Which specific advertisements stick in your head What makes these advertisements memorable Do you think advertisements have an effect on your personal interests Pathos Logos or Ethos ID: 782790
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Slide1
Bell Ringer:
Where do you encounter advertising?
Which
specific advertisements "stick in your head?"
What makes these advertisements memorable?
Slide2Do you think advertisements have an effect on your personal interests?
Slide3Pathos,
Logos, or Ethos?
What appeal are advertisers using to get you to buy their product?
Slide4Persuasive Techniques
Pathos-
emotional approach
Logos- logical
approachEthos- ethical approach
Slide5Pathos
Pathos
: Emotion
To make the audience
feel
something about what is presented to it
Children, animals, illness, memories, etc…
“Tugs at your heart strings”
Slide6If you don’t buy me Pampers, you’re making me cry!
Look how happy I am now!
PATHOS
Slide7Logos
Logos
: Logic
To make the audience
think
about what is presented to it
Statistics, facts, authorities, etc…
Very straightforward, and not “fluff”. It has a very scientific, factual approach.
Slide8Examples of Logos in Advertising
Ads that quote statistics.
Ads that argue for superior performance or durability.
Ads that claim health benefits.
Ads that use deductive reasoning (X is good, Y is an example of X, so Y is good).
Slide9Research shows there are good reasons to drink fluids when you exercise, and Gatorade is a fluid !
LOGOS
Slide10Ethos:
Ethics
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.
Slide11Ethos often involves
statistics
from reliable experts, such as nine out of ten dentists agree or America’s 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.
Slide12ETHOS = Appeal to Character
Ethos appeals to an audience by creating an atmosphere of trust.
Ethos highlights the character of its source. We look less to the message than to the person who’s delivering it.
Ethos is all about CREDIBILITY:
The source strikes us as authoritative.The source strikes us as worthy of respect.The source strikes us as likeable.The source strikes us as honest.
Slide13Buy this book because Oprah says to! (She’s honest and level-headed and knows a good read when she sees one—plus she’s rich and famous!)
ETHOS
Slide14Can some advertisements have more than one appeal?
Yes! The more appeals used in an ad the more likely the consumer is to connect with it
.
The more techniques used the more effective the ad will be.
Slide15ETHOS:
Name of organization gives credibility.
LOGOS:
Text makes argument that reporters need to inform public about what goes on in combat zones.
PATHOS:
Shocking image of bloody body creates sense of outrage.
Slide16ETHOS, PATHOS, and LOGOS
AS YOU ANALYZE THE ADVERTISMENTS:
Ethos:
Does it ask you to trust an “authority” on the subject
?
Pathos: Does it make you feel a strong emotion?
Logos: Does it make you use your sense of reason?
Slide17Ethos, Pathos,
and/or
Logos?
Slide18Slide19Slide20Ethos, Pathos, or Logos?
Slide21Ethos, Pathos, or Logos?
Slide22Ethos, Pathos, or Logos?
Slide23Slide24Ethos, Pathos, or Logos?
Slide25Ethos, Pathos, Logos?
Slide26Ethos, Pathos, or Logos?
Slide27The End!
Your
homework
is to bring in to class a print advertisement (
school
appropriate
).
Label the types
of persuasive
appeals used in the ad