Rhetorical Techniques Used In Advertising

Over the course of human history, advertising has been an art that many have perfected. The basic structure of advertising consists of pathos, ethos, and logos. Appealing to the public’s emotions, logic, and credibility has proven to be the most effective way of persuasion. The commercial I have chosen to analyze is about a worldwide cataclysm, incited by God’s inability to immediately charge a cell phone. His frustration has led to an apocalypse full of peculiar season changes and various other incidents. The insurmountable amount of fear is exaggerated and made humorous. In Mophie’s “End of The World” commercial, the advertiser implements the use of pathos, logos and ethos by exaggerating the feeling of dread most people experience when running out of cell phone battery and persuading consumers that their …show more content…
The emotion behind the commercial can be seen when people run frantically around the world. Many people are lost and many people experience bizarre occurrences. Their humorous exaggerations, ridicule people’s constant need for technology. The logic behind the commercial is common sense: why risk not having battery on a cell phone you use every day, when you can charge it, portably, all of the time? The advertisement forces the viewer to wonder what would happen if they had no cell phone battery during a crisis. The hopelessness depicted by the people who were not able to communicate with their families, is very persuasive to the audience because it is a relatable circumstance. Credibility is depicted throughout the commercial with religious symbolism and authority, in addition to the company’s exquisite reputation. The combination of humor, necessity, and conviction is a perfect mixture for persuasion and effectively presents the product to the viewer, as a logical