The Art Of Advertisement By William Bernbach Essay

1546 Words Oct 27th, 2016 7 Pages
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 convey the product. Pathos is the emotional appeal; it uses the target audience’s emotions to appeal to the product. Major companies use these all the time in their advertisement but people do not usually notice. 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…

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