Wait a second!
More handpicked essays just for you.
More handpicked essays just for you.
The power behind advertising
Literature review on advertising effectiveness
Literature review on advertising effectiveness
Don’t take our word for it - see why 10 million students trust us with their essay needs.
Recommended: The power behind advertising
Advertising is undoubtedly one of the most effective methods of persuasion in America. They are used to captivate an audience lure them in to performing certain actions that can range from purchasing certain products to starting a weight-loss diet or supporting a certain charity. The question is, what makes an advertisement appealing? If one were to go back in time and ask Aristotle, his response would be ethos, pathos, and logos. The texting ad effectively uses ethos, pathos and logos, the cigarette ad semi-effectively uses logos, and the nose hair trimmer ad effectively uses ethos; but, the cigarette ad does not use ethos or pathos and the nose hair trimmer ad does not use logos or pathos; therefore, the texting ad is the most effective because it uses all three methods of persuasion.
The first advertisement shown is the texting ad. Upon viewing the advertisement, it is obviously geared towards cell phone users who are driving on the highway. The big billboard is strategically placed next to the highway to make sure that drivers are able to see it clearly as they pass by. The image shows the inside of a car that has its airbag deployed with the phrase “text to deploy” written on the airbag. The phrases “stop the texts” and “stop the wrecks” are written in the lower right corner of the image. On the bottom of the image, the Ad Council and the National Highway Traffic Safety Administration seals of approval are shown (Texting). The intended message of this advertisement is that drivers should not be texting while operating their motor vehicles. It is not intended to convey that if you send out a text message the airbag will automatically deploy. The purpose of the advertisement is to prevent drivers from using their cell phones...
... middle of paper ...
...te ad were unable to establish all three aspects—ethos, pathos, and logos; therefore, the texting ad was the most effective advertisement.
Works Cited
Cigarette. Advertisement. 1.bp.blogspot.com. Buttout, n.d. Web. 21 Nov. 2013.
Fowles, Jib. “Advertising’s Fifteen Basic Appeals.” Research & Composition in the Disciplines. Ed. Laurence Behrens. New York: Pearson Learning Solutions, 2011. 515-532. Print.
NHTSA. "NHTSA's Mission." NHTSA's Core Values. National Highway Traffic Safety Administration, n.d. Web. 21 Nov. 2013.
Nose Hair Trimmer. Advertisement. Most.themost10.netdna-cdn.com. The 10 Most of Everything, n.d. Web. 21 Nov. 2013.
Panasonic. "Panasonic Company Profile." Panasonic.com. Panasonic Corporation of North America, n.d. Web. 21 Nov. 2013.
Texting. Advertisement. Www.oaaa.org. Outdoor Advertising Association of America, n.d. Web. 21 Nov. 2013.
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.
...s, B. M., and W. Stroebe. (2010) “Setting the stage.” The Psychology of Advertising. East Sussex: Psychology, Print.
Advertising is a form of communication involving selling a product to modify the behavior of the buyer into buying the product. In the essay, “Advertising’s fifteenth appeals”, Fowles explains how advertisers see the readers through the magazines and the appeals they use to influence the readers. Magazines target the audience as meant to satisfy their desires for love, attention, or the feeling to be secured and safe. For example, Cosmopolitan magazine sees the readers as flawed individuals who should change themselves to be accepted by others. Most of the appeals used to influence those audiences are “the need of escape”, “attention” and “the need to satisfy curiosity”.
n today's world it`s practically normal to see every kind of ad, and they are everywhere! In the article “Advertising's Fifteen Basic Appeals” By author and professor Jib Fowles. Who claims that advertisers give “form” to people’s deep-lying desires, and picturing state of being that individuals yearn for…” stated by Professor Fowls. I will describe the fifteen apples that advertisers use when trying to sway to the public to buy their product. These apples are the following… sex, affiliation, nurture, guidance, aggress, achieve, dominate, dominate, prominence, attention, autonomy, escape, feeling safe,aesthetic sensation, curiosity, and Physiological needs. By observing some magazines which are frequently bought, I will examine three full page advertisements to to see what of the fifteen appeals are working in each ad to convey that desire.
Fowles, Jib. “Advertising's Fifteen Basic Appeals.” Eds Michael Petracca, Madeleine Sorapure. Common Culture: Reading and Writing About American Pop Culture. Boston: Pearson, 2012. 54-72. Print.
In this day and age, persuasion can be seen on almost any screen. The average American views thousands of advertisements every week. Most ads are simply pushed out of a person’s mind, but the successful advertisements are the ones that resonate with people. Some forms of ads are very annoying to those who put up with them constantly. Online pop-up ads, for example, are proven to do worse for products and business than no advertising at all! This is because this form of advertising does nothing to convince or persuade the person viewing the ad, and no effort is put into actually put into proving what it’s worth to make a point. Pop-ads make zero use of something known as “rhetorical devices”. In Julius Caesar, Brutus and Mark Antony both try to convey their point of view to a large audience of Roman citizens. One had a better speech than the other since he used “rhetorical devices” more effectively. Logos (logical; what makes sense), Ethos (ethics and morals; portraying similar beliefs and values), and Pathos (emotions; natural feelings that can be counterintuitive to logos) are the rhetorical devices that Aristotle
This essay is a perfect example of the importance of a thorough introduction to provide the reader with a concise synopsis of what the paper intends to covers. Had Gladwell excelled in both areas he neglected, this would be an extremely interesting, thought-provoking look into the world of advertising. Works Cited Gladwell, M. (1997). The New Yorker. Listening to Khakis.
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.
Postman states, advertisements were created to “appeal to understanding, and not to passion” (60). It is also stated that producers would make the assumption “that potential buyers were illiterate, rational, and analytical.”(58) Though Neil Postman makes it apparent that advertisers are not always truthful about what they say. Advertisers also tried to appeal to the masses by coming up with catchy slogans to lure people in.
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.
Every day in today’s world, people encounter advertisements through various media forms such as television commercials, magazine ads and billboards. Through advertisements, advertisers can persuade their viewers to buy their products through persuasive tactics. In a September 21, 2015 Sports Illustrated issue, Gieco Insurance ran an ad which used subtle hidden messages, encouraging words, and appetizing images to create a desire for its product.
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.
emotions. Sut Jhally describes ads as "the dream life of our culture" and explains the persuasive
Berkman, Herald W. and Gilson, Christopher. Advertising: Concepts and Strategies, 2nd ed.. (New York: Random House, 1987). 244.
Persuasion is a part of our everyday life. Whether we are persuading our mother, using persuasion through speech, or through advertisements, we are using rhetoric strategies to get the response we desire. With the help of minor details in many advertisements, Ethos, Logos, and Pathos are a way of persuading the audience to buy or think a certain way. A Colgate toothbrush commercial used Logos, Pathos and Ethos to spread the word that they have the best toothbrush of all, in which they target everyone who has teeth. Through the use of advertisements, Colgate has convinced the world that they have the best toothbrushes, they’re even recommended by dentists.