1. Produce
a brief introduction to advertising techniques which includes the three terms
identified in the Art of Rhetoric by Aristotle, Ethos, Pathos and Logos.
Ethos AdvertisingEthos advertising is the use of people of a well-known status, advertising a certain brand. Ethos also means a credible and ethical background such as someone of status convincing an audience, like a character in book that is written by an author, the book is referred to by the character, not the author. This method is used so the audience trusts the brand. A celebrity such as Drew Barrymore for Covergirl, is used because she is a well known actress, someone that some people look up to. They use her also, because women will want to look like her, and think that since its a Covergirl ad, Covergirl products will help them achieve this. Such as the mascara its advertising, the ad makes women think they can achieve lashes like Drew Barrymore by using this products.
Pathos Advertising
Pathos advertising is the use of an advert with statistics, data or surveys and or some sort of information that appears to be important that sounds like a science research. It also similar to the voice of reasoning alongside these factors. Facts from the past can also be an effect and outcome of the warning of the past effects can help promote new facts and statistics. This 'fact' type advert, grabs readers attention and sticks in their memory. The idea of this NHS, 'stop smoking' advertisement is to 'unhook' yourself from smoking as smoking is addictive. It also puts the audience in a position to see there self in this situation which can frighten them and make them consider quitting.
Logos Advertising
Logos advertising
is the adverting type that
affects emotions, such
as excitement, love or hate. I chose
the pepsi advertisement that has Beyoncefeature on the advert. She sings her newest single release at the time,
called 'grown woman' and it features Beyonce practicing dance routines then looks into the several mirrors
and her self from years ago appear, in iconic outfits she wore in the past, then she has a dance off with them
then drinks pepsi at the end. This advert makes people excited and happy because everyone has heard of Beyonce and it contains
a feel good song, and whenever
people hear that
song,they associate the song
with the brand pepsi.
