Ethos And Pathos In Advertising: The Art Of Advertisement

Great Essays
The Art of Advertisement William Bernbach, an American advertising director, who was 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 business 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. Ethos is ethical appeal; its goal is to convince people that the advertisers are trust worthy, usually by bringing someone well known and trustworthy into the picture. Logos is the logical appeal; it uses statistics and facts to …show more content…
In figure one the photographer did a great job balancing the picture. The photographer captures a moment when both sides have equal number of players. Also, the basketball board is a slightly on the right side, but is balanced by placing the text and Nike logo on the left side. Adidas approaches balance in a completely different way. Adidas’s ad is two pictures put together. The left side of the ad is a close and large portrait of Messi and there is small text in front it. The right side of the ad is a smaller portrait of Messi and the camera is farther than the first picture, in a way that shows Messi’s body. In front of this picture a big Adidas logo is placed. Adidas balances the two pictures using the text and the size of the two pictures. It uses a bigger picture on the right and small text, and it uses a smaller picture and larger text on the left side, creating a sense of

Related Documents

  • Improved Essays

    Advertisements have been the driving force for companies to get people to buy the product that the company is selling. For example, the “Share a Coke” Coca-Cola commercial has been one of the most successful commercials that the Coca-Cola company has made. The commercial is success because the commercial uses appeals to persuade the audience to buy their Coca-Cola sodas. Appeals have certain aspects such as credibility or proof of a certain subject, the use of logic, or emotions according to the essay, “Advertising’s Fifteen Basic Appeals” by Jib Fowles. Furthermore, the “Share a Coke” Coca-Cola commercial has been successful due to appeals from “Advertising’s Fifteen Basic Appeals” by Jib Fowles; examples of the appeals include pathos and the need of affiliation are what the Coca-Cola commercial “Share a Coke” influenced the audience into buying the Coca-Cola sodas.…

    • 1014 Words
    • 5 Pages
    Improved Essays
  • Improved Essays

    In the article “What We Are to Advertisers”, James B. Twitchell argues that “advertising is not just to brand parity objects but also to brand consumers” (182). Rosser Reeves, a skilled advertiser, tried to convince different groups of people that quarters had meaning and value. The consumer’s view of products is called positioning. The consumer must feel like the product they are buying has value and is better than competing products. I have had experience of witnessing many competing companies that are trying to convince buyers that they have the superior product.…

    • 785 Words
    • 4 Pages
    Improved Essays
  • Improved Essays

    Advertisements are everywhere you go now. Without realizing we see at least a hundred ads a day. Advertisers will try pretty much anything to sell their products. So how far are they willing to go to sell you their products? What emotional appeals will they use to catch your attention?…

    • 1189 Words
    • 5 Pages
    Improved Essays
  • Improved Essays

    “Advertising’s Fifteen Basic Appeals” by Jib Fowles outlines the fifteen different areas in which advertisers try to manipulate the average consumer's mind by showing how they would be happier, accepted more, or better looking if they would buy a certain product. He delves into the structure of advertisement and sets a microscope on how the industry exploits the need for attention, aesthetic sensations, fulfill physical needs and etc by playing on the emotions of the human mind. Fowles states that an advertiser attempts to win the attention of consumers by giving a shape to the people’s deep-lying desire in a manner which they personally wish for. Advertisers make efforts to enforce both implicit and explicit messages in hopes of trying to manipulate consumers’ decisions. I will analyze…

    • 1018 Words
    • 5 Pages
    Improved Essays
  • Improved Essays

    Our world relies on consumers to purchase products. Purchasing products is what keeps the country on its feet. As there are consumers, there are also producers. These producers sell their products by advertising to consumers. Furthermore, producers appeal to their consumers in these ads to make their products seem more enticing to buy.…

    • 973 Words
    • 4 Pages
    Improved Essays
  • Improved Essays

    Pepsi Rhetorical Analysis

    • 1309 Words
    • 6 Pages

    Nowadays, we live in a globalized world where technology provides great opportunities for cross-cultural communication. Furthermore, it is a fact that most companies use different kind of technologic sources such as TV commercials, websites, and so on, to present their products to the general public. However, if companies want to expand its brand to the global market, it is important that they are aware of cultural differences and its possible influence on the people’s behavior. As an illustration, Pepsi, a multinational beverage company, has been responsible for creating a great quantity of commercials which have been shown across the globe. When analyzing Pepsi Company’s use of rhetorical appeals via two commercials, the company’s use of persuasion becomes obvious; moreover, Pepsi’s commercials are established in accordance with the culture where the product is intended to be sold.…

