Advertising is designed to persuade the buyer that wellness can be attained by purchasing their products or services. Check out this interesting article on How Advertising Affects and Persuades Us.
When you advertise you are informing a potential buyer of what you have to offer. This information needs to persuade the buyers to take action, to go out and buy your product or try your service. Advertising is built to be persuasive and influence potential buyers.
The persuasive strategies used by advertisers who want you to buy their product
can be divided into three categories: pathos, logos, and ethos.
Pathos: an appeal to emotion.
An advertisement using pathos will attempt to evoke an emotional response in
the consumer. Sometimes, it is a positive emotion such as happiness: an
image of people enjoying themselves while drinking Pepsi. Other times,
advertisers will use negative emotions such as pain: a person having back
problems after buying the “wrong” mattress. Pathos can also include emotions
such as fear and guilt: images of a starving child persuade you to send money.
Logos: an appeal to logic or reason.
An advertisement using logos will give you the evidence and statistics you
need to fully understand what the product does. The logos of an
advertisement will be the "straight facts" about the product: One glass of
Florida orange juice contains 75% of your daily Vitamin C needs.
Ethos: an appeal to credibility or character.
An advertisement using ethos will try to convince you that the company is
more reliable, honest, and credible; therefore, you should buy its product.
Ethos often involves statistics from reliable experts, such as nine out of ten
dentists agree that Crest is the better than any other brand or Americas
dieters choose Lean Cuisine. Often, a celebrity endorses a product to lend it
more credibility: Catherine Zeta-Jones makes us want to switch to T-Mobile.
Persuasive Techniques in Advertising Assignment
You are to create a visual representation of the persuasive strategies used by advertisers. Be sure to include examples of advertisements that represent all three categories (pathos, logos, ethos).
In your description of your work, please define each of the persuasive strategies, comment on which demographic the ad is targeted at and if you think that the ad was successful.
Success Criteria
* Three advertisements that represent each of the persuasive techniques (pathos,
logos, ethos).
* Successfully employed a multimedia or web 2.0 tool.
* Included a description of pathos, logos, and ethos.
* Commented on the targeted demographic for at least three advertisements (1 from
each category).
* Analyzed the ads according to the employment of these techniques.
Visit this site for 50+ examples of web 2.0 tools that you can use for your assignment.
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