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LEGO the world biggest conglomerate of toy production fight for its consumers?! This concept is illustrated in the advertisements, used by LEGO. To illustrate, one of LEGO ads introduces the concept of child with healthy mind, who doesn't watch violence and awful things on TV, because he/she plays with none violent and harmless LEGO toys. The LEGO advertisement targets the significant part of population, people who have children, such as parents, grandparents and all other relatives. It uses methods of persuasion, indicated in Hirschberg's article, like pathos in picture, logos in copy and ethos showing the name of company(1). All in all the picture, a logo of the company and a copy describes the superiority of the product in comparison with another entertainment TV. First, the advertisement catches audience attention with the gloomy picture of person lying in the street and injecting drugs in his vein, using “pathos” as a technique of persuasion. According to Hirschberg's article pathos is an effective persuasive technique designed to “...appeal to the audience's emotions” (1). From the first view it evokes negative emotions, such as fear of situation and antipathy for person in the picture. According to Hirschberg “Ads of this kind must first arouse the consumer's anxieties and then offer the product as the solution to the problem” (4). This picture perfectly functions as a “horror story”, which will “...arouse consumer’s anxieties” (4). This picture tells the story of a young drug addict man. A common story shown on TV. Accordingly, by showing this picture ad makers try to focus audiences view on the consequences of watching TV. They say that children, watching such pictures will try to duplicate it. Then, the advertisers... ... middle of paper ... ...n. In conclusion, the LEGO ad effectively uses techniques of persuasion in its picture, evoking negative emotions, by using the picture of drug addicted person, injecting drug to his/her vein. Calling for peoples' logic in its copy, and claiming that is logical that TV shows a lot of violent and abominable things, which destruct children psychology, so that it is better to play with LEGO than to watch TV. In addition, the brand LEGO consist “ethos” in itself, because it is the worlds well-known brand. All in all LEGO ad evokes controversial feelings with its aggressive persuasion. Works Cited 1. Hirschberg, S. (1996). The Rhetoric of Advertising. Essential Strategies in Argument. New York: Longman. 2. Webuser (2011).“10 amazing LEGO facts”. Retrieved February 18, 2001, from
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