Writing

Now that we`ve finished working with voice (and you rocked it I must say), we are going to slide into persuasive writing (implementing all of our voice skills of course, as well as our other traits skills in writing).

Learning Goal: demonstrate an understanding of three persuasive techniques (pathos, logos, and ethos) and other advertising strategies.

Think for a minute...

Where do you encounter advertising?


Which specific advertisements "stick in your head?"


What makes these advertisements memorable?

Do you think advertisements have an effect on your personal interests?



Persuasive Techniques in Advertising

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

The following are some more specific strategies that advertisers use. Often, they
overlap with the rhetorical strategies above.

Avante Garde
The suggestion that using this product puts the user ahead of the times. A toy
manufacturer encourages kids to be the first on their block to have a new toy.

Weasel Words
“Weasel words” are used to suggest a positive meaning without actually really
making any guarantee. A scientist says that a diet product might help you to lose
weight the way it helped him to lose weight. A dish soap leaves dishes virtually
spotless.

Magic Ingredients
The suggestion that some almost miraculous discovery makes the product
exceptionally effective. A pharmaceutical manufacturer describes a special coating
that makes their pain reliever less irritating to the stomach than a competitor’s.

Patriotism
The suggestion that purchasing this product shows your love of your country. A
company brags about its product being made in America.

Transfer
Positive words, images, and ideas are used to suggest that the product being sold is
also positive. A textile manufacturer wanting people to wear their product to stay
cool during the summer shows people wearing fashions made from their cloth at a
sunny seaside setting where there is a cool breeze.

Plain Folks

The suggestion that the product is a practical product of good value for ordinary
people. A cereal manufacturer shows an ordinary family sitting down to breakfast
and enjoying their product.

Snob Appeal

The suggestion that the use of the product makes the customer part of an elite
group with a luxurious and glamorous lifestyle. A coffee manufacturer shows
people dressed in formal gowns and tuxedos drinking their brand at an art gallery.

Bribery
Bribery offers you something “extra.” Buy a burger; get free fries.

Bandwagon
The suggestion that you should join the crowd or be on the winning side by using a
product—you don’t want to be the only person without it!

Web Resources for Finding Example Advertisements


To find web-based advertizing for a product, simply type the product’s brand name into the search engine of your choice.

Advertisement Ave.
http://www.advertisementave.com/
Features advertisements organized by company, product, and Super Bowl appearance.

Google Video
http://video.google.com/
Searchable video database.

Ads of the World
http://www.advertisementave.com/
Advertisements organized by seven different media.

Ad Flip
http://adflip.com/
Searchable database of classic print ads, including some modern advertising.

Ad*Access
http://library.duke.edu/digitalcollections/adaccess/

Duke University’s database of newspaper and magazine ads from 1911—1955.

Coloribus Advertising Archive : Creative Ads
http://www.coloribus.com
A searchable acrive of video advertising.

Also, check out these online articles Target me with your ads, please and Mixed Messages, which discuss how Websites use technology to target consumers and the use of billboards in impoverished and minority neighborhoods, respectively.