Game Changing Hockey Stick Ethos Pathos Logos

Have you ever wondered how advertisers come up with trailers or commercials? Or if there is a formula or specific ingredients for which advertisers make their advertisements? I am here to tell you that there is a formula and there are key ingredients to make an effective trailer or commercial. In the world of commerce professional advertisers use rhetorical devices as their ingredients to cook the best trailer that will attract customers to buy many things. The most common forms of rhetorical devices are pathos, ethos, and logos, these devices make a statement more persuasive but what separates a good advertiser from a great one is the way that they use these devices. Advertisers are experts in using these devices in combination; and the only way to know how to combine them is by studying your audience. Video game advertisers have specific ways to persuade their audience to buy a game. Today I will be studying this pattern in a video game trailer of “The Last of us” by Hydrawlik. I will analyze the combination of rhetorical devices that are used in the trailer and evaluate their effectiveness. This video game trailer uses these rhetorical devices effectively to attract the audience’s attention in order to lure customers to buy the product. Rhetorical devices are used for specific reasons for example Pathos is used to incite emotional responses, logos to prove that the game has exactly what the audience wants, ethos to develop a sense of credibility in the advertiser

The way humans are persuaded is fascinating. The ability to successfully persuade someone in today’s world is one of the most obtainable and important assets to have as a person. Cultures have been swallowed by the concept of advertisement. Everyday humans are affected by and make decisions because of persuasion, yet persuasion can be broken down into three simple categories: ethos, pathos and logos. If done well, advertisers can use these strategies to their advantage to persuade potential customers. Advertisements have one objective: to sell a product or an idea. As times have changed, so have the contents of ads. Companies and corporations spend billions of dollars in hopes to successfully persuade their audience. “The Switch” by Nike efficiently uses ethos and pathos within their ad to persuade the viewer to buy their product.

There are 3 types of form of argument in creating advertisement, namely, ethos, pathos and logos. Ethos is a form based on character or authority while pathos is based on emotions such as fear, desire, sympathy and anger. Lastly, logos is something on logic, facts and figures. In advertisement industry, ethos could be identified through the product which is endorsed by celebrity, someone in a uniform and professional looking people. This is because ethos refers to the trustworthiness or credibility of the people who advertise. When we see a puppy locked inside stuffy cage, beside an empty feed bowl and staring at us, we probably feel sympathy for the poor puppy’s situation. This is the way the advertiser sells us dog food. They are successful to stimulate our pathos as Pathos means persuading by appealing to the people’s emotion. Logos is a concept that is opposite of pathos. It means persuading by use of reasoning and logic. It is mostly in form of evidence, explanation, facts,

Advertisements have hidden messages, saying and signs that help in attracting the attention of the viewer. The advertisements have different elements that appeal to audience thus promote a stronger message. The ideas of ethos, pathos, and logos help in drawing interest from viewers and make them elicit some feeling about the product advertised. Advertising is intended to entice the viewers through logic, credibility, and emotions. The Nike Company advertisement, for instance, uses the ‘Weave your way to immortal’. The advertisement slogan proved to effectively sell Nike products and gain strong support from the audience. The company avails its

The advertisement from IcyHot has an image of Shaquille O’ Neal in a gray background theme. Shaquille has a smile on his face. He’s wearing a comfortable shirt. As he points at the product showing that he approves this message. The image is zoomed in to so the product can be noticed clearly. The use the words “ADVANCED PAIN CALLS FOR ADVANCED RELIEF” to express the conditions of the product. It’s expressed in big bold letters to appeal the viewer’s attention. The advertisement distinguishes the usage of ethos, logos, and pathos to convince the viewer to purchase the portrayed product.

There are different key points that come into play when it comes to advertising; it’s not as easy as trying to get a person to buy something. For some, the main purpose of advertising is to raise awareness. Such reason requires companies to focus on vicinity, responsibility, research, emotion and persuasion. Moreover, “advertising must tap into emotion for greater effect – but that doesn’t mean it’s manipulative… it means it’s relevant [...] I’ve never seen an ad that forced me to click, but I have seen some ads that tapped directly into my needs that I clicked on” (Douglas Karr). In other words, advertising must be able to grab the attention of viewers in a way that it makes them feel a connection with what is being displayed in front of them. Advertising isn’t all about persuasion either, it also focuses on changing people’s minds and changing their perception about the products

Persuasion is the most important aspect of advertising. The elements used to persuade audiences are known as ethos, logos, and pathos. Ethos establishes credibility or authority, pathos evokes emotions, and logos appeals to logic. In advertising, pathos is the most common appeal. The advertisement selected for this analysis is designed to target smokers through the use of ethos, pathos, and logos. In the Quit.org commercial, pathos is the most present of the three appeals. The effectiveness of this advertisement stands out because of its concern for the well-being of all viewers, especially smokers, and its reliance on emotional reciprocation between those in the commercial and its viewers.

