These ads have different meanings and they make connections to many things in our life. Pathos, Logos, and Ethos are helpful to writing an excellent paper and each one makes connections back to the ads, although each has its own meanings of what it takes to be categorized as one of them. These three appeals show the established credibility, emotional appeal, and how the ad was logical in reasoning. These three ads relate to Ethos in many ways they persuade the audience that the character is the good person, it establishes credibility and it makes you trust in them. In the “Lost Dog,” the ad showed that the owner really cared about his animals (Neves). When he saw that his dog was missing he went out and looked for him, he went around town and asked people if they had seen his dog and he hung up pictures of his dog (Neves). The Horses are like the dogs’ older brothers, once they heard that he was in trouble they came to the rescue and brought him back home safe and sound (Neves). Animals are a human beings best friend, they always have our backs. In the video “Friends are waiting” the dogs’ owner shows that he cares for him also, because he let him know, “I might be staying at a friend’s tonight, but I’ll be back for a morning walk,” and he comes out playing and walking him (Budweiser). The owner made a responsible decision in staying over at his friends’ house because he knew it came with consequences if he drove home intoxicated. In the “Controversial Super Bowl Ad with
Advertisers all have one goal in common, that is an ad that is catching to a consumer’s attention. In today’s fast paced society there are so many selling products and charities. As I exam the advertisement for the American Society for the Prevention of Cruelty for Animals (ASPCA), I will show how they use the pathos, ethos, and logos – also known as Aristotle’s Theory of Persuasion.
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.
Whenever you drive down the road you see an ad. Whenever you’re on your phone or watching T.V. you will see ads. Ads are all around you wherever you go; it is close to impossible to go a day without seeing one single ad. All ads have one specific purpose, and that purpose is to make viewers intrigued to buy exactly what is being advertised. Advertisers use three strategies to draw viewers to ads, pathos, logos and ethos. These deal with emotions, logic and facts, and credibility. Ads can range anywhere from just words to pictures and if you look hard enough you will be able to locate these appeals within every ad you see. Bauer uses the appeals of pathos, logos and ethos to convince viewers that their hockey stick, the Vapor APX, is far better than any of their competitor’s sticks.
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.
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 most people see a commercial, they would either ignore it or only pay attention to the basics of the commercial. What most people do not do when they see a commercial is analyze it for the commercial’s rhetoric triangle or appeals. Every single commercial, argument, or article uses at least one or more rhetoric appeal, sometimes it will use all three. Companies will often use one or more appeals in their commercials to convince viewers to buy their product. The car company of Mazda recently released a commercial called “A Driver’s Life: Driving Matters” to advertise their car the 2016 Mazda MX-5 Miata, seen right. This commercial used the rhetorical appeals of pathos and ethos very effectively to advertise the MX-5 Miata.
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.
Many events in life carry a message, but no message can be clearer than the emotions through animals. People have some type of sympathy for animals usually more so than themselves. Budweiser’s Lost Dog super bowl commercial, Budweiser USA-Global Be(er) Responsible Day and PEFC Kleenex all have ethos, pathos and logos. Ethos is credibility, pathos is emotions, and logos is the message in the commercial.
Advertisements all have one purpose, which is to make a customer aware of them so that the product or message being advertised can be brought to their awareness. The goal of gaining a person’s attention towards a product so that it can be bought is often achieved by appealing to the author’s credibility. An example can be seen in the American Red Cross Poster reveals that by giving blood, it brings communities together and it helps save lives of many (Red Cross). It can be seen that credibility is trying to be gained by showing that the audiences best interest is being made by stating that the blood would help save other lives and people would be closer together. Another example of the appeal to ethos can be seen in a passage from the book
The message conveyed through advertising influences the purchasing decisions of consumers. That’s why advertiser uses the three appeals as a way of persuading people to buy certain products or to understand the message that they’re trying to convey. For most advertising appeals, they are designed in a way that creates a positive image of the content in the ad. However for this advertisement, that is not the case at all because the attitude and the message of this posters is to make them understand that a change must take place. These ads are using an advertising strategy of appeal to the reader's pathos.
Pathos is one of the best identifications that is used for this ad because it definitely aims to appeal to the reader's emotions. Pathos ties in with the purpose to persuade the audience that the products are worth looking into. The ad wants the audience to look into, like and purchase these products. Then, the serene persuasion of the ad would be successful. Ethos is the next best identification that is used for this ad because people tend to believe someone or something that is credible.
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
The purpose of this paper is to discuss the methods of persuasion that are used in this commercial, and how the use of ethos, pathos, and logos has made the commercial from ASPCA persuasive and successful.
The commercial appeals to the audience’s pathos more than anything. Animals, especially dogs, have a way of pulling with human heartstrings. “...they can be used to transfer desired meanings to the products with which they are associated” (Phillips 1). In other words, using animals in advertisements can link advertised products to the feelings that are associated
Advertisements are everywhere; while driving you may see them on a billboard, while watching tv, looking through your phone, and even while watching your favorite youtuber. Advertisements have been around so long that the techniques behind them are down to a science. Advertisements have been around for so long that they are as apart of our culture as much as television or music. Many times, advertisements will use certain strategies in order to sell their product. The most common being Aristotle’s three modes of persuasion ethos, logos, and pathos. Ethos is an appeal to someone’s ethics, their character, it is used to convince the audience of the author’s credibility. The third appeal, pathos, is an appeal to the audiences’ emotion. These strategies have been proven to work very well, so what if an advertisement implemented many of these strategies and still received backlash or wasn’t well received. Well, Pepsi found themselves in that position with their advertisement featuring Kendall Jenner. The advertisement used appeals to pathos, ethos, and even implemented many parts of North American culture, so why did it receive so much backlash? By analyzing pathos, and ethos, I will determine why it received much backlash despite having everything a commercial should.