Use of Ethos, Pathos, and Logos in a Vicks NyQuil Advertisement

For my Rhetorical Analysis I choose to use an advertisement that uses Ethos and Pathos to influence the intended audience. Ethos persuades audiences through celebrity endorsement. They find very intriguing celebrities that they think the particular audience would enjoy seeing. Pathos uses emotion to grab the viewers' attention. With this advertisement they use humor. In an advertisement like this, combining a funny sketch and beloved actors I'm sure Snickers received a great outcome.

The application of logos, ethos, and pathos are commonly utilized in rhetorical concepts that are used in any print advertisement to win the attention of the customer. They primarily is to convince the customer of the credibility of the persuader as well as creating an emotional response as well as trying to persuade an audience by reason. Print advertisement should be smart, containing a clever message, and with a curious image that will fascinate the thought of the expected readers at first-hand. For any advertising print to be credible and captivating there must be examples of evidence that whatever is displayed on the print is legitimate.

Television advertisements have been a part of pop culture for years, these quick minute long clips gain the popularity of its viewers through humor, shock, or simply good salesmanship. The ShamWow infomercial has become one the most well known television ads in America. Its popularity came from its snappy dialogue, believable offer, and enthusiastic spokesman. But what made this infomercial so successful? Today I will be analyzing how the ineffective use of the appeals of ethos and kairos, and the highly effective appeal of logos and pathos effect the audience in the ShamWow commercial.

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 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.

Many businesses and organization use the method of advertisement to sell their products. Ads enhance products and encourage the audience to buy its products. There are many strategies in which influence how successful an ad can sell its product. In this essay, I will be conducting a rhetoric analysis on a chip advertisement created by Popchips. This essay should identify the audience the ad is trying to reach; the message the ad delivers; and the three modes of persuasion (ethos, logos, and pathos) that are used in this ad. For reference, this ad can be found at the end of this essay.

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.

Pathos is an emotional appeal in which the advertisers hope that the consumers will allow their claim. Say for instance most people will notice a puppy behind what looks like to be a rusty cage. Seeing a cage like that, makes some wonder how bad the conditions are that the puppy is living in. then there is the puppy who

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.

Pathos is when the author uses vocabulary, music and more to elicit an emotional response from you. Greshko uses this quote to represent pathos. “You get out of the water, and you realize you stink—you smell of death.” This uses imagery to put us in the situation of the divers. This quote represents pathos because death is a sad thing and it causes us to have an emotional response so when Greshko speaks of death it makes the whole thing more unnerving. Greshko uses tone to get an emotion out of us. Tone is the author's attitude toward the subject. In “window to save worlds coral reefs rapidly closing,” Greshko’s attitude toward bleaching coral is hopeful. He uses this tone on purpose so that we have the attitude that we can still save our coral reefs, however if we want to save them we must do something right

The four advertisements chosen represented separate, and distinctive, themes. The first advertisement, for anti-wrinkle cream, utilized a bandwagon approach and a sense of the ideal retirement life. The second advertisement, for hygiene experts, suggests utilizing the fear of uncleanliness to sell the services. The third advertisement, for Camel cigarettes, brought a sense of nostalgia as I remembered spending time, as a child, with my oldest brother prior to his passing. To summarize, it embodied the ideal picture of a manly outdoorsman. The fourth, and final, advertisement focused on food and choices. Specifically, one pizza offered two distinctly unique flavors.

     With out all the negative points and side effects to Nyquil, this product does have its advantages. It is one of the best selling products on the market today that relieve minor aches, pains, headaches, muscular aches, sore throat pain, fever, nasal congestion, runny nose and sneezing, and cough due to minor throat and bronchial irritation. Liquid caps or liquid medication are available to take. Nyquil is a wonderful product that works miracles when it comes to cold and flu relief.

Advertising is a form of communication used to encourage or persuade an audience to continue or take some new action. But when advertisers produce an ad, they have many different variables that come into play if they want to successfully persuade consumers. The first most important step they have to figure out is, what type of audience they are trying to target. They then create images and intend to appeal specifically to the values, hopes, and desires of that particular audience. This is why someone would rather pick the well-known Malboro cowboy ads over the new female cigarettes of Virginia Slims. Each of these ads targets a specific audience;

I will be analyzing two advertisements, stating how effective they are likely to be in achieving their purpose and in selling a renter’s paradise. In my analysis I will include a list of persuasive techniques used in these advertisements. Undoubtedly, the purpose of an advertisement is a strong appeal to the readers. The purpose of the first advertisement; The Grove, apartments is to persuade the audience to experience the pleasurable and joys of living. It strongly reinforces the views through the content of the text and captures the interest of the audiences through multiple eye-catching pictures. When the reader first looks at the advertisement, it makes him or her feel how entertained and amusing this place can be in spite of the all

Another definition of Medicines which is “chemical agents which can be used for prevention, alleviation, cure or diagnosis of diseases. Therefore, in contrast to chemical agents, drugs are intended as beneficial substances for treating diseases and maintaining health”(Derendorf, 1995)