ASPCA and the Power of Persuasion Advertisers all have one goal in common, that is an ad that is catching to a consumer’s attention. In today’s fast paced society there are so many selling products and charities. As I exam the advertisement for the American Society for the Prevention of Cruelty for Animals (ASPCA), I will show how they use the pathos, ethos, and logos – also known as Aristotle’s Theory of Persuasion. 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 looks very solemn, sad, and miserable. It makes one think how can people do this, why would they do this. This is an animal that should not have to live their life this way; it can really tug at some heartstrings, and cause many emotions like sad, anger, and even happy. For instance something like this makes most people think wow how can someone do th...
The business world is very competitive today more that it has ever been. There are very many business organizations that deal with similar products and thus survival is an everyday hustle. Every business organizations would like to get the maximum possible market share in order to maximize its profits. Very many organizations have been sent out of business simply because they are not competent enough. It is known as a fact that advertisement is one of the most crucial determinants of business success. It is through advertisement that businesses can let customers know about the existence of their products and also remind customers to keep on patronizing their business premises for more offers. Good advertisement that captures customer’s attention and convinces them to act as requested will contain the three artistic proofs, which is ethos, pathos and logos. Ethos is the ethical appeal, pathos is the emotional appeal while logos is the ethical appeal all contained in massages. It is the combination of these three appeals that prompts the customer to act as requested by the advert. This paper will analyze the use of ethos, pathos and logos in the one of the Apple advert
Some of the great philosophers known to man, Aristotle and Plato, wanted the ability to persuade. Aristotle wanted to be able to persuade people with a good amount of time, wisdom, and knowledge so that people could see the good of something. His student, Plato, wanted to be able to persuade people quickly and more affectively by persuading them in a very short time frame. So in order to quickly persuade people, Plato proposed an argument by expressing an idea and supporting it with rhetorical evidence. From Plato’s teaching came three types of rhetorical evidence; logos, which argues by logic; pathos, which argues by the use of sympathy and empathy; and ethos, which argues by the use of ethical appeals. Today the three types of rhetorical analysis can be found everywhere in everyday life. Just like Plato, ad writers who produce TV commercials want to persuade people in a short amount of time. These ad writers have to persuade the view point of their audience in about 30 seconds to a minute in time. In 2010, during Super Bowl XLIV, a commercial by Audi was premiered. This Audi commercial is a great example of the use of the three types of rhetorical evidence; logos, pathos, and ethos.
Pathos is emotional appeal that influences what we think. According to everything’s an argument there are four main ways that Pathos is used. They are using emotions to build bridges, using emotions to sustain an argument, using humor, and using argument based on emotion. To build a bridge, the speaker makes the audience feel empathy for the situation. The speaker appeals to her or his own experience to gain sympathy early that way the audience will be more inclined to listen later. When utilizing emotion to strengthen an argument, it makes the claim stronger, because it can energize the situation. Humor can be a great tactic to lighten the mood, but a jokester must be careful because the joke may be thought of as ridicule. Arguments based on emotion are to strike a particular emotion, so that the audience will feel more
Have you ever seen an advertisement for a product and could immediately relate to the subject or the product in that advertisement? Companies that sell products are always trying to find new and interesting ways to get buyers and get people’s attention. It has become a part of our society today to always have products being shown to them. As claimed in Elizabeth Thoman’s essay Rise of the Image Culture: Re-Imagining the American Dream, “…advertising offered instructions on how to dress, how to behave, how to appear to others in order to gain approval and avoid rejection”. This statement is true because most of the time buyers are persuaded by ads for certain products.
Pathos is about the audience and the emotion that can be drawn upon from it. By being able to make the audience feel, you can get a call to action to be performed. Feelings are a strong motivator and an easy way to get a message across. Ellsworth Toohey uses pathos by employing guilt and the idea of happiness. He suggests that in order to be happy one must give up on all his desires and play to the desires of mankind. To paraphrase a quote he says “Ask not what society can do for you, but what can you do for society.” So when the people of the book hear this, they actually hear, that to be happy, we must get rid of all personal desires. Now to guilt. He portrays it as anything you want and wanting those things are bad. Which makes people feel like they’re bad for wanting anything. Pathos is strong part of the triangle. Emotion is and always will be a very powerful thing. By adding a call to emotion, people will more likely remember what you are saying, or writing. When drawing up on an emotion you have to be subtle about it. You can’t just drop bombs all the way through. Enthymeme or the hidden purpose should be used and conveyed but not in a straight forward manner. An example would be instead of saying “be excited about working out” during a presentation, list the benefits and show results of what working out can do. People will hear the benefits and see the results and feel excited about working out without being told
In 2010 the ASPCA (The American Society for the Prevention of Cruelty to Animals) came out with a commercial that would shock the advertisement industry. The effectiveness of this commercial is proven, simply by watching the reactions of the commercial’s viewers. For those who have never seen the video it has a very sad and morose tone to it. The commercial begins with showing pictures and videos of suffering animals with the song “Angel” playing in the background. While this is going on the narrator of the commercial (Sarah McLachlen) is softly talking about the suffering and abuse that these unfortunate animals go through. Through many different rhetorical techniques the viewers are many times brought to tears after watching this commercial. When thinking of pieces of Rhetoric that demonstrates the use of pathos, the first thing I think of is this commercial. The sole purpose of this commercial is to emotionally compromise the audience until eventually the viewers will donate money to the cause. This video is so affective at completing this goal because of the way it connects to the viewers, and the way it uses many different methods to attack the viewer’s emotions.
