses Nike
 Ethos
 Tylenol offers 8 hours of pain relief
 Logos
 A Magazine ad shows people smiling while riding in a jeep.
 Pathos
 Coke Zero is 100% sugar free
 Logos
 Advertisers will use demographics in order to appeal to a certain
group of people. Programming and advertising are marketed to
specific groups.
 This allows them to narrow their market or “target” an audience.
 Examples gender, race, age, economic status, religion, level of
education, region of the country, ect
 Avante Garde - Be the first to have something
 Weasel Words- guaranteeing something kind of
 Magic Ingredients- Something add that no competitor has
 Patriotism- You will be more American.
 Transfer- Using positive images to show the product as positive.
 Plain Folks- Product is for ordinary people
 Snob Appeal- The product is luxurious and glamorous
 Bribery- Offers something extra
 Bandwagon- It is a trend. Everyone else is doing it.