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rhetorical analysis essay on ethos pathos and logos
rhetorical ethos pathos and logos
Effectiveness of online advertising
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Effective Advertising On average, Americans are exposed to over 362 minutes of advertising per day as stated in the article “New Research Sheds Light on Daily Ad Exposures” by Sheree Johnson. Advertisements lasting one to two minutes, implies Americans are being exposed to more advertisements than anything else. Advertisements are not able to be escaped and are used to pursue consumers into buying products they might not even need. This can be a reliable technique by marketers because consumers fall into what the advertisements are saying. Increasing advertisement exposure to consumers per day allows marketers, such as Diet Coke a more valuable beverage company because their advertisements are simple, making them more effective.
The Diet Coke
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Diet Coke simply states “Great Taste is Timeless” making the consumer want to buy the soda. Aristotle’s rhetorical triangle ethos means credibility. In the article “Ethos, Pathos, and Logos” by Henning, she states the meaning of ethos as “the source’s credibility, the speaker’s/ author’s authority.” The advertisements, usually stated in small print on the bottom will have a website or a phone number to learn more information on the product. For the Coca-Cola website consumers can find out statistics for the company. Statistics found are daily servings, how many products are sold in over two-hundred countries and the company’s net income. Providing extra information on the company as well as on the product, encourages the consumer to purchase the merchandise. Advertisers create advertisements that appeal to the consumer’s emotions. Marketers use certain words and phrases to attract the viewers’ attention. Aristotle’s rhetorical appeal pathos, stated in the article “A General Summary of Aristotle’s Appeals” by Henning, pathos “the emotional or motivational appeals; vivid language, emotional language and numerous sensory details.” Such as in the advertisement for Diet Coke the word “timeless”, used to make the consumer think about what might be timeless for them including a …show more content…
The advertisement can be for anyone that has a favorite beverage. The advertisement was found in People Magazine. The demographics for People Magazine found on the magazine’s website, are seventy percent middle aged women around thirty-eight years old as well as viewed by eighty percent of college students, and reaches more women than any other magazine, with over twelve million users each month. The advertisement was found in the magazine because readers are viewing the magazine to read articles, for gossip, or celebrities, the magazine has been centered on popularity and entertainment. The Diet Coke advertisement was put in People Magazine because, for being a popular beverage Coca-Cola wants to reach viewers for
The Diet Coke commercial introduces Diet Coke in a practical way. It shows her drinking and enjoying her coke while writing a song. But, she wasn't really drinking it while she wrote the song 22. The commercial wants you to believe that diet coke
What captures the attention of people when they view an advertisement, commercial or poster? Is it the colors, a captivating phrase or the people pictured? While these are some of the elements often employed in advertising, we can look deeper and analyze the types of appeals that are utilized to draw attention to certain advertisements. The persuasive methods used can be classified into three modes. These modes are pathos, logos, and ethos. Pathos makes an appeal to emotions, logos appeals to logic or reason and ethos makes an appeal of character or credibility. Each appeal can give support to the message that is being promoted.
This can be done by the ads choice of language or remaining fair and unbiased in the ad. First, the Pepsi ad uses high school level vocabulary, making the ad easier to understand. Many consumers have graduated high school or had some type of schooling, so this is the appropriate vocabulary to use. However, the Pepsi ad contains biased information. The ad is all for Pepsi and wants buyers to purchase this product over every other soda; just because Pepsi has donated millions of dollars to fund hundreds of ideas. The ad should try to remain unbiased if it wished to appear ethical. The Coca-Cola ad also uses high school vocabulary like the Pepsi advertisement, and is biased in some aspects of the advertisement. According to the ad consumers should buy this product because it contains the “Real refreshing taste” and “has brightened the holiday season better, better than any other soft drink.” There is no data provided that backs up this claim made by the Coke ad. Yes both ads chose appropriate language, but they contain biased information. Both ads need to take an objective point of view if they wish to appear
Imagine yourself sitting in front of the television during the super bowl and you see a commercial. This commercial starts off with an American soldier coming home to his wife and kids after a long day on the job. He says that "my job is at home protecting his family and that no one can tell me how to do that". At the end it shows what the commercial is for and it is for a gun company for Daniel defense (defense). This is a commercial for pro gun laws that has been banned from the super bowl this year. This is just one of the ads that are being banned from the commercials of the super bowl this year, yet there will be other more offensive ads being played. Why is this ad being denied and an ad for beer with half naked ladies being permitted?
As most commercials from Coca-Cola have been in the past, the audience can only infer that the commercial will be a pathos driven advertisement. This inference can be made by the fact that Coca-Cola wants the audience to feel as though the beverage would bring them happiness. This rhetorical device is used so that the company can hide the knowing fact that Coke is not exactly healthy for consumers. Advertisers want to leave behind a feeling of refreshment and happiness, not a
Pathos, being the strategy most strongly used in this commercial, connects with the feelings of the audience. By featuring the commercial atop a green hill with a diverse group of people, Coca-Cola is showing that people of different cultures can come together in harmony, which aforementioned, was what people were looking for at this period in history. Not only the thought of harmony among groups of people, but the song that they sing together melodiously. When the commercial begins we see a young blonde woman begin the song, then she is joined by the rest of the crowd in singing, “I’d like to buy the world a home and furnish it with love…” along with other verses describing animals and pleasantries that would accompany them in furnishing this home. When we think of home, we think of a place where we can be loved and cared for, a place that is peaceful and pleasant (or this is what most people hope for), which is exactly what Coke describes to us as we watch enchanted by the beautiful voices of the people. Coca-Cola connects with us by evoking emotions of belongingness, love, peace and harmony amongst our fellow friends and people. This form of pathos is what really hooks the
Advertisements are one of many things that Americans cannot get away from. Every American sees an average of 3,000 advertisements a day; whether it’s on the television, radio, while surfing the internet, or while driving around town. Advertisements try to get consumers to buy their products by getting their attention. Most advertisements don’t have anything to do with the product itself. Every company has a different way of getting the public’s attention, but every advertisement has the same goal - to sell the product. Every advertisement tries to appeal to the audience by using ethos, pathos, and logos, while also focusing on who their audience is and the purpose of the ad. An example of this is a Charmin commercial where there is a bear who gets excited when he gets to use the toilet paper because it is so soft.