An advertisement is a form of public writing in which the author uses writing strategies as a way to catch the attention of a reader and to persuade that reader to purchase what he or she is promoting. In order to create an effective advertisement, the author relies on the product’s credibility, uses reasons to convince the reader to buy what he/she is promoting, and attempts to appeal to the reader based on emotion. A way in which this can be achieved is through using three components of writing known as ethos, pathos and logos. As an example to illustrate how these strategies can be used as an effective method of persuasion, I have chosen to analyze an advertisement produced by a travel agency. In the ad, the author’s attempt is to use logos and pathos as his primary means of persuasion but touches on all three components of writing as a method of luring the reader into choosing Texas as the primary choice for a vacation destination. The author’s intent is to rely on this location to represent the travel agency as a source for planning the vacation.
The video describes how our society may not even care about the product being advertised, but we still read the billboard or watch the commercial. Also mentioned was the use of colors in a commercial, the marketing effects in politics, and even market research obtained by studying different cults. Frontline takes an in-depth look at the multibillion-dollar “persuasion industries” of advertising and how this rhetoric affects everyone. So whether this is in the form of a television commercial or a billboard, pathos, logos, and ethos can be found in all advertisements.
Advertising is one of the biggest industries in the world today. People and different businesses are trying to sell certain products to others. They spend billions of dollars trying to make an advertisement to influence them to buy what they are trying to sell. Advertisements are everywhere because there is a variety of ways to advertise a product. Whether it is on television, the radio, in a newspaper, or in a magazine, there is no way a person can escape them. Many of these companies use certain techniques to catch a person’s attention. One way experts get consumers’ attention is by dividing their strategies into three categories: pathos, ethos, and logos.
In the Advertisement industry there are many different strategies used to influence an audience. Among the strategies are the use of the advertisers methodical approaches by using different types of logic appeals. There are three different types a logic commonly used to promote and sell an item. Logos is the appeal to reason and it focuses on the practicality of the object. Ethos is the appeal to authority, is the use of an authoritative figure as a promotion. Pathos is the appeal to emotion, which acts upon relating to and drawing out the emotions of the audience (Kirszer and Mandell 13). An analysis the strategies of the advertises as expressed in the commercials of the SmartCar, the Toyota Venza and
Pathos is emotions that the photo might make a viewer feel. In the photo above, a possible feeling a viewer might feel is shocked and even afraid. When looking at the photo above, the teeth are replaced with cigarette butts. This photo may shock a viewer because the viewer may expect the teeth of a human rather than cigarette butts. Another feeling a viewer may encounter is being disgusted. The photo presents a negative view of smoking. It shows that more may happen to a smoker’s body than they ever expected to ever happen. Lastly, a viewer may even experience sadness. Almost everyone knows someone who smokes, and possibly may know someone who had died from the serious results of smoking. But there is another strategy that the photo above
Pathos is the author’s use of emotional appeal to persuade the reader to do what it is the author wishes for the reader to do. In another article on Live Action News, written by Dominic Tennant, the examples given causes the reader to feel a sadness for fetuses in abortions. Tennant states the reasons why abortion is not acceptable giving the example of, “It is especially wrong to kill a human being (Harry) to the degree that [i] Harry is innocent, [ii] Harry is defenseless, [iii] Harry has more to lose, [iv] the killing is premeditated, and [v] the killing is enabled by someone who is under a special duty to protect Harry”. The quote makes the reader feel an overwhelming sadness due to the fact that, in this case, Harry is a fetus who is defenseless and has no say in what happens to him. In a contrasting article about pro-choice on the website Memphis Choices, the stories of the women who have experienced an abortion and what overall happened is also very convincing and
This advertisement from the American Society for the Prevention of Cruelty to Animals (ASPCA) immediately affects the viewer’s emotions. By playing sad music in the background while images of scared and injured animals pass the screen, the creators of this advertisement are successful in compelling many viewers to open up their wallets and donate to the cause. Through the use of common rhetorical devices as well as less obvious strategies, this advertisement targets the viewer’s mind and succeeds in its goal of presenting the topic as a problem that needs to be solved. However, it is interesting to consider whether the problem that should be addressed is really animal neglect or something bigger, like the fact that many citizens prioritize
Advertisements often employ many different methods of persuading a potential consumer. The vast majority of persuasive methods can be classified into three modes. These modes are ethos, pathos, and logos. Ethos makes an appeal of character or personality. Pathos makes an appeal to the emotions. And logos appeals to reason or logic. This fascinating system of classification, first invented by Aristotle, remains valid even today. Let's explore how this system can be applied to a modern magazine advertisement.
“Pathos is a quality of an experience in life or a work of art that stirs up emotions of pity, sympathy, and sorrow. Pathos can be expressed through words, pictures or even with gestures of the body” (“Pathos”, 2016). This rhetoric appeal persuades an emotional audience like families with children who have ADHD. Since many young children are affected by ADHD, people tend to get emotional and start to think about their children and they start to pay more attention to this disease. In this web page, pathos is used to grab peoples’ attention using an emotional perspective. Pathos, like the other rhetoric appeals, is very effective at drawing the audience in, so that they may learn more about the CDC and