Every single item in the image is there for a solid reason. Their goal is to sell there product and the image compliments that. The advertising image successfully sells the product because it envisions a thought that if you buy the product you will take Tom Brady’s position, it urges the audiance to buy the product because of desire and temptation, and the landscape of the image impacts mood of the audiance. Stetson could not have possibly came up with a better approach to sell their product than this image. It gives the buyer a motive to buy the

Advertising is something we see throughout our lives, sometimes without even knowing it. The issue is that some are so small that we don’t even know we’re being told what to buy. Simple placement of branding in our favorite movies and tv shows gives us a bias for that product already. Companies know how to use many rhetorical devices to play towards our emotions and thought processes to make us more apt to try their specific product over the competitor. Sometimes, the devices used in ads are so small and hidden that we do not even see them, but they still affect the way we think and even see some things. Through logos, pathos, and ethos, advertisements change the way we think and feel about their products.

Headlining the slogan “This Is For The Players”, the commercial is viewed through the eyes of a passenger in a cab. This passenger, through the window sees an urban city filled with both regular people as well as an eclectic cast of video-game character. This juxtaposition creates a surreal world that is full of adventure. As the commercial progresses, the intensity grows even more and the world becomes even more surreal. The PlayStation 4 (Abbreviated as the PS4) is shown at the end of the commercial, highlighting that this adventurous world can be accessed through the PlayStation4.

Ads are everywhere. Ads are imbedded in one’s daily routine, and it is near impossible to leave one’s house without seeing an ad out in plain sight, on display for the world to observe. Although ads market different products, many ads sell the same intangibles, such as happiness, success, fame, positivity, and love, just to name a few (Suggett). It is these intangibles that essentially sell the product, persuading the consumer to purchase the item, regardless of the cost (Suggett). For example, the two colossal brands Coke and Nike, produce completely different products. Coke makes soft drinks, and Nike manufactures athletic attire. However, both Coke and Nike in their respective ads are not only

All advertising is a basic attempt to persuade an audience, to get people to buy a company’s products, enlist services, and support an organisation or cause. We use the media to deliver messages to different audiences; these messages should match the habits of the target audiences and be consistent in the way it is represented in the media. The art of persuading an audience involves using the three basic appeals that Aristotle first described as being ethos, pathos and logos. This means using the appeal of personal character, emotion and logic.

Another example of marketing strategies during the ad is the use of pathos (emotional appeal). For instance, the ad slogan “you don’t just wake up looking fabulous” implies that the viewer ‘needs’ Special K to do so, appealing yet again to the viewer’s

Attempt to recall the last time you went to run an errand. Do you remember seeing at least one ad on your way to your destination? Jay- Walker Smith, the president of The Marketing Firm Yankelovich, claims that the average person is exposed to 5,000 ads every day. When we see an advertisement, we have the tendency to not look past what they are selling. Advertisements tell and sell so much more than a product. The companies that create these advertisements have a special tactic on what colors to use, where their product will be located, what scenery they choose, and what their logo will be. “Advertisers regularly pursue strategies designed to attract attention to their communication and to distinguish their product from competing products

Advertisements are reflective of culture. Therefore understanding them is crucial to understanding culture. Advertisements not only are trying to sell products but words and images to manipulate the public. Stuart Hirschberg informatively states “[the] intent of all advertising is to persuade specific audiences” (Hirschberg, p. 291). In the Spring 2017 Calvin Klein advertisement, the company uses the Aristotelian elements “pathos,” “logos,” and “ethos,” and rhetorical strategies by Stuart Hirschberg and William Lutz to drive to now only buy their clothing, but that the purchase of Calvin Klein clothes will lead to a happier life.