Specific Emotion-Based Copywriting Techniques

Rhetorical appeal is intended to persuade individuals to think a certain way, conduct themselves in a certain manner, or the purchase particular products. Unlike speech in which an individual relies on their persona and content of speech to get their point across to an audience or consumer, advertisements use images to enhance the impact and appeal of logos, ethos, and pathos.

Emotional appeal is what draws an audience in, allowing the author to persuade them in agreeing with the argument. Pathos is the most powerful of the appeals, with an author being able to win their audience over completely through emotional effect. For example, Alexis Madrigal utilizes emotional appeal quite effectively in his article “Take the Data Out of Dating” where he explores the dangerous influence online dating sites have the privacy and matchmaking of the public. He first mentions the invasion of privacy by online dating companies as he states, “Date-mining software needs lots of tuning to create good matches, so the services track everything would-be lovebirds do”(424). This fact can provoke discomfort with an audience, giving them a reason to agree with the author. Then he explores the dangerous power of OkCupid’s matchmaking techniques as he states, “What if the dating sites had existed in the 1950s? How would they have dealt with interracial matches”(425). By using the what if technique to have the audience picture his perspective Mr.Madrigal excellently draws in the audience to create an awareness of the online dating site dangers to his

Advertisements often employ many different methods of persuading a potential consumer. The vast majority of persuasive methods can be classified into three modes. These modes are ethos, pathos, and logos. Ethos makes an appeal of character or personality. Pathos makes an appeal to the emotions. And logos appeals to reason or logic. This fascinating system of classification, first invented by Aristotle, remains valid even today. Let's explore how this system can be applied to a modern magazine advertisement.

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.

All around the world in one way or the other, everyone tries to sell an idea or an actual thing. Everyone is always trying to convince each other by using different techniques to sell an idea or a thing. In order to sell and persuade an idea or thing, people have to tell it to an audience by using advertising and rhetorical strategies. Rhetoric is to transform and change a person’s perspective and truly convince them of something. An efficient way that marketers convince through rhetorical strategies is through advertising. A market that uses advertising a lot are beauty commercials like the Dove’s Real Beauty “film” commercial.

speeches. Persuasive techniques include persuasive appeals and rhetorical devices. In “Sinners in the Hands of Angry God”, Jonathan Edwards used repetition, restatement and emotional appeals to persuade the audience into repenting their sins, following the doctrines in Bible and worshiping the Almighty God.

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.

Have you ever tried to persuade someone to see something in a specific way? If so, you may have utilized the three rhetorical appeals, logos, ethos, and pathos. Rhetorical appeal or rhetoric is something students learn about in an English or Writing class. Rhetoric is a subtle way to make writing appear cohesive and engaging. According to Lynn Troyka and Douglas Hesse, there are “three central principles of rhetoric- the persuasive appeals”(18). The use of rhetoric in advertising is used to help the advertisers to appear more professional to consumers, and compel viewers to comply with the goals of the advertisers. Two other tools advertisers use to entice viewers are the design and color of an advertisement. The "Charity Water: Imagine" ad uses advertising tools such as rhetoric, design, and color to achieve a desired response from consumers.

The use of effective persuasion techniques will not only the marketing and sales personnel to make more sales and meet the targets but also enable them to have an edge over the competitive environment. So of the techniques used in the commercial video from state farm insurance company on one hand show an effective means of communicating to convince the audience while on the other hand, the video is too complex to comprehend for an a normal and uneducated citizen. Here are some of the effective persuasion techniques that have been used in the commercial to reach out and convince their target audience to use and stick to the company’s insurance services. Moreover, these techniques are aimed at making the incumbent customers to become more loyal to State Farm insurance. According to Petty, Richard and Cacioppo (1984), there are two routes effective persuasion no matter the kind of media used to deliver the message to the audience. First, one can persuade effectively by building a central argument(s) in the message. Secondly, the persuader can effectively deliver the message to his or her target audience by trying to appeal to the audience by associating the message with what they can accept favorably. Usually, the favorable peripheral cues in the message lures the

Thus, by creating appeals to logos, pathos, and ethos, companies use advertisements as powerful persuasive tools. This can be done through the careful selection of color, imagery, narration, design, and layout, to name a few significant elements. When used correctly, these rhetorical strategies can make the difference between whether a product or idea is embraced or rejected by the

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.

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When analysing all of the advertising around us, sometimes we don’t look at what the true message of a commercial really is. We live in a world that is controlled by mass media and because of this advertisers are trying harder each year to outdo themselves and their competitors. Rhetors use techniques in their advertisements such as fantasies or surrealism to catch the attention of their audience. Companies like Audi pour millions of dollars into their marketing teams to make sure their cars look the best and attract consumers. Commercials that are shown on television today are great examples of rhetorical artifacts because of the many techniques being exercised by the rhetor. Analyzing this through the lens of rhetorical

The average person will watch approximately 2 million commercials throughout their lifetime. In this technologically driven environment, it’s the most effective method of appealing to an intended audience. However, there is a lot more to an advertisement than meets the eye. There are numerous methods being used in order to appeal to the audience. Corporations and businesses focus on rhetorical appeal when it comes to creating a successful advertisement.

Though it is known that the history of storytelling is quite ancient, stories still play a crucial part of our societies and cultures. Its influence is in almost every aspect of human life whether it be movies, books, music, news, religion, or art. Stories are what define us and our morals, our dreams, our prejudices, and our desires. Typically, oral stories are handed down generation to generation. It is not known who or when the first story was told, much less what the first story was (History).