How Persuasion Is The Most Important Aspect Of Advertising

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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 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. The topic of the advertisement (video) is anti-smoking. It is known that in order for an ad to be successful, it must appeal to an audience or certain people. After watching, it may become clear that the advertisement targets smokers. In the video, a little boy loses his mother in the mix of a very large crowd and becomes very upset and begins to cry. It is not clear whether the mother leaves to go smoke a cigarette or if she accidentally let’s go of the child’s hand and walks away. The narrator then states that one should imagine how it would feel to lose their mother for a lifetime from smoking, appealing to viewer’s emotions by causing them to put themselves in the little boy’s place and actually imagine how he feels. The idea of a child losing their mother, either through passing
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