Ethos And Pathos In Advertising: The Art Of Advertisement

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