The Importance Of Ethos In Advertising

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Advertising is a form of marketing that persuades or encourages its intended audience. The end goal is to attempt to provoke people to do a certain thing or respond a certain way. A common aim of marketing companies is to make their product or idea appear as desirable as possible in-order to succeed with their goal of persuading the customer to approve. A successful advertisement will catch and keep the viewers eye. It must leave a positive impression, producing the desired effect. If an advertisement design is poorly resourced and constructed, it can cause extreme repercussions for the business. The 2010 “Pretzel Crisp” advertisement was heavily criticized by an article in “Clean Cut Media” for its suggestive slogan choice and describes the …show more content…
Examples of Ethos can include having a celebrity endorsement, or a distinctive brand name. Ethos is used in the marketing strategy for the Pretzel Crisp advertisement when it displays its personal brand name “Snack Factory.” This brand name gives the viewer a representation of its product, service, or idea when the brand is observed. This can give the advertisement credibility if the company has a positive record. Pretzel Crisp displays its brand name and succeeds with this …show more content…
Aforesaid, Bernanke also expresses, “Pathos, or the emotional appeal, means to persuade an audience by appealing to their emotions and to make the audience feel what the author wants them to feel.” (Bernanke,2010.) A physiological appeal is seen with their tasty, thin pretzels. Snack Factory wants you to crave their product and believe that it is more desirable than typical, thicker pretzels. Therefore, physiological need appeals are there to meet your desires, wants, and needs. This is a very intensely powerful appeal because people have an instinctive drive to eat in-order to survive and thrive. Everyone gets hungry and can be captivated by an appetizing product presented on an advertisement. Especially because advertisements are meant to presented to society in the most flattering way possible in-order to impress. For example, it’s doubtful that a company would produce an advertisement for food with an unappealing picture. When an advertisement is done correctly, it can often make people give in to its temptation which is what it was made to do. Snack Factory succeeds in the use of this temptuous

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