    • 1309 Words
    • 6 Pages
    Improved Essays
  • Improved Essays

    Have you ever fallen for strategies to a producer that is trying to make you buy his product? Usually, consumers are obvious to the strategies that are used to persuade them into products. In this article, the author of The Onion mocks rhetorical strategies that consumer’s often fall for when buying an item. By using different strategies to the audience, the author hopes to expand consumer’s knowledge so they won't be fooled. Using these strategies help marketers to sell their product easier without questions.…

    • 687 Words
    • 3 Pages
    Improved Essays
  • Improved Essays

    The 50th Annual Super Bowl that aired on Sunday, February 7, 2016, had a great amount of commercials that were created exceptionally well for the audience. Although there were many incredible commercials, one of the commercials stood out to me the most amongst the rest. Many companies use the Super Bowl commercial spots to advertise their products, although, one commercial conveyed a meaningful message regarding domestic violence, from the NO MORE Campaign. NO MORE has been known in the past to provide gut-wrenching yet effective anti-domestic violence advertisements during the Super Bowl Commercials.…

    • 765 Words
    • 4 Pages
    Improved Essays
  • Improved Essays

    Did you know that the average person sees about 5,000 ads a day! That is about 5 a minute! In this new consumer market companies are constantly fighting one another for customers and looking for any angle that can make them stand out. This means that companies need to make their advertisements memorable because if they don’t they will quickly be forgotten about and the ad would be a waste of money. However, once they have your attention then they can make their pitch and hopefully sell you on buying new insurance or a politicians vote.…

    • 783 Words
    • 4 Pages
    Improved Essays
  • Superior Essays

    ASPCA Rhetorical Analysis

    • 1388 Words
    • 6 Pages

    For many years in America, different companies have used Aristotle 's three rhetorical appeals. The three different appeals are ethos, logos, and pathos. Pathos refers to the way that the author appeals to the audiences ' emotions. Ethos refers the way that the author builds trust and creditability with the audience. Logos refers to the author 's reasoning and logical evidence.…

    • 1388 Words
    • 6 Pages
    Superior Essays
  • Improved Essays

    Advertisements can be found all over the city no matter where you look. They can be presented by television commercials, print ads on billboards, Internet websites, and even the radio. The reasoning behind these ads is to persuade and argue why their product is more important than others. Sometimes these arguments can be used to persuade certain ideas that people think are right or wrong, and cause an argument socially, politically, or even religiously. Imagine this, it’s 1 a.m. and rearing to the end of the night with you and your friends.…

    • 1461 Words
    • 6 Pages
    Improved Essays
  • Improved Essays

    “All is Powerless” Mophie "All is Powerless" is an advertisement directed for Mophie Inc. by Biscuits 's Christopher Riggert. In this advertisement, the director presents all sorts of doomsday events, from gravity failing to function, to flying penguins, natural disasters, fishes falling from the sky, and for some reason dogs walking their owners. Finally at the end, the ad brings everything together by revealing that this is how a God feels when his cell phone is about to die, promoting the product that Mophie wanted to advertise with its logo. After doing some research on Mophie 's product, I found out it is pretty boring.…

    • 1504 Words
    • 6 Pages
    Improved Essays
  • Improved Essays

    Advertising is what makes up society today. It can be found on a billboard on the interstate or on someone’s t-shirt they are wearing to class. Today people are so accustom to seeing advertisements that sometimes they overlook what they are really looking at. Therefore, the viewer’s eyes can be fooled when looking at the advertisement or even persuaded to purchase such an item.…

    • 1536 Words
    • 7 Pages
    Improved Essays
  • Improved Essays

    Advertisements are information that are intended to influence and prevail on their audience. Their purpose is to raise recognition of their commodity in the individuals whom they aim at, and to publicize the advantages and benefits of purchasing the product. Advertisements are seen and heard everywhere throughout our daily lives. The drive to work/school, watching TV and listening to the radio. You are being persuaded almost everyday of your life to buy or try out products without even realizing it.…

    • 724 Words
    • 3 Pages
    Improved Essays
  • Great Essays

    Advertisements as a Genre Commercial advertisement is a genre directed to all people. Although all commercials fall under the same genre, there are many different techniques the author can take, depending on the purpose of the commercial and the audience that the author wants to reach. For example, an advertiser can take the celebrity approach and have a celebrity appearance in the commercial. This shows the audience that if the company is able to have someone famous represent them, they must be legitimate. Also, it allows people to think they can have the perfect life, just like their favorite role model.…

    • 1394 Words
    • 6 Pages
    Great Essays