Advertising Is Fundamentally Persuasion And Persuasion Essay

1583 Words Nov 29th, 2016 7 Pages
William Bernbach, an American advertising director, and one of the founders of the famous international advertising agency Doyle Dane Bernbach, once said, “Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.” Companies have been always trying to master this art. Major companies spend millions of dollars on advertisement, trying to convey their products to the costumer. Good advertisement is what distinguishes between the big companies and the small ones. Advertising helps the costumers compare the different products, allows businesses to keep their customers and to gain new ones, and it shows the importance of the product and why you should buy it. All advertisers use these three techniques of persuasion: ethos, logos, and pathos. There is a lot of competition for companies to sell their products. Nike and Adidas are the biggest footwear, apparel, and equipment companies in the world. They are both known for their quality sports apparel and footwear. Both the companies have signed sports superstars to represent them. Nike had signed Michael Jordan, the greatest basketball player, and Adidas had signed Messi, the greatest soccer player. Although Nike and Adidas look similar, have balance, emphasis, and have the same persuasion techniques (ethos and pathos), they are both very different in the sense of audience, the way they achieve balance, and emphasis, and the way they use ethos and pathos. Figure one is the advertisement made…

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