Comparison Of Ethos And Pathos In Advertising

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.

Ethos, pathos and logos are all rhetorical strategies that are used and studies today by many writers and students all across the world. They are there to persuade and appeal to the readers thinking. Ethos is the ethics used by the writer which is most often appeal to the reader through credibility. Pathos is emotion, so it is the appeal to the reader through emotion in the writing. Lastly, logos which is most often known as logic, therefore, it is the appeal to the reader through the use of logic throughout the writing

The application of logos, ethos, and pathos are commonly utilized in rhetorical concepts that are used in any print advertisement to win the attention of the customer. They primarily is to convince the customer of the credibility of the persuader as well as creating an emotional response as well as trying to persuade an audience by reason. Print advertisement should be smart, containing a clever message, and with a curious image that will fascinate the thought of the expected readers at first-hand. For any advertising print to be credible and captivating there must be examples of evidence that whatever is displayed on the print is legitimate.

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.

Budweiser is known for creating advertisements that convey messages that you wouldn’t otherwise tie with beer. In one of their more popular commercials “Lost Dog”, they attempt to show that your “buds” will always have your back, just as Budweiser will always be there for you. Budweiser managed to relate this life lesson to their notable company and a wide-range of viewers. In the “Lost Dog” commercial they successfully persuade viewers to buy their beer with the use of rhetorical appeals including ethos and pathos, while also lacking in the third appeal logos.

The commercial had the power to make people feel emotions such as sadness, preoccupation, stress, and happiness. The first use of pathos occurs when the dog gets lost. Budweiser appealed to the emotional sensibility of their viewers. For example, when the dog had to face the wolf the audience could feel the stressful and fearful situation the poor dog was on. Since the dog had not done anything wrong, the audience viewed the puppy as a victim. Additionally, the commercial sets an emotional appeal through the music that is playing in the background. The song that is played is an acoustic cover of “I would walk 500 miles” by The Proclaimers. When the dog gets lost, the lyrics that are played are “...when I go out, yeah I know I am going to be the man that goes along with you” (0:20-0:30). This definitely goes along with the gloomy mood the commercial is trying to set at that moment because the dog is trying to go home. The story of this dog’s struggles and friendship was more effective than Budweiser just stating that beer can be shared with your friends. Budweiser used pathos to truly support their claim and did not use it as a distraction from the main issue, which is friendship and their

Advertising is a multi billion-dollar industry. Ads are constantly viewed on televisions, read in magazines, and heard on radios as ways to hook the attention of target audiences. Ads are designed to capture the interest of a specific audience. Grasping the attention of a specific audience is to ensure the best sales for the company’s products. One tactic that Pedigree exhibits in their ads is humor. In the Pedigree ad, a flower is skewered into a pug’s rectum. Not only is it eye catching, but also amusing to a comical audience. A competing company, Nutripro uses irony as a technique to catch an audience’s attention by displaying a plump dog that catches his mate cheating with another dog. Ethos, pathos,

Because the advertisement was aired five months after the September 11 incident, there were intense emotions among the American citizens. Budweiser was aware of this and created a commercial with strong emotional appeals. With pathos loaded, the advertisement seems to appeal to the viewer’s emotional senses. In the beginning, a character in the form of a man is fascinated by the horses. The image of the horses is reflected in the glasses of the windows. Business takes place in this area, but he takes a break from all the activities to watch the passing horses because of the awe factor that the Clydesdales stimulates. Thus, as an audience, I will resonate with the man by showing the same reaction. The behaviors of the man are expected to the audience how they should react as well. They are expected to stop every activity they were performing and understand the powerful message conveyed by the majestic creatures.

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.

There are many ways to convey a message to readers. Often times authors, speech writers, etc., refer to Aristotle’s three main concepts of rhetoric, Ethos, Pathos, and Logos. Ethos is considered to be the, “credibility,” of the author. Pathos is the idea of, “emotional appeal,” to the audience. Finally, Logos is the translated as the, “logic,” involved when making a point. All forms of rhetoric have at least one of these concepts, while good arguments incorporate a well balanced mixture of the three.

Advertisers all have one goal in common, that is an ad that is catching to a consumer’s attention. In today’s fast paced society there are so many selling products and charities. As I exam the advertisement for the American Society for the Prevention of Cruelty for Animals (ASPCA), I will show how they use the pathos, ethos, and logos – also known as Aristotle’s Theory of Persuasion.

Rhetoric is the art of persuasion, whether it is written or spoken. Rhetoric has been around for centuries. Aristotle, a Greek philosopher, believed that there were three basic ways to persuade an audience: ethos, pathos, and logos. Ethos is the appeal to ethics: how the speaker portrays himself/herself to the audience. Can the audience trust him/her?

television advertisement companies, main intention is to captivate the audience in other to purchase their product that they are portraying. In this essay, I will be analyzing these two ads, “Whale” (Old Spice) and “Susan Glenn” (Axe). These ads are formulated to get their products noticed, along with sparking the interest of the other goods they may offer. Countless methods are used to convince the audience that’s being targeted to buy the product. Therefore, these ads are similar in its ability to gain the attention of their audiences by appealing to pathos. Through this essay I will analyze the rhetorical effects that help bring these commercials to life.

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:

Pathos is the main rhetorical device used throughout this commercial. Pathos is a quality that evokes emotions. It all begins with the puppy coming out from under the hay and the audience falling in love. Pathos is then used to tug on emotions when the puppy gets lost in the back of the truck. We soon see the emotion of the owner, but also the horse. Then we see the puppy all alone in the rain trying to take shelter. Towards the end, the puppy tries to find a home, but gets himself in trouble with the wolf. We then see the ending, we want, we see the puppy is saved and returns home to end the commercial with the owner enjoying a Budweiser. Throughout this commercial pathos creates a sense of happiness, pride, worry, and then happiness all over