Non-Emotional Messages

Advertising is a complicated form of marketing, it’s almost like an art form. One must be acutely aware of their audience and what captures their attention, otherwise the advertisement will fall flat. There is a myriad of different ways to lure consumers into buying a product; for example, the Center for Disease Control’s (CDC) managed through a series of advertisements to convince individuals of the importance in getting a vaccination for the influenza virus. It was applied using multiple techniques, namely the methods of universal appeal and association. These techniques helped the CDC to effectively promotes the flu vaccine and get their message across to a wide range of people.

When it comes to the topic of commercials, most of us readily agree that commercials are irritating. Where this agreement usually ends, however, is on the purpose of the commercial. Whereas some are convinced that commercials are meaningless, others maintain that commercials tell a story. Effective commercials are repetitive and illustrate a story. Marketers use rhetoric marketing, the art of persuasive speaking and writing, when persuading an audience to buy a product. Rhetoric marketing is especially effective through the illustration of a story. It is effective because the marketer is able to relate to the consumer with a story or message. Advertisers also use the appeals of logic, credibility, and emotions to intrigue interest in a company. Coca-Cola’s advertisement, “Falling,” depicts the product as a confidence building companion suitable for young love through a series of logical and emotional appeals that visibly promotes the brand’s credibility.

Advertisements are everywhere. From billboards, to magazines, to newspapers, flyers and TV commercials, chances are that you won’t go a day without observing some sort of ad. In most cases, companies use these ads as persuasive tools, deploying rhetorical appeals—logos, pathos, and ethos—to move their audiences to think or act in a certain way. The two magazine ads featured here, both endorsing Pedigree products, serve as excellent examples of how these modes of persuasion are strategically used.

To rouse the audience, in anger or otherwise, you use pathos. Use what your audience expects to happen and their beliefs. Telling a story that the audience can relate to in the first person makes the persuader relatable, to pull the audience in, play with your volume to make your emotion seem real, speaking plainly makes your emotion more believable. Never belittle your audience’s opinion, it can start a riot. Patriotism works not only for a country but can create a sense of unity. Find your persuasion gaps and fill them with desire and lust. Make your audience lust after your cause.

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.

I feel the usage of pathos is the most powerful in persuading others to do something to change their minds. When one decides to change someone’s perspective on a certain topic, they must decide their audience. For example, a pastor wouldn’t want to persuade his followers that their religion is false and inaccurate. The pastor would want to persuade the non-believers that whichever religion they follow isn’t correct, and try to guide them to his/hers faith. Pathos is one of the world’s leading tactics used this day and can be seen in remotely any area. Humane societies use pathos on their heart-jerking commercials. Food banks use pathos on persuading common folk to give a dollar to feed starving children. Even more commonly, parents use pathos

The persuasive technique of appeal to fear is prominent in the anti-meth commercials due to the fact that these commercials focus primarily on frightening situations to try and persuade the targeted audience not to try meth even once. According to Logical Self Defense, appealing to fear is used in an “attempt to induce belief or action” (9), and an example of this would be “I have a gun! Gimme the money!” (9).

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When people see or hear advertisements, whether it be in a magazine or on television, many do not stop to consider or analyze the techniques that go into making the advertisement effective. For instance, the Center for Disease Control has a campaign that has the purpose of promoting the influenza vaccination. If you examine the campaign closely, it becomes clear that the advertising campaign targets a diverse audience of all ages, genders, and races who could all benefit from getting an influenza vaccination. In this advertisement campaign, the Center for Disease Control effectively promotes the benefits of getting an influenza vaccination to a targeted audience using numerous persuasive techniques such as association and universal appeal.

Advertisements come in various shapes, sizes, and mediums, and as humans, we are constantly surrounded by them. Whether they are on TV, radio, or in a magazine, there is no way that we can escape them. They all have their target audience for whom the advertisers have specifically designed the ad. When a company produces a commercial, their main objective is to get their product to sell. This is a multibillion-dollar industry and the advertisers study all the ways that they can attract their audience’s attention. The producers of advertisements have many tactics and strategies they use when producing an ad to get consumers to buy their product. These include things such as rhetorical

Pathos driven messages appeal to a person’s emotions, and can often bring out emotions that can reside in them already. There are lots of ways to see them in our daily lives; on the Internet, the radio, or the television. An example of a heavily pathos driven message is UNICEF USA: Save a Child for Only 50 cents a Day.

We live in a society where everyone is trying to live to a certain expectation set by society. At some point of our lives, we have all been peer pressure into doing something or in some cases thinking. If we sit back and take a minute to analyze our surroundings, we may noticed billboards, newspaper, ads, and television commercials. This is what we come to know as “media”. There are so many techniques they try to use to persuade us into buying that “amazing” product or whatever point they are trying to get across. They could use one of three of the rhetorical appeals, logos, ethos, or pathos. They could use a combination of all three. Persuasion doesn’t only occur through written but also through verbal words or even actions.

The effectiveness of a commercial can be scaled through its use of rhetoric. The amount of ethos, pathos and logos each commercial uses in an equal and helpful manner allows for a greater amount of persuasion in the audience. In order to create an effective ethos, the speaker has to show an appeal to credibility to the audience (Ramage, et. al. 106). In order to create an effective pathos, the speaker has to have an appeal to the beliefs and emotions of the audience (Ramage, et. al. 107). Logos is “the strength of an arguments support and its internal consistency” (Ramage, et. al. 67). All together these rhetoric appeals create a more effective, persuasive argument because they cover all the fundamentals for an argument- reasoning, feelings,

The first type of persuasion is called pathos, making the audience feel some emotions. For example, in the commercial Cover Girl, they make the appeal of women wanting to buy this product to look beautiful and feel confident. The emphasize the product for being a light weight product. The billboard that is shown for different type of makeup called Chanel has a similar persuasion for pathos. The affect from this billboard showing this product is powerful to make a woman feel beautiful. The billboard shows a woman with perfect skin with the product on the opposite side making an emphasis on what the woman is wearing.

American’s most savored beverage is beer. It’s one of the top consumed drinks and can be drank for different occasions. Budweiser, one of the most top selling beer companies puts out their commercials to advertise their beers. While their commercials are used to produce sales, what most don’t see is the message they associate when drinking a Budweiser. These commercials often use rhetoric to persuade us. Rhetorical devices are used to be the most effective way to persuade and audience into thinking. Pathos, ethos, and logos are used to make a powerful statement to be successful in their beer sales.