Transcript Persuasive Appeals

Persuasive/Advertising Appeals
• Means of gaining attention, breaking
through the clutter
• Keep persuasive goals in mind
• Some ads very creative but ineffective
Persuasive Appeals- LOGOS
• Price, value
• Very typical selling point for
local ads
• EX- Car Ads
• Informational/rational
• Facts about the product
• List of benefits
• EX- Tooth Whitening products
Persuasive Appeals- ETHOS
• Demonstration
• Show audience how product works
• Infomercials
• EX: Fitness gear
•Testimonial
•Client speaks of product benefits
• EX: Jared of Subway
Persuasive Appeals- ETHOS
• Celebrity Endorsement
• Tie product image to famous person
• EX- MJ & Jackie Chan for Hanes
Persuasive Appeals- PATHOS
• Emotion/sentimental
• Inflated emotions related to the
product
• EX- Hallmark, Humane Society
• Fear
• Scare audience away from the
product or behavior, or toward it
• EX: Baldness, hair restoration
Persuasive Appeals- PATHOS
• Humor
• Associate humor with product image
• Often memorable, not always effective
• EX- Chick Fila Cows