Emotional, Logical and Credibility Appeals in Advertising By Mr. Hyatt
Advertising. Definition: communication used to persuade someone to buy something.
Advertising uses … EMOTIONS REASON PATHOS LOGOS
to get us to buy …
Pathos = Emotional appeal Advertising using emotional appeal tries to get us to feel something. (so we buy what’s for sale)
For example, advertising might try to make us feel … COOL HUNGRY … all so we buy something to make us feel better
How does this ad make you feel? It makes me feel like my feet will always have a soft landing if I wear Vans!
How is this ad supposed to make us feel? Why? Notice the loaded word in this ad? Perfect!
How does this ad make you feel about hunting?
Some advertising may try to change how you feel. Some advertising also tries to change how you think.
Logos = Logical appeal Advertising using logical appeal tries to make us think something. (so we buy what’s for sale)
What is this ad making me think?
What does this ad make us think?
What does this ad make you think? Why is this phone a ‘smart’ buy?
Finally, we must also consider credibility when analyzing ads. . . Ethos = trust People tend to believe in experts or famous individuals more than the average person. Including …
Just because they say it, however, doesn’t make it true! Also known as … false adverstizing!
Advertising often uses slogans, or catchy phrases, to get us to buy products … Company Slogan Nike Just do it Kentucky Fried Chicken Finger lick’n good Levi’s Quality never goes out of style What are these popular slogans trying to make us feel or think?
What does it take to write a good slogan? A slogan … has to do with the product for sale & is easy to remember
Project Directions: 1. Work alone, in pairs or in small groups. 2. Design an ad/commercial for a product you want to sell. 3. Include two of the following: *pathos *logos *ethos 4. Be prepared to present to class in two weeks.
The new ZX 5 Razor helping guys make a smooth transition from boyhood to manhood
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