GISELLE ESCOBEDO
Year 2 Course Website / Animation.VFX
PATHOS, ETHOS AND LOGOS WITHIN ADVERTISING
THE THREE PERSUASIVE AD TECHNIQUES:
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PATHOS - APPEALS TO THE EMOTIONS OF THE AUDIENCE AND BRINGS OUT FEELINGS. IT IS, JUST LIKE THE OTHERS, A COMMUNICATION TECHNIQUE.
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ETHOS - APPEALS TO ETHICS AND CHARACTER.
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LOGOS - ADVERTS THAT USUALLY APPEAL TO LOGIC, SOMETIMES FACT BASED.
Adverts i've looked into:
BELOW ARE THREE ADVERTS THAT I HAVE LINKED, EACH EXEMPLIFYING ONE OF THE THREE PERSUASIVE AD TECHNIQUES.
PATHOS:
https://www.youtube.com/watch?v=3t6bLugtJkQ
APPEALING TO ONE'S EMOTIONS, THIS CAR ADVERT CLEVERLY USES PEOPLES EASY LOVE AND COMPASSION FOR DOGS TO WIN OVER THE HEARS OF THE AUDIENCE, AT THE END USING THE WORDS 'A BEST FRIEND FOR LIFE'S JOURNEY'. THERE ARE MULTIPLE PARTS DURING THE ADVERT, HIGHLIGHTING THE DOG AND THEIR OWNERS JOURNEY, WHERE THEY ARE SEEN IN THE CAR BEING ADVERTISED. OVER THE YEARS, THIS BRAND OF CAR HAS COME ALONG FOR 'LIFE'S JOURNEY' AS WELL.
LOGOS:
https://www.youtube.com/watch?v=5TRuNJC8Y80
A MAINLY FACT BASED ADVERT, THIS DEFINITELY APPEALS TO LOGIC, SHOWING THE EFFECTS OF SMOKING AND THE HARM IT CAN CAUSE ON YOUR BODY. AS MAINLY A WARNING, THE ADVERT IS MEANT TO NOT ONLY INFORM THE AUDIENCE, BUT ALSO WORRY THEM.
ETHOS:
https://www.youtube.com/watch?v=SviQfBuA9c0
AN ADVERT FOR AN AIRLINE FEATURING TWO FAMOUS SPORTSMEN. IT APPEALS TO ETHICS SINCE THE AUDIENCE ARE AUTOMATICALLY REASSURED THINKING THAT IF CELEBRITIES USE THE AIRLINE, THEN IT MUST BE SAFE AND RELIABLE. THIS IS A TECHNIQUE USED OFTEN BY COMPANIES AS A WAY TO INCREASE SALES OR USAGE UNDER THE PREMISE THAT CELEBRITIES USE THEIR PRODUCT TOO.
Advert analysis
Woolworths late 1970's Christmas advert.
Describe the ethos, pathos and logos. How does it do this?
Within the advert, there are elements of logos. Not only is the Woolworths logo shown time and time again, but the catchy song also advertises the brand too.
What theme or themes do we find in the advertisement? What is it about?
The running theme throughout the advert is about how much of a bargain it is to shop at Woolworths and the low prices you can get for amazing Christmas presents. There are multiple people showing off these products with the prices listed below. Not only are they simply showing off the products you can buy at Woolworths, but they’re singing it all to a catchy song too that can easily get stuck in your head, reminding you of the advert and the brand.
Who is the target audience? Who is the core demographic?
Based upon the people and products in the advert, I’d say the target audience is families and parents, mainly. Since the parents will be shopping for friends and family over Christmas, this adverts purpose is to tell shoppers to shop at Woolworths over anywhere else.
What is the impact on the viewer? Were their intentions met?
The impact on the viewer is simply what the advert wants. They see the ‘amazing’ prices being advertised, and they choose to shop at Woolworths for all the Christmas deals.