Rhetorical Appeals In Advertising

With the three forms of rhetoric -- ethos, pathos, and logos -- being modes of persuasion used to convince audiences, advertisers like MTV appeal to their audiences in this way. MTV is able to draw people’s attention to see what some people don’t realize is white privilege. The commercial includes a “geek-squad” which is a team of polished, nicely dressed white men and women chosen to assist citizens. The team members dress professionally in business attire, while other citizens wear casual, everyday outfits. With the squad team’s polished looks and proper gestures, their appearances shape the company, creating a quality first impression for the audience. Advertisers utilize ethos by focusing on the image of the company, making it seem as presentable

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.

Mia, I do agree with your reasoning behind the incorporation and significance of different rhetorical appeals when it comes to a variety of technical communication forms. However, I do believe that "each appeal is as important as the others" despite the heavy use of a single one in a form of technical communication ("Reading: Rhetorical Triangle"). In your example focusing upon art, it is apparent that the rhetorical appeal of pathos is used to emotional grasp the viewer and "establish a 'relationship' with an audience' since art is often regarded by artists as a method to express themselves to the world. However, as viewers and appreciators of art there are often times that we do look upon the artist's appeal to ethos to determine the validity

Have you ever looked at an advertisement for clothing and thought to yourself, “Why do they pick models that they pick to advertise their clothing?” In clothing ads today, the companies use models that have a certain image, skinny, toned, muscular, and let’s not forget sexy! Mostly every clothing ad has sex appeal in them, therefore using the appeal to pathos. Not only that, they try to use a logical appeal in their ads too, such as if you want to be cool, look sexy, and fit the crowd, then you must buy their clothing. This then causes the ad to appeal to logos. I see appeals to pathos

Everywhere a person looks they can seed advertisements (ads) all around them. Companies will use ads and other techniques to promote their new product. They convince the buyer how the new product is somehow better than the older version. Many companies use television ads or conferences to introduce a new product to the market. Others might pay people to promote it, or place billboard ads buy the highway. It is amazing how companies find new forms to convince the targeted buyer to purchase their new product.

Rhetoric is a statement. It’s a type of way used to convince, persuade, or to simply just convey an idea. Rhetoric can be anything from a speech, an advertisement, or even a written essay. Rhetoric is also communication, it’s the way you catch the attention of your audience and you get your thoughts and ideas through to them. Before a speech is created the person has to keep three things in mind, what is the purpose of this, who is this for and what is the meaning or effect this will have on the audience. The Rhetorical Triangle is basically those three things, the purpose, audience, and the context. Whenever writing a paper these three things should be included in order to have an effective persuasion. If a paper lacks any of these three areas

Everywhere we go we are surrounded by billboards, radio ads, television commercials and all sorts of other types of advertisements. We may not acknowledge it, but these advertisements have a subconscious effect on us in our everyday lives. They leave a jingle or a thought in the back of our mind, something that gets stuck in our heads and causes us to think about it all day long. One thing that is prevalent in almost all advertisements today is the use of pathos, or emotional appeal to the audience, but is that all there is to it?

Rhetoric can be seen in almost all aspects of daily life, especially advertisements. As controversy grows about gun control, more ads have used clever rhetoric to persuade public opinion. An ad titled “Family Values” features a young, Caucasian, woman holding a large rifle and has a hand gun at her hip. To her right, there is text which states, “On his inauguration, President Obama will be protected by the Secret Service, 11,500 soldiers, and 4,000 police officers. They have armor and automatic weapons. No one is assigned to protect my family.” The target audience of this advertisement would be those who support guns, gun owners, conservatives, Caucasians, and Republicans due to the fact that the ad is against policies for gun control. The

The advertisement uses Aristotle’s proof of pathos. Pathos is looked as emotion. In the advertisement it was clear, emotion was being used to persuade the audience to buy the product. Throughout the whole clip, the advertisement showed emotions that makes one feel good. Each scene reminded one about his/her days in his/her childhood playing in the playground with a friend, or walking home and seeing the girl/boy that he/she had a crush on.

At a first glance of the ad that was chosen, you might not assume anything of it at first, but if you take a second glance at the ad then you’ll be able to convey the message. The ad tackles on the deep and never ending controversial topic about Racism from the use of babies. Within our society today, some might say that racism does not affect opportunities for certain races, but some would argue that it still exists.

For my advertisement, I am selling highlighters with new colors. The two rhetorical appeals I used the most in my advertisement were logos and pathos. On the top of the advertisement, it says “Most pigmented highlighter since 2005” this shows logos because I used statistics to persuade the audience to buy my product. Also on the top, it says “Highlight your Future” this is pathos because I am trying to get the audience to buy my product by appealing to their emotions. I also used new pastel colors for my highlighters to get people to buy my product. Ethos was my company logo because it is a credible source the audience can trust. The target audience for my advertisement is students because they are the ones who are going to be using highlighters

DePaul created an advertisement to showcase how underfunded those who are homeless are in the United Kingdoms. The advertisement features a homeless couple curled up together on the street wearing animal costumes, with the words “sometimes we’d rather be treated like animals” in white text beside them (DePaul, n.d.). In addition, the advertisement has the words “5 billion is spent on pets every year” and “0.2 billion on the homeless” written above the couple (DePaul, n.d.). This advertisement is effective in its message, those who are homeless are treated and funded worse than animals, due to the ethical, emotions, and rational appeals it uses. As it illustrates how people without financial support would rather be treated like animals than humans, shows how their basic human rights and needs have been taken away, and appeals to its viewers through the logic on spending more on pets than other human beings.

There are many products that are not from the same manufacturer competing against one another for gross and income. An example would be deodorant. Two of the most popular and used deodorants would be Old Spice and AXE. AXE targets their main consumer base of young men 18 to 24 years old. Old spice on the other hand usually target toward an older audience of men. Though the two different brands of deodorant target different audience, they both contain sexual imagery to appeal to the crowd.

In its Go forth campaign, Levi’s successfully advertised its Jeans to millions of American audience by evoking personal emotions of longing to escape financial struggles, in this particular case, the average class American male. Levi’s used textual tactics to market it Jeans to American males who are frustrated of the poor stagnant economy due to the recession. In its print ad, it featured a man wearing jeans floating upside, care free in the air, his shirt was ripped open while his tie flew out along with a text in bold letters stating, “Let the average man be divine. (Levi's Ad: Go Foreword campaign)” The most denotative meaning in this ad is to go out and purchase Levi’s Jeans in order feel great in them.

Persuasion is a part of our everyday lives. Whether we are persuading our mother, using persuasion through speech, or threw advertisements, we are using rhetoric strategies to get the response we desire. With the help of minor details in many advertisements, Ethos, Logos, and Pathos are a way of persuading the audience to buy or think a certain way. A Colgate toothbrush commercial used Logos, Pathos and Ethos to spread the word that they have the best toothbrush of all, in which they target everyone who has teeth. Through the use of advertisements, Colgate has convinced the world that they have the best toothbrushes, they’re even recommended by dentists.