Transcript ETHOS AND ADVERTISING - California State University

ETHOS AND
ADVERTISING
 Much of the power of advertising comes not
from LOGOS – a logical appeal to the quality of
the product,
 But from ETHOS, the appeal based on the
character of the messenger. In many ads, this
works by presenting us with a spokesperson we
are supposed to want to be like, or by implying
that the people who use the product are a group
we would want to consider ourselves part of.
 What’s implied is: BUY this product; then you
will be like this person (or group) that you
admire.
 With each of the following ads, brainstorm
in your group and ask yourself:
 How does this ad use ethos to persuade
us to buy the product?
 Or, in other words: Who is it the ad wants
us to admire and associate with the
product being sold? Why is that person
(or group) seen as being admirable?
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Great dresser
Looks rich
Looks fresh
Looking directly in your face
(confident, honest, serious)
Shoes matching his clothing
Looking with a question in his
eyes
Elegant and clean-cut
Popular
In good shape
His money goes to people who
need it
Great b-ball player/6 time MVP
One earring
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Glamorous
High class/snob appeal
Light and fluffy
Sexy
Royalty – the queen is in the
picture – buying class
Clothing
Perfume
Everyone wants to be Barbie
Popular
Be fancy/elegant/sexy
They have other name brands
Fantasy world
You would look like a doll
You’d feel like a model
Even their bags are fancy
Anorexic (maybe?)
 The fruit makes it seem she is
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juicy
Legs are shiny
Good looking/sexy/beautiful
Stands out
High heels in bowling alley, who
does that?
Apple represents her body
Old people in the background, she
is the only young one
Natural look
You want to eat it up – apple –
temptation – Adam and Eve
Legs strongly show/nice legs
Confidence
Flawless
Fresh
Smooth skin
Smells good