Pathos In Advertising

Advertising is one of the most popular ways to promote a product. Through advertisement the creators of these products can make millions of dollars, depending on how successful their advertisements are. But are the advertisement selling a product that will help them or are they selling violence and sex? Many ads can influence people in different ways. One of these ways is to show women as objects of rape and sexual abuse. In, “Two Ways a Woman Can Get Hurt” Kilbourne talks about how many ads use women and portray them only as sexual beings. Some of these ads can influence violence against women. Kilbourne described violence in ads, “as in pornography, usually power over another, either by physical dominance.” (269). The Dolce & Gabbana

The first advertisement I found was the “For the Benefit of Mankind”, Under Armour Ad. At first glance we see a very masculine male, with a chiseled body modeling his Under Armour briefs. But, if we take a closer look into the background we see a young, and beautiful woman loosely wrapped in a sexy gown. The setting of the advertisement looks like an expensive bachelor pad. The purpose of this picture is to advertise Under Armour’s new briefs, by making them look appealing to the directed audience. Along with the briefs, women stereotypes are also being advertised. Although the woman isn’t meant to be the main focus of the ad, she is added to show if a man wears these boxers, they can get with a beautiful woman. In the text below the picture the product’s features are being flaunted, but in the picture the only thing being flaunted is the masculinity of the man in the picture. One gender stereotype that is portrayed in this picture is that woman are physically weak. The man in the photo is very muscular and enlarged in the photo. The thin female model is posed in a delicate position in the background of the picture. This shows that she is less important, and just added to highlight the male model’s masculinity. A woman perceived as sexually active might be labeled as a slut while a

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.

Every day, companies present the people with advertisements everywhere they go. Advertisements have become very prevalent in today’s society nowadays focusing in on a negative connotation. Advertisement has become an effective way for producers to display their new products. In present day, they come in forms of billboards, flyers, e-mails, and even text messages. It is widely known that companies create advertisements to persuade people to buy specific products or goods; however, it is not widely known that advertisements can make a negative impact on today’s society. The companies manipulate people’s mind and emotions, swaying people by new promotions and therefore generating a strong desire to fit into the society, that causes them to make inessential expenditures. Advertisements pose a critical impact on the American culture.

For the longest time now, advertising has played a huge role in how we identify ourselves in the United States with the American culture, and how others identify themselves with all the cultures of the rest of the world as well. It guides us in making everyday decisions, such as what items we definitely need to invest our money on, how to dress in-vogue, and what mindset we should have to prosper the most. Although advertising does help make life easier for most, at the same time it has negative affects on the people of society as well. Advertisement discreetly manipulates the beliefs, morals, and values of our culture, and it does so in a way that most of the time we don’t even realize it’s happened. In order to reach our main goal of

They try to play sexual emotions in advertisement. They show an attractive woman and a bottle of beer. They try and make it seem that if you drink their product that you can get this type woman. Also they try and use the emotions of the females talking about how a decent looking woman can become very attractive It also seems to draw onto girls that have a lower self esteem. Showing that you will become a much happier person if you are good looking and dressed very sexually, than if you are not the best of looking person.

Do you ever watch the Super Bowl for its commercials? Have you ever bought a more expensive product because you had seen its advertisement? If the answer is yes, then you might have been a victim of today’s marketers. Jean Kilbourne, the author of “Killing us Softly” stated in one of her lectures, “The influence of advertising is quick, cumulative and for the most part, subconscious, ads sell more products.” “Advertising has become much more widespread, powerful, and sophisticated.” According to Jean Kilbourne, “babies at six months can recognize corporate logos, and that is the age at which marketers are now starting to target our children.” Jean Kilbourne is a woman who grew up in the 1950s and worked in the media field in the 1960s. This paper will explain the methods used by marketers in today’s advertising. An advertisement contains one or more elements of aesthetics, humor, and sexual nature.