This advertisement makes Diet Coke popular because it focuses on why the consumers drink the product; it 's refreshing and does not cause weight gain. This is proved in the advertisement because the women portrayed are happy and having a good time while sharing a Diet Coke, which leads the consumers to believe that they should buy a Diet Coke as well. This association increases sales and helps improve the overall market
When a company produces an advertisement or a commercial, their main objective is to get their products to sell faster. They use many methods to lure the audience being targeted to purchase their products. Similarly, Tyson, a food company, has created a chicken nuggets advertisement to draw people’s attention. Generally, the advertisement seems like a very simple design the red text in a white background. Easily, the audience can see the big words that are bolded in red on the top left corner of the ad. The following below is the product’s brand name “Tyson Chicken Nuggets”. Beneath that is the subtext of saying “Crispy on the outside, juicy on the inside and made with 100% all natural ingredients. Kids love ‘em 100% of the time,” and a smart phone’s code to watch a funny commercial. On the bottom right corner of the ad is the image of a little boy holding a chicken nugget looking happy, and next to him is just an original bag of chicken nuggets. This ad is mainly designed to get noticed in the marketplace. To catch the audience’s attention, the advertiser is almost successful when it uses pathos and ethos to convince the costumers to buy the chicken nuggets; though, it fails to appeal to logos for the product. Indeed, the company provides illogical facts and unreasonable statistics that cause misconceiving the audience think into many different ways.
Although the ad lacked enough material for it to be eye catching, the ad itself was not confusing. It presented its product, messages, and color in a precise fashion. Coca Cola purposely chose black, red and gray to appeal to both men and women. The fact that the ad is aiming to include everybody is a solid point. The diet coke ad also managed to fit in Ethos, Pathos, and Logos within its ad. To cap it off the ad hid arrows with font, positioned the bottle to point to the top, and also managed to add a taunting factor to bring in audiences. It was an ingenious way to hide everything behind a simple non-moving picture. And who knows there might be more things lurking in the same ad. In fact, companies are always hiding several messages behind their advertisements. Just remember the art of advertising is sneaky and there is always something behind the
... a cola option that is “guilt free”. They also push the fact that it tastes the same as regular Pepsi telling them they don’t have to sacrifice taste for lower calories like most diet products. The target women is in her 20’s and 30’s single, dating age so she watches her weight. Diet Pepsi is a great option for her at the bar as well. She is middle class to upper middle class in a city, and she has no children. She dates a lot and is outgoing, she drinks and eats diet products because like all women her age she wants to look good and dreads going up a pants size.
help to sell products but has small text to in a way trick the reader.
Advertising has been defined as the most powerful, persuasive, and manipulative tool that firms have to control consumers all over the world. It is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. Its impacts created on the society throughout the years has been amazing, especially in this technology age. Influencing people’s habits, creating false needs, distorting the values and priorities of our society with sexism and feminism, advertising has become a poison snake ready to hunt his prey. However, on the other hand, advertising has had a positive effect as a help of the economy and society.
Coca-Cola is a well-known and cherished brand name. When people think of this name, memories tend to overflow in their heads. Why? Because, not only does Coke taste great and refresh your own personal memories, it also fills you with memories of the Coca-Cola like "Always Coca-Cola", the antics of the Coke polar bears, and all of the different ads that have represented Coke over the years. Just about every ad you see, as a consumer, will have tons of hidden meanings. Coca-Cola may not always intend to present the same hidden meanings, but will always intend for their audience to see a commercial and hopefully crave a Coke product. I found a Diet Coke ad that really caught my eye in the August issue of Southern Living, a magazine for women. The ad, titled High School Reunion, pictured four Coke bottles in a diagonal line. The first bottle, a new unopened Diet Coke bottle, is pictured at the top left-hand corner of the page. The next two Diet Coke bottles are supposedly being consumed. At the bottom right hand corner of the ad page you see the bottle is empty. This reveals the conversation of a young woman contemplating the plans for her high school reunion. Over all Coca-Cola is believed to put these claims, supports, and warrants in their ads to make their product more appealing to the consumer.
There are a variety of beverages available to us today with a wide range of differences, some are flavored, carbonated, low calorie, energy boosters, and just plain water. When it comes down to carbonated drinks there are two major rivalry soda companies dominating the market. Coca Cola and Pepsi are two well know cola distributors with very credible history, but the question still remains one is America’s favorite? With the ongoing competition between Coca-Cola and Pepsi, each company is incorporating new strategies for marketing and advertising there brands. When comparing an advertisement from each of the companies, we will review how they appeal to consumers.