Persuasion Pros And Cons

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Poet Aesop once said, “Persuasion is often more effectual than force.” Marketers today rely heavily on the art of persuasion, so much so that they have it narrowed down to a sort of science. For example, how many people have been persuaded to buy a weight loss pill? The commercials are very convincing, promising consumers to lose a crazy amount of weight with their pill, and even showing examples of people who lost a great deal of weight while taking the pill. What the advertisers fail to mention is that the amazing cases of people who lost 120 pounds while on their program were doing a lot more than just swallowing an overpriced pill once a day. They most likely changed their diets and started exercising more as well. However, we as consumers …show more content…
A great example of an advertisement using pathos is a commercial promoting Dick’s Sporting Goods. The commercial starts with a father buying his young daughter a basketball hoop for Christmas. The daughter becomes very excited when she sees the hoop and immediately hugs her father. The commercial then cuts to his daughter, but this time a few years older, playing basketball with her friends at the same hoop. She makes a shot from a far distance and all of her friends cheer, genuinely impressed. Clips are then shown of the basketball hoop’s involvement in parts of the girl’s life. For example, she sits on the hoop while waving goodbye to her moving friend, and teepees the hoop with toilet paper at a party. Then, the commercial shows the daughter as a teenager, playing basketball with her father and then eventually with a boyfriend. Next, the commercial shows the daughter hugging her parents goodbye before she leaves for college, all while holding a basketball. The commercial ends with the father shooting at the basketball hoop all by himself. The screen then reads, “Give a gift that matters” (The Hoop). All of this is done while playing the song “American Beauty.” This commercial is definitely targeting many emotions. One emotion this targets is the emotion of love. The girl in this commercial receives a great deal of love from her parents, and it is …show more content…
A great example of this tactic is X-Out’s commercial featuring Zendaya. The commercial begins with Zendaya explaining that she is busy and does not have the time to take care of pimples. Clips are shown of Zendaya performing and acting, all showcasing her perfect skin. Zendaya explains that X-Out is just one simple step and easy to use. Then, the product and examples of people who use the product are shown, comparing pictures of them before and after they used it. Zendaya is shown washing her face, and the product is explained. After giving all of the details about buying the product, the commercial ends with Zendaya saying, “X-Out pimples, fast and simple” (Zendaya). This commercial is a great example of ethos because of Zendaya promoting the product. Zendaya has very good skin, and anyone who wants a clear face would want the product that keeps hers so clear. Also, Zendaya is very confident in herself, and most people want a product that would help them become more self assured and less self conscious about their skin. Finally, Zendaya is very busy, and, as she says in the commercial, does not have much time to worry about acne. An easy way to keep skin clear would appeal to people because they will not want to have to spend a lot of time doing

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