The Cover Girl ad from March 2011 includes a picture of Queen Latifah in a beige like colored background with her green eye shadow on. Queen Latifah has small brown eyes with very long and luscious black eye lashes. She has a big and beautiful smile with shiny white and straight teeth. Queen Latifah also has a nice pair of small, gold, round dangling earrings in her ears. The word “Cover Girl” is displayed in big and bold green letters across her forehead, all to help improve her the way she looks. Queen Latifah is written in small green letters underneath in the right-hand corner right underneath the word “Cover Girl”. This picture of her is from her head to her shoulders, just enough for the viewers to focus on Cover Girl’s product, which is the makeup. You cannot really tell what type of shirt she is wearing in this photo but the little piece of frill coming off of her shoulder matches pretty well with the whole color scheme of the ad. She also has her hair pulled back into a long pony tail to also help show off their product even more. This advertisement by Cover Girl effectively uses logos, ethos, and pathos to convince the viewers to buy Cover Girl products.

The main purpose of commercials and advertisements is to persuade the viewer to purchase the product that is advertised, but not all commercials are successful in this endeavor. Companies, such as Budweiser and Kleenex, appeal to the viewers’ ethos, logos, and pathos in order to influence them to buy the advertised product(s). In order to appeal to each of the categories, companies use different tactics to catch viewers’ attention. The use of ethos, logos, and pathos can make or break an advertisement based on how it is being used.

Gender role bias in advertisements has been so prevalent for so long that the untrained eye wouldn't even discern it. All the same, these biases, for the most part, put women in subordinate positions and men in dominant ones. This assumption on both the genders is unfair and demeaning. These ads portray women as subservient and play toys for men. Not only do the models depict an image nowhere near close to reality, but their bodies are scantily clad and what few clothes they are wearing are very revealing.

Sexist ads show that society is dominated by the same masculine values that have controlled the image of women in the media for years. Sexist advertisement reinforces gender stereotypes and roles, or uses sex appeal to sell products, which degrades the overall public perception of women. The idea that sexism is such a rampant problem comes from the stereotypes that are so deeply embedded into today’s society that they almost seem to be socially acceptable, although they are nowhere near politically correct. Images that objectify women seem to be almost a staple in media and advertising: attractive women are plastered all over ads. The images perpetuate an image of the modern woman, a gender stereotype that is reinforced time and time again by the media. These images are accepted as “okay” in advertising, to depict a particular product as sexy or attractive. And if the product is sexy, so shall be the consumer. In the 1970s, groups of women initially took issue with the objectification of women in advertisements and with the limited roles in which these ads showed women. If they weren’t pin-ups, they were delicate

Upon a quick glance, the advertisement published in 2015 by Borgata Hotel Casino and Spa appears to be abundant in color, joyful and fairytale-like; at least when I first saw it a year ago. However, after reading about the different variations of objectification in advertisements I no longer see the ad as an innocent take on fairytales. Advertisements are meant to be geared to a public, or a specific public, in order to sell a product. Still, some ads showcase women as the product or at least a way to get people to purchase the product. Although any gender, culture, religion, or group can be victims of objectification in advertisements, women are mainly targeted.

Although both advertisers highlight pathos and use bold, but capital letters, the portrayal of ethos, the color scheme, and denotative meaning of the typography differ, demonstrating the effectiveness of each advertisement.

The copywriter gives the reader the shock factor of an outlandish and borderline sexist statement “ If you drink like a man you might end up looking like one”. This statement is sure to raise eyebrows for the same reasons it attracted my attention such as what classifies as drinking like a man, how exactly would I “look like one”, and how much do you have to drink to get negative side effects. The ad may also slightly offend women because it insinuates that it is okay for men to drink much more and to an extent that may be true depending on alcohol tolerance; however, it was stated a little

In fact, “from 1997 to 2007, these procedures, overall, rose 457% to almost 12 million per year and an increase of 114% in actual surgeries, such as breast implants and liposuction”(Hodgson), all as a result of the influence of the advertising environment. Yet despite these statistics, many people feel exempt from the influence of advertising, this is because “only 8% of an ad’s message is received by the conscious mind, the rest is worked and reworked deep within the recesses of the brain”(Kilbourne). This working and reworking of the ad’s subliminal message of the brain is exponentially increased by the amount of ad’s the average American is exposed to every day. On average, Americans are exposed to over three thousand advertisements per day and will have been spent two years of their lives watching advertisements on the Internet and television by the time they die. This two hundred and fifty billion dollar per year industry that we call advertising profits from the appeasement of its consumers but at the cost of the consumers mental state. The cost of this environment, however, goes much further than just the environment itself, and extends rather into the direct objectification and dehumanization of women.